Case study 1

CAN b2b BE Jargon free?

Asana tapped me to craft creative targeting enterprise Business

The software company wanted a new angle for their top-of-funnel messaging. The industry leading project-management program, Asana was looking to target clients in the enterprise space having proved their mettle with start-ups.

The challenge: show more than essential product features, communicate the ‘why’ and the ‘how’ in a fast passed collection of integrated marketing assets.

Output

Multi-channel integrated marketing campaign for a global audience, translated into German, Japanese, Spanish and other languages.

Role
Company
Industry
Year
Context

Creative Director
Asana
‍Software / B2B
2024
$4.04 Billion

Team

Maeve Roughton, Maria Favela

Time to translate for a new audience?

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CAse Study 1

Does 13.11% renewable mean anything?

here’s how I jump-started a brand narrative with an unlikely statistic

Tidal New York wanted to get greener. They started with science — replacing petroleum inputs with renewable ones. The first green iteration saw 13.11% of the original formula replaced by an oil derived from castor plants. Six months later, version 2.0 utilized 27% variable biomass oil.

Through capsule collections, campaigns, and immersive content experiences, I built a brand narrative around genuine, yet incremental, innovation. Storytelling focused customer education on the difference between renewable and recycled, as well as the benefits of on-shoring and the company’s B-Corp status.

The unique take and position got people talking and landed press, with Business of Fashion even describing Tidal NY’s work as a “Revolution”.

Outcomes

1. 200,000 pairs sold
2. Long-form Media Features
3. Global brand partnerships

Role
‍Company
Industry
Year
Context

Creative Director
TIDAL NEW YORK
Footwear / Fashion / E-commerce
2019-2021
Privately held

Team

Carly Aimi, TIna Huang, Tim Gibb, Aubrey Pedersen, Ionut Radulescu, Hannah Safter

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entrepreneurial Approach

I’m about Building brands

Before TIDAL, I started an apparel label centering industrial graphic research. Storytelling through product, Project Trade Mark sold across Japan and produced collections for MUJI Found, Nanamica and United Arrows.

Case study 2

Are 900,000 users wrong?

I went in house to rebrand a popular finance t0ol

Payroll and benefits app Even had nearly one million users and a 4.9 star App Store rating to boot. So when the banking app ONE acquired Even with the aim of rebranding it to fit into their product lineup, it required a delicate touch.

I joined a core team of designers to craft a new brand: ONE@Work. The goal was to ease the transition of nearly one million users into the ONE brand family. The brand was turned around in two months, and rolled out a month later.

Outcomes

Successfully extended ONE brand into HR benefits and services

Role
Company
Industry
Year
Context

Principle Designer 
ONE
Financial Technology / Banking
2023
$66mil valuation / Series-B

Team

Jennifer Ahern, Tory Ford, Jessica Rosenberg, Madeline Szrom

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Storytelling

I started in editorial

My intro to design and creative was magazines. I started one about techno and concrete called ARTICLE. It circulated 5,000 copies, ran 18 issues, getting stocked in the Tate Modern, the ICA, and every decent bar in the North of England.

Case Study 3

What does the future of work look like?

I helped New Stand find visual expression for their pivot from underground to office

Newstand is a day improvement company that started as a kiosk on an NYC subway platform. In 2021 it received investment to bring its cool and cachet into New York’s premium office buildings. To do this, it needed a rebrand and flexible design tools that worked both at retail and in an office environment.   

I created brand tools anchored by an illustration system composed of two shapes—a triangle and an arch drawn from the word mark. The goal was to provide distributed designers with flexible tools to create assets swiftly and economically, while staying on brand. A distinctive and playful identity emerged working its way into all touch-points of the business.

Outcomes

Faster, Better Design Output

Role
Company
Industry
Year
Context

Creative Director
NEWSTAND
Retail / B2B
2021-2022
$40mil valuation / Series-B

Team

Kyla Bliss, Brenden Lovejoy, Sonia Malpeso, Anna McKenzie, Sara Merg, Maeve Roughton

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ABOUT

impactful brands do something better

I am a New York based creative with global experience. A skilled generalist, I know how to build and lead creative teams to create meaningful brands, content and experiences.

I love partnering with passionate founders, start-ups and companies seeking to build impactful brands that do something better.

thoughtful

Aside from his incredibly thoughtful talent, what I can say about Ben is that he geeks out about the process and people of it all as much as he does the actual work, which is something you don’t come across very often.

Jenny Shechtman, COO
Story / Macys

Conceptual

Ben is a conceptual thinker with a knack for brand systems. He approaches every project with a well of creative research, a deep commitment to brand philosophy, and a ride-or-die attitude.

Maeve Roughton, ECD
New Stand / Thinx / Collosal Media

passionate

Ben is passionate about his work. And, quite frankly, he’s just a really good human being, which is one of those undervalued bonuses when building a business. I couldn’t have done it without him.

Tim Gibb, Founder & CEO
Tidal New York