Challenge: A new luxury watch brand needs to compete with many well-established brands
Solution: Differentiate Levov by emphasizing the attention to detail and dedication to traditional watchmaking methods, and a very reasonable price point.
Result: Rich, poetic language that embraces the reader with sensations of luxury and craftsmanship
Challenge: Drive traffic to a retail baby shop in an increasingly online world.
Solution: Create a marketing piece that draws people in and makes the location seem like a place of wonder and welcome for parents.
Outcome: A whimsical catalog centered on a parody of “Oh, The Places You’ll Go”, tracking a baby’s life story.
Cub in the Tub
Challenge: Explain a new product that provides a better solution to an old problem. And justify the price, which is significantly higher than standard hair washing visors.
Solution: Agitate parents’ deep frustration over an ongoing issue that hasn’t been solved by the standard products. Use descriptive imagery and lively language so the parent can picture just how Cub in the Tub will help.
Result: Fun, benefits-focused copy that appeals to overwhelmed parents.
Challenge: Find the one word that accurately conveys the experience of using an Arow9 towel or robe.
Solution: Nick Kolenda’s naming process was used to hone in on the most important characteristics the name had to convey, and which kind of name would do it.
Outcome: A single word, created by combining two words that are the ultimate benefit of these towels.
Challenge: Create product category names that will position these towels as unique among the plethora of similar products to be found online.
Solution: Use Nick Kolenda’s naming process to isolate the most important characteristics of each category.
Outcome: Three unique, clear and compelling category names that clearly convey the desired aura of luxury and comfort.
Challenge: Take a bland, un-trustworthy looking site and give it visual brand direction + a trust building about page.
Solution: Research the best colors and style for selling lighting, and create an about page that is personal, yet professional and knowledgeable.
Outcome: A beautiful clean site created by the designer, based on the copywriting brief, and a compelling about page.
Lil Tracker stand out among the plethora of GPS trackers available online.
Solution: A succinct, compelling headline that speaks to the customer’s love and fears, and a true-to-life personal account of the founder’s experiences that led to this product.
Result: Copy that resonates with the vulnerable target audience, and builds trust
Brooklyn Group - Brand Voice and Social Media Captions
Challenge: Create a brand voice to match Brooklyn Group’s new visual branding, and some initial copy using the new voice.
Solution: A down-to-earth, contemporary voice, tinged with light humor. This resonates with the target market of comfortable working millenials.
Result: A clear, detailed guide for Brooklyn Group that ensures a consistent tone in all company communications. And some superb captions that gained their Instagram account many new followers!