A selection of my strategically-focused, results-oriented case studies.
Erno Laszlo NY
CHALLENGE A storied Manhattan beauty brand needed to reimagine its luxury and find a relevant voice in an extremely cluttered market.
SOLUTION Defined the aspirational target audience. Crafted a crisply articulated brand positioning and tone of voice. Created intriguing visual systems. Worked with amazing teams to concept, talent source and produce all touchpoints—web, retail environment, brand partnerships, marketing collateral, seasonal advertising campaigns and social media.
RESULTS Led to a highly successful re-launch and, ultimately the selling of the brand.
Photographers: Craig Cuter, Travis Rathbone, John Lawton, Derek Wood, Lisa Shin // Video Production: Cvlt Productions, Derby Content // Illustrator: Carolina Melis // Environmental Partners: Amy Gavin, Yawn Moon
CHALLENGE As the first residential expression of Hudson Yards, Abington House called for a brand identity that would act as a beacon – a testament to the quality and opportunity of what was to come.
SOLUTION Defined the target audience. Developed a relevant, strategic brand positioning. Designed an ownable brand identity. Concepted and produced an intriguing advertising campaign. Implemented a strong social media and events strategy.
RESULTS Led to a successful property launch. As a result, it is the best performing rental development in Related’s portfolio.
Photographer: Stephan Wuerth // Videographer: Bell Soto // Set Design: Kevin Hertzog
CHALLENGE Global startup, SirinLabs, was founded with one mission – to bring tomorrow’s technology, today. The first manifestation of this was a mobile phone offering the ultimate in security and required full branding and marketing needs.
SOLUTION Identified the brand positioning and offering. Created the full brand identity – product shots, printed collateral, packaging, website, flagship store and launch campaign.
RESULTS Solarin’s launch event was attended by numerous A-List celebrities and its London-based flagship store opened in May 2016.
Photographers: Craig Cutler, Lukas Haas // Web Partners: Block Level & Media Monks // Store Build: Elemental London // Celebrity Talent: Tom Hardy, Sarah Sampiao, Irina Shayk
CHALLENGE Hotels AB needed to define and clearly articulate the positioning of The Standard brand as it sought to further the brand’s expansion both geographically and in terms of its offerings. Additionally, they needed to develop guidelines and processes for evaluating future brand partnership opportunities.
SOLUTION Created a brand positioning piece highlighting The Standard’s unique grasp on the pulse of culture in each of its major cities.
RESULTS Hotels AB and The Standard continue to grow in a thoughtful and meaningful fashion while remaining true to the brand’s core.
CHALLENGE As one of the oldest auction houses, Bonhams brand needed to be modernized and refreshed to attract a wider audience.
SOLUTION Redefined the target audience. Crafted a unique voice and global positioning. Refreshed the color palette, logo mark, typeface and image style. Applied refreshed brand to all elements. Concepted and produced a global campaign, including digital, print, video and OOH executions.
RESULTS Using a crisply articulated and unique tone, the Bonhams brand attracted new audiences with the global campaign rollout.
Photographer: Craig Cutler
CHALLENGE Cos Bar was founded in 1975 in Aspen and became the beauty staple for vacationers and residents alike. From their loyal core customer base came exceptional organic growth, leading to the need for a scalable brand.
SOLUTION Crafted a cohesive, modern brand expression. Refreshed the brand identity from its 1975 wood carving roots. Designed all consumer brand touchpoints. Redesigned the store environment and customer journey.
RESULTS The elevated and consistent brand identity, brought to life through environmental design, enabled the brand’s aggressive growth strategy across the U.S. market (40+ locations over the next two years).
Environmental Execution: Stantec
Ayia Napa Marina
CHALLENGE The most luxurious multipurpose marina in Cyprus, Ayia Napa Marina, was in need of a rebrand prior to international market introduction.
SOLUTION Established an international tone of voice. Refreshed the brand identity. Developed all consumer touch points – from sales materials, both on and offline, to a global advertising campaign.
RESULTS The refresh of the brand took Ayia Napa Marina from being local to international and exceeded the sales expectations.
CHALLENGE The most bespoke, thoughtful and ultimately meaningful fitness offering, Willspace, needed help in articulating what they do and their passion for results.
SOLUTION Designed a modern, energetic brand identity. Created a bold, tactical campaign. Applied creative to a multi-channel media strategy targeting their core and aspirational demographics.
RESULTS Willspace launched its revitalized brand and website to great acclaim and interest.
CHALLENGE Related, one of the largest privately held real estate development companies, needed a strategic corporate rebrand.
SOLUTION Created an extensive range of corporate and luxury residential brand communications, portraying the sophistication, inspiration, innovation and modernity at Related’s core.
RESULTS The award-winning corporate redesign conveyed confidence and quality and, as a result, Related is touted as a marquee developer and lifestyle brand that continues to expand globally.
CHALLENGE Veteran business-to-business jewelry traders wanted to bring a brilliant product idea to market with elegance and insight.
SOLUTION Designed a unique brand identity and expression. Created a full suite of content, which was used to craft collateral, social media and an advertising campaign.
RESULTS For the family's first consumer-facing experience, the refreshed look and feel allowed the brand to have a more meaningful retail presence, as well as expand into other markets across the U.S.
Photographer: Max Wanger
CHALLENGE Equinox Fitness wanted to develop an inviting, convenient, affordable, informative and entertaining fitness experience based on a highly scaleable, low-cost development strategy.
SOLUTION Created a brand identity, inclusive of naming, logo development, tone of voice and look and feel. Designed the in-club experience, in partnership with David Rockwell. Developed a cohesive guide to ensure brand consistency from location to location and market to market. Concepted an advertising campaign that extended from digital to out-of-home to guerrilla marketing executions.
RESULTS Blink launched successfully, beginning with 3 locations in the tri-state area. The concept was extremely successful and rolled out nationally, with 70+ locations across NYC, New York State, New Jersey, Boston, Philadelphia, and LA.
Architects: Rockwell Group
CHALLENGE Located in a swiftly transforming neighborhood, Lovejoy Wharf needed a rapid rebrand to elevate their offering and resonate with the identified target.
SOLUTION Crafted a unique brand identity. Designed all consumer and internal touchpoints, including website, ad campaign, sales materials and neighborhood guide.
RESULTS Lovejoy Wharf exceeded sales expectations and helped create a community in an up-and-coming neighborhood.
Photographer: Bonnie Tsang // Videographer: James Martin // Web Development Partner: Nolte