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



   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?