We spent nine months with Material, auditing their site, developing brand and messaging strategy as well as tone of voice, and offering creative direction for a total brand re-vamp. In addition, we produced a soup-to-nuts launch of Material ceramics, producing photos, social strategy, and more; we concepted and introduced Material’s Homemade content series, selecting and interviewing the first two featured home chefs; we also provided copy and art direction for the new Material website.

A nine-month copywriting stint at Pattern Brands (2021) meant exposure to the best of the best of the formerly-Gin Lane crew, gaining learnings from the epic Emmett Shine and his supremely talented creative team. FG provided all copy as we re-launched patternbrands.com (new site including a new boutique of partner brands and newly acquired GIR), in addition to a TVC script and voiceover, and a whole bunch of emails. We also executed the brand’s first OOH Wheatpasting campaign (like, literally printed and arranged for the pasting. ‘Cause we do that, too).

Heyday (2021) brought us back in the fold as they prepare for the next (very exciting) stage of their business: franchising. We assembled refreshed brand guidelines aiming to crystalize the brand’s vision, philosophy, and offering, to colloquialize the language use to describe the skincare platform and its parts, to strategically differentiate the brand, and to increase the brand’s capacity to hold more than just facials and its products. We defined the mission, target, characteristics, and values, and articulated the offerings and approach before diving into a visual exploration for where the brand may opt to go in the future.

You’re either a fat person who has experienced the inequities of fashion first-hand, or you’re not, and you’ve had to (or still have to) come to learn of them. Being the latter, I did not myself understand the impact and significance of Universal Standard until I was asked to explain it to the world for their September 2021 campaign. So, I passed the mic (and camera) to fat Black photographer Rochelle Brock. It was an honor to shoot with her and this cast, and to work with this team on something so meaningful.

FG concepted, produced, cast, ghostwrote, and designed for the video, photoshoot, website, and editorial catalog, sent to 500,000 U.S. homes.

When Touchland asked us to make a provocative, controversial hand sanitizer campaign in 2021, it felt like a tall order. So we did our damndest and said what we’re all thinking: that we miss the before. And as the hand sanitizer brand, we want you to be able to touch like in the before. Like, let’s encourage the people who are really fervently bouncing back to their normal lives to maintain some of the good practices we’ve learned, right? And let’s sexualize it for good measure. But, of course, as luck (or, you know, anti-vaxxers) would have it, in the literal five weeks between shooting and launching the campaign, the Delta variant spread exponentially. Alas, we launched a campaign that literally says, “We want you to touch like in the before,” featuring really hot people doing really hot things at an underground party in the city amidst the climb towards the third wave of this pandemic. Ask for controversy and ye shall receive. But the message holds true: We *can* live life sensorily, curiously, passionately, and fearlessly, without being reckless. 🧠💕

Blume (2019) brought us on to concept, creative direct, art direct, design, and copywrite their first-ever out-of-home campaign (NYC Subway & wheat pastings), plus digital assets for a landing page and social media. Shot & produced by Mosspark. We have plans #bluming for more together in 2020!

After years of brand-advising, we joined Smalls (2020) as PT Executive Creative Director & VP of Brand Strategy, which meant leading the charge in further defining and refining the brand visually, strategically, and in its messaging, as well as producing the brand’s first Out of Home campaign, introducing new product nomenclature, building its creative team, overseeing a site design overhaul, and more to come. Seen below is a 2021 OOH campaign promoting the COVID-19 vaccine.

For over two years, we served as Freelance Creative Director at Dame Products (2017-19). We were intimately involved in goings-on at the company, advising the CEO on hiring and company structure, attending weekly meetings, and playing an integral role in product strategies and launches, creative campaigns (both online and a viral out-of-home campaign), photo and video shoots, content creation, press strategy, a website overhaul, email flow creation, and more. We eventually moved into an advisory/mentorship position for the growing internal brand/design team.

Smalls (2017-19) is an FG-client for life. We’ve helped out with everything from high-level strategy to fundraising & board decks to packaging to email flows to photoshoots to social media, campaign, and influencer outreach planning to naming products, like their liquid gold (chicken broth) enticement, and even office-hunting and hiring.

Vrai (2019) tasked Mosspark with creating a campaign video for an upcoming engagement ring collection, and Mosspark partnered with FG for the job. We concepted, pitched, wrote, designed, Art Directed, and Creative Directed the spot. We even named the collection—Partnerings 💍— and determined its positioning in the process. Mosspark did the rest 🎥Video here.

Heist (2018) was ready for an overhaul that would allow the brand to accommodate more than tights. So, we conducted audits and workshops galore, created new messaging and positioning guidelines, and worked directly with their internal creative team to build a new visual identity, brand book, and content strategy that felt more… heisty. Within five months, they launched an all-new, heistier Heist.

Ohnut (2019) brought us on to do strategy, positioning, naming, and messaging work for what is now the Pain Perception Project, and then again for a lil’ asset shoot to be used on email, social, holiday promotions, digital ads. We are gearing up for more work together in 2020!

For Sustain (2017-18): an 8-month stint leading all creative efforts such as experimenting with various aesthetic directions, creating ads for growth marketing, making packaging updates, concepting and creating the brand’s first-ever out-of-home campaign, as well as its first-ever popup experience (soup to nuts). Also proudly intro’d them to their first-ever in-house creative 😊

(2018) This brand never came to fruition (we did everything from naming to positioning to visual identity, fundraising deck, pitch training [!], photography, and even shoe-design guidance), but it sure is pretty 😍

Plus, the visual team behind this project (and some of our others!) went on to create Commission 💃

Faye Face (2017-18) is a group of friendly scientists who came to us with a gamechanging product and limitless possibilities. We acted as the creative brains of the brand and set out to build it on science & empathy, totally from scratch (name included). Faye Face is a pre-launch startup still in the process of fundraising; we hope to see it launch soon! 🚀

We were enlisted to rebrand Aisle (2017-2018), formerly known as Lunapads. FG did this, soup to nuts, naming and designing the visual brand in addition to messaging guidelines and overall brand strategy. Meet Aisle— where the feminine hygiene aisle becomes the period aisle 🌈

SF-based Two Chairs (2018) called on The New New Company to rebrand their mental health company, and The New New Company called on us to help put their vision into words. The ~new new~ Two Chairs launched in February 2019, along with a $7M fundraising announcement 🎉

We tried our hand at the totally new-to-us world of gaming with Shadow (2018-19), building a full visual identity from scratch, and collaborating with their team on strategy, positioning, messaging, and copy.

Headchop (2017) is an independent hair studio in Williamsburg that was already serving serious looks, and needed a site to match! We did an audit, stripped the site, wrote copy, and did an in-shop shoot. 💇

We did an exploratory rebrand for Le Wand (2019) that didn’t end up coming to life, but deserves to see the light of day ✨

Heyday (2016-18) was our *very first* client. They’d just opened their first store, and with an already-wonderful aesthetic and über talented Chief Brand Officer at the helm, they mostly needed help fleshing out their positioning and tone of voice, and building a growth marketing strategy and functional email flows. Today, Heyday has seven locations and counting, and we still help out every once in a while as-needed 💆

Quip (2017) had us on retainer to do a brand audit, create a condensed and functional brand book, and work alongside their lead designer (and sole creative at the time) to create email flows, content strategy, etc. We also placed their current Brand Marketing Manager at the company. So proud 😭

Alicia Sinclair (2019) is Founder & CEO of three separate sex toy brands—she came to us in need of a way to unify them. The answer: her. We designed a personal brand, applied to alicia-sinclair.com, creative directed and styled a photoshoot, and from 5/12 - 7/22/2019, took over management of her personal Instagram account, doubling follower count while improving upon general aesthetic and introducing a more personal approach to content.

Hungryroot (2019) tasked Mosspark with creating a “What is Hungryroot” video, and Mosspark partnered with FG for the job. We concepted, pitched, wrote, and co-Creative Directed the spot. Mosspark did the rest 🎥

For Elvie (2017): Early-stage strategy and positioning for their innovative breast pump, as well as a UX overhaul, copywriting, etc. for the existing e-comm site at the time, selling their Kegel exerciser, and a content strategy rework.

Fun fact: many of the folks in our lil’ group were also OG team members at THINX (and concurrently, Icon and Tushy). Here’s some of the stuff we did before we were free birds 🕊

In 2018, Ro Healthcare set out to rapidly build the Zero brand in a two-week design sprint. We provided the sole strategist/copywriter to all six freelance designers, and following the sprint, worked with two of them to build and prep both the site and app for launch. Ro also called on us to assist with early-stage strategy for Rory.

For Upton (2017): a complete brand audit and proposed repositioning. Upton previously presented itself as “Luxury, re-stitched,” and exclaimed, “This is not a belt. This is an experience.” We wrote lines like this one, and with our functional guidelines, the Upton team was able to continue on to create rad lines like “We make our belts look good. Because your denim will probably stay up on its own.” 👌