Covenant Eyes · 2015 to May 2026
Brand strategy, campaigns, and creative leadership.
I joined Covenant Eyes in 2015 as lead designer and brand strategist. From 2018 to May 2026 I was Director of Creative Marketing, in the company’s first creative director role: I developed a team of five across design, public relations and motion, resolved a four-year strategic deadlock, led the 2020 rebrand and the 2025 Victory brand strategy, and created the 5 Stones church channel.
01
Victory is Covenant Eyes’ accountability product. I led its 2025 brand strategy and identity, repositioning it from monitoring toward becoming and formation. Around it, I helped define Covenant Eyes as the institutional authority and designed the portfolio architecture that organizes Victory, 5 Stones and the supporting content brands, each with its own level of disclosure.
Rebrand the product to rebrand the customer.
02
Covenant Eyes’ audience was already in church. I created the 5 Stones church-channel strategy: a kit a pastor can put to work, with Covenant Eyes carrying the specialist support beyond the first conversation.
20,000+
kits shipped, nationally and internationally
The campaign
As Creative Director for Covenant Eyes, I worked with Harmon Brothers to develop Colossal Man, a memorable way to tell a difficult product story. The problem became a villain. Accountability became a sidekick.
With Harmon Brothers
03
A brand has to sound like itself in every department’s hands. I built the AI-supported, Guide-based voice system that 20+ writers across three departments used daily, with a person reviewing every output and a cross-functional Brand Council to settle the calls the standards did not cover.
One decision, shown: an alert, rewritten in the Victory voice
Before
Potentially concerning activity detected
Your Ally may see this activity in your report. Review it now to stay accountable.
After
The same voice runs from product notifications to deadline emails. Meet them where they are. Guide the next step.
The system
A prototype that composes Victory posts from the system’s own motifs, voice, palettes and approved imagery, so the standards become the easiest way to make something on brand. The prototype composes; a designer finishes the master.