Lifestyle: Campaign Strategy & Creative
The Future of Casting is Here.
When Casting Networks reinvented the casting industry, they needed a new brand identity to reflect their game-changing platform. To appeal to multiple segments of users from actors to casting directors to creators, I developed a brand voice and tone that was both professional and personal. This is How We Role.
As part of the team leading the brand identity and website redesign, I created the voice, tone, content strategy and the brand tagline as well as scripting brand videos.
Client: Casting Networks | Project: Website Redesign, Brand Identity | Assignment: Content Strategy, Copywriting, Style Guide, Video Scripts | Agency: And Company
Stay true.
We created an expansive brand identity for SH Group that encompasses Baccarat Hotels, 1 Hotels and Treehouse Hotels while invoking the welcoming spirit of a sustainable oasis. To develop this unified premium hospitality brand, we tapped into our love of travel and explored what it means to stay different.
Client: SH Group | Project: Brand Identity | Assignment: Strategy, Copywriting | Style Guide | Treehouse Hotel Branding | Agency: And Company
Seeking Sneaker Bliss.
To create this inclusive sneaker experience, we developed a brand identity and a voice that embraces true believers and welcomes new converts. Everyone can be a ‘sneakerhead’ at Sneaker Garden.
With grand openings in Hollywood and Las Vegas, a fresh sneaker brand takes root.
Client: Sneaker Garden | Project: Brand Identity | Assignment: Strategy, Voice & Tone | Tagline: All Soles Welcome | Agency: And Company
Foundation for the future.
When Cal State University Dominguez Hills was launching a capital campaign to fund the new Innovation Building, I developed strategy and copy for this key university initiative. Through extensive interviews we documented many great student success stories. It was an honor to help support the future of this vital part of the Cal State system.
Have it all in Irvine.
As Director, Copy & Content on the Irvine Company account, I have explored new homes, apartments, research parks, avocado groves and acres of open spaces from Newport Beach to Silicon Valley. I have played a key role in the marketing of numerous residential and commercial properties, the branding of new villages, as well as naming communities, parks and even streets.
With the Villas still under construction, I began the process of developing the brand strategy and identity, as well as naming the community buildings. The grand opening was promoted in print, digital, social and outdoor.
Irvine Pacific Website Content Strategy & Copy
As account lead, strategist and copywriter, I oversaw messaging and content strategy for the entire Irvine Pacific Website for every home, village and park in the portfolio.
Insight that goes deeper.
My approach with Irvine Company and for every client is to always find a fresh angle. To take the plunge to find a deeper meaning. To look at something familiar in an unexpected way. To create copy and strategy that allows for a deep dive into the heart of the brand.
Client: Irvine Company | Assignment: Strategy, Campaign Concepts and Copywriting | Agency: And Company