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The client, Gerding Edlen, began developing a new luxury apartment building near Chicago’s West Loop, and needed a brand that would appeal to young, urban-dwelling families with trendy sensibilities. Brand development commenced with the creation of a clean, modern aesthetic that complemented a confident, approachable voice. Characterized by self-expression, comfort, and familiarity, the EMME brand copy copy seeks to ignite the audience’s memory of home, and hopes to welcome tenants to a place where they feel welcomed and connected.

EMME brand guide
EMME brand guide
EMME brand guide
EMME brand guide
EMME brand guide
EMME brand guide
EMME brand guide
EMME brand guide
EMME brand guide
EMME brand guide
EMME brand guide
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EMME brand guide

Blue Chip: Tone + Voice Construction

In tandem with rebranding efforts, Blue Chip created an internal guide for brand messaging and tone. The guide delineates content purpose and proper communication in the Blue Chip voice, including notation of values, mission, and purpose. Perhaps equally importantly, the guide explains how not to communicate, outlining the nuances of exact tone. 

Blue Chip Brand Guide


Nutraceuticals: Brand Guides

With a portfolio of dozens of health and wellness brands and hundreds of products, Nutraceuticals wanted to streamline messaging for a handful of its key brands. We curated identity guides for over 8 brands total, delineating target audience, brand differentiators, tone, palette, fonts, and photography. Each brand required nuanced positioning that took careful consideration of product benefits and consumer values. The creative below features identity guides forLife-Flo, Aubrey, Solaray, and Sunny Green.


Life-Flo: As a holistic self-care brand for middle-aged women,  Life-Flo tells a narrative about confident women thriving in their best life. Photography is bright and authentic, and "flowy" watercolors are used as a both a reference to the brand name and an indication of graceful beauty. 

Aubrey: A pioneer in the natural beauty industry, Aubrey boasts a product line free of synthetic ingredients. The key to the brand's identity guide would be a spirited tone, bold photography, and a sense of individualism that the brand so clearly champions. 

Sunny Green: Aimed at health-conscious millennials, Sunny Green's brand of superfoods would invoke a sense of exploration, adventure, and possibility. Photography would be nature-heavy and feature product usage in food and beverages, ultimately telling a story of earth-derived wellness. 


Solaray: One of Nutraceutical's largest brands, Solaray presented a unique challenge in articulating a visual approach that reflected the brand's narrative and broad product line. The resulting creative reflects a color-driven aesthetic that illustrates how Solaray's products can be integrated in all facets of life. 

Sunny Green Brand Guide
Solaray Brand Guide
Life-Flo Brand Guide
Aubrey Brand Guide

Screamin' Sicilian: Brand Voice + Tone Guide

As they embarked on a new campaign, the client needed to streamline their messaging across various communication touch points. We developed a short voice and tone guide to help them maintain consistency in how they speak to their audiences. The result is a whimsical yet focused approach to the brand's message. 

Screamin' Sicilian Voice Guide


Naming + Brand Identity + Landing Page

Located in Chicago’s northwest suburbs, the Veridian concept is slated to be a mixed-use  campus featuring residential and office space, hotel, entertainment, dining, and urban-esque street retail districts.


The client, Veridian’s founders, needed a brand identity (and landing page) that would pique the interest of potential consumers/renters while also telling the narrative of a sophisticated urban experience close to home.  

Yet to be built, the Veridian concept is largely aspirational. The copy tells a story about community, possibility, and togetherness; each vignette (Eat, Work, Play, Shop, Live, Stay) aims to connect the audience with a chance to embark on the new adventures and experiences that await them at Veridian. This vision is more fully realized in the video, where, backed by a narrative of warmth, familiarity, and affection, people gather in alternating scenes of enjoyment and shared experience.

Veridian site image: home
Veridian website image: play
Veridian website image: shop
Veridian website image: eat
Veridian website image: live
Veridian website image: stay
Veridian website image: work

Heinz Ketchup: Pitch Idea

When you think about The Superbowl, ketchup probably isn’t the first thing that comes to mind. Heinz wanted to change that with a campaign that encouraged shoppers to stock up and make Heinz a Super Bowl centerpiece. The concepts below leverage sports vernacular to incentivize consumers to consider Heinz as part of an essential game day ingredient.

Sunstar + Crayola: Pitch Idea

Sunstar, a toothbrush manufacturing company, was looking for a campaign that leveraged their partnership with Crayola. While the target audience would ultimately be parents, the creative needed to be kid-friendly and to present ways in which kids could engage with the product (i.e. get enthusiastic about brushing).

The first concept, Brush Outside the Lines, seeks to invoke the imagination; the stories kids create to make the world seem limitless. Using familiar adventures (such as space exploration) in our key visual, the concept leverages storytelling as an opportunity to enliven the toothbrushing routine. In addition to a companion storytelling podcast (not featured here), the idea also includes a shipper with built-in mirrors and markers for kids to draw on their own reflections in store. 

Smile in Color, the second concept, seeks to add some color to an otherwise black and white routine. The shoppable companion app features a timer set to music, a tally of brushing occasions, and a "photo booth" for kids/parents to upload pictures of their sparkling smiles to social media.

Blue Plate Mayo: Pitch Idea

For over 100 years, Blue Plate Mayo has made its mark in the South with its rich, double egg yolk recipe; however, tough competition from other brands prompted an opportunity for an awareness-boosting campaign. With a primarily female audience, the brand would be positioned to recall the old fashioned home cooking that Blue Plate embodies. The creative below employs a modernized retro aesthetic that acknowledges the brand’s history while leveraging a sense of nostalgia for home cooked food. The headline, There’s No Taste Like Home, reinforces the brand positioning and encourages the audience to consider their most fond food memories. 

Blue Plate Mayo Pitch
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P&G: Meijer: Pitch Idea

In efforts to attract Millennial parent shoppers, Meijer was looking for a campaign that resonated with one of the generation's most salient traits: individualism.  To that end, the headline underscores this sense of individualism by leveraging Meijer's own name. The key visuals depict a set of young parents living out their unique interests with their kids in tow, all while knowing that Meijer supports their lives and families.

P&G Beauty: Meijer Pitch Idea

In efforts to attract more millennial beauty shoppers, P&G was looking for a campaign that helped position Meijer stores as a one-stop beauty destination. Armed with insight into millennials' sense of individualism and uniqueness, the following creative uses P&G's health and beauty products as a catalyst for our audience to express their independence and autonomy, particularly with regards to their personal appearance. 


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