I’ve had the honor of working on some really inspiring projects with creative brands of various sizes and budgets. Below are a few case studies of some of my most recent work.
Role: Brand strategist, Subject matter expert
Brief: For it’s 2010 global campaign and in alignment with the first Africa-based World Cup games, Puma wanted to capitalize on the brand’s history of support for African football and connect with global-minded consumers.
Strategy: Research and outline perspective for metropolitan African consumers. Develop a global integrated campaign that aligned with the world-view of greater African diaspora’s travel, shopping habits.
Processes: Trends research, Messaging development, Customer insights
Role: Digital strategist, Information Architect, Designer
Brief: The 50-year old women’s clothing retailer wanted to re-brand and redesign their website to position the brand to speak to modern 35-49 year old metropolitan American women.
Strategy: Re-design the website as a portal for modern style tips, social networking, and current fashion content.
Processes: Digital brand audit, Content strategy/development, Messaging analysis, Social media strategy, Website re-design
Role: Technologist, Strategist
Brief: To improve quality of pharmaceutical reps presentations to targeted physicians by leveraging market research.
Strategy: Use market research to target and segment content by physician’s patients and prescribing habits.
Processes: Messaging formatting, Content tagging and metadata, Digital development
Role: Brand strategist; Creative director
Brief: Cityfeet.com Inc. was looking to raise awareness of it’s listing and property search services to local and national commercial real estate brokers. The company also wanted to build an marketing platform for ongoing dialogue between the company and the local commercial real state industries.
- Develop a localized print magazine which provided industry news and content for in business hubs in New York and Atlanta.
- Engage well-known local industry business leaders by collaborating on news stories and expert columns, positioning Cityfeet.com as an industry insider and preferred service of experts.
- Develop an online multimedia content destination which reenforced the brand’s position with national commercial real estate industry.
Processes: Brand strategy, Content strategy, Development and launch of branded print and digital content channels, Video production, Brand ID
Client: Annansi Clothing Co & Annansi Chronicles
Role: Founder, Strategist, Creative director
Brief: There were few contemporary casual clothing brands with high design standards that promoted and catered to modern African and globally-minded consumers.
Strategy: Concept, design, and market a stylish clothing brand which stylishly reflected the perspective of the metropolitan African experience.
Processes: Seasonally-themed website, Blog, Viral video, Seasonal clothing designs, Event and artist sponsorship, Social media marketing, Social responsibility program
Client: Pep Boys
Role: Strategist, Designer
Brief: The automobile retailer Pep Boys was looking for a fun and engaging way to deliver training programs to it’s employees located across the country.
Strategy: Design and develop an self-lead interactive training program through which employees can learn new customer service methods and keep abreast of company processes.
Processes: Content strategy, Voice overs, Character animation, Program development