NEW YORK CITY RESCUE MISSION (NYCRM)

The NYCRM is the oldest homeless shelter in the United States. A deeply historical brand but stagnant and staid, it needed to be modernised and elevated in order to effectively connect with contemporary audiences and new donors.

I oversaw all marketing, branding, and creative functions, and was tasked with evolving NYCRM’s brand identity and all brand touchpoints, including collateral, advertising, email marketing, newsletter, direct mail, events, decks, social media & PR. Existing brand expressions didn’t do justice to the rich stories of strength, perseverance, and transformation housed within the Mission. I maintained brand elements that symbolised hope and celebration while maturing and professionalising the overall brand identity. I spent a lot of time getting to know guests staying at the Mission and wrote emotionally-fueled, longer-form features that fostered a new depth of audience engagement with the brand’s storytelling across digital and print platforms.

My work contributed to wins like significantly growing individual giving, corporate partnerships with Walmart and Chobani, social media campaign participation from actor/model Molly Sims, and in-person volunteerism and advocacy by Chobani Founder & CEO Hamdi Ulukaya, and Michelin star chef Vikas Khanna.

ROLE: brand development, creative direction, design, editorial (print & digital), copywriting, art direction, photography, video, website, social media, event curation