Dell

Dell

Case Study

DELL + MICROSOFT

How do you get two corporate giants to speak with one voice to the same SMB audience?

Agency: Lionfish

DELL + MICROSOFT COMBINED MESSAGING

Challenge

Dell and Microsoft had an agreement to co-market Dell desktop computers to SMBs, loaded with the Microsoft SBS Server. Easier said than done. Both had busy, far-flung marketing teams in place, leading to difficulties in effectively combining their messaging and marketing efforts.

Solution

After an audit of all marketing & messaging materials from both Dell and Microsoft, I synthesized a messaging platform that was on-brand and on-target for both sides. The engagement required messaging development, remote team management, client direction, and a fair amount of tact.

Skills Required

Messaging Development

l

Corporate Copywriting

Client Direction

Z

Remote Team Management

My Role

Senior Strategist

l

Copywriter

Account Planner

Can I help?

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

Process

U

Audit

w

Interviews

Messaging Hypotheses

Messaging Validation

l

Copywriting

Presentation

Group Facilitation

Messaging Highlights

Outcome

Teams to Integrate

Joint Meetings

Unified Voice

How Can I Help?

Derma-e

Derma-e

Case Study

DERMA-E

How can a 30-year-old vegan skin care company transform into an ethical beauty brand?

Agency: RETAIL VOODOO

ROLLING OUT THE DERMA-E RE-BRAND

Challenge

Derma E offered 14 different product lines and 180 SKUs in an outdated matrix of gobbledygook messaging, and younger consumers were turning away.

Solution

Younger women see skincare as beauty, so we helped Derma E to streamline their portfolio and emphasize a new brand position of ethical beauty to a younger audience.

Skills Required

Brand Strategy

l

Messaging & Copy

Product Portfolio Strategy

Z

Project Management

i

Audience Presentation

My Role

Senior Strategist

l

Copywriter

Account Planner

Can I help?

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

Process

U

Audit

w

Diagnosis

Validation

Prescription

l

Translation

Creative Development

Implementation

Strategy Sneak Peeks

Brand Identity Highlights

Presentation Highlights

Outcome

x growth in two years

How Can I Help?

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?

Guayaki

Guayaki

Case Study

GUAYAKI

How can a beverage brand launch a new product line beyond its hippie roots into hipster culture?

Agency: EGG BRANDING

NEW PRODUCT, NEW FORM FACTOR, NEW APPROACH

Challenge

Guayaki was the #1 yerba mate brand in the US, but their latest product — mate in a can — needed a new approach to captivate a new audience: the young male energy drink consumer.

Solution

We positioned the product as a healthy alternative to energy drinks, then developed and launched an underground influencer campaign to take the brand from hippie to hipster.

Skills Required

Messaging Development

Z

Project Management

My Role

Strategist

Account Planner

Process

U

Discovery

w

Brainstorming

Messaging Hypotheses

Messaging Validation

l

Copywriting

Creative Development

Project Management

Highlights

Outcome

%

Outsold Control Group By

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?