The Obama Foundation needed a partner who could translate internal expertise into public-facing storytelling across marketing, visitor materials, and external campaigns. The messaging needed to represent the Center’s multi-faceted mission in an immediately accessible way to audiences of all ages and backgrounds.
Hello there.
Brian White
Creative & Marketing Leader
Select Clients
The Write Stuff
I’ve had many titles in my career: VP of Marketing, Creative Director, Copywriter, Consultant, and Brand Strategist. At parties, I introduce myself as a writer. I love startups and am most effective on teams that prioritize speed and impact.
I'm available for freelance, consulting, or fractional leadership roles.
- Copywriting
- Content
- Brand Strategy
- Naming
- Creative Direction
- Marketing Leadership
Case Studies
Obama FoundationCreative DirectorStrategy, Naming, Creative, Content, Public Programs, Museum Signage
I worked with the Obama Foundation to support the historic launch of the Obama Presidential Center in South Side Chicago. I translated institutional, civic, and cultural concepts into clear public-facing communications.
My research combined a range of American history, civic education, and the Foundation’s deep internal research. I shaped messaging and strategy through an inclusive lens that spoke clearly to scholars, families, students, Chicago residents, and first-time visitors without losing depth.
The two-year collaboration with the Obama Foundation supported the historic launch of the Center and the expected 1M yearly visitors across the museum and community amenities. I continue to support their continued efforts as they make headlines and history.
Fort HealthWriter–StrategistStrategy, Naming, Brand Identity, Web, Social, GTM, Content, Activations and Swag
A mental health clinic for adolescents that creates a tighter relationship between kids, parents, and providers. Together we are stronger. Built in partnership with the research and advisory of the Child Mind Institute.
Brand manifesto
Let’s get corny for a moment.
Let’s talk about our…feelings.
It’s okay to roll your eyes. We know talking about mental health isn’t easy. But being alone with your problems certainly can’t be much easier. All that confusion, frustration, and heartache. It could be too much for anyone to handle on their own.
Your problems don’t have to be just your problems. You’re surrounded by people who want to help you. (Forgive them for their occasional lame jokes and questionable music taste). Mental health isn’t something you have to deal with alone. It’s not even something you always have to deal with. It can become a part of you. As much a part of you as your favorite song, food, or color. Something you can own and share with the world around you. Something you might even, dare we say, enjoy.
This journey won’t always be easy. But when you find fortitude from the people you love, it only gets easier.
(Sorry, we told you it’d get corny.)
Parker & AceBrand Strategy + NamingNaming, Strategy, Environmental, GTM + Campaign, Merchandise / Packaging, Photo Production
A new kind of veterinary office for vets & pets & people who care. We built a brand identity that was neighborhood focused and raised the standard of veterinary care by improving both sides of the exam room.
CDC research finds that veterinarian suicide rates are more than twice that of the general population. Parker & Ace was founded on improving the health of its industry alongside the health of animals.
Interviews with vets and owners, along with competitive research, revealed core pain points the brand and space could address. Key insights pointed to a neighborhood clinic focused on safe circulation, on-time appointments, community events, and reduced stress for everyone.
We built a brand identity that reflects the caring values and joyful personalities of its vets. Parker & Ace launched its D.C. office as a neighborhood clinic with top local talent and a space designed to serve its community of pets and people who care for them.
Kins Physical TherapyCreative DirectorStrategy, Naming, Brand Identity, Web, Social, Production, GTM
Feel the heal. This modern physical therapy brand was built to heal faster on your terms, in-person and virtually.
Normal ComputingWriter–StrategistBrand Strategy, Naming, Copywriting
Uniswap FoundationWriter–StrategistBrand Strategy, Naming, Copywriting
Brand Manifesto
The financial system is too monumental and too complex for one person to change. Not alone, that is.
When thousands of developers, delegates, researchers, and grantees unite on the same DeFi ecosystem they can break down that gargantuan goal into hundreds of manageable projects.
What was once unimaginable is now inevitable.
Uniswap Foundation supports the limitless imagination and open collaboration of its members to help facilitate a shared vision of DeFi.
We recognize all the ideas and people that make up the whole. The big picture and all the little details.
We believe that every project, every hook, every grant, and every meetup can make its mark on the DeFi movement.
We believe in the power of the public good to multiply the impact of every individual within our community. We celebrate every small victory knowing the momentum it contributes toward our shared goal.
Community is our code.
Headlines
Your foundation to build what's next
Meet the people behind the protocol.
Decentralized but not alone.
One grant makes a difference.
Hundreds make a movement.
Community is our code
Build on a strong foundation
One protocol, infinite potential
The unimaginable is now inevitable.
Decentralized together
Power your potential
Vette / Condé NastWriter–StrategistBrand Strategy, Naming, Copywriting
Turn your reach into revenue.
Vette makes it simple to launch and scale a curated shop that's always authentic. Convert content into commerce, spark moments of discovery, and keep the experience personal from post to purchase. Partner with top-tier brands, intuitive AI-powered tools, and the influence of Condé Nast to grow your brand. Shopping should feel as personal and direct as the people behind it.
Select Projects
Obama FoundationCreative Director
An ongoing engagement covering a range of creative, strategic, and content projects across exhibitions, programs, and marketing.
Copywriting, Content, Brand Strategy, Naming, Creative Direction
Press: Chicago Sun-Times, Artnet, NPR, You Are America
OpenAIWriter–Strategist
Developed an evolution of their messaging frameworks and content approach to help shift the conversation around AI.
Campaign Strategy, Naming, Copywriting
Campaign coming soon.
WonderWriter–Strategist
Supported the pilot program and GTM launch of a new kind of food service; now valued at $9B.
Brand Strategy, Copywriting, Content, GTM
Uniswap FoundationWriter–Strategist
Built a brand centered around the growing community building and investing in the largest decentralized finance ecosystem.
Brand Strategy, Naming, Copywriting
Normal ComputingWriter–Strategist
Developed a brand to stand out in an industry of hyperbole and overpromises. When the future of AI arrives, it will feel normal.
Brand Strategy, Naming, Copywriting
Press: The Brand Identity, Brand New, Fortune
Parsley HealthWriter–Strategist
Created the voice and messaging that helped a few clinics scale into a national telehealth company.
Brand Strategy, Copywriting, Content
Press: Forbes
NestCopywriter
Created articles, technical content, and ads to support marketing during a pivotal moment scaling across global markets.
Copywriting, Content
Press: Wired
Condé NastWriter–Strategist
Developed the strategy, messaging, and naming for Vette, an AI-powered shopping platform built for creators.
Brand Strategy, Naming, Copywriting
Press: Condé Nast, Vogue Business
YondrVP of Marketing
Built the foundational marketing practices, brand identity, and communications strategy to drive global adoption for phone-free spaces.
Video Direction, Creative Direction, Copywriting, Content, Brand Strategy, Marketing Leadership
Press: Wall Street Journal, Forbes, CBS News
McKinsey & CompanyWriter–Strategist
Helped launch a McKinsey offshoot called Stanza, which combines 100 years of transformation with the speed of the AI era.
Brand Strategy, Naming, Copywriting
Brand launch coming soon.
TileCopywriter
Created early marketing and content that showed the many ways a new product category could fit into everyday life.
Campaign Strategy, Copywriting, Content
Press: Adweek
Whisker Litter-RobotWriter–Strategist
Evolved the naming and messaging hierarchy for Whisker’s evolving line of cat care products while maintaining SEO dominance.
Brand Strategy, Naming, Copywriting
Redesign HealthCreative Director
Built faster brand and go-to-market systems that helped Redesign Health launch 70 startups and reach a $1.7B valuation.
Video Direction, Creative Direction, Copywriting, Content, Brand Strategy, Marketing Leadership
Press: Business Wire, Axios
Spectrum BusinessCopywriter
Created “Spectrum Means Business” a high-performing digital/video campaign made for the meme era.
Campaign Strategy, Copywriting, Content
InspirenCreative Director
Told compelling stories about how Inspiren’s fast-growing healthcare technology was improving outcomes for patients.
Video Direction, Creative Direction, Content, Copywriting
BackboneWriter–Strategist
Created the Open Worlds campaign across brand strategy, copywriting, signage, and retail displays.
Copywriting, Content, Brand Strategy, Campaign Copywriting, Signage, and Retail Displays
KinsCreative Director
Launched the PT from home brand and GTM, directed videos and content that helped support growth toward a $7M Series A.
Brand Strategy, Naming, Copywriting
Press: Newswire
SanrioCreative Director
Developed European activations to help Hello Kitty engage Gen Z by moving beyond digital platforms and into the real world.
Campaign Strategy, Activations, Creative Direction
Campaign coming soon.