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SMARTY.

The human side of business

Strategy

OPTE / Proctor & Gamble

April 19, 2020 ·

A groundbreaking beauty device designed to treat and minimize pigmentation. Introduction to market.

Strategy

Snack Category Development / PepsiCo

April 19, 2020 ·

Strategy and naming for a new meal category designed for high-performance, nutritionally educated people.

Strategy

KEPT by Kara Mann

April 19, 2020 ·

A home goods product brand created by a well-known interior designer whose positioning, “buy once, buy well” became the basis of product development, brand identity and business modeling. Introduction to market.

Strategy

ION by Intuitive

April 19, 2020 ·

A minimally invasive medical device designed to biopsy lung tissue without the adverse risk factors in typical surgical tissue retrieval. More precise, faster procedure, faster results. Introduction to market.

Portfolio Categories

  • Advertising
  • Strategy
  • Taglines
  • Filmwork

Shortlist of Clients

  • Bulgari
  • B&H Photography
  • GUESS
  • PepsiCo
  • Proctor & Gamble
  • The Class by Taryn Toomey
  • Barre3
  • Mandarin Oriental
  • Sur LaTable

Big and small, start-ups and icons.

About Me

photo of Amy Swift Crosby

Amy Swift Crosby is a brand strategist and copywriter who has positioned or voiced messaging across the commercial spectrum, from icons like Ford, BVLGARI, Pottery Barn, Pantene and Virgin, to boutique brands like The Wild Unknown, fitness franchise Barre3 and the rebrand of legendary metaphysical bookstore, Bodhi Tree. She has leveraged this expertise to help entrepreneurial women and small businesses owners hone their skills, mission and message, while uncovering their own “voice.” This blog explores “the human side of business,” and universal themes like uncertainty, anxiety, the tension between engagement and disconnection, personal value and most importantly, of finding - and hearing - our own voices in our everyday life.

Photo - Andrew Stiles

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About

SMARTY began as a thriving community in Los Angeles and Boston with weekly panel discussions and events designed to better understand the mindset and growth strategies behind successful entrepreneurs. Today, SMARTY is a weekly blog written by Amy Swift Crosby who chronicles her life as a creative, parent, entrepreneur and spiritual seeker. As an urban refugee living in a New England seaside village, she unpacks topics ranging from uncertainty and doubt to the built environment and advertising. More on Amy.

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