FEATURED WORK
Carta
For over 10 years, Carta had been the undisputed leader in the cap table management software category. Their innovative software had unlocked remarkable potential for their business, inspiring a wave of new product innovations and resulting in a $7.5 billion valuation in 2021.
But while they were busy expanding their portfolio of offerings, new competitors were stealing precious marketshare and winning with brand appeal. Ted helped Carta develop a new brand strategy and identity that solidified their authority in the category and evolved their narrative from single product offering to business growth partners.
Bumble For Friends
In 2016, after years of stand-out success in the dating space, Bumble expanded into the friend-making market with BumbleBFF. This strategic move helped position Bumble as an expert in all kinds of relationships, but the service wasn’t quite living up to its potential. As a brand revered for its differentiated perspective, Bumble needed a sharper understanding of friendship in order to fine-tune its user experience and reposition the product.
Ted helped uncover key friendship truths that would direct Bumble’s product and marketing teams toward a more successful relaunch. At the center of his findings was a shift in the way people think and talk about friendships. Many of us look to social media to connect with our friends, but these digital interactions are leaving a void where deeper relationships are yearning to grow. Bumble had an opportunity to embrace not just the discovery, but also the development of these often messy, but remarkably fulfilling relationships. In 2023, Bumble relaunched a completely reimagined product inspired by this work, and with the new name, Bumble For Friends.
Beyond I Do
When the U.S. Supreme Court struck down all state bans on same-sex marriage in 2015, most Americans believed the fight for LGBTQ equality was over. That’s why many Americans were surprised to learn that in most states, it was still completely legal to fire, evict, or deny someone service, simply because of their sexual orientation or gender identity. The fight was far from over, and it was going to take a whole new era of education to help move America forward.
Working with the Gill Foundation and the Ad Council, Ted was part of the research and strategy team that helped create the “Beyond I Do” campaign. Launched in 2018, and targeted in states with the least equal protection laws in place, this campaign told the real stories of LGBTQ individuals who were denied the same basic rights that so many people take for granted. The main message: if the American Dream is inaccessible to some, it is broken for all.
Uber Black
Since its launch in 2011, Uber has delighted millions of customers across the globe with the comfort and convenience of on-demand transportation. Despite the massive volume of rides under their economy offerings, Uber saw a huge growth opportunity within Uber Black, its premium ride experience.
Ted was part of the strategy and innovation team that was tasked with shedding light on the luxury customer and how Uber Black might play a larger role in their lives. Through in-depth qualitative research across 9 global markets, the team uncovered the myths, nuances and opportunities held by this key demographic. These insights helped Uber craft a more compelling value proposition and design a more enjoyable premium product.
SoftBank Vision Fund
When SoftBank launched the US$100 billion Vision Fund in 2017, venture capitalists and founders across the globe were stunned. The Vision Fund immediately dwarfed all other sources of venture capital, resulting in disruption, skepticism, as well as curiosity to better understand this Japanese conglomerate.
SoftBank clearly had capital, but they were lacking a voice. They needed to establish a brand that both aligned with leadership perspectives and expressed authority amidst criticism. Ted was part of the strategy team that gave the Vision Fund a strategic foundation for the bold and ambitious brand their investment team needed.
