Cigarettes and beer—40% of Circle K’s sales—have been on the decline for the past 10 years. Every convenience store chain is feeling it. And Circle K decided to make a dramatic change by investing in food service.
By gradually redesigning their stores, they are now dedicating 50% of their footprint to food. But they aren’t known for food. And that’s where we come in. Circle K realized they needed a compelling brand story with a big personality for the new TakeAway Cafe.
To have a unified, engaging brand, you first need a clear Brand Story—the framework from which all creative execution is launched. Working with my team, I created the brand story for Circle K's TakeAway Cafe.
Everybody knows how super tasty Girl Scout cookies are, but not everybody knows the important skills and learning a girl gains through running a cookie business.
Tasked with expanding the public’s understanding of what cookie sales teach a girl—and how big a role the cookie buyer plays in the experience—I served as the Copywriter on the team that developed a multi-front strategy to showcase the benefits cookie sales provide girls. Through TV, radio and print PSAs, social media, and a new website, we crafted a poignant, playful campaign that focuses on the five skills—goal setting, decision making, money management, people skills, and business ethics—girls learn through the cookie program.
View: You Magazine
Attracting, engaging and retaining talent is essential for any company. BASF is no exception. BASF wants to be a company competitive with their peers, and a place where employees can thrive and grow for 30 or more years. A robust survey revealed that BASF’s Compelling Total Offer was on par—and often better—than that of their competitors. However the perception of current and prospective employees wasn’t aligned with this truth. BASF knew they needed a solution beyond traditional HR and marketing packages. It was a brand problem, not just a communications problem. They needed a solution that didn’t change the offerings but changed the perception.
Tapad’s first product propelled them rapidly forward and drove tremendous business growth. So when they decided to launch Tapad 2.0 and multiple product lines, they realized their single-product brand needed a multi-product upgrade. As they were revving up to expand, Tapad refocused their start-up marketing mentality away from short-term tactics toward long-term brand growth. Creating the right foundation now would help ensure that their brand would be able to support and respond to the rapidly changing future technology landscape.
Imagine: Sending the best and brightest medical students to serve in some of the most-needed areas of the country. That’s what Sophie Davis School of Biomedical Education does while forgiving much of their students’ tuition.
Sophie Davis is a highly regarded program at the City College of New York. At college fairs, the admissions team didn’t have the marketing materials to compete with elite medical schools, even though the quality of the Sophie Davis program was comparable with top-notch universities at a fraction of the cost. Working with team, I played a key role in creating a view book that gave prospective students a comprehensive but clear look at the B.S./M.D. and physician assistant programs while highlighting its strengths.
The Association for Writers & Writing Programs (AWP) is an organization dedicated to helping writers improve their craft, connect with other writers and manage the business side of writing. Though immersed in the world of storytelling, AWP struggled to tell their own story in a clear, emotional and compelling way.
As the Senior Copywriter on the team, we led AWP through a strategic process to understand its audiences and challenges, then created a Brand Storybook that established a concise message. The Brand Storybook shows that AWP understands the passion and solitude of writers and the challenges they face, and it establishes AWP as a community that supports and inspires writers in the pursuit and perfection of their craft.
View: Accolade Storybook
View: Accolade Posters
We all know the healthcare system is a tangled and complicated mess. Accolade is not here to solve the virtually unsolvable. But they are here to change your experience with the healthcare system in a positive way. They provide a single contact person—an Accolade Health Assistant—to help you through the healthcare process and provide you with all the answers you need. Benefits questions. Symptoms. Medications. One stop for every answer.
I played a pivotal role creating a unique look and voice for Accolade to define a new path for the brand. After 5 years, the brand needed updating and they turned to us again to evolve what we helped them establish years ago.
I have worked on numerous branding campaigns for colleges and universities, non-profits, and national and international companies. They include:
City College of New York
Girl Scouts of the USA
Queens Borough Community College
Seton Hall University