Katie Hertel is a Creative Director specializing in strategic communication, content strategy, and brand building. She doesn’t usually write in the third person, but creating a portfolio site makes you do weird shit. She promises she won’t do this in her normal day-to-day conversations.
The selection of work below was done during her time at Hello Monday.
Together with my design team, I developed this brand identity for Universal’s new subscription-based music library for content creators.
The big idea? Music takes content to the next level. Without music, your hard work might fall flat. Without music, it’s just another video. Music Matters.
What I did: Brand Strategy, Creative Direction, Copywriting
Branding–
Universal Music
When you think of Danielle Steel, what comes to mind? If you said cheesy romance novels, you aren’t alone. But the challenge from Penguin Random House was to showcase that Danielle Steel's talent extends far beyond the romance genre.
The big idea? Danielle Steel does it all. You can call it a romance novel, but be prepared for some big surprises.
This was a full brand repositioning, which included ID, x-channel content strategy and creation, and lot of copywriting. Blessed and approved by the legend herself!
What I did: Brand Strategy, Creative Direction, Content Strategy, Copywriting
Branding–
Danielle Steel for
Penguin Random House
This project was a strategy/copywriter’s absolute dream. Bud Light was launching the BL6, a limited edition gaming console shaped like a six-pack that actually cools beers. I shaped the messaging strategy, evolving the Bud Light TOV into a new space that poked a bit of fun at the whole gaming console wars, with their over-the-top reveals and general tone of congratulatory self-importance.
The big idea? We went and did this thing, and we were gonna make a fancy launch trailer, but then we thought, nah.
The above line set the tone for the entire campaign attitude. I wrote a ton of directional copy lines for this, and then teamed up with a freelance copywriter to bring the TOV to life across social, web, etc.
Copywriting–
BL6 Campaign for Budlight
René Pérez Joglar, known professionally as Residente, is a Puerto Rican rapper, singer, songwriter and filmmaker. He came to us to build a brand for his latest venture with longtime friend and collaborator, Bad Bunny. The launch was for a new ‘light’ Belgian Triple, which they were calling Baby Tripel.
The big idea? Bad Bunny and Residente are having a baby! No no, not that kind of baby…Introducing our beautiful bundle of joy: Baby Tripel. Conceived in Puerto Rico, Hand-crafted in Belgium. Born, kicking and screaming, to the people of Latin America.
What I did: Brand Strategy, Creative Direction, Copywriting
Branding–
Baby Tripel Beer for Residente x Bad Bunny
This global campaign was part of a multi-year women’s health focused initiative with Roche called XProject. The goal with this creative concept was to echo the variety of things women are told–by doctors, by the healthcare industry, probably even by their friends and loved ones.
The big idea? By reflecting the variety of ways women continue to be doubted, dismissed, and disregarded when it comes to their own health, their own pain, and their own experiences, we wanted to draw attention to the women’s health gap, and how crucial it is that we begin to close it.
I wish I had more content to show off for this campaign because we created TONS of it. But to my absolute horror I found out that Roche took down every single thing, including a huge portal we created with studies, global testimonials, and shared resources. All because shareholders were scared by this administration’s DEI rollbacks and threats. Apparently a campaign to address the systemic gaps in women’s health was too ‘women-focused’. Truly tragic.
What I Did: Creative Direction, Concepts, Campaign Copywriting x-Channels
Campaigns–
XProject for Roche
DOOH billboards went up in Europe, Mexico, and other key market cities in Central and South America.
Child Mind Institute wanted to expand their impact with helpful, educational content that parents and caregivers would actually want to engage with. They also needed help refreshing their digital identity and defining a new illustration style. I lead the strategy, creative direction, and content development, which culminated in over 45 minutes of original video content.
The big idea? Build a bridge between clinical experts and real families. CMI needed to stand out as a trusted, research-backed resource that provides impactful support, not just another superficial video clip. We created 2 different series: Q&A sessions with expert neuropsychologists that mixed live action and animation, and shorter animated ‘How Tos’ with simple, actionable tips for parents.
What I Did: Brand Strategy, Creative Direction, Content Strategy, Scripts
Branding & Video Series–
Child Mind Institute
Script and storyboard process pics.
I worked with Google for nearly two years to bring their new gaming platform to life, defining the brand strategy, visual ID, product design for BETA, and content strategy.
My team was essentially embedded with Google’s design and product leads, working hands-on to guide product development, create content, GTM strategy, etc.
I was lucky to help shape both the brand and how that then influenced the product experience. It’s a symbiotic relationship that is so fun to create and shape.
What I Did: Brand Strategy, Product and Content Strategy, UX Writing, Copywriting
Branding & Product Development–
Google Play Games
In-product content strategy focused on personalized game discovery, building hype, and rewards.
I was the lead brand strategist, copywriter, and overall project lead on this collaboration with Collective Health, a technology company looking to evolve the way health benefits work for companies and their employees. We designed the brand identity from the ground up, starting with client workshops and competitive audits, to positioning, messaging strategy and tone of voice, all the way through photography and design guidelines.
Collective Health is a great example of what happens when a startup has a crystal clear purpose: the healthcare system is broken, we all deserve better, and we’re going to make ‘better’ happen.
The big idea? Employer-provided healthcare that employees actually love.
This project is from 2015, but I’m super proud of it because I think we helped set a standard for how similar companies in the health and finance space started (and continue) to communicate to consumers. Less bullshit, more transparency.
What I Did: Brand Strategy, TOV Development & Guidelines, Copywriting
