When it came time to celebrate the company’s 5oth anniversary, we were happy to find that the executives where finally ready to color outside the lines. My concept was to represent the company throughout the decades, married to life-style beachwear and activities --along with featuring the various locations marketed. From the sixties’ hippies, to current day, each decade needed careful consideration in model selection and wardrobe. We brought a film crew, as well as, a still photographer, knowing we wanted to use the concept in all media from tv, video, to print and brochures. Truly, a 360 year-long celebration which interweaved campaigns, giveaways, promotions, staff enthusiasm, and pride.

Store owner wanted to increase donations and awareness for local food pantry. My role was to make it happen on a limited budget. We looked at their upcoming sales cycle and decided we would target a specific line which would allow us to measure sales more easily.

Campaign concept, press release, outreach including other large neighboring businesses for participation, production, in-store display, outside banner, tabletop tents, receipt reminder, email, social media, and of course, more PR for big check event - all lead to increased sales of 207% YOY with all proceeds going to the local food pantry.

Ah, success.

Being somewhat new to the company, I knew that change wasn’t always embraced, at least not quickly. My goal for my first solo brochure was to really focus on the areas I knew best – color, design, production, and quality. The prior year was a bit chaotic for the production team, as well as, the product people, but for some reason, they thought that was how it was supposed to be. This year, I introduced the concepts of blocks and bundling, at first with some skepticism. In the end, everyone cheered. We ended the brochure season ahead of schedule and with fewer stress headaches.

Now about the quality. I’m a big believer in keeping things simple. In this case, I pushed for color, quality, and clarity, over quantity. If it’s old, and looks it, it needs to go. Most of the outdated imagery was replaced with much more dramatic eye-catching color. In the end, on this subject, it came down to some compromise from both creative and product teams.

I was even able to sneak in a small, long-overdue photoshoot with tour directors - key to the company’s charming tours.

Working with a New York agency, we concepted the idea of an average American away on their dream beach vacation. No worries, just peaceful bliss, because she knows she booked an Apple Vacation.

This was one of the largest shoots I participated in with a crew of 30 or so. On-site and in location sunrise call-times, model selection, wardrobe approval, and all the things that go into an operation like this, made it a memorable event.

Brand identity is more than a flashy logo or a catchy tagline; it’s a collection of elements that distinguishes a business and communicates a company’s essence to its customers. 

Craft a story — one that resonates with the target audience and differentiates the business.

This was a start-up company wanting to make a big impact at an upcoming event. The differential for them was their drone technology.

It was my concept then, to put that out front - literally. We had custom stands built and placed the drones in the front of the display. The multi-media package I created also pushed technology as the forefront of their industry.

An executive presentation without a logo, concept or content. No problem!

I often look at these types of requests as a way to help the requester think through some important concepts. Pushing to get them to answer questions, or perhaps they are just pondering a few ambiguous ideas.

What I do is share with them the possibilities. Its often a great way to start the conversation.