Five years after volunteering my branding services to a then-one-year-old political party in The Bahamas, the Democratic National Alliance has the most likes on their Facebook page out of the Bahamas' three major political parties and actively seeks out new-school methods of marketing to reach younger voters. In addition to developing their social presence over the years, I delivered the 'My DNA Party' app, a project that I was charged with developing, launching and maintaining.
As the party's Digital Co-ordinator, evidence of my influence can be found on their flyers, on business cards, in newspapers, in commercials, on the DNA's website, across social media, throughout their 2017 election manifesto, on vehicles, as paraphernalia and even on the national news.
Challenge: When a millennial thinks of Tai Pei Asian Frozen Food, their first thought is usually "who?" We had to figure out a way to make Tai Pei relevant to millennials, 75% of whom were completely unaware of its existence.
Insight: After recording 770 eating circumstances from members of our target, we realized just how much they compromise on their food choices every day. Tai Pei's competitive set made the problem of food compromise even worse by forcing them to choose between value, flavor, convenience, ingredients, and variety.
Strategy: Prove to our target that there is "a Better Way to Food" by introducing them to Tai Pei and their new and improved line of products.
Placement: 1st in the country - National Champions
Challenge: The Snapple iced tea brand is packed with brand equity, but they wanted their good sales in the North East to rub off on their not-so-good sales everywhere else in the United States.
Insight: Our taste and perceptual tests revealed that the product wasn't the issue, it was the presence of so many other options in the ready-to-drink tea category.
Strategy: Tell consumers to beat 'indecisionitis', think a little less and 'Just Grab the Best Stuff'.
Placement: 2nd, District 1 regional level
Challenge: The USA's largest pizza chain needed major help converting their in-store and call-in sales to digital ones through their website and app.
Insight: People get really freakin' excited when they know they're getting pizza.
Strategy: Rework Pizza Hut's digital pain points (like waiting for your pizza to arrive) and own the feeling of pizza excitement.
Placement: 1st, District 1 regional level in Boston - 2nd, national level in Las Vegas
Challenge: Produce an extension campaign of Johnson & Wales' current "Experience Your Future Now" branding to increase enrollment within four new majors being introduced within the Culinary section of the University.
Insight: Unlike other Culinary schools, JWU gives all students a common first-year experience and encourages fluidity in major selections. Switching majors at JWU is never a bad thing - in fact, it might just be another part of a student's journey to self-discovery.
Strategy: Position JWU as the institution that puts the love of food and thrill of discovering new futures above everything else, perfect for our ever curious target market of High School Juniors and Seniors.
Creative: Jayson Braynen (Art & Copy), Pibby Cardozo (Copy)
Strategy: Naja Freeman, Dmytri Johnson, Rachel Pisani
Challenge: Drive top of mind awareness for Barq's Root Beer among 15-21 year olds (Junior High School through college)
Insight: Root Beer is often the forgotten subsection of soft drinks, being out-shouted by bigger brands like Coca-Cola, Pepsi, Fanta and Dr. Pepper.
Strategy: Use edgy copy and geometric patterns to convey Root Beer's new aggressiveness after years of being an afterthought in the category.
Every year, the Rhode Island Coalition for the Homeless (or RICH for short) hosts an annual luncheon to fire up stakeholders for a new year of civic action. Every year, one group of Wildcats in the fall Integrated Marketing Communications class at Johnson & Wales University is chosen to fully brand that luncheon with a theme, hashtag, video and physical deliverables.
This year, that was me and Patrick Lindner.
Challenge: Redesign a book cover of my choice. I chose to put my spin on book 3 of the Hunger Games trilogy: MockingJay, the original cover of which I genuinely can't stand.
Artistic approach: Stylize the fictional Mockingjay bird and pay a subtle tribute to protagonist Katniss Everdeen's archery skills. Bonus - the design was featured as a part of the JWU School of Engineering and Design's annual exhibition, even though I was a School of Business student.
Challenge: Attract more students to the JWU fitness center and boost awareness of the various fitness programs it offers weekly (i.e. yoga, spin)
Insight: Students feel intimidated by using the same facilities as the University's athletic teams, and JWU's emphasis on ther athletic teams in its fitness marketing is a huge barrier in the way of the average student's participation. In some cases, students even go off campus to participate in expensive fitness programs because they don't know what their own university has to offer.
Strategy: Fuel the student body's general desire to live a healthier lifestyle by promoting JWU's classes as a much more convenient and positive alternative to similar classes that could be found off campus.
Art: Kelly Zamora, Jordan Varholy, Danielle Leung
Copy: Amber Daigneault
Social: Jayson Braynen
Challenge: Reconnect with former users of Benadryl.
Insight: The target recalls unpleasant experiences using the brand as kids due to its bitter taste, but can't deny that the product was/is effective at treating allergy symptoms.
Strategy: By leveraging the brand's defining characteristics lie the pink color and drowsy side-effects, express Benadryl's product benefits in practical terms.
Challenge: Raise awareness for the Rhode Island Community Food Bank.
Insight: Most persons don't recognize the need to donate to a food bank, but they do know that they need to eat.
Strategy: Portray the food bank as if it were a financial bank, and use identifiable symbols to drive home the concept - cheques and money. "Stomachs need deposits too" is a universal truth that is more rational than emotional in appeal.
Challenge: Create an outdoor media campaign for the Providence Journal that targets Millennials living in Rhode Island.
Insight: Newspapers aren't the problem, it's how Millennials perceive news in general. Unless ads can overcome the disconnect between advanced subject material and our relatively short attention spans, no progress will be made.
Strategy: Position the newspaper as a tool that helps everyday people understand the complexities of life.
Excellence isn't just a buzz word at Queen's College High School- it's tradition. The school placed 1st in 2015 during the 3-day Bahamas Association of Independent Secondary Schools (BAISS) Track and Field competition, ending a 24 year-streak by rival school St. Augustine's College. It was also QC's first ever championship in the sport. I made two celebratory graphics that went viral on Bahamian social media, appeared on local news and were printed for use in the school's victory motorcade.
All work and no play make for dull creatives.