Recent projects
The XP Fronts: Spring 2024
Client / brand: XP Land
About the project: Designed for experience makers, creatives, curators, artists, leaders and decision-makers, the inaugural XP Fronts at C2 Montréal included thought-provoking content co-produced by XP Land and C2 Montréal, studio tours throughout Montréal, and evening events that curated the right conversations among the right XP players.
Press coverage: Blooloop, BizBash
Editorial deliverables:
Co-produced “XP Fronts: The Future of Experiential” on the main stage at C2 Montréal. The 90-minute French salon-style presentation included curated conversations with architect Bjarke Ingels, Little Cinema’s Jay Rinsky, Superfly’s Aamna Jalal, and Atlas Obscura’s Dylan Thuras, among others.
Ideated and co-produced Ringleader Conversations at Moment Factory. Experiential leaders from around the industry gathered small groups for dynamic, off-the-record thought leadership chats on important experiential trends and topics.
Project Healthy Minds' World Mental Health Day Festival & Gala: Fall 2024
Client / brand: Project Healthy Minds
About the project: Project Healthy Minds' 2024 World Mental Health Day Festival and Gala in NYC featured key speakers like Governor Kathy Hochul and Demi Lovato, who led discussions on youth mental health and systemic mental health reform. Hosted by Carson Daly, the event honored Chance the Rapper for his mental health advocacy, with activations like interactive wellness workshops and panels exploring innovations in mental health care.
Press coverage: Variety, WWD, Today
Editorial deliverables: Scripted daytime panel discussions, including:
‘Price of Passion: Mental Health in the Founder's Journey,’ moderated by Emma Goldberg, Business Features Writer at The New York Times with panelists Andy Dunn, Founding CEO of Bonobos and Pie, and Julie Rice, Co-Founder of SoulCycle and Peoplehood
‘Lights, Camera, Advocacy: Demi Lovato & Michael D. Ratner in Conversation with Carson Daly on Mental Health in Media’
‘Mindful Consumption Experience: Unpacking the Impact of What We Eat and Drink on Mental Health,’ moderated by Kristopher Moon, President of the James Beard Foundation, with panelists Ellie Krieger, Chef, Nutritionist and Cook Book Author, and Chef Michel Nischan
‘Mental Health: America's Fraying Social Fabric,” a conversation between Linsey Davis, ABC News Live “Prime” Anchor, “World News Tonight” Sunday Anchor, and ABC News correspondent Kathy Hochul, Governor of New York.
Fashion Scholarship Fund Gala: Spring 2024, spring 2023, spring 2022
Client / brand: Fashion Scholarship Fund
About the project: Liberty & Co. re-imagined Fashion Scholarship Fund’s annual gala event into a dynamic program featuring theatrically produced, inspiring storytelling scholarship recipients, and an artful exhibition of scholars’ work.
Press coverage: Women’s Wear Daily, Vogue
Editorial deliverables:
We transformed students’ submitted case studies into interactive gala decor, arranging them as pillars throughout the gala, highlighting their missions, personal journeys, and how fashion inspires them creatively.
Worked with the final four scholarship recipient finalists to transform their proposals and personal journeys into three-minute-long stage moments, captivating an audience of industry icons, including Anna Wintour, Tommy Hilfiger, Tracee Ellis Ross, Spike Lee, Shannon Abloh, Karlie Kloss, Paloma Elsesser, and Emma Grede among others.
California Masonry Council: Digital launch, winter 2024
Client / brand: California Masonry Council (CMC)
About the project: CMC — a division of the Masonry Institute of America (MIA) dedicated to promoting the benefits of masonry in California — tasked Liberty & Co. with strategizing and launching a website and social media presence to entice more architects and builders to work with masonry materials.
Editorial deliverables:
Created an editorial identity for CMC’s website and social media presence, including defining the tone, audience, purpose, and goals.
Interviewed designers, engineers, and masonry professionals for both long-form and short-form site content, including the award-winning architects Christian Dimeling, Dominique Houriet, and Carl Hampson.
Continue to manage a monthly content retainer, ideating and writing additional industry articles and corresponding posts for Instagram, LinkedIn, and Facebook.
The XLIST: Inaugural launch, fall 2023
Client / brand: XP Land
About the project: In partnership with a council of experiential veterans, the XP Land team chose 100 culture-shaping creative visionaries transforming the experiential industry for the inaugural XLIST 2023.
Editorial deliverables:
Created an editorial identity for the XP Land subbrand, including the XLIST’s tone, audience, purpose, and goals.
Ideated and scheduled a detailed content calendar of educational articles, XLISTER, and council member interviews.
Led a team of six freelance writers in researching and writing 100+ unique XLIST profile pages, highlighting the careers and most impressive projects for each XLISTER.
XP Land: Editorial relaunch, fall 2023
Client / brand: XP Land
About the project: With the launch of the XLIST, it was clear XP Land was embarking on a new editorial direction. It became a community for experiential creatives and experience-makers, brand leaders and IP owners, space stewards, and venue visionaries — the extraordinary minds behind epic gatherings and live, immersive storytelling.
Editorial deliverables:
Created a new brand identity speaking directly to experiential creatives. Developed a space for them to find inspiration from other industry leaders, launch brand partnerships, experiment with new mediums and venues, and connect.
Strategized a new editorial voice, audience, digital marketing strategy (social media, industry partnerships, speaking engagements), newsletter strategy, and brand partnership program.
Audited the existing brand content, reviewing 200+ articles to sunset, edit, or adapt to XP Land’s new identity.
Worked with our social media and community management partners to streamline editorial across platforms and launch XP Land’s new voice.
Fashion Scholarship Fund: Website rebrand, spring 2023
Client / brand: Fashion Scholarship Fund
About the project: Liberty & Co. updated Fashion Scholarship Fund’s website to engage students, alumni, and partners with powerful graphics, straightforward storytelling, and a simplified UX.
Editorial deliverables:
Cut website copy by 50 percent, rewriting each page with direct language to enhance comprehension, accessibility, and efficiency.
Created distinct sections based on the website visitor’s needs — scholarship application FAQs for students, engagement opportunities and news for alumni, and donation information and news for partners.
Paid special attention to the Virgil Abloh™ “Post-Modern” Scholarship Fund page, incorporating copy, video, and quotes from family, colleagues, and past “Post-Modern” scholars to bring Abloh’s dedication to inclusivity and education in the fashion industry to life.
PMI Virtual Experience Series: Fall 2023, fall 2022
Client / brand: Project Management Institute
About the project: Liberty & Co. has evolved PMI’s ongoing marquee Virtual Experience Series into an award-winning program that engages, inspires, and entertains the project management community worldwide.
Editorial deliverables:
Created a companion immersive, 3D virtual awards gallery launched alongside PMI’s Awards Celebration during its annual Global Summit (Atlanta, GA, in 2023 and Las Vegas, NV, in 2022).
Turned award-winning submissions for Project of the Year, PMI Chapter of the Year, Project Manager of the Year, etc., into compelling, two-minute-long stories covering everything from the race to build and update hospitals among the uncertainties of early COVID to local infrastructure projects in the months leading up to hosting international events like the Olympics and World’s Expositions.
Scripted host Nikki Muller’s audio narration for each winning project and team.
Scripted Q&As for PMI’s virtual Book Club series include authors Amber Cabral, Jennifer Brown, and NASA veteran Ginger Kerrick.
Wrote marketing collateral for use across PMI’s social media profiles (LinkedIn, Twitter, Facebook, and Instagram), member email outreach, and Virtual Experience Series website.
Tribeca X: Summer 2022
Client / brand: Tribeca Festival
About the project: On June 15, Tribeca X celebrated the intersection of advertising and entertainment, honoring those who share a love of creativity and a mission to connect with consumers through storytelling. The event gathered over 500 brand, agency, media, and influencer pros at Spring Studios in NYC to unite world-class talent for inspiring thought-leader discussions.
Editorial deliverables:
Curated an editorial strategy for content, topics, and fresh formats to maximize audience engagement, focusing on DE&I, sustainability, and innovative creative projects.
Sourced participants and moderators for onstage conversations — including content creators, agencies, and brands, including leaders from Converse, Disney, Nike, P&G, and Roku, among others, plus A-list filmmakers, creatives, and athletes, including LL COOL J, CC Sabathia, and Saquon Barkley.
Supported high-level audience development, including outreach recommendations.
Sonos Radio Advertising: LinkedIn copywriting, 2022
Client / brand: Sonos
About the project: Sonos Radio Advertising — the fastest-growing music service on Sonos — helps advertisers reach an affluent and engaged audience with a more considered advertising experience. Sonos Radio listeners are culture seekers and conscious consumers looking to engage with brands that bring value to their lives. Partnering with Sonos Radio creates a unique ad experience that achieves brand goals and resonates with listeners.
Editorial deliverables:
Curated organic LinkedIn posts using Sonos’ highly curated brand voice to speak directly to advertisers interested in targeting Sonos’ consumer base.
Worked with Sonos’ social strategy agency, Fem, to create 4-6 monthly LinkedIn posts focused on holiday advertising strategies, celebrity station partnerships, and seasonal listening habits.
Advertising Week New York: Panel presentation, fall 2021
Client / brand: Winmo
About the project: Winmo presented the panel “How Digitally Native Brands are Evolving at the Speed of Customers” at AWNY 2021:
"New economy" advertisers from Blue Apron to Peloton have surged ahead dramatically during the pandemic, while formerly brick-and-mortar brands like Pier 1 have reversed course to follow the D2C trend. In this panel, we'll discuss how advertising strategies for digitally native brands work, what challenges remain, and how agencies, media, and technology partners can help D2C brands rise to the obstacles the future holds.
Editorial deliverables:
Ideated the panel’s topic and pitched it to agency leaders.
Lead brainstorming and planning meetings with the panelists, working together to develop the panel’s description and top takeaways — learn from D2C leaders, discover new partnerships, and predict future trends.
Moderated the panel live onstage in front of a 100+ person live audience and 200+ person virtual audience; managing the discussion and fielding audience questions as needed.
Winmo News: Website relaunch, spring 2021
Client / brand: Winmo
About the project: Winmo News, the editorial arm of Winmo, educates readers about the latest happenings in media, adtech, sponsorship, and agency news. The site was due for a rebrand post-pandemic, as the way existing and future clients consumed professional content had dramatically evolved.
Editorial deliverables:
Clarified the vision, mission, and values with Winmo’s executive leadership while identifying the target audience.
Evaluated existing Winmo News assets, analyzed competitors, and gathered stakeholder input to understand current perceptions and areas for improvement.
Created a new visual identity, crafted a content strategy, and planned the user experience to align with the updated brand identity.
Built and tested the new website, communicated the rebrand through various marketing channels, and monitored performance to make necessary adjustments post-launch.