Boston's home decor market is, let's be frank, a little dull. Pretty beige. Pretty predictable. Kind of Pottery Barn. That's where Modern Relik comes in, a new shop launching in Spring 2017. Marrying the classic with the avant-garde, they'll offer design options that will rival the better shops of New York and LA. We performed a market analysis, wrote a brand strategy, and best of all, created a full visual identity system and unique copy voice to bring their brand promise to life.
CenturyLink is the third largest telecom company in the country, so they do a lot of stuff. And we've worked on it all. From social videos to animated OLV to interactive OOH and installation stunts, we've helped position the brand as a leader in business solutions.
After several failed attempts, Dunkin' Donuts was determined to make the launch of their new dark roast something special. They wanted a big splash focusing on the idea that it was smooth, never bitter. We had Boyz II Men. We had coffee trying to love you down with the smoothest pick-up lines. We had 1990s-style soul ballads. It was going to be amazing. Until the client didn't buy it.
Kaplan University is an on-line educator, so they operate in an industry that's not only highly competitive, but also closely scrutinized and… how can we put this? Detested. Using a humanizing, empowering look and tone, we created a new brand built around the populist notion that what you know matters a great deal more than the name of the school you attended.
1. With food truck rallies rolling out across the country to support AIDS charity (RED), the main sponsor, Bank of America, tasked me with creating activations to increase interaction with their brand. Footsteps led up to participating trucks, and a quick scan brought you to a web site to learn more. Also, partnerships with dinner delivery services expanded the reach of the fundraiser. Meanwhile, tote bags for everyone.
2. (RED) has an incredible history, and Bank of America wanted to use their literally hundreds of miles of retail windows to celebrate it in an engaging way. I concepted a kinetic, interactive display of five million red dots, one for each life saved by the organization.
Emblem is a New York-based health insurance company. I helped create their new brand, based on the idea of personalized care, with a new brand identity and an integrated campaign.
Vestivus / Capital One wanted a fun way to talk about its charitable giving. I created an ownable holidayish campaign, Vestivus, that encouraged social sharing and participation. They bought something else.
Book By Book / A newly branded campaign for Capital One's Book by Book program, which donated 50,000 books to children in need.
A revolutionary banking experience calls for a revolutionary bus-riding experience, so when Capital One launched their banking cafes, I concepted a virtual reality bus shelter that lets users look into the future via their smartphones. I also created a whole bunch of other stuff to help launch a new kind of banking.
Everyone knows the Downtown Boston is a world-class hot spot of nighttime excitement. Just kidding, but it might have been if the city had run the entirety of this brand campaign that celebrated the food, people, and culture of the neighborhood in a unapologetic way.
The concept / How do you define yourself? Artist. Entrepreneur. Cocktail aficionado. Sausage cart connoisseur. Whoever you are from night to night, Downtown Boston calls you. Here we embrace our paradoxes and celebrate our differences. It’s a place to wander. And a place to find yourself. The delicious. The bizarre. The amazing. The scandalous. This is Downtown Boston. And we wouldn’t have it any other way.