A selection of my Brand Strategy, new Brand Name development and Brand Logo design work.
I was invited to assist in developing a launch campaign for an American Football version of ‘touch football’ here in New Zealand. I did this by leveraging the high-energy, engaging, American ‘street cool’ appeal NFL has with our teenage market.
My Brand Name recommendation, Positioning Line and associated brand imagery for the new environmentally and sustainability-focused, farm partnership business.
My concept and brand imagery for a proposed new fresh-food freezing process that allows milk, fish, fruit, etc., to be stored, then defrosted up to up to 36 months later with a taste and texture just as “fresh as the day’ it was milked, caught, picked, etc.
I saw the opportunity to develop a totally unique range of soaps that could be promoted as the ‘World’s Oldest’. I produced the pack design, accompanying promotional material, while driving the sales and marketing programme.
Out of adversity came opportunity. Waipu’s traditional New Year’s Day Highland Games were cancelled mid 2020 because of confusion around Covid-19. So, I suggested that the opportunity be taken to use the first day of the New Year (following a very crappy Covid-fueled old year) to invite the whole community to come along, care for, look after and entertain each other – with all profits going to local charities. With the support of the family of John Clarke (Fred Dagg), thousands of people “got in behind’ the idea and the day was a huge success.
I developed a new Brand Strategy and Positioning Line for this iconic 150-year old event. Then (in collaboration with talented designer Grant Pascoe from Marshmallow websites) we created a fresh new Games logo, website and overall Brand Communication ‘look and feel’. I also recommended the introduction of a special sponsored Games Day event for the kids – called the Clan Club.
I was approached to create an overriding theme with accompanying imagery to lead a combined proposal being put forward to the Provincial Growth Fund by Bream Bay Maori and the Waipu Caledonian Society Trust.
The initial client request was to help them turn a ‘nice hobby’ into a serious business. My strategic recommendation was to develop regionally-themed product ranges with the twist of collaborating with clever local artisans around New Zealand who would supply key natural ingredients in each area giving the soaps a real competitive edge. I then led the new brand name development, packaging design and for two years drove the sales and marketing.
