A PEEK BEHIND

THE CURTAIN

FOUR SAMPLES OF EARLY-STAGE, HIGH-LEVEL CREATIVE STRATEGY

STRATEGY SAMPLES

BEHIND THE SCENES OF THE STRATEGIC PROCESS

Created end-to-end – strategy, conceptualization, and design, the following documents are examples of the beginning of the creative process. Concepts outlined are aimed at altering brand perception, acquiring an intentional consumer niche, or generating next-level word of mouth.  

Close-up of a Bullet Bourbon whiskey bottle with the brand logo prominently displayed.
Close-up of a bourbon bottle with the label reading 'Bulleit Bourbon' and tagline 'The future of whisky.'

APPEALING TO THE NEXT GEN OF WHISKY FANS BY CREATING TANGIBLE OPPORTUNITIES FOR WOMEN IN COCKTAIL CULTURE

  • What does a win in whisky look like in five years?

  • As cocktail culture evolves, consumers are gravitating toward craft, from homemade syrups to indie spirits. Without a cultural intervention, Bulleit risks feeling stale and getting left behind.

    Consumers are trending younger, and women are quickly surpassing men in whisky consumption.

    Bulleit's solution will need to sit at the intersection of culture, age, and gender in order to move the brand forward.

  • Bulleit’s Angel Share is a cyclical program pairing aspiring female bar owners with female angel investors, working to shape whisky culture from the top down.

    DID YOU KNOW?

    The "angel's share" refers to the amount of whiskey that evaporates from the barrel during the maturation process. This natural evaporation is believed to be a "gift" to the angels.

DOCUMENT LINK
Text on a blue underwater background that reads 'ever & ever'.
Dark blue background with light rays and text that reads 'ever & ever', along with smaller text on the sides that says 'A Love Note to The Hudson' and 'November 2019'. The bottom has the name 'Kerry Boganwright'.

INTRODUCING AN ECO-FRIENDLY CANNED WATER TO AN OVERSTIMULATED NY AUDIENCE

  • Expose a new batch of New Yorkers to Ever & Ever, building long-term brand affinity and stronger positioning for the water.

  • Massive brands like Dasani are rolling out their own canned waters, making aluminum-centric storytelling less ownable for Ever & Ever.

    To win loyalty before the mass wave floods the shelves, the brand will need to offer more than just a conversation about metal.

  • Water conservation becomes the central conversation. A multi-channel stunt will educate New Yorkers on local water issues by highlighting natural processes guided by Mother Nature, all through one strong entry point: the oyster.

    Two concepts are featured in this presentation: a PR stunt and an immersive experiential activation.

DOCUMENT LINK
Dark blurred background with camera and DJ equipment, overlaid with text about introducing room service and suite sounds, featuring logos for Satale and Junto.
Poster promoting a virtual DJ set called 'Room Service' featuring Suite Sounds, Satelo, and Junto, with a camera on a tripod in a dark room.

LEVERAGING DIGITAL REACH TO CREATE SOCIAL CURRENCY VIA THEAMATIC, VIRTUAL DJ SETS

  • Create cultural currency for The Junto that eliminates the current negative perception that it is “out of touch.“

  • The Junto’s main positioning highlights its connection to local culture as a key selling point, but current insights and direction rely on vague nods to the city, such as an OSU reference about a cow named Maudine.

    To counter the perception that it is out of touch, The Junto will need to walk the walk by showcasing its active, lived-in connection to Columbus culture.

  • “Room Service” is a long-form virtual DJ set series featuring local favorite DJ Satele. With genre-blending, forward-thinking sets, the series brings The Junto into the homes of Columbus residents and puts it in sync with what’s current. It also builds interest among future guests, expanding reach beyond the city.

    With a local leading the program, we’ll make a stronger impact. The Junto acts as an amplifier and vice versa, elevating what’s current and popular.

    WHY DIGITAL?
    Because this is about perception, greenlighting concepts that integrate into consumers’ lives will have more impact. We’re not requiring anyone to step inside The Junto to move the needle on positioning.

DOCUMENT LINK
Sign for South Wind Motel with a stylized drawing of people sitting outside the motel
Illustration of three people sitting outside a motel with a sign reading South Wind Motel in the background.

REINTRODUCING THE SOUTH WIND, POSITIONING ITS ROLE AS A STYLE AUTHORITY

  • Create buzz around the reopening of the South Wind that communicates its new brand positioning and romanticizes the motel.

  • The South Wind is a historic motel that fell into disrepair. While the recent update is gorgeous, the motel will still need to leverage external benefits to win over its next set of enthusiastic guests. Most who stay in Columbus are interested in accessing the downtown strip, where other places to stay have much more to offer.

  • A series of multichannel, community-centric tactics will connect and position the South Wind as an authority in the area and romanticize the neighborhood where it resides, German Village.

    Main Tactics: review-generating amenities and UGC opportunities.

DOCUMENT LINK