THE WORK

Brand Programs

Brand ideas rooted in product truth, cultural insight and credible action.

BRAND STRATEGY

From Visibility to Relevance

Moving beyond performative badging.

Created a strategic framework that helped P&G brands connect established product benefits with meaningful LGBTQ+ insights and credible community action - building greater relevance, trust and long-term consumer value.

Applied across multiple P&G brands · Stronger relevance with LGBTQ+ consumers and allies

BRAND PROGRAM · TIDE + DOWNY × ALI FORNEY CENTER

Fresh Clothing. A Fresh Start.

Turning an everyday product benefit into a tangible form of care.

For LGBTQ+ young people experiencing homelessness, clean clothing can restore dignity, confidence and a sense of normalcy. Tide and Downy connected that cultural truth to their core product benefits by helping expand and improve laundry facilities at New York’s Ali Forney Center - supporting the organization’s ability to provide clean clothes and linens as part of its identity-affirming services.

Category-authentic action · Expanded laundry access · Supporting more than 1,700 LGBTQ+ young people served annually

READ THE STORY ↗

ADDITIONAL CASE STUDIES IN DEVELOPMENT.

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