Giv

Giv

Case Study

GIV

How can a new multi-category food brand re-invent and re-invigorate the idea of giving to charity?

 Agency: EGG BRANDING

Launch GIV, build awareness, drive revenue

Challenge

1/3 of US population in the “Creative Class” are seeking values-aligned companies and will spend more for quality. But who’s filling the need?

Solution

With the brand name “giv” in three iconic letters, we helped the company “own” giving, and redefine what it means to give.

Skills Required

Messaging Development

l

Copywriting

UX Strategy

Sr. Client Direction

Z

Project Management

My Role

Brand Strategist

l

Copywriter

UX Strategist

Account Planner

How can I help?

Email me and let's set up a chat to see if I can help with your project.

Process

U

Audit

w

Interviews

Messaging Hypotheses

Messaging Validation

l

Copywriting

Presentation

Group Facilitation

Strategy Snapshots

UX

Messaging

Outcome

Product Lines

SKUS

Successful Launch

How Can I Help?

Living Intentions

Living Intentions

Case Study

Living Intentions 

What’s the best way to make raw, sprouted foods sound yummy to Gens Y and Z?

Agency: RETAIL VOODOO

COMMUNICATING BRAND VALUES ON PACK

Challenge

When Whole Foods changed raw from a category to a product attribute, Living Intentions had to evolve beyond being a bulk bin favorite, and finally get credit for being a flavor-forward innovator.

Solution

Redefine raw as food that’s been Activated, and shift the Living Intentions story from nutty-crunchy health food gurus to culinary geniuses that understand both taste and nutrition.

Skills Required

Brand Strategy

l

Messaging & Copy

Z

Project Management

My Role

Brand Strategist

l

Copywriter

Account Planner

How can I help?

Email me and let's set up a chat to see if I can help with your project.

Process

U

Audit

w

Diagnosis

Validation

Prescription

l

Translation

Creative Development

Implementation

Strategy Snapshots

Target Audience & Design Direction

Brand Expression

On-Pack Messaging

Outcome

In Category @ Whole Foods

How Can I Help?

Mizuno

Mizuno

Case Study

Mizuno 

How can a brand authentically rooted in Japan find a new audience in the United States?

Agency: STORI

MADE IN JAPAN. SEEKING AN AUDIENCE IN THE US.

Challenge

Mizuno is a widely respected brand everywhere in the world… but is relatively unknown in the U.S.

Solution

Write the story of an established Japanese footwear brand that appeals to new audience in the U.S.

.

Skills Required

Messaging Development

Client Direction

Z

Project Management

My Role

l

Copywriter

Can I help?

Email me and we’ll set up a chat to see if I’m right for your project.

Process

U

Audit

Messaging Hypotheses

Messaging Validation

l

Copywriting

Presentation

Copy Highlights

Outcome

Re-established Foothold in the US

How Can I Help?

Smirnoff

Smirnoff

Case Study

Smirnoff 

How can Smirnoff be positioned as the brand of choice to new generation of vodka drinkers?

Agency: Neverstop

ONCE IN A LIFETIME

Challenge

My task was to develop a brand strategy and message for a brand activation campaign that appealed to 18-35 year olds in North America.

Solution

In answer to the question “were you there when…?, invite an audience of Experience Seekers to “Be There” for once-in-a-lifetime brand experiences.

Skills Required

Messaging Development

l

Copywriting

Strategic Direction

Z

Experiential Design

My Role

Brand Strategist

l

Copywriter

Experiential SME

How can I help?

Email me and let's set up a chat to see if I can help with your project.

Process

U

Audit

Messaging Hypotheses

l

Copywriting

Strategy

Presentation

Strategy Snapshots

Messaging

Goto Market

Campaign

Outcome

Worldwide Campaign

%

sales volume lift

%

Target Customer Acquisition

How Can I Help?

Starbucks

Starbucks

Case Study

Starbucks 

How does the modern day embodiment of the European coffeehouse become recognized as an American classic?

STARBUCKS = COFFEEHOUSE

Challenge

My role was to help establish Starbucks as the modern day embodiment of the coffeehouse, in order to position the brand in a premium space and protect the company’s margins as it grew.

Solution

To embed the brand as the inheritor of the centuries-old coffeehouse, I developed the Starbucks coffeehouse strategy and partnered with Warner Television, Time Inc., & Magic Johnson Development..

Skills Required

Brand Development

l

Strategy & Messaging

Z

Project Management

My Role

Creative Director

Brand Strategist

l

Copywriter

How can I help?

Email me and let's set up a chat to see if I can help with your project.

Process

U

Research

Messaging & Positioning

l

Copywriting

Presentation

Strategy Snapshots

Brand Expression

Outcome

Stores

Years

Massively successful brand

How Can I Help?