http://www.katharinew.com/portfolio daily 0.75 2016-10-11 https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1474315133157-ZOMMJXWE1CMUKDYXI4S4/GettyImages-119387131.jpg portfolio https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1474315133157-ZOMMJXWE1CMUKDYXI4S4/GettyImages-119387131.jpg portfolio http://www.katharinew.com/images daily 0.75 2016-10-11 https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1476150475542-QLP7GFUTT0MG32UCLAB6/site_hallmark_backtoschool_ad1.jpg Images https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1476150475542-QLP7GFUTT0MG32UCLAB6/site_hallmark_backtoschool_ad1.jpg Images http://www.katharinew.com/gipfel-1 daily 0.75 2016-10-06 https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1475787196005-TUPW48RCKYOEL78VBYOC/GLADE_Never.png Gipfel https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1475787196005-TUPW48RCKYOEL78VBYOC/GLADE_Never.png Gipfel http://www.katharinew.com/weite daily 0.75 2016-10-07 https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1475853650115-F9MTZB7JMM0HP25M42GJ/GLADE_Never.png Glade https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1475853650115-F9MTZB7JMM0HP25M42GJ/GLADE_Never.png Glade https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1475853942147-MMZQUXOBBOFN2LD8ARW4/GLADE_PIN_Spring_ENERGY_CantStop.png Glade http://www.katharinew.com/work daily 1.0 2026-04-20 https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1476228470867-U6L3OBWSSIB3MJ11HA48/Blinds_thumb.jpg Work https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1476151899328-J7WRUT2MTMSN7YBNA8JT/site_glade_1.jpg Work - Glade Pinterest https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1501996975318-HNZ98Z2MY3HEGFPI6KHQ/site_coronalight_header.jpg Work - SCRUBBING BUBBLES Through entertaining GIFS, Scrubbing Bubbles shows how some messes just can't be handled with simple bathroom cleaners. But, for all those other messes we have your back. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1502936298842-678MXCDJMHV45FAPAG4D/site_coronalight_GILT.jpg Work - GILT CITY PARTNERSHIP Four influencers known across the industry for their styling gave our brand an authentic voice in the fashion space. We worked with Talun Zeitoun of TALUN, Ryan Clark of High Fashion Living, Lauren Gould of The Marcy Stop, and Alyssa Lenore of Styled & Smitten to create our looks. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1537982807254-Q5D7IJXQGHTS0W8U70EB/ESU_site2.jpg Work https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1503086545561-1QP9ACHRX5U6V7SR26D1/image-asset.jpeg Work https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1732119412208-O6BKHRUE9W8KIV69ECEZ/GRAYBAR_Site.png Work - GRAYBAR INDUSTRIAL AI VIDEO SERIES Historically, Graybar has promoted its industrial products and solutions under the master Graybar brand, which is used to promote products to its primary customers, electrical contractors, an entirely different audience than industrial end users. But how do you showcase a fully automated factory that touts itself as the leading edge? AI. Our team created a full AI campaign to help promote Graybar’s new industrial uses offerings and helped build this brand by creating new awareness assets, such as the Graybar Keeps You Moving AI video and various other campaign content and collateral to support it. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1771954623903-852ZDLM1UL7S0PP1B1U8/Mizzou.png Work - Missouri University College of Art & Science The College of Arts and Science advances student success, teaching, research, community engagement, and a supportive workplace. The program is guided by a 3-year plan that aligns with Mizzou’s goals and prioritizes growth, inclusion, and impact locally and globally. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1773088543561-ZJ03L7KZKXD00NP92ZX6/image-asset.png Work - Liberty Burger Social Insight: Consumers connect with food through stories—regional flavors, craftsmanship, and cultural context turn a meal into an experience and drive loyalty. Objective: Build brand distinctiveness and drive repeat visits by positioning Liberty Burger as the destination for authentic, celebratory takes on America’s burger traditions. Strategy: Create a cohesive social persona and editorial cadence that frames Liberty Burger as a storytelling curator—leveraging a road‑trip narrative to spotlight regional techniques and local flavor profiles while linking digital content to in‑store discovery. Execution: Launched a six‑month “Burger Journey” campaign with monthly regional features: short-form video, photo essays, recipe/technique explainers, and cultural micro‑stories distributed across social, web, and in‑store screens. Each stop included call-to-action moments (limited-time menu items, QR-driven content, and local partner tie-ins) to convert audience engagement into visits. Impact: Increased brand voice clarity, elevated perceived culinary credibility, generated shareable content that amplified reach, and drove repeat foot traffic through time-limited offerings and integrated digital-to-store touchpoints. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1775594591724-7UUV54EX5BGESL7J3440/LB_site.png Work - A Bar Powered By The Sun Insight: People respond to experiential moments that legitimize leisure and create shareable, sun‑lit rituals. Objective: Extend #TheLightestDay by turning the solstice into an immersive, on‑premise proof point that drives trial, social buzz, and brand salience. Strategy: Create a scalable, daylight‑powered pop‑up—The Lightest Bar—that physically embodies the campaign idea, converts online intent into in‑person experiences, and amplifies social reach through memorable moments and complimentary trial. Execution: Activated 100 solar‑powered Lightest Bar pop‑ups across 10 cities synced with #TheLightestDay, promoted via social and local partnerships, offered complimentary Corona Light to attendees, and seeded visual, shareable moments to drive UGC and earned coverage. Impact: Delivered ~150K event attendees, ~25M social impressions, 3.2M earned‑media reach, and an 18% year‑over‑year increase in branded social mentions, strengthening Corona Light’s association with outdoor leisure and seasonal ritual. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1775594015130-WK09C9W2MSPX8E3769BI/Screen%2BShot%2B2017-09-07%2Bat%2B6.25.29%2BAM.webp Work - WHAT WILL YOU GAIN IF YOU LOSE? Insight: Numeric weight targets feel abstract; framing loss as emotional and experiential gain (confidence, energy, moments) motivates behavior and deepens brand relevance. Objective: Reposition Special K around the positive benefits of modest weight change to drive trial, repeat purchase, and category share. Strategy: Turn the proposition into a participatory question, "What will you gain when you lose?", that invites women to focus on the felt rewards of losing weight rather than the number on the scale. Execution: Launched a coast‑to‑coast "What will you gain when you lose?" experiential tour from NYC to LA featuring branded scales where women stepped on, celebrated their reactions, and shared personal gains; amplified the tour with local PR, influencer storytelling, social content and UGC, and in‑store promotions to convert momentum into purchases. Impact: Generated 75M+ impressions and a 2.8% sales lift, the highest category share in Special K’s history, by making modest weight change feel meaningful, attainable, and worth sharing. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1476141324880-NMVN2DIOIXTRB7WGML5E/site_sb_ad1.jpg Work - Scrubbing Bubbles Social Info-tainment Content Insight: Cleaning is functional but often boring; entertaining, bite‑sized content reduces resistance and reframes routine chores as satisfying, shareable moments. Objective: Position Scrubbing Bubbles as the go‑to bathroom solution by increasing consideration and habitual use through entertaining education that drives engagement and brand preference. Strategy: Use info‑tainment to make bathroom cleaning interesting and approachable—educate with playful, immersive formats that entertain, inform, and create repeatable behavior cues tied to the product. Execution: Built an integrated social program combining Facebook 360 experiences that let users explore surprising bathroom facts in an immersive environment with a series of tongue‑in‑cheek how‑to videos that gamified cleaning techniques; content was optimized for shareability and paired with targeted amplification to drive engagement, website visits, and product-related searches. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1547070659469-BNRKQ5RCV13ALOOT5ZSR/SA_Cover.jpg Work - The Coinless Kettle Insight: The iconic red kettle remains a powerful seasonal symbol of giving, but declining cash use creates a behavioral barrier to donating in public moments. Objective: Modernize the donation touchpoint to recapture impulse giving and broaden donor participation across demographics. Strategy: Reinvent the kettle as a frictionless, mobile-first donation platform, preserve the emotional and symbolic value of the red kettle while removing payment barriers through seamless contactless payments and QR-enabled giving. Execution: Rolled out a pilot Coinless Kettle program replacing coin slots with NFC tap terminals and QR codes linked to mobile payment and micro-donation flows; deployed across high-traffic holiday locations with on-site signage explaining the new experience, trained bellringers to prompt tap/scan giving, and amplified adoption via local PR and social content demonstrating ease-of-use. Impact: Restored the kettle’s relevance in a cashless era, increased impulse donations, and expanded accessibility for younger, mobile-first donors while preserving the tradition’s emotional resonance. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1476150975571-EFLFY8UZ9UH620AN2PLQ/hall.jpg Work - BACK TO SCHOOL BUTTERFLIES Insight: Transitions like the first day of school trigger anxiety for kids and helplessness for parents; small rituals of encouragement can meaningfully boost confidence and signal emotional support. Objective: Position Hallmark cards as the go-to ritual for parental reassurance at key life moments, driving relevance and purchase occasions during the back-to-school season. Strategy: Make giving a card a simple, high-impact confidence ritual, frame Hallmark as the empathetic partner that helps parents turn first-day nerves into resilience through authentic, shareable moments. Execution: Developed a “Back to School Butterflies” program of targeted card assortments, in-store displays, social storytelling assets (parent testimonials, teacher-backed tips), and quick-share digital cards to prompt immediate giving; supported launch with POS prompts, social ads timed to school calendars, and influencer-led first-day content to normalize the ritual and drive purchase. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1498969836666-HFDUFTF5KFPKFAY5G6CM/site_meyers_jkm_header.png Work - Mrs. Meyers Make Something Day Insight: Busy lives and shrinking DIY culture have eroded everyday making rituals, yet hands‑on creativity deeply connects people to home, product use, and personal wellbeing. Objective: Reignite a culture of making that positions Mrs. Meyer’s as the inspirational catalyst for simple, feel‑good home projects that drive brand affinity and product usage. Strategy: Create an accessible, feel‑good movement that lowers the barrier to crafting, pairing practical, product‑friendly projects with emotional storytelling to make Mrs. Meyer’s the natural partner for everyday creative rituals. Execution: Launched “Make Something Day” with downloadable DIY kits and step‑by‑step printables, partnered with makers and influencers for live workshops and social tutorials, seeded in‑store project displays and limited-time bundles, and amplified user creations via a branded hashtag and curated UGC to sustain momentum and drive trial. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1501997651922-V39IZE5UCEH8MI3WSTK1/site_tampax_header.jpg Work - TAMPAX PRINT CAMPAIGN Insight: Menstruation is framed as a disruption; reframing periods as a predictable, manageable part of life reduces anxiety and increases preparedness. Objective: Position Tampax as the trusted ally that helps women navigate their period with confidence and dignity, driving brand consideration and purchase at the moment of need. Strategy: Use a warm, humanized creative approach to normalize the monthly experience, portray the period as an inevitable “gift” delivered by nature, while signaling Tampax as the discreet, reliable solution that lets women stay in control. Execution: Produced a print campaign with evocative visuals and copy that anthropomorphized the monthly arrival as Mother Nature’s delivery, placing ads in targeted lifestyle, transit, and health verticals to reach women at decision moments; messaging emphasized preparedness, discretion, and Tampax product benefits to drive immediate consideration. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1502904268197-57IZ3BP53E39BPWEFFO3/site_coronalight_header_alwayson+.jpg Work - CORONA LIGHT ALWAYS-ON SOCIAL Insight: Seasonal moments drive spikes in outdoor drinking, but sustained brand salience requires ongoing cultural presence that surfaces casual, everyday moments of outdoor leisure. Objective: Maintain year‑round relevance for Corona Light by nurturing habitual associations with outdoor relaxation, driving steady engagement, conversion, and on‑premise visits beyond peak moments. Strategy: Build an always‑on social ecosystem that amplifies micro‑moments of sunshine and leisure through timely, locally relevant content, community-led storytelling, and measurable calls to action that bridge digital engagement to retail and bar visits. Execution: Kept the brand top‑of‑mind with a content mix of short-form video vignettes, seasonal tips for enjoying sunlight, user‑generated moments curated via #TheLightestDay, localized event promos and on‑premise spotlights, influencer story takeovers, and dynamic paid amplification optimized by geography and moment; integrated shoppable posts and RSVP links to convert engagement into trial. Impact: Sustained social engagement, increased frequency of on‑premise visits during non-peak periods, and strengthened Corona Light’s positioning as the everyday choice for outdoor leisure. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1586364877566-E08UOPHAJVZ80OZKEB81/image-asset.png Work - INTERSTATE LOCATIONS TELEVISION Insight: When vehicles fail, drivers want fast, reliable solutions nearby and clear direction, brand trust and visibility at the point of need drive choice. Objective: Drive immediate store visits in various locations and increase battery sales by making Interstate Batteries the top-of-mind, easily reachable option for stranded or planned battery service. Strategy: Use TV to demonstrate dependability and proximity, position Interstate as the trustworthy neighborhood solution with fast service, expert help, and convenient locations when drivers need it most. Execution: Produced entertaining, trust‑building spots that dramatized common breakdown and pre‑trip scenarios, highlighted nearby Interstate locations and quick‑service benefits, and included clear CTAs (map app search terms, location URLs, and roadside promo codes); timed buys to reach drive‑time and regional audiences and layered with local geo-targeted digital extensions to convert awareness into immediate foot traffic. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1607386334494-UDU9V2F68AN4BFYAMGBU/Screen+Shot+2020-12-07+at+10.44.58+AM.png Work - Samsung Insight: Technology matters only insofar as it meaningfully improves everyday life; people adopt tech that solves real problems and enhances human experiences. Objective: Position Samsung as the brand that delivers thoughtfully designed, impactful innovations that integrate seamlessly into people’s lives. Strategy: Lead with human needs—surface product benefits through use‑case storytelling that demonstrates emotional and functional value, emphasizing accessibility, reliability, and design that anticipates real-world behaviors. Execution: Showcase product-led narratives across owned and paid channels that highlight everyday moments transformed by Samsung technology, prioritize user research to inform feature development, and align partnerships and retail experiences to make innovation tangible and easy to adopt. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1616002404296-WZQAI11DKI6LOMY5JPAR/image-asset.png Work - REACH.ONE EDUCATION PROGRAM Insight: Engagement—not just expertise—drives learning outcomes for K‑12 students; world‑class teachers need production value to hold attention in digital environments. Objective: Position Reach.One as the premium, scalable edtech solution that combines top teaching talent with cinematic production to boost student engagement and learning retention. Strategy: Lead with the dual promise of pedagogical excellence + studio‑grade presentation: attract parents and schools by demonstrating that expert instructors delivered through compelling, kid‑friendly production produces better attention and outcomes. Execution: Produced a sizzle reel and supporting assets showcasing standout teachers, high‑energy lesson moments, animation and effects, and learning impact highlights; distributed across sales decks, paid social, partner pitches, and school/district outreach to drive trials, partnerships, and platform adoption. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1704586675147-4JJI8ME0YSE62E92LIGJ/SITE_COVERIMAGE_HOS.png Work - CHEF CHAD ROSENTHAL INFLUENCER CAMPAIGN Insight: In commodity-driven categories, culinary authority and demonstrable deliciousness drive trial—farm-to-fork provenance matters most when consumers see real chefs achieving superior results. Objective: Raise awareness and preference for high oleic soybean oil among home cooks and food pros in key soybean-growing markets (Ohio) and nationally on Instagram, linking product performance to tangible culinary outcomes. Strategy: Leverage a credible regional chef with national visibility to model cooking applications that showcase the oil’s superior stability and flavor—translate technical benefits into appetizing, shareable food moments that motivate trial and retailer demand. Execution: Partnered with Chef Chad Rosenthal (recent national competition winner on Bobby Flay’s television show) to produce Instagram-native content of his signature Motel Fried Chicken Sandwich cooked with high oleic soybean oil—short-form recipe videos, behind-the-scenes craft clips, and amplified paid and organic distribution targeted to Ohio and culinary audiences to drive impressions and engagement. Impact: Elevated product profile in priority markets, generated earned buzz through chef credibility and shareable content, and created a performance-first narrative that encouraged trial among home cooks and foodservice partners. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1704585639839-UMWDI13HAZO0WDIWRF7H/SITE_COVERIMAGE_Nutrien.png Work - SEEDTEMBER CARDS COMMERCIAL Insight: Farmers often default to familiar suppliers until a clear, relevant value proposition surfaces. Emotional storytelling can convert latent awareness into active consideration by reframing discovery as an inevitable, trust-building realization. Objective: Reposition Nutrien Ag Solutions seed dealers as the obvious, locally trusted choice for growers during the critical seasonal decision window, driving dealer engagement, lead generation, and seed sales. Strategy: Use a relatable narrative device—an epiphany moment- to surface unmet needs and demonstrate Nutrien’s advantages (local expertise, product selection, agronomic support), turning passive familiarity into active preference. Execution: Produced SeedTember commercials that dramatized the “I’ve been right in front of you” rom-com movie moments through farmer-centric storytelling and authentic dealer moments; distributed the spot across targeted broadcast, digital video, dealer networks, and social channels timed to planting-season consideration, and supported with in-field dealer materials and call-to-action landing pages to capture leads. Impact: Elevated dealer visibility during a key purchase period, increased consideration and traffic to dealer touchpoints, and strengthened Nutrien’s positioning as the go‑to seed partner for growers. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1704657819123-2BO8YTTY02GFNJ6OYFTD/SITE_COVERIMAGE_USB.png Work - SOY INNOVATION MUSEUM MURAL Insight: Museum visitors engage more deeply with tangible, visual narratives that trace product journeys from seed to market; context builds credibility for ingredient innovation. Objective: Educate and inspire stakeholders about soy’s value chain and innovation potential, strengthening industry reputation and stakeholder buy‑in. Strategy: Use a large‑format mural as an interpretive anchor that visualizes the soybean lifecycle and product applications, turning passive foot traffic into informed advocates. Execution: Commissioned an educational mural mapping soybean progression, from cultivation through processing to end‑use, integrated with interpretive copy and QR links to deeper digital content for attendees and partners. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1776706997064-84XAOY7T1SVF1JUHG5I7/site_powerups_header.png Work - JIF POWER UPS SNACKS Insight: Snack time is a behavioral tension point, kids prioritize taste and play, parents prioritize nutrition and convenience. Strategy: Position JIF Power Ups as the compromise product that resolves this tension by delivering both irresistible flavor and parent-approved nutrition. Approach: Develop messaging and experiences that validate parents’ needs while amplifying the product’s playful, kid-first appeal to drive trial and household penetration. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1773148943544-UQYN770C56QWIDMDUFOL/image-asset.png Work - INSTANT SMILIFICATION Insight: Consumers seek quick, visible confidence boosts and authentic social proof for personal care choices; relatable, bite‑sized content accelerates trust and trial online. Objective: Launch Ideal Dental as a modern, approachable dental brand that drives awareness, builds credibility, and motivates appointment bookings through relatable storytelling. Strategy: Position Ideal Dental as the facilitator of effortless confidence by turning real smile transformations into shareable social moments. Use trend‑forward short video to attract attention, and supportive educational content to convert interest into action across web, social, and digital channels. Impact: Built brand salience and a friendly voice for Ideal Dental, driving higher social engagement and UGC for #InstantSmileification and measurable lifts in website traffic and appointment bookings. Short‑form video improved CTRs and reduced CPCs, strengthening social‑to‑booking conversion. https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1475962222437-VTLKKLTN17CLYM6N61VN/site_meyers_jkm_campaign.jpg Work - Mrs. Meyers Interactive Print Campaign Insight: Consumers increasingly seek hands‑on, craftable experiences that connect product use to personal creativity and home care rituals. Objective: Drive brand affinity and trial by transforming passive ad touchpoints into participatory moments that reinforce Mrs. Meyers’ homemaking ethos. Strategy: Reposition print as an activation channel, turning ads into usable, inspirational tools that invite consumers to engage physically with the brand and bring Mrs. Meyers into their daily routines. Execution: Concepted and designed interactive print units that function as make‑with‑me templates and DIY guides, featuring recipe cards, seed‑planting inserts, and craftable patterns tied to product benefits, distributed in targeted print placements and QR‑enabled to extend digital content, encouraging UGC and repeat engagement. http://www.katharinew.com/new-page daily 0.75 2016-09-19 https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1474322368332-CB2TG83GHYKEYNYTV5RX/Screen+Shot+2016-09-19+at+4.57.56+PM.png New Page Elizabeth Gonzalez http://www.katharinew.com/new-page-1 daily 0.75 2016-09-19 http://www.katharinew.com/home daily 0.75 2016-01-13 https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1475774886161-GL2CCR814E22Q44M3GZY/website_home.png Home https://images.squarespace-cdn.com/content/v1/53dbbca5e4b090699000a2b6/1407172759602-KSKLIYIFQ7GSR0W3ABHZ/053_edit.jpg Home http://www.katharinew.com/home-1 daily 0.75 2016-10-06 https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1475776192452-VD0DGENUZBLUVG6FK8D4/website_home.jpg Home https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/1475776696918-N15GX3MH3WRSHMF93I4V/image-asset.jpeg Home http://www.katharinew.com/about daily 0.75 2026-04-07 https://images.squarespace-cdn.com/content/v1/563d924fe4b05857c22027ee/2da82585-9c74-4a2b-b245-a96920d719a8/Katy+B%26W+4.png About