This is a small sample of the brand work I’ve done. I tend to think in terms of brand stories, because I believe that brands are in essence narrative manifestations of the way that company or product makes people feel. Good branding should and does connect with people on emotional, intellectual and creative levels. Besides, we all like a good story.
SPEC Clutches & Flywheels - The Art of Making An Impact
The SPEC Mini-Twin was a bold new product for SPEC Clutches & Flywheels. The main objective was to focus on a radical point of differentiation for their product: The unshakable grip of their clutch. This is a key selling point to car enthusiasts.The concept, “Kung Fu Grip” was born of this fact. The key target here were classic car owners and in honor of this, we wanted a retro inspired campaign that would stand out both in voice and aesthetic from the rest of the overly designed, graphic & model heavy crowd.
Play on the “Kung Fu Grip” idea is part homage and part parody. And at the end, we feel that we get the key point across which reads in the copy as, “It is wise to SPEC your car.”
The sales results have impressive, and the first ad even led to calls from the editors of the magazines to call the marketing people at SPEC directly to comment on the visual impact of the ad.
Applied Ultrasonics - Lesson In Demystifying Ultrasonic Energy.
Applied Ultrasonics spent 5 years in research and development, testing and gaining data on the long-term effectiveness of their ultrasonic impact technology (UIT), which used targeted sound waves to treat and harden metal, while reducing fatique. They were an Alabama company desperate for a international brand presence. They wanted to leverage their strength and usability in some of the world’s biggest industries. We gave them a bold, established look that also served as an aspirational beacon for the company to strive for as they grew.
We game them a comprehensive brand and strategy from which to launch the the company while giving them a glimpse of their future.
Behind Every Click Is A Face: Brand Rejuvenation.
CLIENT: eStara, Cambridge, MA
The compelling benefit of VoIP (voice-over internet protocol) technology in e-business commerce is also its greatest challenge – the human connection between brand and customer. Categories rich in e-business, like financials services, travel and hospitality, use VoIP software to enhance their online sales and marketing efforts. With VoIP, online users are able to make a phone call over the web to connect with their brand’s sales or customer service teams.
eStara had outgrown its website, image and personality and needed to rejuvenate the brand.
While the VoIP software market is saturated with the competitive clutter of technology claims, comprehensive solutions and me-too performance factoids, we helped eStara to zag while the rest of the industry zigs by positioning their brand, products and solutions around the “human element” exchange between a VoIP brand and its customer.
Elements of our interactive strategy and design:
- Demystify eStara’s VoIP by “humanizing” the technology from the perspective of the consumer.
- Establish the brand ’s new image and personality with a fresh, honest and slightly humorous portrayal of the current consumer landscape.
- Showcase the benefits of eStara’s products and solutions by highlighting “personality” vignettes of real-world customers and consumer buying situations.
- Provide a scalable, modular framework that can be easily updated and refreshed on an ongoing basis.
