SUZY
consumer insights platform
Built a scalable brand and content system that makes complex consumer research instantly relevant and understandable
The Brief:
Transform a company operating in startup mode, with products and marketing rooted in a pre-AI era, into a mature, sophisticated brand credible for enterprise buyers and built for the age of AI.
The Solution:
Given the product-led and credibility-driven nature of the business, the work prioritized clarity, trust, and scalability – ensuring the brand felt authoritative, modern, and aligned with AI-driven decision-making. This approach resulted in a more sophisticated visual system, bolder use of color, and a more confident brand voice.
For the rebrand, I supervised and partnered closely with external agencies – including Territorial (branding/design), Polyform (website), and SocialQ (animation) – while leading an in-house team of marketers, designers, and creators.
The rebrand’s visual identity, created by Territorial, was recognized with a Silver Graphis Award (2026).
Revamped Site
Original Site
After the initial rebrand...
I evolved the brand internally, expanding the voice and style across the website and social channels and developing distinct sub-brands for Suzy’s major product lines that all laddered up to the parent brand. To maximize efficiency, I integrated AI tools into creative workflows (Veed, Kling AI, Veo 3, Nano Banana, Midjourney), built digital products using Claude Code, and led cross-channel marketing efforts.
STORIES
Role
Conceived, wrote, and produced all campaign elements featuring the brand platform “Data doesn’t drive action. Stories do.”
What made it distinct
Positioned as Suzy’s narrative engine – transforming raw data into powerful stories in decks and infographics. The tone leaned human and cinematic, making research feel compelling and empowering.
SIGNALS
Role
Conceived the “Spot what’s next. Get there first.” campaign; oversaw product branding (via Territorial); wrote/produced all campaign assets.
What made it distinct
Built as Suzy’s most forward-looking product, Signals emphasized momentum and prediction – using future-forward graphics, motion, and copy to communicate trend intelligence at a glance.
SPEAKS
Role
Conceived the "Small talk leads to big impact" campaign; oversaw product branding (via SocialQ); wrote/produced all campaign assets.
What made it distinct
Positioned as the most conversational and human product in the suite. Speaks leaned into warmth and accessibility – framing AI-moderated surveys as a natural dialogue with consumers, not a technical tool.
Speed of Culture Live
Based on the company's The Speed of Culture Podcast, this live activation took place on September 18, 2024 at Marquee New York. The daylong event featured panels with superstar C-suiters and branding biggies (Chief Brand Officer of e.l.f., CMO of DoorDash, Chief Design Officer of Pepsi, etc.).
I oversaw all creative for the event, supervising designers and handling all writing and creative production including signage, digital displays, videos, emails, social, etc.