Gear for adults with children. Not baby stuff. 

Verbal Identity

Opportunity: Since 2009, Guava Family has produced design-minded equipment for active parents. Despite having products with a solid track record, they struggled to stand out.

Research led to a clearly defined unmet need: Parents need moments outdoors to recharge. But traditional baby products make this a challenge.

Years of direct-to-consumer product testing and feedback made Guava’s gear far more portable than competitors. From this point of difference we crafted a relatable and encouraging brand story. 

Challenge Accepted became the tagline and storytelling lens through which the brand strategy would be shared with their audience.

A full verbal identity (internal guidelines and external messaging) which was then used to inform visual identity, website copy and performance marketing campaigns.

Central to their brand story is how their point of difference (portability) helps parents get outside to recharge. Which we branded as Radical Portability. 

Research led us to a new messaging strategy. This included pages that explained the brand’s portability technology and the benefits of portability. Especially important information for first time parents.

We also emphasized parity with competitors. Illustrating how the brand isn’t just portable. It is durable and safe, too. These three benefits formed the core of the brand’s promise.

Go to Guava Family Website

Below is a list of the interconnected brand elements provided:

Internal guidelines: 
  • Vibe
  • Beliefs
  • Nemesis
  • Style  

External messaging:
  • Purpose
  • Tagline
  • Brand storytelling lens
  • Values
  • Homepage copy
  • About us copy
  • Why us copy
  • Unique sales proposition
  • Consumer value proposition 
  • Elevator pitch 
  • Meta descriptions 
  • Video scripts

While I await results from initial ad campaigns I can say that the team at Guava are thrilled with the new verbal identity. It has equipped them with a clear and meaningful story that has helped them align all of their marketing initiatives, vendors and stakeholders. 


Hi, I’m Zane

I help brands develop their strategy and express it through creative concepts, content and copy.  

I’m your co-pilot in the oftentimes complex world of marketing and branding.

Who will help your business grow through 4 specialties:


Verbal Identity

Brand Strategy


Before freelance, I spent 10 years at agencies and in-house. Working within a variety of categories.

Nowadays, I partner directly with the people at agencies and brands.  

Together, we create cool new stuff:

🏆 Award-winning verbal and visual identities. Like my work on Arch Anchor and Mosaic, done in partnership with comrades at Dean & Co.

🐣 New brand campaigns and performance marketing assets. That question category norms and drive engagement. Like my work with UCLA and Guava Family.

👔 Partner with CEOs at brands like Lejon and Unique Vintage. Helping them craft a distinct brand voice and a consistent story. Attracting new customers and investors. 

Say Hello 


“Zane's ability to jump in and quickly create impactful, immediately usable work is every creative director's dream. Specifically how he helped us take dissonant insights and turn them into a solid, strategy-lead manifesto and multiple brand video scripts for performance marketing.” Reed Schmidt, Creative Director, Guava

“We hired Zane to help us reposition the brand with a new verbal identity and personality. He has a very thorough strategy process which really got to the essence of who we are as a brand. The collaboration and communication along the way was excellent. He truly exceeded expectations.” Gregg Hemphill, CEO, Nexbelt

“His ability to tie creative thinking to consumer insights, trends/culture, and our marketing objectives was unmatched by any creative I have ever worked with. It was always clear where an idea started and how he got to the final product.” Gina Colonette, Senior Social Media Manager, Philips 


Belief. You can call me Ted Lasso because I believe in belief and that the customer notices said belief. Trickle down belief-onomics.

The act of learning and unlearning is like sunshine for the mind. Curiosity keeps me aware, humble and open to new ideas.

Adaptability. I’m gonna let Lau Tzu take this one, “A tree that cannot bend will crack in the wind. The stiff will be broken; the soft will prevail.”




Copywriting Archive

Verbal Identity Archive

Brand Strategy Archive