Durham, NC · 360° marketing
Has your work outgrown your marketing?
Your messaging, website, brand, print, newsletters and findability, under one roof and built to work together. So your work reaches the people who need it, and you can show a funder exactly who it reached.
Your messaging, website, brand, print, email and SEO, under one roof and built to work together. So everything finally looks like the company you actually built, and you can see what it brings in.
The problem
It all came from somewhere different. And it shows.
The site came from central IT years ago. The brochure was made by whoever was free that month. The mailing list lives in a spreadsheet. This certainly wasn't the plan ... it just accumulated one reasonable decision at a time, while you were busy doing the actual work.
A logo from one place. A website from another. The emails from whoever had a spare afternoon. This certainly wasn't the plan ... it just accumulated one reasonable decision at a time, while you were busy growing the company.
Nothing connects
The main site, the program page, the conference poster and the newsletter were each made by different people in different years.
No evidence of reach
The renewal asks what the dissemination achieved, and a download count isn't much of an answer. You need to show who read it and what they did with it.
It outlives whoever built it
It's on a WordPress build from years back, whoever knew how to update it has moved on, and now nobody touches it. It drifts further from the work every year.
Nothing connects
The website says one thing, the brochure says another, and the mailing list hasn't heard from you since spring.
No way to measure it
You paid for a website a couple of years ago, and nobody can tell you what it earned.
AI is moving without you
You know you should be doing something with it. You don't have a spare month to work out what, and the gap keeps widening.
Nobody sets out to build a Frankenbrand..
A brand stitched together from parts that never met. And the real cost of one isn't that it looks untidy. It's that you apologize before anyone sees your marketing, because you know your work is better than your marketing.
Another year of apologizing for how it looks. Another year as the best-kept secret in your field. And the people who were ready to call, who didn't.
Another year of apologizing for how it looks. Another year as the best-kept secret in your market. And the people who were ready to call, who didn't.
Cue the sunrise in 3, 2, 1…
Your great work deserves to look great.
It's hard to watch good work get passed over because it didn't look the part and never connected with the people it was for. I've seen it happen since I started in 2003, and turning this all around for my clients is why I truly love this work I get to do.
The best moment in any project is when it all lines up. Your brand looks the way it sounds and sounds the way it looks, walking its talk and talking its walk. That's the goosebumps moment, for both of us: you see your work the way it was always meant to be seen.
What changes
Put it all on one table.
Your website, your event mark, your brochure and the banner you take to the conference. They look like one organization made them, because one person did.
The backstory: When Colorado State University's Office of Inclusive Excellence came to me, they wanted a more cohesive marketing system, one where every piece felt like part of the same family. Seven cultural centers, a symposium and the office itself had each built up their own look over the years, and they were ready for all of it to work together.
Every piece, from the website to the pin, came out looking like part of the same family. See how that one went.
More of the work
Selected projects
Showing 24 of 24
Six decades of photographs, paced like a book
Six decades of a LIFE and Magnum photographer's work, in fourteen collections paced like a book.
WebsitePrintEmail
A statewide case for maternal health, readable in two minutes
A statewide maternal health coalition, with the evidence base built to be checked and its benefits guide in two languages.
WebsiteLogo
Every elected prosecutor in the country, searchable by zip code
Every elected prosecutor in the country, searchable by zip code, and kept current by the research team from a spreadsheet.
Web app
Forty years of data work, told in about two minutes
Forty years of enterprise data work, told in about two minutes, across 325 pages.
WebsiteIllustration
A print magazine that reads just as well on a phone
Two issues a year for five years, designed for print and built for the web in the same pass, with an archive of 242 articles behind them.
PrintWebsite
A Bronco rental that sells the trip before the price
A Bronco rental in Los Cabos that sells the trip first, then shows every line of the price.
Website
Seven cultural centers and a symposium, behind one front door
Seven cultural centers, a fall symposium and an events calendar the office runs itself, at Colorado State University.
WebsiteWeb appLogoPrint
The booking happens here, not on Expedia
A seven-suite inn in Eureka Springs, built to win the direct booking back from the travel platforms it is listed on.
WebsiteSEOEmail
Fifty years of rigor, on a site that shows it
The technical arm of a UNC research center founded in 1968, and a site that puts the depth in front of a researcher before she has to ask for it.
WebsiteLogo
114 local governments, one way to make the case
A decision tool for the working groups recommending how 114 NC local governments spend eighteen years of opioid settlement money.
LogoWeb app
An advisory practice that can't show its clients
A strategic advisory practice that can't name its clients, so the site proves its taste instead.
WebsiteLogoPrint
Every project, paper and person, behind one filter
A WASH research institute at UNC: 41 people, 36 funded projects and twenty years of a conference, behind filters instead of lists.
Website
One map of the whole neighborhood, theirs to update
Fifty-five homesites in Pittsboro, with a lot map the sales office kept current themselves, one dropdown at a time.
WebsiteLogoPrint
Five tools that turn a simulation into a decision
Two cost calculators and five system maps, so a clinic can price a screening program before it commits to one.
Web appWebsiteLogo
380 products, found by the regulation you have to meet
A 380-product catalog a source-testing engineer can search by the EPA method they have been handed.
WebsiteSEO
A pledge forty-seven organizations could actually join
A global pledge on lead in drinking water, with two deadlines, four commitments and forty-seven organizations signed up to them.
Website
A 125-page document a rep drives like a tool
A 125-page sales guide for a Sydney HVAC company, built with 369 internal jumps so a rep can drive it at a kitchen table.
Print
One look, from the homepage to the coffee mug
The No. 1 public school of public health, with eight departments publishing at once and one look holding across every one of them.
WebsiteLogoPrintEmail
Browse by what it is, who made it, or what it is for
A jewelry store in Howell, Michigan, with 190 pieces a buyer can reach by category, by designer or by any of 141 tags.
Website
Sixty-eight questions that map a whole system
A fifteen-minute assessment that maps 68 parts of a child support system and gives a community back its own picture.
Web app
Research you cannot see, made concrete enough to buy
A B2B research firm selling something invisible: six services, a private equity practice, and the numbers it will stand behind.
Website
Fifty-three research tools, found in one search
Fifty-three cancer research tools, searchable as you type and kept current by the consortium itself.
Website
An eight-lesson program for life after cancer treatment
An eight-lesson program for breast cancer survivors, built for a clinical study at UNC Gillings.
Web app
From the archivesFifty-seven researchers, one page the public could use
North Carolina's public COVID-19 research dashboard: 57 contributors, 32 questions answered, and the state's numbers on the front page.
WebsiteSEOLogoAdrial is my go-to designer for anything my business needs … which is why I have used him for three different companies over the last 20+ years.
Craig WoodCEO, Definian
The system
Six disciplines. One plan behind all of them.
Six things you end up needing to get the work in front of people who can act on it. This list used to take an agency, or four vendors and a procurement cycle each.
Now it's one contract and one plan behind all of it, with somebody who answers their own email.
Six things most businesses end up needing at some point. This list used to take a studio: a strategist, a designer, a developer, a writer, and an account manager standing between you and everyone else.
Now it's one plan behind all of it, with no handoffs or games of telephone to get lost in. (And speaking of, you'll have my actual phone number).
Brand strategy & messaging
Who you are and who you're for, then what you say to them, written into one framework everything else is built from. Take either half on its own.
- Positioning
- Voice and personality
- Your story
- What you lead with
Website design & build
Custom, quick to load, built to be found. Yours to edit afterwards, without calling me to change a phone number.
- Custom design
- Next.js build
- CMS you control
- Analytics wired in
Logo & branding
The mark, and the system that keeps it intact. Every lockup, every colorway, print and screen, so it still looks like you in two years. Your files live in a portal you can send to anyone who asks.
- Identity
- Brand guide
- Full asset library
- Logo portal
Print & collateral
Still the thing people carry home from a meeting. Rack cards, brochures, signage, tradeshow booths, packaging, all built off the same brand.
- Brochures
- Signage
- Tradeshow
- Packaging
Email & outreach
The cheapest audience you'll ever reach already raised a hand. A newsletter that actually goes out, or a sequence that follows up on its own.
- Newsletters
- Landing pages
- Sequences
- List health
SEO & AEO
Ranking on Google and getting quoted by ChatGPT are two different jobs now. Whoever you need to reach is asking a model before they open a search box. Grant reviewers included.
- Keyword strategy
- Technical SEO
- Answer optimization
- Search Console
Take one, or take all six. Most people start with one piece and add the rest later, or never. Everything is scoped on its own. Mapping the whole system just means the piece you buy first still fits what comes next.
The dashboard optional
And you can see exactly what it's doing.
Every piece can report into one place. Who's downloading your work, which tools are being used, which countries you're reaching, and whether models cite you when somebody asks about your field. No annual-report scramble. You just look. I build it when you ask for it, on top of whatever else we do together.
Every piece can report into one place. Where people came from, which pages turn into phone calls, what a lead costs you, and whether AI models have started quoting your business yet. No quarterly slide deck. You just look. I build it when you ask for it, on top of whatever else we do together.
Research impact
Downloads by month last 8 months
Where your work is being read
Most downloaded this year
Cited in AI answers your field
Marketing overview
Leads by week last 8 weeks
Where they came from
Pages that produce calls leads per page
AI answer visibility this month
The numbers here are invented, and the only thing this screen really does is tilt when you hover. Yours wouldn't be: it would pull your site, your forms, your downloads and your search data into one place, instead of five logins and a spreadsheet you keep by hand.
The numbers here are invented, and the only thing this screen really does is tilt when you hover. Yours wouldn't be: it would pull your site, your forms, your leads and your search data into one place, instead of five logins and a spreadsheet you keep by hand.
How the numbers turn into changes, month by month, is on how it works.
Why one person can
Human + AI, where it counts.
Hi, I’m a human with 23 years in the industry, and an AI native. Covering this much ground used to take a team, with a handoff between every part of it. AI is what lets one person hold all of it now, so what you say in the first meeting is what shows up on the banner.
I hand it the parts that make the work go further, and keep every part that makes the work yours.
What I hand to it
- Drafting and iterating
- Research and synthesis
- The repetitive middle
What stays mine
- Your voice
- Anything a customer reads as a promise
- Positioning
- Photographs of your people
You don’t have to learn any of this. You get the results, and I keep the homework. The tools will turn over again next year. Knowing which parts of your business to hand to a machine, and which parts are the reason somebody picks you, won’t.
The plan
You see the thinking, and the number, before anything gets built.
It starts with a 25-minute call, then up to three phases, each scoped and priced before it starts. Plenty of clients skip the first and go straight to a build. No retainer and no monthly minimum hanging over either of us, and your finance office tends to want it that way too. Stop after any phase and you keep everything built up to that point.
It starts with a 25-minute call, then up to three phases, each scoped and priced before it starts, and you approve each one before it does. Plenty of clients skip the first and go straight to a build. No retainer and no monthly minimum hanging over either of us. Stop after any phase and you keep everything built up to that point.
Messaging and plan
- Brand strategy or messaging, written down and yours
- A plan for what gets built, and in what order
We settle what you say, who you're saying it to, and what actually needs building. If you already know all that, we skip this and start at Build. If you don't, changing your mind here costs nothing, and the document is yours either way, ready for the next committee meeting or grant narrative.
We settle what you say, who you're saying it to, and what actually needs building. If you already know all that, we skip this and start at Build. If you don't, changing your mind here costs nothing, and the document is yours either way, ready for whoever writes your next ad or sales email.
Fixed price. Usually the smallest invoice of the whole project.
Build
- Direction first: wireframes for a site, moodboards for a brand
- Design, built from the direction you approved
- Live, with the logins, the training and a walkthrough recording
Website, brand, print, campaign, whatever the plan called for. Each piece quoted on its own, so you can take them in any order, or one per budget year.
Website, brand, print, campaign, whatever the plan called for. Each piece quoted on its own, so you can take them in any order, at a pace that suits your cash flow.
Quoted per piece. Approved before anything starts.
Keep it moving
- Content, campaigns and print when you need them
- A read on what actually worked
New content, a campaign, a conference push, a print run, a second round of research going out. Some clients call twice a year and some call most months. Both are fine by me.
New content, a seasonal campaign, a product launch, a trade show booth, a print run. Some clients call twice a year and some call most months. Both are fine by me.
Hourly or per project. No commitment in either direction.
I'm one person, and I'm usually booked a few weeks out, so you won't get a first look in days from me. You'll get my real start date before you commit, and I hold to it.
One small monthly fee, and it covers the running of it
Every website I build comes with the same thing: hosting, backups, security patching, CMS upgrades, support when you need it, and running your dashboard if you have one. One fee, all of it, for as long as you want me running it. It's deliberately not a block of hours you have to go find work for, because that arrangement makes both of us worse at our jobs.
No monthly work minimum
If something I built stops working, I fix it free. However long it has been.
Grant-funded work. I quote against your budget lines and invoice per deliverable. I've been through enough university purchase orders and RFPs to know what the paperwork wants before it asks.
When it all lines up
Marketing you’re proud of.
One person to call, instead of four vendors and a handoff between them. And your work reaching the people it was built for.
Let's get all of it looking and sounding like you.
Twenty-five minutes, no slide deck. Tell me what the work is and who needs to see it, and I'll tell you what I'd build first and roughly what it costs. If I'm not the right fit, I'll say so and point you somewhere better.
Twenty-five minutes, no slide deck. Tell me what you sell and what isn't working, and I'll tell you what I'd do first and roughly what it costs. If I'm not the right fit, I'll say so and point you somewhere better.