Branding & Ad Projects
Giving brands personality that pops
Newton Running
Newton Running’s playful stance on running for the love of it was poorly conveyed in their elitist campaign that focused on technical jargon and “Serious Runners Only” language. Their tagline, “Hello Better,” and call-to-action, “What’s your Better?” were a stretch to explain, had little emotional payoff and still needed to be included in their future campaign due to a high amount of pre-printed merchandise.
My campaign of vignettes playfully expressed the different reasons people love to run while simplifying the technical language of how the shoe works. The focus was taken off of the design of the shoe and placed on the emotional benefits of a better run.
Deliverables: Print & digital ads
RMB Capital Management
RMB is a capital management company with a wealth of offerings (pun intended) for a broad range of customers. In order to address the needs of employers, individuals and institutions, RMB maintained three separate identities that each addressed a client type. But as a rebranding worked toward a singular identity, their voices needed to be consolidated. I developed a unified voice that differed only in content from client to client. A feeling of knowledge, support and comfort was seen as most important, no matter the area of expertise being addressed. This new voice informed the content of an entire website and all of their future business collateral.
Deliverables: Brand voice & complete website overhaul
Barely Bread
Barely Bread was a natural food startup that had created a delicious, gluten-free bread made entirely out of nut flour. While gluten-free options for bread have existed in the marketplace for quite some time, Barely Bread was able to mimic the taste and texture of regular bread, all while cutting carbs and boosting protein. They wanted to stand apart from all bread brands and create a category of their own.
I worked with the CEO and key stakeholders to guide their brand voice and messaging, which would later be used on their packaging, website, and their trade show booth. Using the following strategy buckets, we explored how to balance the need to feel like a brand new product while harkening back to the original appeal of "classic" bread.
Deliverables: Brand strategy & messaging framework
Backcountry.com
Outdoor retailer Backcountry.com is known for it's amazing deals, extremely helpful customer service, and all around gear know-how. What's not to love? That's what fueled this campaign concept I presented during my time at Moxie Sozo. The "Go Out" campaign played with many parallels of love connections: outdoorsy folks adoring nature, gear heads falling head-over-heels for a new piece of equipment, and Backcountry.com's ability to play matchmaker between their customers and the perfect product. This was one of my favorite conceptual projects I've ever gotten to work on and it's still satisfying to look back on all of the fun and far-out ideas at play across so many channels.
Deliverables: Pitch deck & campaign concepts
