Purina’s Petfinder, the world’s largest pet adoption site partnered with POSSIBLE to shift negative perceptions of pet adoption and help millions of animals find homes. We repositioned the brand from “the moment of rescue” to “the long happy life” of people and their beloved pets. I led the team that designed a new brand identity and user-experience, making it easier and more fun to connect people with pets. Following the launch of the new site, Petfinder hit a major milestone of 25 million pet adoptions. Petfinder was nominated by Brand New as one of the Most Notable Brands of the Year. We also won the ADC Merit Award for Brand Identity, and the Webby Award for Best Community Site.

For two decades, 9/11 Day Foundation, has been working to transform 9/11 from a day a tragedy into a national day of service. In 2020, they faced an uphill challenge: Motivating millions of people to do good during a global pandemic. Partnering with Wunderman Thompson, we helped them create 9/11 Day At Home, a web and social platform for the country to do good deeds from home, in tribute to 9/11.  In matter of months, our team helped shift net sentiment by over 50 points from negative to hopeful. We mobilized 29 million participants in the US to do good deeds during COVID-19 on and around 9/11. This initiative won the Silver Shorty Award for Social Good, and the Webby Award for Public Service Activism.