creative director
There's a Science to this Stuff.
A brand is everything from the story it tells and the promises it keeps, to the ideas it ignites and the emotions it inspires. Properly managed, a brand is able to increase its impact and remain memorable over time. When positioned successfully, a brand develops goodwill, trust, and allegiance in the heart and mind of its target audience—inspiring action and driving quantifiable results. That's where I come in.
STRATEGIC BRAND
POSITIONING
If a brand doesn't define itself, everyone else will.
When a brand isn't making the splash it should, chances are its foundational story has lost its oomph. A brand might look great at first glance, but without a strong positioning — it doesn't stand a chance. When positioned correctly, a brand remains relevant, meaningful, and memorable over time. Just as nature intended.
GETTING A BRAND
FROM A-Z
discovery
Throughout the discovery phase I research, analyze, and synthesize an amalgamation of information to best define and distinguish a brand from the competition.
brand story
I create the powerful language that resonates with a brand's target audience, and then write the 'story' that will serve as the foundation of all communications going forward.
positioning
I understand what it takes to position and reposition a brand in the marketplace, create the desired perception, and drive awareness consistently.
THE SCIENCE OF
DECISION-MAKING
THE TEMPERATURE OF
WORDS
Contrary to all those rumors, good ideas come from hard work. This is no guessing game. A good idea is only as sound as the foundational information that supports it—so, it makes sense that only after miles of research and analyzing that research, that the real fun starts. Everybody knows that when an ideas is grounded in reality, even the wildest of ideas stick like a sucker-punch.
Understanding the emotional associations people make when they hear a word, plays a critical role in bringing an idea to life And when that happens, words can tickle the imagination and dance right off the page.
Naming + Slogans + Taglines
BRANDS
PAST + PRESENT
BRANDS I'VE SERVED:
Beauty + Fashion
Garnier L’Oreal Maybelline Vaseline Calvin Klein Fruit of the Loom Kiwi Shoe Polish Rosetti Russell Athleticwear Under Armour
Confectionary + Food
Cadbury Schweppes Campbell Soup Country Crock DelMonte Heineken Mars Chocolate Panda Licorice Unilever Upfield Pepperidge Farm
Consumer + Luxury
AAA Affinia Hotels Expedia RideShare Ethan Allen Lutron Martha Stewart Wagner Swimming Pools Saab Seiko
Consumer Electronics + Engineering
Amazon Consumer Electronics Avaya B&H Photo DYMO JBL Harman Kodak Panasonic Thingify 3D UV Defense Airpot Cisco DeFacto Global EIQ Networks Henson Group IDT IBM WatsonOpen Solutions PG&E SecureRF Sieble Systems VividCloud X3D Technology
Education
Drop-In Learning Center Harvard Laureate Education Motivations CEU Thomas College University of Bridgeport Zicklin School of Business
Entertainment
AMC Channel Odyssey Networks Beijing Olympics Food Network Hallmark Channel Maccabi Games Maritime Aquarium Nascar Odyssey Channel
Financial
American Express BPD Bank Citibank First County Bank GE Capital Greenwich Access MasterCard OSB Capital Provident Bank Reuters Sterling Investments Tomkins Financial
Healthcare + Pharmaceutical
Alnylam Pharmaceuticals American Lung Association Astra Zeneca Bausch & Lomb BioBDx Boehringer Ingelheim Cephalon Evexia Evexia Nutraceuticals GSK Biologicals JanssenCarepath J&J Novo Organon Pfizer PharmaEssentia SeaCare USA Teva Pharmaceuticals Upjohn Viartis WebMD Wyeth ADAA ACS New York BlueCross BlueShield Medicare, Children’s Health Fund Cigna Greenwich Psychology & Wellness Jeanine Rousso Counseling Joel Leon DDS Life Care Life Extension Pascal Chiropractic St. Vincent’s Hospital Streams of Hope Counseling Tel Aviv Dental Clinic
Non Profit
AirLifeLine United Nations United Way
Publishing
Civitas FairPlay Publishing LinkedIn New York Times Pequot Press Ziff Davis
WHAT HAPPENS WHEN A BRAND IS POSITIONED POWERFULLY?
IT GROWS LIKE
gangbusters.