Naming/Product Iteration
I pitched the Celeb’rita to On The Border (on behalf of Mindhandle agency) as an add-on to a Cinco de Mayo promotion. It didn’t make the Cinco cut, but was fast-tracked to launch as its own standalone offer for New Year’s week.
Retail
Mission was on a mission to launch their new “super soft” tortillas. You may recognize that lockup. It’s still being used today.
Launch Accoutrements
Pizza Hut’s bold “Slice Bar” concept modernized the brand and made take-out a central focus. A more casual tone was called for in wayfinding signage, packaging and apparel.
Out of the Box
Capturing the attention of wealthy Flexjet fractional private ownership clients is tricky. Creating “Jet Art” for an exclusive charity auction is one way.
OOH
It is difficult to explain how intimately I am ingrained with the voice of HRM Rex Goliath wines. Here is a truck wrap I wrote.
Trade
NEC launched Stanchion as the new solution for retail transactions. A fold out poster at trade shows challenged attendees to solve visual clues representing the top 100 retailers at the time. Wall-M-Art should be obvious. Can you find J. Crew?
Traditional Print
Good copywriting isn’t just words. It’s imagining full concepts and art direction and lots of coffee and a team that is fully on board with collaboration no matter what your job title is.
Radio
Radio spots in key markets amplified Rex Goliath’s unique voice.
Campaign Development
Translating complex network infrastructure tech and specs into visually simple graphics gave life to the “Common Platform. Uncommon Performance.” product promise for Genband’s new telecom servers. Using the arc logo element further elevated recognizability.