Here's a little bit of what is going on right now.
The International Cotton Council developed the Cotton USA brand to identify products that are made of 100% cotton grown in the United States.
CHALLENGE
Create a brand—from complete visual identity to campaign—that will elevate global perception of Cotton USA and reignite the desire to wear cotton.
INSIGHT
Everyone loves cotton. It is inviting and genuine; a true fiber born of the earth. From jeans and button-downs to towels and sheets, cotton inspires individuality around the world, every day.
IDEA
I Love My Cotton
IMPACT
Total cotton exports from the United States have risen by 40% since 2015 to 14.9 billion bales in 2017
Positive sentiment and awareness of Cotton USA mark has increased among the public and core targets
Time spent on the relaunched website is dramatically up from 0 to over 8 minutes on average
Elevated brand work was adopted throughout the supply chain, from farmers to manufacturers across the globe
Marked the first time a universal campaign was adopted by all global markets
SoulCycle has a strong business that is centered around a loyal rider base. However, the brand has developed a reputation for being a hyper-intense community with a workout that is intimidating to potential new riders. In order to continue growing, SoulCycle realized there was a critical need to recruit new riders and shed light on the empowering energy of a true SoulCycle experience.
CHALLENGE
How do you capture the unique spirit of a SoulCycle ride?
INSIGHT
Current riders are the best tool in recruiting new riders. We need to give them content to share that lives up to their actual experience.
IDEA
Leverage owned channels to create an organic and unpaid promotional campaign as a means of building brand awareness and generating buzz. Give current riders the option to tag a friend who has never been to SoulCycle for a free ride.
IMPACT
Facebook: most viewed video in SoulCycle history
Instagram: top-liked SoulCycle posts to date
Revlon is an iconic American beauty brand with a rich heritage, but after 80 years of category leadership it was beginning to lose momentum.
We believed women were ready to change the conversation around beauty, looking for a deeper emotional connection to the brand. We knew that feeling beautiful starts with loving yourself.
INSIGHT
Love is a universally engaging emotion that resonates deeply with us all, but it is a space often littered with passive clichés like: “waiting for love,” “falling in love,” and “losing yourself in love". We know that women today are taking love into their own hands — and are active participants in choosing love and making it happen. They are turning love on.
IDEA
Revlon believes that when you take a bold step forward to choose love, your life is bigger, brighter and more beautiful. We will turn love on to inspire and engage women everywhere.
IMPACT
Over 820MM impressions at launch
10.9 MM YouTube views of launch film
4.9MM UGC submissions to #loveison
41K new social followers across owned channels
Engagement on Revlon.com increased from 1:10 to 2:12
‘Love is On’ became the first global tagline in over a decade and the new mission statement for the entire brand
83% of consumers found the campaign somewhat to very different from what other cosmetics companies are saying
Positive brand appeal increased after exposure to the 3 TV spots from 68% to 85%
Launched the Dove Campaign for Real Beauty through this traveling exhibition designed to challenge the traditional definitions of beauty.
Unique among water brands, SmartWater has a proprietary vapor-distilled process coupled with the addition of electrolytes. However, the water category is both crowded and commodified with little consumer desire to understand such a process.
CHALLENGE
How do you make people care about water when water is taken for granted?
IDEA
Leverage SmartWater’s production process and turn it into
a way to live life: Smart Because It’s Made That Way
IMPACT
Jennifer Aniston digital video garnered 2.7 MM YouTube views in its first week (now 4.3+ MM)
Within 48 hours the video was picked up by the national press, garnering media placement on CNN, ABC World News, Entertainment Weekly, and The Today Show
Number of shares, likes, and tweets continue to climb, building a significant fan and follower base in social media
Post-campaign, Smartwater’s sales increased 28%
MADE TO WORK was the first Lands' End campaign in over 10 years. An influencer cast of entrepreneurial men represented both the values of the product and the customer.
CHALLENGE
With only 6 percent of men wearing a suit to work today, how do you reposition a traditional men’s product to be relevant for the workplace of today?
INSIGHT
No one puts on a dress shirt to sit on the sofa. You put it on to accomplish something great. Let’s celebrate these accomplishments.
IDEA
You are made to work and so is your shirt.
HOW TO SPRING was the follow-up women's campaign that worked to educate women on new looks in a fashion-forward way.
Created and designed Banana Republic's first personal care collection.
Relaunched, repositioned and rebranded Williams Sonoma to be relevant to a younger group of customers.
Created as part of a pitch to redefine Gap through a holiday campaign.
Created and launched the American Express Small Business Network called OPEN.
Created WHIL, a new meditation brand, with the founders of Lululemon.
Relaunched the Saucony brand from positioning to complete visual language.
Created a comprehensive visual language for the Coca-Cola brand to be used across all consumer touchpoints.
Additional projects included product innovation and extensions.
Worked across the American Express brand creating new identity elements and languages, environments and special projects.
