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Branding

Portfolio Story:  Copper Distilling

Portfolio Story: Copper Distilling

Copper Distilling is a new business still in the early phases of launch.  The challenge is to create a brand identity and product packaging scenario that allows their philosophy of natural and traditional methods to shine through while cutting through the clutter of a busy spirits marketplace.  Creative Direction, Copywriting, Brand Strategy and Product Packaging.
Come Home to Detroit

Come Home to Detroit

How do you promote the emerging real estate opportunities in Detroit to hipsters and young couples living in the suburbs? Capture their imagination. Bring the neighborhoods and people to life. Invite them to Come Home. Naming convention, graphic identity, tagline and templates for print promotion. Content creation, asset management. Cross-marketing. Take a look and find your nook.

Earn & Learn

Earn & Learn

Word leaks out early about a unique and high-profile workforce development initiative, burying the client in unqualified inquires that are potentially hazardous to the health of the objective. Quick. Create an effective way to promote the program. Encourage self-selection. Research the demographic and write the creative brief and content for all promotional pieces, press releases and partner outreach kits.

Greenworks

Greenworks

A program called Pathways Out Of Poverty was authorized by the American Recovery and Reinvestment Act of 2009 for the purpose of fulfilling the training and employment needs in various green industries in Detroit. A consortium of Detroit-based nonprofits hired me to recruit and educate employer partners, participants and community outreach partners. Press kits, media events and direct mail were all required. But first up - steering the team away from a fated acronym approach and devising a new name and graphic identity. Check.

Health Providers Choice

Health Providers Choice

A company specializing in hospital staffing wants to take on the misinformation and skepticism that runs rampant in their industry and share their reputation as truth-tellers and soothsayers. An Infographic themed campaign grabs attention and provides a vehicle for commentary in brochures, on their website and at trade shows.

It’s Worth it to Have a Brand Plan

It’s Worth it to Have a Brand Plan

Posted in Branding

We rarely hear clients announce that they need a branding strategy. Things usually start off with something like, “we need a new website!” or, “Holy crap, my marketing manager just signed us up for this trade show and now we need an exhibit booth, a brochure and a clever giveaway!” When production deadlines are looming, it’s hard to look at the big picture to make sure that your message, graphics and style are all tuned up. But jumping into production without that will lead to marketing tactics that lack focus and that have a very short shelf life. A good way to know where you are on the spectrum is to start with a Killer Creative Brief.

Pimp Your Ride

Pimp Your Ride

Posted in Field Marketing, Branding, Content Development

Stock art can be a convenient and affordable way to make a project deadline or feed the daily appetite of blogs and social media campaigns. The drawback is that all those perfect and predictable compositions can look sterile and inauthentic. Plus, remember that those stock images are also available to everyone else too. So, to avoid finding yourself in a commercial version of the Fashion Face Off, click here for a guideline on how to make things original. Hint: You won’t find the image used in this post anyplace else on the Earth…

Portfolio Story: ProsperUS

Portfolio Story: ProsperUS

Multiple agencies collaborating on a new venture to inspire low-income immigrants to become entrepreneurs. Needing a naming convention and graphic ID that communicates "opportunity" and relates to a variety of ethnic groups, the media and the philanthropic community as well. A super-stable mark that holds up when mashed with others and that can also be customized for other communities.

Seiler

Seiler

The sales team of a medical product manufacturer is operating in heavy rotation with an outdated corporate brochure and its collateral relatives. Content that is the density of wet cement needs to be emulsified and optimized. A design convention is needed that can stand out in an otherwise sterile crowd of competitors. It needs to say “modern” and “high-tech”. It needs to say Do Not Put Me Down. Scalpel please: die-cut, spot UV, dull aqueous coating and hot decals to make their mark and print updates on the fly.