Alt

For 18 months, I was a Creative Lead and the only writer on staff at Alt, a startup for investing in "alternative assets," which in its current state, was a fancy way to say "high-end trading cards." As a lifelong sports fan and former card collector with a son who loves cards, this seemed like a great opportunity to use my experience and knowledge to help build a young company. 

Working at a startup is an interesting thing. One day it seems like everything is on track and you're building something great, the next you wonder if anyone you're working with has any idea of what they're doing. Still, it was a great experience to be on the front lines and have to work on the fly to come up with language to promote new features, or messaging to speak to one of the customer blowbacks that happened on the regular.  

When we were headed towards becoming a bank for alternative assets, I created a tagline - BANK ON CULTURE - that spoke to Alt's dreams of being the place where you could buy, sell, trade and get loans against your collectibles. But that dream was put on ice shortly after launch. 

It's hard to collect all of the work I did for Alt, which covered everything from Voice and Tone guidelines to the website, emails, a newsletter, a bi-weekly auction catalog, all of our advertising and more. 

Attached here is a video we made to celebrate Alt's suite of services (some of which it no longer does). The VO is from TNT basketball announcer Adam Lefkoe, a card collector and partner with the brand. There's also a fun Tweet, a social ad, and a poster from our takeover of the 2022 National, the biggest collectibles show in the world.