Creative Concepts
Brand creativity depends on innovative ideas that align with brand strategy and identity. Matching that with marketplace trends, the right approach respects the brand while breaking new ground.
Stater Brothers
Stater Brothers is a classic, family oriented grocery store franchise in Southern California. Working with Traina Design in San Diego, I created the rebrand concept “Bring It Home” as a way to creatively express the mission of Stater Brothers.
Bring It Home came to life on screens and billboards in Southern California, serving as the first step in Stater Bros.’ rebrand. This was followed by changes in the in-store experience, website, marketing drives, company operations and the creation of a new e-commerce solution.
Sense
Sense is a startup with a mission to transform home energy use. Through innovative technology that reveals detailed information on power consumption, they enable people to take greater control of their energy.
That value of greater control I translated into the brand value of “Great Energy”. Creating that organizing concept, I helped iterate it through future campaign tags, naming for proprietary tech, and navigational copy.
Great Energy Ads
With Great Energy as the pivot, Sense moves in directions that empowers customers, and enhances their homes.
Bright Homes
The cleantech landscape is saturated with the word “smart”. To differentiate and personalize, I created a new concept for Sense: Bright Homes. Referencing technology while accenting the Great Energy concept, Bright Homes also reflect Sense users— and their homes— in a positive light.
Adidas World Cup
Working onsite in Germany, I was a member of the Brand Design creative team for the Adidas World Cup campaign. The central concept of creativity was expressed through different athletes and pop culture stars in commercial, social media, and signage. Understanding the pillars of the Adidas brand, then matching that with individual DNA of every personality involved required research, interviews, and understanding of complex message hierarchy. The results were experienced by millions.
Dotloop
Millions of real estate agents rely on Dotloop transaction management software. Their product debut focused on cutting edge technology. Years later, I worked with Portland’s 1000Watt for the rebrand. Shifting the focus from technology to the people using it, we created a campaign that featured real estate agents as creative outliers. Framing real estate as a calling rather than a job, we highlighted the human connections and emotions inspired by the trade. This was empowered by the intuitive tools of Dotloop. I helped in developing ideas, writing ad copy, and scripted the voice over in a vision video which was the rebrand centerpiece.
