Planet Fitness one of the world’s fastest growing fitness companies, needed to transform their business to meet changing customer expectations, especially when millions were cut off from their gyms coming off the pandemic. They partnered with Huge to create an end-to-end experience that supported and motivated people based on a Judgement Free ethos. I led the team that redesigned the experience across app, web, crm, and in-gym touchpoints. Our efforts delivered the #1 fitness app in the app store, an 83% increase in workout engagement and help welcome over 18.6 million members, up 1.7 million from the previous year. This work won a Silver Anthem Award in Product & Innovation, a Silver CreativePool Award for Creative Effectiveness, and Webby Award Nominee for Best Health and Fitness App.

Vanguard, the largest global asset manager was looking to shift perceptions of being a tech laggard among their investors and advisor audiences. Partnering with Huge, they asked us to rethink their digital experience to boost acquisition, drive awareness and adoption of investment products, and shift brand perceptions. I led the teams that delivered a new global design system for their Financial Advisor Service, innovated digital product features in their customer experience, and created brand campaigns and experiential activations that positioned Vanguard as the category leader. Our efforts led to significant increases in Vanguard’s share of industry active fixed income cash flow and qualified sales leads.

Con Edison, New York’s energy provider partnered with Wunderman Thompson to transform and modernize their customer experience. I led the team that redesigned their sites and apps for a mobile-first audience, innovated their services, and evolved their brand identity. We shifted millions of customers from traditional contact points (like the call center) to digital self-service channels which customers preferred. Over 60% of all transactions are now completed digitally, a 200% increase from before. Our efforts improved customer satisfaction by over 50 points, reduced operating costs, and earned us industry accolades including Webby Award Honorees for best site user interface, and best visually designed app, and best corporate communications.

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.

AT&T came to Interbrand for help launching their B2B Connected Car offering, a new and undefined category. I led the team that developed the brand foundation for the business, which included naming, designing and positioning the platform: AT&T Drive, developing user-interface prototypes for connected vehicles, and designing the environment for their innovation lab: AT&T DriveStudio. The results: AT&T signed partnerships with 8 automotive partners within the first months of launch.