TRANSLATING VALUE FOR BRANDS WITH PURPOSE

20 years of experience building luxury brands with social and sustainable missions has taught me how to translate the value of ethical missions into a language that actually captures the customer. As the bridge between business initiatives and creative collaborators, I transform attention into action.

Select Projects

MZ WALLACE

Preparing to celebrate their 20th year in business, MZ Wallace brought on Tyson to revitalize the brand’s messaging and communications with a holistic, purpose-led spirit. Working as a creative thought partner and producer between the in-house team and outside creative talent, this 36 month project included:

  • Conception and and execution of campaigns for brand collaborations with artists, photographers, and creators

  • Led the creation and launch of the brands first influencer marketing program with a focus on purpose-led storytelling

  • Translation of sustainable initiatives to customer-centric creative narration

  • Creation and production of holistic IRL activations

  • Shaped 25th anniversary stories for press and editorial

TAMU’S CAFE

With her long-time collaborator Tamu McPherson, Tyson acts as the editorial manager for this ongoing content project of video interview and longform writing. Issues of style, beauty, heritage and experience are interpreted in conversation through a global diaspora of compelling storytellers.

  • strategy and planning of guests, partnerships and features calendar

  • creative direction and writing, editorial

  • concept and production of all content

SLOW FACTORY

Slow Factory brought on Tyson as a strategic consultant to develop and launch their NYC EDC-funded education platform alongside their zero-waste leather alternative. The focus of this project was early stage relationship creation and development with brands and organizations such as the Neiman Marcus Foundation, Nike Global, Calvin Klein, the Clara Lionel Foundation and Chanel.