I have led the art direction and implementation of high performing brand and performance campaigns, spanning across many integrated marketing channels.
Rocket Legal+
New Membership Launch
New Membership Launch
Increased annual memberships up to 400%,
and helped shift business from MRR to ARR.
and helped shift business from MRR to ARR.
Overview
Rocket Lawyer relied on monthly recurring revenue, yet there was and opportunity to keep members longer and provide more value through a rebranded annual membership.
Partnering with product and marketing, I led the strategy and a redesign of the pricing experience, clarifying the difference between plans, highlighting the benefits of Rocket Legal+, and building transparency into every member touchpoint.
Solution
The main challenge was to highlight the value of a Rocket Legal+ membership while also keeping the monthly membership and creating differentiation. My approach was to be transparent with pricing and highlight the "plus" was now getting professional legal help. The visual design solution is scalable and expresses a complete legal solution empowering our customers while promoting individual value of each product and service.
Deliverables
Branding / Web landing pages / UX Patterns / Social / Email / Messaging
Temp space
Daymond John Partnership
Content Campaign For SMB's
Content Campaign For SMB's
An above average social engagement rate of 3.6% over 5 months.
Overview
Rocket Lawyer partnered with Daymond John—FUBU founder and star of the show Shark Tank—to create an educational video series empowering entrepreneurs while showcasing the value of the Rocket Legal+ annual membership.
Solution
I developed the campaign theme “The Pros of Business” to spotlight the real challenges and rewards of entrepreneurship, and to empower members with the legal confidence to succeed. Partnering closely with content and cross-functional marketing teams, we launched fast, achieved strong engagement across paid and organic social, and built a deeper connection with business owners.
Deliverables
Campaign Strategy / Website / Video Editing / Email / Paid & Organic Social / Motion Graphics
RocketTax
Product Launch GTM Campaign
Product Launch GTM Campaign
New strategic positioning brings higher engagement and a lower CPA.
Overview
During the 2023–24 tax season, I led a refreshed campaign for Rocket Tax, Rocket Lawyer’s tax prep and filing service, to boost awareness and drive tax package sales as a key add-on to annual RocketLegal+ memberships.
Solution
I positioned Rocket Lawyer’s tax campaign around a simple truth, tax issues are legal issues, encouraging customers to cover both with one annual membership. By tapping into the relatable emotions of tax season, we created a fun, scalable campaign that drove stronger engagement, higher conversions, and a lower CPA than previous creative tests.
Deliverables
Copywriting / Advertising / Email / Web / Branding
Rocket Lawyer
SMB Brand & Performance Ad Campaign
SMB Brand & Performance Ad Campaign
35% increase in branded search, 15% growth in direct traffic & 4.8% increase in trial conversions.
Overview
We launched the “Work Confidently” (Not a Lawyer) omni-channel campaign with our marketing team and a leading video agency to strengthen brand recognition and drive trial growth among small and mid-sized businesses.
Solution
Targeting SMBs, we produced a three-part commercial series showcasing confident entrepreneurs backed by Rocket Lawyer who are experts in their craft, not in the legal fine print. I was hands-on from scripting and art direction to digital and landing page design. By staggering each launch, we extended impact and, within a year, drove major gains in direct traffic and branded search lift.
Deliverables
CTV Commercials / Paid & Organic Social / Web Landing Pages / Email / Content Marketing / Pandora / GDN & PMax Ads
Four Vines
Integrated Ad Campaign For Rebrand
Integrated Ad Campaign For Rebrand
A rebrand with a bold story and eccentric group of wine personalities.
Overview
Purple Wine + Spirits reimagined Four Vines with a bold packaging rebrand that celebrated the unique personalities of each varietal, and needed to unite them under one distinct, cohesive brand story.
Solution
Partnering with the Purple marketing team, I developed the “If the Wines Could Talk” campaign as an idea that unified all SKUs under one bold voice, capturing the rebellious spirit and sense of place behind Four Vines. The campaign brought the new packaging to life, energized sales and distributors, and positioned the brand as modern and distinctive-all executed on a tight timeline.
Deliverables
Deliverables
Campaign Strategy / Advertising / Website / Video / POS / Photo Art Direction