CADILLAC
Working on an iconic American brand with a rich cultural history for two and half years was a thrilling ride. I wrote briefs for everything from retail to racing to reveals, became an expert in the luxury automobile market, designed & implemented consumer research, created a CSR program, and even helped name an engine.

CADILLAC CSR
Lead Strategist

THE SITUATION: How do you find an authentic Brand Citizenship project for a luxury car brand?
Upon entering a new identity & era for the brand, Cadillac wanted to design a new corporate social responsibility plan that encouraged people to keep rising. The cause needed to be a pressing need, something our target audience cares about, an ownable fit for the brand, and uplifting to the Detroit community.

THE INSIGHT:
Detroit passed a mandate that every K-12 school in the city would be required to have an art or music teacher on staff. However, the school district does not have the infrastructure for those programs to function to their full ability.

THE APPROACH:
Help Detroit Music Programs Rise: For our CSR program, we will provide support & educational opportunities for the young students of Detroit. Unlike other car brands – most of which are focusing on STEM outreach – Cadillac has a rich history with music, therefore possessing an authentic place in arts education.

This project expands beyond giving supplies; GM in the process of working this into their overall CSR plan for the will gift improvements to historical music locations and public institutions while giving access to students, and provide in-class visits from local artists & performers.

CADILLAC BLACKWING CT6 V8
Assistant Strategist

THE SITUATION:
Cadillac was releasing their newest sport model of the CT6 which needed a consumer-facing “nickname” that is distinctly Cadillac and captures the spirit of the 4.2L Twin Turbo V8 engine.

THE INSIGHT:
Make the brand/product an extension of the history or person. Specifically, recall imagery or the meaning behind the different pieces of the Cadillac family crest.

THE APPROACH:
Blackwing: Powerful. Unknown. Speedy. Forbidden. Earning its name from the marlet, a blackbird adorning the original Cadillac coat of arms. Let’s honor our winged legacy but with a modern, more performance-focused twist.