MEDIA WORK Links
- Architectural / Interior Photography
- Lifestyle / Corporate Reportage Photography
- Video Direction / Production
INTERNATIONAL BILINGUAL PRESCHOOL
A bilingual preschool started by a group of six European expats was looking for brand identity. The current and small student population was comprised of 9 students all from expat families. Not being able to sustain itself with an expat only population, a branding identity and marketing plan was essential.
I designed and executed a branding exploration that involved interviewing clients (parents), staff and board of directors. I studied the data and realized that a significant aspect of the school’s brand was the cognitive benefits associated with a bilingual education. Research confirms this fact. Though bilingualism was a key element in attracting expats, the branding exploration interviews showed the added cognitive benefit of bilingualism. An integral part of the brand identity recognized these cognitive benefits which when marketed properly, attracts domestic clients ( parents) rather than only expats of a particular European country. The second key item was the International cultural aspect of the school, which in turn attracted international clients from a variety of countries versus only one European country.
I compared perceptions from the client base to information gathered from the staff and board of directors. After comparing the school’s desired brand perception with the actual perception; I developed strategies to align the two. I complied the remaining data to develop a value proposition , anchor copy and a buying persona of the desired client.
I wrote a marketing plan that included an expansive SWOT analysis.
Once the brand strategy was in place, I provide deliverables in the form of a marketing video with which I wrote the script, directed and produced the video in accordance with the newly established brand values. I created an image bank of still photographs that were also brand based and used for a newly developed website, social media and brochures.
I’m currently working with this group to design and execute a donor packet for a significant high level fundraising campaign. I’m also working with the fundraising committee to design a strategy for the overall campaign.
INDUSTRIAL MACHINERY DEALER
A $100 million+ company with a subsidiary involved in the broking of large used industrial machinery was looking to increase sales for the division.
Current revenue was generated through passive efforts such as referrals and word of mouth. I was hired as a consultant by a branding and marketing firm to assist in the rebranding. I assisted in meeting with senior management to flush out the brand values. I interviewed various constituents of the firm, both internally and externally, to gauge brand perception/identity. I incorporated the newly developed brand values to design a branding promotional video. I wrote a brand driven script with which I used to direct/produce the video. I incorporated sophisticated custom animation for part of the video describing a propriety process. The on-brand video was used for a newly redesigned website while various versions of the original piece were cut into derivative pieces for trade shows, email campaigns and social media.
AMATEUR SPORTS REHABILITATION FACILITY
Chiropractic office and sports rehabilitation facility was seeking a brand identity, logo, a new website to increase revenue growth and expand to more than one location.
I was hired as a consultant by a branding and marketing firm to engage both internal and external persons involved with the practice and facility. I co-executed the branding identity exercise interviewing the principals, staff and current customers. Data was used to rewrite a brand proposition and anchor copy that was to be used for all marketing pieces going forward. I also consulted on the conceptual redesign of the website and logo to make them congruent with brand values. The facility’s location was moved to a space that was designed to support the newly discovered brand values.
I delivered architectural/interior photographs of the new facility depicting the space’s incorporation of the brand values. The architectural/interior photographs became another vehicle to communicate brand values.
A private family owned food company hired me to develop a promotional video to be used for their website and point of sale locations. The company had a rich history in the food industry and a strong sense of their brand values that revolved around the quality and health benefits of the ingredients. They did not however incorporate within their marketing materials their relevant history nor actual or science based evidence that supported their claims of health benefits.
I extensively interviewed the CEO and learned about the company history and how his familial background played an integral role in the decision to start the company and as a foundation for the company recipes. This type of information was not being incorporated into their current marketing materials. We both agreed that this rich history would be an important part of the company’s “story”. I scripted a video in where the CEO was able to fluidly share his story without memorizing the script. Instead, he was asked various questions that were edited out of the video, yet his responses to those questions when properly edited, told a fluid and poetic story of the company’s founding and inspiration. I also scripted a section that addressed the scientific evidence regarding the health benefits of the company’s products and their respective ingredients. I directed and produced the video.
The “story” was not only used for the video but was also integrated into the website along with printed promotional verbiage, including product labels.
EUROPEAN FOOTBALL FANTASY SITE
A United States based Serie A Fantasy Football site asked me to consider a promotional piece to be launched in connection with the upcoming World Cup of 2014.
Since most Serie A football fans are also fans of the Italian National Team, I developed a concept involving interviews with Italian National Team fans and their relationship to the sport. I interviewed numerous fans with ages ranging from teenagers to senior citizens. Each fan told their story of how they became fans of the sport, predictions for the upcoming World Cup, their favorite players and their relationship to calcio (Italian word for soccer or European football) and how the sport played a role in their familial relationships. I found that each fan had a common thread in that the sport was introduced to them by a close family member. Calcio became a vehicle for bonding and the building of relationships within families; passed along through generations.
The fans also discussed how passion for the sport brought strangers together, particularly in a World Cup year, that would have otherwise never interacted. Calcio to them, brought the world together.
The film was produced in a documentary format with editing consisting of jump cut edits of several interviewees discussing a similar topic. This particular editing format kept the film entertaining and lively. The stories were constructed by having participants answer questions that were edited out of the video, with responses properly edited to unfold interesting stories. Questions ranged from the light-hearted to significant, such as the unacceptable racism by some fans toward a key Italian black player.
The video was to be released after the first round of the World Cup in conjunction with the advancement of the Italian National Team. Unfortunately, the team didn’t advance beyond the first round and the video was never released.
ARCHITECTURAL AND INTERIOR DESIGN INDUSTRIES
I provide photography and promotional videos to his sector that is fueled by a passion and appreciation of exquisite design and function. Through collaboration, I work with design professionals in crafting and producing photographs that reflect the vision and philosophy that they have infused into the design of the space. The images allow my clients to create marketing pieces that communicate to their potential clients an individual approach and style, thereby differentiating themselves from competitors.