Focus: Global marketing and communications strategy, campaign narrative and identity, centralized brand governance, and distributed execution across regions and partners.

The Context

The International Campaign for Tibet (ICT) has long served the vision of His Holiness the Dalai Lama. As the largest Tibet support organization in the world, ICT helps Tibetans in their peaceful struggle for democracy and human rights, and in preserving Tibet’s ancient culture of wisdom.

In preparation for His Holiness’s 90th birthday in July 2025, ICT sought to ensure that this historic milestone reflected both the spiritual and humanitarian impact of his life and legacy.

The opportunity was significant—but so was the risk. The campaign required global visibility, deep cultural sensitivity, and disciplined coordination across regions, partners, and channels.

The Challenge

ICT sought to:

• Develop a compelling global marketing and communications strategy to drive sustained awareness and engagement across cultures, generations, regions, and beliefs

• Create a unifying framework and campaign narrative to guide national and international efforts honoring the Dalai Lama’s 90th birthday and advancing his timeless message of peace and compassion

• Enable partners and teams to execute confidently within clear brand and communications guardrails

This required an integrated approach combining marketing strategy, communications leadership, and brand governance.

The Approach

I partnered with ICT leadership to design and lead a global campaign grounded in strategy, structure, and execution, integrating creative ambition with disciplined governance.

Strategy

• Defined the overall campaign strategy and objectives, positioning compassion as a transformative global force rooted in the Dalai Lama’s legacy

• Developed the Compassion RisingWorld Tour campaign name, narrative framework, and messaging pillars

• Led strategic discovery through executive interviews, workshops, research, and stakeholder input

• Shaped content and communications themes to support digital, PR, event, and media engagement

• Through more than 50 coordinated events, film screenings, and digital activations across North America, Europe, and Asia, amplified global awareness of the Dalai Lama’s legacy while inspiring meaningful engagement with his enduring message of peace and compassion

Structure

• Designed and governed a centralized brand and communications framework to guide all campaign activity

• Established messaging standards, visual and verbal identity guidance, and decision-making guardrails

• Produced communications toolkits, press materials, and partner resources to ensure consistency and quality

• Developed a crisis communications plan to manage sensitive cultural, political, and geopolitical considerations

Execution

• Directed multi-channel activation across social, web, email, press, film screenings, and live events

• Provided strategic and creative support to 50+ international events, ensuring alignment while preserving local authenticity

• Partnered with ICT leadership and external creative vendors to maintain cohesion and momentum

• Developed a transition framework to enable ICT’s internal team to carry the campaign forward beyond the anniversary year

The Outcome

• A globally unified campaign delivered across 50+ coordinated activations worldwide

• The initiative evolved from a single commemorative moment into a year-long global movement celebrating compassion as a unifying force.

• Strong, consistent campaign identity and messaging adapted effectively for local contexts

• Global reach in the millions, with sustained international media coverage

• A future-ready campaign platform that continues to support awareness, partnerships, and advocacy

Most importantly, ICT gained a scalable marketing and communications framework that balanced ambition with discipline—enabling global participation without compromising credibility or coherence.

Focus: Brand strategy, brand governance framework, internal enablement, and controlled rollout across teams and partners.

The Context

FirstBook is a US- and Canada-based nonprofit dedicated to expanding educational access for children and communities in need. As the organization evolved, its leadership recognized that its brand no longer fully reflected its mission, impact, or future direction.

The challenge was not only to refresh the brand, but to ensure that it could be consistently understood and applied across a diverse organization—internal teams, partners, funders, and external audiences—without slowing momentum or diluting purpose.

The Challenge

FirstBook needed to:

• Clarify its brand positioning, value proposition, and voice

• Align executive leadership around a shared narrative

• Ensure consistent application across teams and channels

• Equip staff and partners to confidently use the new brand in practice

This required more than creative development. It required structure, governance, and enablement to support long-term adoption.

The Approach

I partnered closely with the executive team to lead a comprehensive brand transformation grounded in strategy, structure, and execution.

Strategy

• Led strategic discovery through executive interviews, facilitated workshops, and a full communications audit

• Clarified brand positioning, value proposition, and narrative architecture

• Aligned leadership around a refreshed mission, purpose, and voice

Structure

• Established brand governance principles, approval processes, and decision-making guardrails

• Designed a comprehensive Brand Playbook defining standards, usage guidelines, and practical application

• Created internal enablement tools and training materials to support adoption across teams and partners

Execution

• Developed a structured rollout and 12-month roadmap to guide implementation across communications, partnerships, and engagement channels

• Supported teams during launch to ensure clarity, confidence, and consistency in execution

The Outcome

• 100% leadership alignment on the core brand narrative

• 11% brand lift within two months of launch

• A clear, scalable brand framework that teams and partners could adopt confidently

• Strong internal buy-in and consistent external expression across channels

Most importantly, FirstBook gained a brand system that could scale with the organization, supporting both day-to-day execution and long-term growth.

The result was a re-brand that teams understood, trusted, and could confidently use—internally and externally.

Focus: Brand positioning, governance guidance, messaging framework, and scalable execution across markets and stakeholders.

The Context

WattAnyWhere is a clean energy company operating across Switzerland and France, focused on innovative bioenergy solutions in a highly technical and regulated environment. As the company evolved, it needed a brand that could clearly communicate its value to multiple audiences—investors, partners, regulators, and the public—while supporting growth across markets.

The challenge was not simply to create compelling messaging, but to establish clarity, consistency, and credibility in how the brand was understood and expressed across different contexts.

The Challenge

WattAnyWhere needed to:

• Clarify its brand positioning and value proposition in a complex technical space

• Translate highly technical concepts into clear, credible narratives

• Ensure consistency across markets, audiences, and communication channels

• Support leadership and teams with guidance that could scale as the organization grew

This required a balance of strategic clarity and practical structure—without over-engineering governance for an emerging organization.

The Approach

I partnered with leadership to develop a brand framework grounded in strategy, structure, and execution, calibrated to the company’s stage of growth and regulatory context.

Strategy

• Conducted executive interviews, research, and communications audits to understand business priorities, technical complexity, and stakeholder needs

• Defined clear brand positioning, narrative pillars, and messaging architecture

• Translated complex technical and sustainability concepts into accessible, audience-relevant language

Structure

• Developed brand governance guidance appropriate for a growing, cross-border organization

• Created a messaging blueprint and brand framework to ensure consistency across investor, partner, and public communications

• Established practical guardrails to support decision-making without slowing execution

Execution

• Applied the framework across key touchpoints, including digital channels and stakeholder communications

• Supported leadership and teams with tools and guidance to enable confident, consistent use of the brand

• Ensured alignment across Swiss and French market contexts

The Outcome

• Clear, credible brand positioning aligned with the company’s technical expertise and sustainability mission

• Improved consistency across communications, audiences, and markets

• Stronger clarity and confidence in investor and partner conversations

• A scalable brand framework that could evolve alongside the organization

Most importantly, WattAnyWhere gained a brand system that brought focus and discipline to complexity, supporting both near-term communication needs and long-term growth.

The result was a clear, disciplined brand foundation that supported growth in a complex, technical, and regulated environment.