Things we've made happen

The UXMen campaign was developed to support the launch and market awareness of AppPulse UX, Hewlett Packard Enterprise’s digital experience monitoring platform. The initiative was designed to translate complex application performance and user experience telemetry into a compelling narrative that would resonate with enterprise IT leaders responsible for application reliability and digital customer experience.

The campaign introduced a creative concept that personified the hidden “heroes” behind application performance: the engineers and systems working behind the scenes to ensure applications function seamlessly for users. Through the UXMen narrative, the campaign illustrated how AppPulse UX monitors real user interactions across applications, helping organizations identify performance issues before they impact customers. The storytelling approach made a highly technical product more approachable while still maintaining credibility with technical buyers.

The UXMen campaign was showcased at Mobile World Congress, where it received industry recognition for its creative execution and ability to communicate complex technical capabilities in an engaging format. The work helped elevate the visibility of HPE’s digital experience monitoring platform and supported broader conversations around application performance, user experience analytics, and proactive performance management.

Following Hewlett Packard Enterprise’s software division spin-off, the AppPulse product portfolio and related technologies were transferred to Micro Focus (now part of OpenText), where the capabilities continue to exist as part of the company’s application performance management and digital experience monitoring solutions.

The Rescue & Replace initiative focused on developing and launching a bundled service model designed to increase customer confidence and expand the value of Seagate’s consumer storage products. Traditional hard drive purchases were largely transactional, with limited post-purchase engagement or service attachment. The program introduced a combined offering that paired Seagate hardware with integrated data recovery and replacement protection, allowing customers to protect both their device and the data stored on it.

The work involved supporting the development and market positioning of the Rescue & Replace service bundle in partnership with Seagate’s actuarial and product teams. The program reframed data protection as a core part of the product experience rather than an optional add-on, helping customers understand the value of guaranteed recovery services and device replacement if a drive failed. Marketing strategy focused on clearly communicating the emotional and practical value of protecting irreplaceable data, while aligning pricing and packaging with customer expectations around reliability and peace of mind.

The initiative helped strengthen Seagate’s service attachment strategy and supported the broader shift toward recurring service value within the storage product ecosystem. By integrating protection and recovery into the purchasing experience, the program increased product differentiation and reinforced Seagate’s reputation for reliability and data protection.

Cyber Cursed was a cybersecurity awareness and storytelling initiative designed to make complex security risks understandable to a broader audience through narrative-driven content. The project explored how technical vulnerabilities, human behavior, and organizational processes intersect to create real-world security failures. Rather than presenting cybersecurity purely as a technical discipline, the concept framed security incidents as stories—illustrating how small misconfigurations, overlooked permissions, or social engineering tactics can cascade into significant organizational risk.

The work focused on translating highly technical cybersecurity concepts into accessible formats that could resonate with both technical practitioners and business stakeholders. Through structured storytelling, the project demonstrated how security failures develop, the decisions that enable them, and the operational impact they create. This narrative approach helped bridge the communication gap that often exists between security teams and executive leadership, enabling organizations to better understand the practical implications of cyber risk.

Cyber Cursed ultimately served as an exploration of how cybersecurity education, marketing, and risk communication can be strengthened through storytelling, making security concepts more relatable while preserving the technical accuracy required by practitioners.

The Tali AI engagement focused on developing positioning, messaging, and early go-to-market strategy for an AI-driven clinical documentation platform designed to reduce the administrative burden placed on healthcare providers. The platform uses voice recognition and natural language processing to capture clinical conversations and automatically generate structured medical notes that integrate with electronic medical record systems. The core objective was to help clinicians spend less time documenting visits and more time focusing on patient care.

The work centered on translating a technically complex voice AI platform into a clear and credible narrative for healthcare decision-makers. Messaging emphasized the operational realities of modern clinical practice, including documentation overload, clinician burnout, and the inefficiencies created by traditional electronic medical record workflows. Positioning highlighted how voice-driven documentation could improve physician productivity while maintaining the accuracy, compliance, and clinical integrity required in regulated healthcare environments.

As part of the go-to-market effort, the platform successfully secured a deployment with the U.S. Department of Veterans Affairs, demonstrating the viability of the technology within one of the largest and most complex healthcare systems in the United States. The Veterans Affairs engagement provided a strong proof point for the platform’s ability to operate within large-scale healthcare environments while supporting clinicians with faster, more efficient documentation workflows.

The WellIQ project focused on developing a series of case studies designed to demonstrate the real-world impact of the company’s clinical intelligence platform within healthcare organizations. WellIQ’s technology analyzes clinical and operational data to help hospitals identify patterns in patient outcomes, treatment effectiveness, and resource utilization. While the platform delivered sophisticated analytics capabilities, many healthcare decision-makers struggled to translate those capabilities into clear operational value.

The case study initiative was created to bridge that gap by documenting how healthcare providers were using WellIQ to improve clinical decision-making and operational performance. Each case study translated complex analytics outputs into clear narratives that showed how clinicians and administrators applied insights from the platform to address real challenges such as care variability, treatment optimization, and cost management.

The work involved structuring interviews with clinical and operational stakeholders, synthesizing quantitative outcomes with practitioner experience, and developing narratives that could communicate both the technical credibility and the practical impact of the platform. The resulting case studies served as proof points for prospective healthcare organizations evaluating clinical intelligence tools, helping illustrate how data-driven insights could support better patient outcomes while improving hospital efficiency.

The Omada Identity project focused on repositioning the company’s digital presence and messaging to align with its growing role in the Identity Governance and Administration (IGA) market. As the identity security landscape matured, the existing Omada.net website and messaging no longer clearly communicated the company’s category leadership or the strategic value of its platform. The initiative centered on redefining the product narrative and translating that positioning into a modernized digital experience.

The work involved restructuring the website architecture, refining core messaging, and supporting the transition from Omada.net to OmadaIdentity.com. The new site clarified the company’s value proposition around modern identity governance, emphasizing enterprise security, compliance, and operational efficiency. The updated digital experience also aligned the brand with how buyers evaluate identity platforms, presenting the product within the broader context of governance, automation, and enterprise identity management.

The resulting transition created a clearer market position and a more coherent web experience that reflected Omada’s leadership in identity governance, supporting both customer education and demand generation while modernizing the company’s public-facing brand.