Mandalay Bay 

   This work was part of a print, digital and OOH campaign for Mandalay Bay's Shark Reef aquarium. Wait, where are all the sharks? Our goal was to feature some of the other creatures that live "under the strip."

IMAGE 1 COPY: The allure of the Sea Nettle is as intoxicating as its touch. Every tentacle is lined with hundreds of unseen barbs, each a poisonous reminder from nature, that beauty is only skin deep...


IMAGE 2 & 3 COPY: A glance will captivate you. A touch will bring you to your knees. Hundreds of toxic barbs line the Sea Nettle’s tentacles; ready to paralyze anything that mistakes their beauty as an invitation...

IMAGE 2 COPY: Green Sea Turtles are always on the go. If they're lucky enough to make it from egg to ocean, then they have the rest of their lives to look forward to, living as a delicacy for sharks...

Outdoor and taxi topper & banners:

Agency: RPA
CD: Scott McDonald
AD: Christian Musson
CW: Zane Cassidy


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.”




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Brand Strategy Archive