Branding
I am proud to have played a part in all the aspects of branding for dozens of organizations from various industries. Here are a few case studies on projects I have facilitated from initial idea to launch.
The Challenge:
Re-brand international surf glass brand from out of touch, bikini model focused imagery, to authentic focus on board builders and their community.
​
The Campaign:
A deep dive (pun intended) into the board maker's craftsmanship through video and refreshed imagery, illustrating how Aerialite can serve them in making boards that last.
The Results:
​
-
Social audience saw 89% growth in the first five months.
-
Dynamic sales growth nationally and internationally.
-
Recognized for Best Interview Video by PR Daily in 2016.
The Challenge:
Refresh and enliven the brand to prove the company's deeply held conviction of helping people create space to thrive. Move away from product focus to life benefits of partnership with the brand.
​
The Campaign:
Paralleling a massive website overhaul, an entirely new content approach was developed to immerse the audience in the feeling of the product. We shifted focus to people and their spaces, creating a user experience of delight and inspiration.
The Results:
​
-
Customer Lifetime Value (CLV) grew by 23% YoY with higher rate of re-sales.
-
Renewed interest from decor industry leading to collaborative projects and greater authority in space.
-
Paid ad spend scaled over 200% with high ROAS maintained.
Downtown
Burlington
The Challenge:
A large property vacancy in downtown Burlington, NC created an opportunity to rebrand, refocus and expand the area’s awareness to attract new restaurants, shops and nightlife.
​
The Campaign:
A single call-to-action rang out from downtown’s business leaders: “Get In.” New website, branding, logo and a video campaign were created to echo urgency and energy.
The Results:
​
-
Residential investment grew within the first year of new branding focus.
-
Local businesses saw increase in traffic, energy, and sales.
-
Brand messaging reach national audiences.
Rockingham
County, NC
The Challenge:
Despite a beautiful bounty of natural resources, tourism had been dwindling in this county with recent negatively publicity hurting it further.
​
The Campaign:
Research illustrated the great sense of pride held by residents, and the message “You’re in a Good Place” became the mantra to rally behind, striking a chord that still rings across the state.
The Results:
​
-
Media coverage and Google search results shifted back to positive.
-
Significant rise in activity along rivers and lakes in the first year.
-
Organic growth in social media following.