I was approached by the founders of this start-up to help them define the brand. They had research and were well on their way to creating an interesting service for a specific problem. 

By 2030, the US population will fit the definition of “super-aged” – more than 20% will be over 65.
  This group is largely disengaged with technology at the cost of their health and happiness. They face personal, complex barriers that require attentive, in-person care to overcome this disengagement with tech. Smarter was created for these people.

Not only are older adults left feeling disconnected and even invisible, there is a generational strain at play.
    Their children find themselves juggling careers, families, social lives and the needs of their parents. They don’t have the time or skills required to help their parents. Leaving the children to feel guilty, inadequate and resigned.

The brand wants to be seen as a trusted source of knowledge, like the tech-savy younger family member. Someone who is also caring and understanding.
   Working building off their research which included potential customer interviews, we developed this helpful persona. We also developed a number of other statements and guidelines (not shown). 


Examples of messaging that captured the brand’s value in a variety of ways.  
   I find that writing divergently and sharing an array of value messaging helps us have productive conversations before we set any rules (e.g. should it be “older adults” or “older people?”).

Tagline dilemma.
  The clients liked both of these as potential taglines. Which do you prefer?  


Hi, I’m Zane

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

I take my work seriously. But I don’t take myself too seriously. 

Want to see some cool new stuff? 

Cool New Stuff (Portfolio)


Verbal Identity

Brand Strategy

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

Nowadays, I partner with startups and small to mid-sized companies.  

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 Nexbelt and Unique Vintage. Helping them craft a distinct brand voice and a consistent story. Attracting new customers and investors.

You can learn more about these projects right here. Go. Browse! 

Then say hi

“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 

Positivity: It’s possible to be an effective pro and have fun at work. I try (my best) to murder my ego, uplift others and enjoy uncertainty. 

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.”

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