Campaigns: Starbucks (8.5 MB) school project
objective: To regain the customers Starbucks lost when its community appeal to most loyal local coffee-house-goers diminished.
strategy: Communicate that Starbucks is involved with the community arts and culture to bring a local feel that coffee-house-goers want. The campaign reveals Starbucks as a third place between home and work — a comfortable place to belong.
media: Campaign to be executed through out-of-home and alternative media that integrates with broadcast, internet and point of sale.
Campaigns: Hermés (6.3 MB) school project
objective: The Hermés campaign intends to increase the number of Hermes.com shoppers.
strategy: To target 25-55 year old women that live in geographic locations outside of Hermés store areas, who also enjoy a natural-urban lifestyle similar to current Hermés customers. Each piece will be tailored to each community by finding elements of local symbols that also represent the Hermés brand.
media: In-home media is used to provide personal interaction and reach the exact people who'd be interested in Hermés. Out-of-home media in airports will be used to target this audience who is likely to travel often — reinforcing the sophistication of the Hermés brand.
Campaigns: Regis Salons (3.1 MB) school project
objective: Regis marketing plan intends to reach the current trend female, but instead attracts middle-aged moms seeking convenience and lower prices. The objective is to solve this problem.
strategy: Allowing the target audience to see their style and trend in the Regis brand. The customers will gain confidence in the Regis brand and be reminded that the salon is in their local area.
media: Alternative out-of-home ads were used to grab attention and also in-home to communicate more information about Regis.
group project
Amy Crissman (research, creative ideation, edit graphic and copy)
Jerry Schafer (creative director, production artist)
Erin Reichow (illustrator, copywriter)
Direct Mail: Guthrie Theater (3.3 MB) school project
objective: Introduce the new Guthrie complex, upcoming performances, and encourage the geographic market to buy season tickets.
strategy & creative requirements: A series of three direct mail postcards sent to the same targeted group three times and each piece have a similar feel with new copy to communicate a new aspect of the Guthrie.
Print: National Resource Defense Council (5.7 MB) The One Show contest
objective: Motivate younger generations to make a difference in their natural environment through the tools that National Resources Defense Council (NRDC) provides.
strategy: Reveal how the simple parts of life that people often take for granted are chemically affected by pollutants, pesticides, and unnatural chemicals and how nrdc.org helps change that reality.
group project
Amy Crissman (Art director, photographer, copywriter)
Jana Bocklund (Graphic designer, copywriter)
Autumn Harris (Model)
Identity: Chase RE (2.6 MB) client work
objective: An identity system for Chase Real Estate (Chase RE), similar to a the owner's previous branded company, Chase Homes, so customers can expect the same quality and experience in the new company's products. Client also requested for it to communicate areas of focus: development, construction and finance.
strategy: Explore multiple logo options to help client see new ideas before determining that he wanted to keep similar design elements from Chase Homes. Simplify all the information client wanted to communicate through a logo.
Identity: Lakeville Woods (2.1 MB) client work
objective: Create an identity for Lakeville Woods, an apartment building.
strategy: Communicate the warm environment and its natural-outdoor feel.
Signage: Lakeville Woods (3.3 MB) client work
objective & creative requirements: The sign for Lakeville Woods project was the first media chosen for this project. The final dimensions of this sign are 5'x10' and it would stand next to the Lakeville Woods project — visible from Interstate 35W.