Instrument Brand Management
With an ethos drawn from the DIY spirit of Fugazi and a few computer servers named Truth, Effort, and Courage this company grew from a development resource to one of the most respected digital agencies in the world.
After a couple of years as strategist on the Nike and Google accounts at Instrument, I realized what I loved most about the place—beyond its thoughtful portfolio—was an ethos that favored honesty and integrity. I was compelled to extrapolate what seemed collectively felt about its creative philosophy and culture, to attract more like-minded partners, allies and friends.
Mission: Deepen Instrument's narrative
Scope: Establish the in-house brand department and lead brand strategy, public relations, and community partnerships
Highlights: Defined Instrument's brand foundation. Refreshed instrument.com and social channels. Created the agency's first internship program. Found platforms for my teammates to share their stories. Championed diversity and inclusion through considered programming and community partnership.