in addition to work for consumer brands, i’ve helped clients in b2b spaces up their creative games and find innovative ways of reaching their targets.

just because it’s business doesn’t mean it can’t be creative.

if anything, it’s more important to stand out and do something different when it’s b2b.

b2b clients i’ve worked with have spanned from publicly traded enterprise to start-ups to tech companies somewhere in-between. some of those brands:

CrowdStrike - cybersecurity

Upwork - staffing

Cybereason - cybersecurity

Zymergen - biotech

Imprint Genius - logistics and printing

Jobcase - staffing

Spira - biotech

AgriFiber - food tech

Martian Industries - branding

over about a year, i did a bunch of things with the in-house creative team for the biggest cybersecurity company out there.

we did everything from a messaging guide to rewriting their website to taking over tokyo with an ooh campaign for the olympics:

cybereason needed to form an identity in the competitive cybersecurity space with their new THIS IS XDR tagline.

(XDR is a product. think of it like hebrew national saying THIS IS HOTDOGS. which they should).

i worked with the brand team to do everything from internal brand guidelines to a landing page to radio to a broadcast spot:

we also did an elaborate roadshow with the ceo and google in fancy movie theatres across the country.

sure, some people got covid, but it still made a big impression.

during covid, i spent a lot of time at upwork helping them reach businesses struggling to adapt their workforce to the pandemic.

we did a lot. websites, display, emails, etc. but the campaign I’m most proud of were the work together talent grants.

thousands of businesses and non-profits applied to hire even more workers.

an old cmo asked me to help jobcase reinvent themselves with a new brand guide, value props, and all of that.

one of my lines ended up being their new tag. wasn’t the original mission, but i’ll take it.

a fast growing start-up in a highly competitive space needed everything from a brand to values to v+t to a new website.

they liked it so much they made a snazzy little video about it.

fun to help define a company that didn’t need to advertise yet. they just need to sound legit to clients and investors.

at one point, i did so much work with b2b agency martian, that they asked me to help them reach businesses.

we can up with this campaign for why businesses should not hire them.

i’m told it’s the number one reason founders give when asked why they chose martian to launch their brands: