Hi, I’m Zane

I help brands develop their identity and express it through memorable concepts and copy.


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I’m a creative problem solver with ten years experience on big brands, small brands, tasty brands, inedible brands, super serious brands, sorta-funny brands.

I enjoy making strategic creative; the kind that provides business results and customer value. Might sound boring on the surface, but I insist that it’s fun for everyone.


A client once said:“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, Philips


My core values:
Curiosity. The act of learning and unlearning is like sunshine for the mind. Curiosity keeps me aware, grateful 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.”

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



Browse by brand:
Copywriting
[UCLA] [State Farm] [Blue Diamond Almonds] [Philips OneBlade] [3M] [A&E] [Mandalay Bay] [Honda]  
Verbal Identity
[What the Flip] [Arch Anchor] [Mosaic] [Pallaby] [Smarter





Mark

Pallaby 



    As a founding member of this pet health and nutrition brand, the opportunity was to create a brand from scratch and bring it to market. 

We created a system of language that would be used to define the brand’s position, value to consumer, product and packaging copy, company values, tone and voice guidelines and other fundamental verbal elements. 


The idea for a business existed, but there wasn’t a name or identity.
    Through market research provided by the start-up team, along with my own competitive and company audits, we developed their story.





We landed on language that hints at positioning and values.    This ‘knowledgable partner with the consumer’ mindset is at the core of their product offering and their desire to develop a wide range of wellness services (such as free televet visits for members).  

We established a supportive and approachable everyman persona and tone of voice.   The brand strives to be honest, modest, relaxed and playful. No frills or gimmicks. The type of person that would make a trusted dog sitter.





Examples of social, packaging, product, email, blog and web. 



In taking the brand to market, we built off of the identity and had some pup-loving fun.
    While the brand is serious about dog health, it allows for relatable and playful expressions of love, quirkiness, happiness; experiences and feelings that pet owners cherish.
Mark