CREATIVE DIRECTOR & COPYWRITER idea-driven content for all media
Rebrand
I talk to you, your clients and review the competition. Then develop value and positioning statements. Create a message hierarchy. And show you two creative platforms that will express your unique selling points and unite your overall brand personality. The tough part: You have to pick one. Here’s an example of a creative platform. Plastilam Rebrand
Content Creation
To differentiate your message, no matter how technical, you have to entertain as well as inform. Brand Cool’s client NYSERDA used “Irreconcilable Temperatures” to promote free home energy audits. It worked.
Creative Direction
My experience includes building and managing a team of art directors, web designers, media strategists and other production specialists to handle projects of any size.
Copywriting
Your annual report and catalogs should reflect your overall messaging and personality. Check out the Sias University brochure, Cancer Institute and Catholic Family Center annual reports for examples.
Concept Development
This is bringing messaging and graphic personality together to form an execution that resonates with your audience—no matter what the tactic.
Value Proposition / Strategy
Distilling your selling messages down to a few sentences. And then making sure they are expressed in some way in all your communications.