This document outlines Ryan McDaid's work as a brand strategist on several client projects. It describes challenges faced by Seventh Generation to appeal to mainstream consumers while retaining core customers, and the strategic approach developed to make their communications "a little brighter." For Trojan condoms, the challenge was to maintain brand integrity while expanding into new product categories, which led to identifying opportunities in sexual pleasure products. For Chobani yogurt, the goal was to disrupt the healthy snacking category through portfolio innovation, clearer communications, and revolutionary distribution methods like interactive refrigerated vending machines.