The Great-West Healthcare-CIGNA merger inspired a major marketing initiative to fuse the two brands with multiple phases across several years. In 2008, I joined the creative services team to help rebrand dozens of collateral pieces. I soon took on more projects, including newsletters, promotions and online content inventories eventually serving as a content manager for the redesign and rebranding of multiple portals.

Appealing to savvy, deal-demanding shoppers, everywhere, I came up with new concepts around lines of credit and luxury while staying within the Bloomingdales boundaries for brand and style. And with five different reward levels, inactive and active versions for each and multiple pieces including buckslips, coupons, card carriers, envelopes, letters, brochures and certificates, this was a complex project requiring nuanced detail, creative reinvention and lots of shopping and travel lingo.

By weaving pop culture puns, a conversational style and coy copy into these historical vignettes on their ingredients, I maintained Chipotle’s irreverent, but quality-focused identity. These were printed on drinking cups in burrito joins across the country. . .

This Denver charter school needed a professional, creative, personal and secure online presence–one that could appeal to students, teachers, parents and community members alike, but remain fluid and flexible throughout the school year.