Creative agency Ask Mbuya redesigned the iconic Essence Festival of Culture. Their theme, “Culture amplified,” captured the spirit of the larger-than-life celebration—filled with vibrancy, joy, and intergenerational connection—and make it ring out, like the collective voice of the Black community. Importantly, this year’s Festival paid tribute to the 50th anniversary of Hip Hop, its enduring legacy, and its promise for the future.

Ops contributions: Project management, client management, strategic direction, creative consultation

Directed the update of this legacy brand to reflect a more vibrant, relevant aesthetic. Led internal resources to develop foundational elements, then selected and worked closely with an external partner on full implementation and activation guidelines .

Creative contributions: Creative guidance, strategy & direction; concept generation; team leadership & inspiration; brand stewardship; stakeholder collaboration

Ops contributions: Resource planning & implementation; partner screening & sourcing; requirements gathering, analysis & synthesis; project planning & scheduling; stakeholder guidance; cross-functional alignment & collaboration

Led an internal team and directed external partners in activating an entirely new brand system for this venerable company. The extraordinary business transformation saw the business go from postage pioneer to technology enabler of global commerce in just a few short years.

Creative contributions: Creative guidance, strategy & direction; concept generation; brand alignment

Ops contributions: Resource planning & implementation; partner screening & sourcing; requirements gathering, analysis & synthesis; project planning & scheduling; culture building; stakeholder guidance; cross-functional alignment & collaboration

Evolved and expanded the brand from cookie-cutter executions in predictable placements to dynamic, compelling expressions across new applications, making it more relevant to—and resonant—with risk management audiences.

Creative contributions: Strategy & direction; idea generation; partner briefing, guidance & oversight; brand stewardship

Ops contributions: Partner screening & selection; brief creation; stakeholder alignment; presentation leadership

A reimagining of Dreamforce driven by both the COVID-19 outbreak and civil unrest. The idea was to create a dedicated, interactive broadcast channel filled with original content themed around the company’s core tenets of social engagement.

Creative contributions: Strategy & direction; concept generation; content creation

Ops contributions: Resource planning; brief development; requirements analysis & synthesis

Created the foundational elements of a global corporate brand; the parent company of some of the most well-known labels in contemporary apparel. The work establishes ground rules and provides tangible reference for moving PVH beyond a holding company to a full-fledged brand entity that cuts across platforms and media channels.

Creative contributions: Creative and brand strategy; Creative direction; Brand management; copywriting

Ops contributions: Resource planning & implementation; requirements gathering, analysis & synthesis; project planning & scheduling; stakeholder guidance; cross-functional alignment & collaboration

Harnessed the energy, power and excitement of one of the world’s most thrilling sports for its debut appearance at the iconic Consumer Electronics Show. The event was a showcase of F1’s international appeal, technical innovation, esports popularity and advanced data analytics.

Creative contributions: Creative direction; idea generation; creative strategy; activation concepting; content creation

Collaborated with brand strategists and marketing leadership to come up with new, differentiated ways to position what was formerly an off-shoring company as a global technology thought leader, helping clients succeed in The Future of Work.

Creative contributions: Creative guidance, strategy & direction; concept generation; content creation; brand alignment

Ops contributions: Client consultation; requirements gathering, analysis & synthesis; project planning & scheduling; culture building; stakeholder guidance; cross-functional alignment & collaboration

As it neared unicorn status, this innovative proptech startup needed to tighten the screws on its brand identity, beginning with its brand mission corporate tagline.

Contributions: Requirements gathering, workshop facilitation, client management, copywriting

Developed the concept for an interactive application that helped readers get closer to the iconic RS brand. After uploading their own pics and creating personalized messaging on faux magazine covers, users could share their creations and enter to win tickets to the year’s hottest show.

Creative contributions: Creative guidance, strategy & direction; concept generation; content creation; brand alignment

Ops contributions: Client consultation; requirements gathering, analysis & synthesis; project planning & scheduling; culture building; stakeholder guidance; cross-functional alignment & collaboration

Combined the value and utility of an established form—the printed look book—with the efficiency of digital technology. The resulting Web-based app helped creative reps and marketing managers precisely visualize how Porsche can add impact to their selling efforts.

Creative contributions: Creative guidance, strategy & direction; concept generation; content creation; brand alignment

Ops contributions: Client consultation; requirements gathering, analysis & synthesis; project planning & scheduling; culture building; stakeholder guidance; cross-functional alignment & collaboration

Conceived of a way to explain the complex world of structured annuity products to both financial professionals and their customer clients. The content and interface were designed to simplify the detailed, often esoteric subject matter without dumbing it down.

Contributions: Client consultation; creative strategy; requirements gathering and analysis; content strategy and creation; user flows; information architecture; UI design; technical feasibility; user testing; implementation

Spearheaded our agency’s response to the WHO’s open brief seeking innovative creative ways of addressing the 2020 global pandemic. Our approach leveraged every available media channel to visualize a range of scenarios showing the social distancing guideline in relevant and emotionally resonant ways. The goal: Inspire people in every country and from all walks of life to safely distance, measuring their love in 6-ft./2-m. increments.

Contributions: Project management, submission ownership, concept development, co-creative direction, art direction

Crafted rich, resonant art-copy concepts around some of the news and financial community's most pressing themes, from machine learning and micro lending, to human rights the true costs of a free and fair press. 

Creative contributions: Creative guidance, strategy & direction; concept generation; brand alignment

Ops contributions: Resource planning & implementation; partner screening & sourcing; requirements gathering, analysis & synthesis; project planning & scheduling; culture building; stakeholder guidance; cross-functional alignment & collaboration

Established a new brand strategy and visual identity for one of the country's most unique non-profit institutions. The organization, which is able to draw a direct connection between music education and improved school performance, used the work as a springboard for enhanced fundraising and marketing efforts.

Creative contributions: Brand strategy development; creative guidance, strategy & direction; concept generation; content creation; guidelines creation; materials development

Ops contributions: Client consultation; requirements gathering, analysis & synthesis; project planning & scheduling; culture building; stakeholder guidance; cross-functional alignment & collaboration; board presentation