Global Refresh? Super exciting! Unfortunately, it’s also super confidential...

If you’d like to see it, please reach out at n8totten@gmail.com to say hello and I’ll send you a password to unlock a hidden, exclusive PayPal Global Brand Refresh page. But as a preview, I’ll include a few creative elements below and you can read about my role on the team. 

• Brand Team Creative Director (Copy); 1 year freelance contract

• Helped lead a Global Brand Refresh, including new Brand Voice & Tone and developed a comprehensive Writing Style Guide with input from the internal DIE&B team, Corporate Comms, Product, and Marketing

• Directed training sessions with nearly every internal department and dozens of partner agencies; worked hand-in-hand with agencies on the development of countless social, digital, email,and video campaigns
  

• Worked alongside partner agencies to develop additional global guidelines: social media, motion, photography, and campaign platforms + holiday toolkits

• Led Transcreation / Translation of Brand Guidelines and Writing Style Guide into European markets

• Wrote and developed Messaging Frameworks for Consumer and Enterprise segments of core PayPal business

• Writing/Terminology Analysis with Brand Strategy/Architecture team on updates to subsidiary brands: PayPal Honey, PayPal Braintree, Xoom by PayPal, PayPal USD (cryptocurrency); plus internal PayPal groups: Employment Resource Groups (ERGs), PayPal University, PayPal Careers

• Oversaw website redesigns/updates across .com, newsroom, investor relations, about us, careers, and internal swag store

• Part of internal creative SWAT team for fast-moving projects: PayPal Votes, Hurricane Ian, PR Crisis, etc. 

The Brief: Get Gen Z sneakerheads to choose eBay over more mobile-forward platforms like StockX and GOAT when buying retros and grails. Essentially... target Gen Z on TikTok and make eBay cool to a new generation.

The Idea: Everyone has a birth sneaker — your favorite shoe from your birth year — and you can cop yours on eBay and show why you were “Born A Sneakerhead.”

Influencer Partnership:

We tapped into sneaker culture by partnering with five different Gen Z influencers. They shared the campaign with their followers, selecting their birth year sneaker on eBay and following up with an unboxing video.

We worked side-by-side with eBay’s internal team to create a microsite on their platform. The site currated sneakers into collections by year, from 1995-2005 (Gen Z). All campaign assets drove to the site, allowing fans to shop the best sneakers by their specific birth years. 

The site was populated with illustrations that captured the cultural landscape of a given year. We hired three illustrators with complimentary but unique styles to design a vibrant and captivating design that could work across a multitude of assets. 

Illustrators: Alejandro Parrilla / Leandro Assis / Lindsey Made This 

Extensions: 

We leveraged the illustrations to create additional assets for a cross-channel social strategy
to drive more awareness and increase engagement. These included Instagram gifs/statics, Instagram Polls, and paid Meta Carousels. 

The Results: 
The launch video alone was viewed 4.7 million times on TikTok within the first week. The campaign is ongoing and the final stats are still rolling in. 

GCD: AJ Rivvers

TCHO radically transformed their business to become a Certified B Corp, go 100% plant-based, and create all new flavors for their beloved bars. Their dedication to creating a whole new TCHO needed a whole new brand identity worthy of their altrustic mission while keeping things light and fun. It is just chocolate after all.
 

For a company that was doing so many things right, they’d had a difficult time capturing the richness of their story. Armed with the brand’s history and inspired by their dedication to their values, wecreating a strategic platform to tell their story and empower them as they hit the market with a new and new product line. ‘Chocolate. Fair & Square.’ became a central idea for the brand, succinctly capturing both the product itself and the brand values in four words.

We rebuilt the brand from the ground up with an emphasis on breaking through the clutter of craft chocolate and reestablishing TCHO as a pioneer in premium chocolate. From bright colors and playful, plainspoken language to custom crafted type and a photo direction we dubbed “Flavor Lust” the new TCHO brings exploration and joy to the premium chocolate category. Our work also entailed a website overhaul for desktop and mobile.
. 

Veg News: “Chocolate Brand TCHO Shows Dairy Is Unneccessary: Goes Vegan, Wins Awards, Slashes Emissions” - Article

Nexty Awards “Best New Sweet Snack or Dessert” - Link

Making of “Deep, Dark, & Salty” Colab Bar with Monteray Aquaium: Link 

CD // Copywriter: Nate Totten

CD // Partner: Robert Medkeff

CD // Partner: Anthony Cappetta
Designer: CJ Draper
Managing Director // Partner: Rob Hubbert
Agency: Super Okay

Webby - 2021 - Shortlisted “Branded Content - Fashion, Beauty, & Lifestyle”
Shorty Awards - Nominee “Influencer & Celebrity Brand Partnership, Instagram”

Watches have long fallen into traditional men's and women's binary definitions, but a new generation is intent on destroying preconceived gender distinctions.

Through the lens of watches, legendary fashion stylist Law Roach and renowned singer and songwriter Teyana Taylor discuss the future of fashion as it relates to gender fluidity and boundless design. At the root of the conversation, Roach and Taylor emphasize the beauty of individuality and how it plays a role in who they are and where culture is headed.      (Press Release)

Social Campaign 

In addition to the long form vid and PR push, we launched with :06 and :15 paid assets across social while leveraging posts from Law and Teyana on their own accounts.

Shortlisted for The Webby Awards “Branded Content - Fashion, Beauty, & Lifestyle” and nominee for the Shorty Awards “Influencer & Celebrity Brand Partnership, Instagram.”
Featured on Ad Age, Best Ads on TV, and Little Black Book.
Loved by Law and Tey fans, and luxury watch enthusastist. 

ACD // Copywriter: Nate Totten

ACD // Art Director: Aimee Brodbeck

CD: Mars Milisic
CD: Kate “Rizzo” Digilio
AD: Conner Needham
CW: Marcus Blackwell
Director: Christelle De Castro
Agency: The Many

After 50 years as the premier action sports camp in the country, Camp Woodward needed a brand refresh to symbolize its growth into new sports and new locations. The brand wanted to hold onto some of its core elements like the in-your-face yellow hazard lines, so we made them more functional and modern with a new, hyper-flexible design system for  different sports and demographics. The tagline “We Live This” taps into the essense of being an action sports junkie — epitomizing the excitement and energy that the brand brings out in kids of all ages.

National Ski Association Awards - 2022 Winner  “Most Unique Marketing Campaign”
Poppy Awards by California Tourism - 2022 Winner “Best Business Recovery Campaign” 

A new ticketing model for ski resorts to create contactless mountain access during COVID. It was so successful that they’ve continued and expanded the program — since everyone loves smaller lines, less crowds, and bigger discounts on tickets. 

Campaign overview from the awards submission.

Copywriter & Strategist: Nate Totten

Founder // Creative Director: Zack Teachout

Art Direction & Strategist: Derek Leach

Designers: Romeo Salazar, Chris Ruppelt, Luke Acevedo

Director of Production: Robin Cain
Producer: Mimi Hibben

Agency: Hovercraft