My work lives at the intersection of brand, growth, and storytelling. For more than 20 years, I’ve helped organizations connect with audiences through thoughtful strategy, creative expression, and data-informed marketing across retail, eCommerce, media, and experience-driven brands.
Creating a Purpose-Driven Product Experience to Honor Achievement and Community
As a Gold Award Girl Scout myself, I wanted a way to express that pride in something I could wear every day. I believed there was an opportunity to honor the achievement of Gold Award recipients with a meaningful and lasting symbol.
So I reached out directly to the CEO of the Girl Scouts of the USA with an idea. What if Balfour created an exclusive line of Gold Award jewelry designed specifically to celebrate this accomplishment?
The concept was embraced immediately, and we began working together to bring it to life. We designed and produced a new product line in time to launch alongside a national Gold Award Girl Scout initiative, ensuring that the jewelry felt both timely and deeply connected to the organization’s mission.
To support the launch, we created a fully integrated campaign that lived across the Girl Scouts website, a dedicated landing page, email communications, paid advertising, and social channels. Every touchpoint was designed to reflect pride, recognition, and community.
What began as a personal idea became a national program that gave Gold Award recipients a way to celebrate their achievement and feel seen. It was a reminder that the most powerful brand experiences are often rooted in authenticity and shared values.