Hey there, Cyera folks, I pulled together some of the higher level voice, brand, and strategy projects I’ve led over the last few years.

There’s also been a lot of day-to-day, tactical copy work supporting these efforts, of course. Everything from broadcast and podcast ads to social concepts and captions to websites and landing pages.

But I thought here would be a good place to start. Because all strong storytelling does. - Adam

Data Company

Even people at Confluent didn’t know how to describe what the company actually did. They were growing like crazy, but they’d skipped the part where they positioned themselves or even thought about their brand beyond a few Pantone codes. They’d tried agencies. They’d tried doing it themselves. But they just couldn’t get the c-suite on board with any brand strategy. They had a story they wanted to tell. They just didn’t know how to take the next step.

After a robust exploration of the space and a presentation showing just how far they’d fallen behind even much smaller competitors—always a fun conversation to have with a CMO and a Senior VP of Brand—I was able to provide a complete brand strategy, voice + tone, and a brand campaign to bring it all to life.

Fun(?) fact: when I had the motion designer make that internal hype animation above to launch the new brand, I sent him the one I’d seen from Cyera as a reference to rely on.

He might have taken that direction a little too literally and borrowed some things. Sorry.

Cybersecurity Company

A few years back, CrowdStrike was launching a campaign to redefine the “we” in their slogan and hero all the allies working together against the world’s cyber adversaries.

There were additional assets, emails, websites, and all the rest as part of this but this doc served to bring it all together.

A Different Cybersecurity Company

Here’s an example of an anthem that came from an upstart cybersecurity company’s attempt to position themselves in a very competitive market. This came alongside a voice + tone and brand guide that led the way with striking storytelling, not just in spots like this but across web, digital, and in-person events.

A Certain Politician’s New, um, Destination

So I definitely don’t think I can fully share this, but a very important person’s team really needed help talking about their new library museum center place opening this summer. They had a bunch of writers and political communicators on staff, but they were really struggling with their messaging and alignment. I came in, listened to what they needed (a lot), and created a framework to help them break it down and get on the same page.

Education Company

A large, publicly traded education company had some negative headlines and desperately needed to rebrand. I helped them quickly reposition as a partner to students and educators with a robust new brand strategy, guidelines, and voice + tone.

this all turned into a whole bunch of video, radio, and social assets but we had to start at the beginning.

Here’s a list of some other clients I’ve done voice, strategy, and branding work for, ranging from some major companies to small start-ups.

Bob’s Red Mill - sorghum and things like sorghum

Squishmallows - cute lil guys

Upwork - staffing and people who want to be staffed

Stubhub - tickets to that thing you want to see but forgot about

Imprint Genius - logistics and printing for company swag

Jobcase - staffing again somehow

Spira - biotech and natural food additives

AgriFiber - I still don’t really know

Martian Industries - branding (yup, I helped brand a branding agency )

And of course I’ve written words and made work for brands like Nike, Yeti, Sony PlayStation, PayPal, Jose Cuervo, NBA 2K, and a whole bunch more.

You can see some of that right here.

Thank you so much, and please just say the word if you’d ever like to chat.

adamwpeterson@gmail.com

402/304-2494