Branding
Positioning
Boulevard Brewing, the largest specialty brewer in the Midwest, was purchased by Duvel Moortgat in 2014. A few years later, while preparing for market expansion on both coasts, Boulevard invited six consultants to propose new brand positioning. The positioning had to include a new tagline and ad lobs.
The project parameters were challenging: The clients asked that the positioning showcase nine brand attributes! I wrote three approaches, each focused on just two or three of those attributes.
Archetyping
Blue Rivet, an interactive agency, had two asks: identify their brand archetype(s), then develop a written expression of that archetype.
Manifesto Writing
United Nations Federal Credit Union (UNFCU) provides global banking services to the UN Community, around the world. UNFCU describes its brand in three words: clear, caring, and optimistic.
I was tasked with writing their brand manifesto.
Manifesto Writing
The Jump app is social media designed for people who hate social media. Its purpose is to connect people IRL through shared experiences. As Creative Director for The Jump’s agency, I led brand development, including writing the initial copy, the brand guidelines, and the manifesto.
The app was also designed to encourage users to try new experiences, especially positive adventures outside their comfort zones. I loved my recommendation for the brand’s tagline:
Punk Your Algorithm.
Manifesto Writing
Laminate Works is a B2B contract manufacturer for the furniture and building industries. As part of a larger marketing initiative, LW hired me to write a manifesto highlighting their three brand pillars: humble, hungry, and smart.