Give them something to chew on.

Creative Strategy

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.

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.

Matching Message & Medium

Matching Message & Medium

Posted in Creative Strategy

Consumers are so used a customized content experience that they actually get super annoyed when you get it wrong. Consider the quagmire that your local white pages phone book found itself in, for example. An organization called banthephonebook.org makes the obvious (and good) point about the environmental impact of printing so many pages; but perhaps the reason why things grew into a whole entire movement was because people were so personally offended that someone would send them so much meaningless content without their permission. This is a great lesson in the value of knowing who your audience is and understanding how they want to hear from you (and about what). With a strategy, you can avoid spending precious marketing dollars that end up creating no effect…or worse.