Case Study
What’s the best way to make raw, sprouted foods sound yummy to Gens Y and Z?
Agency: RETAIL VOODOO
Redefine raw food as a flavor-forward snacks that have been Activated, and shift the Living Intentions story from nutty-crunchy health food gurus to culinary geniuses that understand both taste and nutrition.
Case Study
How can a hospitality company have the confidence it needs to know it’s identified a real target audience before launch?
Agency: FINE DESIGN
Craft reality-based composites of real people from the markets Makr will operate in, and look for clues on how Makr can sharpen its appeal to them.
I’m not a fan of personas. Instead, I prefer to use real reviews from real people to create what I call IRL Composites.
Once I have enough composites, I roll them all up into an uber-composite I call an archtetype and, voila, there’s our target audience.
Case Study
How can a brand authentically rooted in Japan find a new audience in the United States?
Agency: STORI
Mizuno is a widely respected brand everywhere in the world but is relatively unknown in the U.S. So the task was simple — write the story of an established Japanese footwear brand in a way that appeals to a U.S. audience.
Case Study
How does a growing hospitality company bring all of its eclectic brands under one roof?
Agency: FINE DESIGN
Tell a cohesive Z-Collection story that helps position the company for extraordinary growth.
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