Here are a few of my favorite projects.
First up, snapshots of recent corporate brand strategy work. Scroll further for recent brand communications. Then the truly committed can drop to the bottom for an edited montage of TV/ video highlights, going back to the dawn of time.
Recent organizational brand strategy projects:
A “New” Child Mind Institute
By 2020, it was time for a fresh visual identity and more focused strategic messaging. The new logo was preferred 4.6 to 1 versus the old, and it dramatically increased perceptions of modernity, caring, trust, and approachability. The revamp of childmind.org grew traffic +30 to 42% per month.
Intuitive Brand Strategy
Intuitive’s da Vinci surgical robot created a category, but few knew the corporate name. That needed to change as Intuitive enters new categories. Working with Next Level SMG, led Intuitive in development of Vision/ Mission, Brand Architecture, Identity, Positioning, Tonality, Story Roles, Messaging Architecture, and Prototypical Campaign.
Nielsen “Neuro”
Nielsen’s Consumer Neuroscience group needed to define a distinctive brand identity within the larger Nielsen corporation. Conducted discovery interviews, competitive assessment, and consolidated key insights. Then developed a full range of brand strategy elements from Vision/ Mission through Positioning, Brand Essence/ Personality, Brand Manifesto, Naming, Tagline options, and Messaging Architecture.
Edgewell Launch
Led a global, multi-functional team to develop a name, visual and brand identities, corporate website, and internal communications campaign for a small but agile and strong new personal care company (spun off from Energizer Holdings). Presented new brand to colleagues globally, and participated in the unveiling festivities at the NYSE.
The Wonder Project
In 2013, led a team including JWT and futurist Nancy Giordano to develop a comprehensive look at the world 10 to 20 years out and its implications for Edgewell. Project interviewed or heard from over 40 global thought leaders, as input for a synthesis that I largely crafted. Resulting video/ presentation gave Edgewell early warning of trends ranging from driver-less cars to extreme political polarization, the gig/ sharing economy, and the rise of algorithmic decision-making.
And now for some creative expressions:
HMTK Pre-K
For younger children, the Child Mind Institute’s Healthy Minds, Thriving Kids videos taught evidence-based mental health skills via whimsical stories set in a place called Hedgehog Land. For the Pre-K series, we deepened the world-building and added infectious songs, resulting in the organization’s first-ever Emmy Award-nomination for Outstanding Short Form Live Action Program. The Thriving Kids series reached 1.8 million kids in its first 18 months.
Aloha-Therapy
Made Hawaiian Tropic’s small budget go far by developing and executing strategy to own the sensorial indulgence and intrinsic branding of Hawaii itself. Brand linkage doubled and persuasion increased versus the prior campaign, leading to share increase of +3% points.
Splash Campaign
Launched Hydro, the world’s 1st hydrating razor, with a global campaign that sold “unexpected hydration”, scored a record Copy Effectiveness Index of 263, grew share +4% points, and won an EFFIE award for marketing effectiveness.
Clean Break
Conceived, sold, and produced a reality TV/ web series that took Schick Hydro’s unexpected hydration into branded content. Our cast experienced water-themed adventures in locations including Hawaii and New Zealand. Series renewed for 3 years, with over 10MM views per season across networks including FS1 and online platforms including Yahoo!
Play On
Consolidated the campaign of two Playtex sub-brands, Sport and Gentle Glide, under one campaign banner for more impact in a fiercely competitive market. “Play On” featured actual amateur athletes, social media content, and distinctive visual branding in a message that empowered without pandering.
Hydrobot
The bathroom needed a hero. Following the 6 year Splash campaign, Hydrobot put the brand at the heart of the story, globally, for its science-fiction, superhero, video game-loving target. Launch ad ranked #6 “most effective” (per ABX) on Super Bowl 50, while beating Dollar Shave Club on “likeability” (per Ace Metrix). TV and Print ROIs exceeded $1.