Naming, brand positioning.
Naming, copywriting, brand positioning.
Luxury development in Long Island City. https://altalic.com
Dewar's Scotch is looking to become the most talked about whiskey by 2024, and not just scotch whisky, all whiskey. To do that, they need to create conversation and have narrowed in on a consumer mindset called "The New Appreciator."
But who was "The New Appreciator"? I identified that the new appreciator of Dewar's (and a previously ignored 46% of their customer base) to be female – specifically fierce, dynamic and bad*ss females. With social as a central platform for creating conversation, I developed an original campaign concept leveraging experiential marketing to reach this new target – where they are – and that would highlight the Dewar's reason to believe and brand promise, Double Aged For Extra Smoothness.
Naming, concept, copywriting for luxury residences
Naming, copywriting, brand positioning.
Premium service company providing end-to-end solutions for residential moves in SF. https://www.getinplace.com/
Brand strategy, copywriting, creative direction: logo refresh, website, marketing collateral, customer experience.
Naming, brand positioning.
The Background – The Flatiron School teaches people with diverse perspectives and backgrounds how to code in web and mobile development. Graduates of The Flatiron School have been placed as software developers in companies like The New York Times, Kickstarter, Etsy, Google and more.
The Goal – Launch a new product within TFS brand and expand their offering to high school students. Mission to lead the learn-how-to-code movement among a younger demographic and cement themselves as thought leaders in progressive coding education.
The Hurdle – Getting the word out. TFS has built strong brand recognition among the NYC tech professional community but they are a new face in the learn-how-to-code scene among the younger demographic.
The Target – Aim to reach audience types ranging from the tech scene influencers (NY and SF) to grassroots marketing at high schools within the NYC region where the headquarters are based.
The Flatiron School POV – In order to remain competitive in today’s global economy and prepare future generations, we must focus on offering exceptional technical training and practical coding education for all. The path to a better future starts with better education and rigorous standards.
The Results – Press coverage including features in Fast Company and the Observer (formerly Betabeat). Grassroots marketing in the forms of collateral, roundtables with TFS educators and parents of high school student throughout the region, referrals. TFS school launched the pre-college academy program in the Fall of 2014.
Brand strategy, positioning, copywriting, creative direction services.
Brand strategy, product naming, copywriting, creative direction.
The Goal – three teachers wanted to start a yoga community in Brooklyn, NY. It had to offer inclusion for all levels, be outdoors to inspire connection between community, yoga and nature, and allow a platform for the instructors to explore new approaches to teaching reflective of their unique personalities, and of course be fun!
The Hurdle – Offer a way to connect a community of yogis with the focus on fun, the great outdoors, great music and the inclusion of all levels of experience in a setting within the borough of Brooklyn. And do so in a way that was affordable for students (pay by donation) but also met the costs to sustain the business.
The Target – Brooklynite yogis in underserved regions of Clinton Hill and Prospect Park – Lefferts Gardens craving a connection to community, nature, yoga amidst the chaos of the city. Community-focused yogis agnostic to gender, race, age, skill level and socioeconomic backgrounds.
Sunset Yoga BK POV – Brooklyn’s chilliest yoga collective. A collective of yoga teachers and creators bringing yoga asana to unconventional places (meant to inspire and connect us to nature). Our donation-based classes feature magical playlists.
The Methods – Website to share information, mission, schedule, ability to reserve a spot/donate to take a class. Combined with social outreach via an official Facebook page and Instagram account. Regular updates on regularly scheduled classes, contingent on weather.
The Results – Sunset Yoga BK launched their first season in June 2015. Class sizes more than doubled from an average of five per class to fifteen students within a two-month span. Social mentions and sharing has grown steadily. The collective is looking forward to entering their second season in May 2016.
The Background – Lehach Filippa is an immigration law firm for creative professionals. The legal team facilitates O-1 visas, more commonly known as artist’s visas, and other citizenship processes such as greencards or permanent residency. Lehach Filippa clients are primarily creative individuals (fine artists, musicians, journalists, models, etc.), creative agencies and/or companies seeking international talent to work in US locations.
The Goal – The law practice of Lehach Filippa began in 2011 when partners Michael Lehach and Alejandro Filippa combined their individual practices to offer end-to-end immigration and naturalization law services to their clients. While their business had grown organically through word of mouth, there was no official company website or online presence to drive new leads. The immediate high-level marketing goals were to increase new business, drive traffic to one cohesive website, and to build brand awareness.
The Hurdle – The Lehach Filippa team excels at providing the highest level of service and going the extra mile for their clients, however, marketing for their business always took a back seat. The challenge was to 1) reconcile three existing and outdated websites (a result of a merging of two existing law offices), 2) develop a new brand identity and narrative (voice, tone, personality, visual elements) and 3) appeal and attract new clients in the firm’s target market.
The Target – The Lehach Filippa legal team practices exclusively in immigration law with a focus on individuals and companies in creative industries including fashion, entertainment, design, art, music, and others.
POV – Lehach Filippa has a fresh approach and is not your average immigration law firm. With a focus on innovation and efficiency, Lehach Filippa makes the visa and immigration processes as clear, streamlined, and easy to understand as possible. The team attributes their successful track record to their ability to empower their clients to be active participants in their immigration journey. Pursuing an application for an artist visa, permanent residence or citizenship with a client is a passion and personal investment.
The Results – Within four months, Lehach Filippa had completed a brand strategy and messaging overhaul which resulted in new copy and content for the website and blog, new logo design and style parameters, custom website construction and all accompanying digital and print marketing assets. All brand strategy, copywriting and project management of graphic and web design was provided by Kelly Berry.
Brand identity, copywriting, creative direction, social content.