Brand
Strategy
Brand Audit • Competitor Audit • Consumer Segmentation • Target Market Development • Brand Positioning • Brand Strategy • Unique Value Propositions • Brand Voice Development •
Brand Architecture • Trend & Cultural Analysis • Brand Strategy Workshops
Launching Wells Fargo at Hudson Yards
Around 2019, Wells Fargo was keen to move the media narrative on from its fake accounts scandal.
They signed a deal with Hudson Yards to become their founding sponsor. Our challenge was to figure out how to use Hudson Yards as a platform to authentically demonstrate Wells Fargo’s ability to provide enhanced value to its customers, as well as demonstrate its commitment to the NYC community.
The Idea:
We landed on a positioning for Wells Fargo at Hudson Yards that we called: The Intersection. This crossroads device enabled us to create experiences and activities that would bring value to customers and simultaneously showcase Wells Fargo’s commitment to NYC.
The Execution
We worked to create a year-long series of events from free Summer music festivals, to one-of-a-kind winter night experiences, to exclusive merch and VIP guest moments, being sure to always keep Wells Fargo in the spotlight.
Creating a strategy for AT&T and Esports
Esports is the fastest growing sport in the world. When a $3.5 billion industry is projecting growth to $10 billion in the next few years, it’s no surprise when every major brand wants to be a partner with it.
The challenge for brands is that this audience takes no prisoners. If your brand is not endemic to the esports space, you are an outsider. A big, corporate brand like AT&T must walk the walk if they want to get any traction.
The Idea:
We set about creating the ultimate series of gaming competitions within the Esports space, spanning both game play and game design to appeal to the broadest audience.
The Execution
A 360 integrated plan that included co-partnerships with collaborators, streamers and distributors, a loyalty program, traditional media and live experiential came to life across three brand new platforms:
AT&T Unlocked Games: an open platform to inspire greater participation from women in gaming development.
AT&T Power Plays: our very own awards where gamers submitted their best gameplay clips and their C9 heroes watched and rated them live.
AT&T Annihilator Cup: where 20 Esports competitors would battle it out in a first of its kind live streamed Twitch tournament with a $300k prize.
Brand
Creative
Brand Identity & Design • Naming • Rebranding • Distinctive Brand Asset development •
Brand Guideline Creation • Application • Template Development •
Creating a sub-brand for Wasserman’s athletes
Many athletes have a bigger reach, and a more engaged audience than regular influencers or even media and sports properties.
This presented an opportunity for Wasserman and their roster of over 2,000 athletes to create a one-stop-shop for clients to buy branded content creation and distribution. All they needed was an identity.
The Idea:
An ‘Exchange’ is the act of giving one thing in return for another. We drafted a lot of names, but Exchange was always the most distinct and simple encapsulation of this new offering.
The Execution:
Since Athlete Exchange was a full service model designed to streamline branded content campaigns, we created a design that mirrored that.
A continuous line creating the A and X as a highly distinctive mark, and also to represent the fluidity of the process.
The Idea:
We wanted a symbol that would instantly indicate the medical space in which they operated. By using the traditional medical cross, but highlighting only the top and bottom portions of it, we created a cross in the negative space, and two ‘P’ symbols, representative of Pisces’ two founders.
The Execution
This symbol lent itself well to a full compliment of distinctive assets that now enable this brand to show up consistently, and distinctly, across every consumer channel.
Brand
Marketing
Live Experiential• Social Content • Web Development • Campaign Strategy • In-store Pop Ups •
Creating an intimate fan experience for Swifties
Taylor Swift’s fanbase are a noisy bunch. They tweet, post and share relentlessly. So when we were tasked with driving trials and subscriptions for DirecTV’s Taylor Swift NOW platform, we knew that Taylor Swift’s army of Swifties would be our best method for getting this done.
The Idea:
What does every Swiftie want? The chance to get closer to Taylor herself. We created an intimate, immersive pop-up Fan Celebration for Taylor’s biggest fans complete with photo opps, exclusive content and a one-on-one meet & greet with the singer herself.
The Execution
Across ten event days and over 100 hours of activation, two Pop Up stores came to life in NYC and LA, integrating Taylor Swift branding from Reputation with activation elements and delighting an army of ardent Swifties in the process.
Getting Sonic festival ready
Sonic had done very little live experiential activation in the past. They wanted to use Bonnaroo as proof of concept that experiential was a good channel for engaging Gen Z.
The Idea:
Festival goers love an escape from the sweat, exhaustion and waiting that all music festivals provide. A Sonic themed miniature golf experience complete with Sonic restaurant clubhouse could achieve the escape and social sharing we wanted.
The Execution:
Using the Slush tongue and lips design from the summer merch catalogue, we created a photo op backdrop overlooking our mini-golf course and Sonic Slush counter. We lined up our photo op with the huge Sonic sign over the Snack Shack so that every social post coming from the activation included prominent Sonic branding. And on their way out, guests were quick to grab Sonic-branded sunglasses, cooling towels and exclusive merch.