Simplifying the complicated
Concept + Storyboarding + Copywriting + Graphics + Animation (AE) + Voice-over + Music selection
Branding a new product
Peter Welsh invented a revolutionary sinker. His product needed a positioning strategy, a brand name & logo and marketing materials. The key offerings that needed to communicated: this soft-skinned sinker doesn't damage your boat + helps attract & catch fish.
Disrupting Funerals
Great Goodbyes is a new company attempting to disrupt the funeral industry. This includes debunking myths and misconceptions while opening up a world of possibilities. My work included NAME creation + LOGO design + VIDEO production (scripting + story-boarding + sourcing shots + voicing + directing).
From Whiteboards to Smartphones
Farm contracting is a complex business of managing people and resources. Most contractors schedule resources with a hybrid system of whiteboards and software programmes. JOBFLOW is the technological next step, an online system that streamlines everything.
To create marketing collateral, I first had to learn the complexities of farm contracting. Visits to contractors enabled me to (1) identify the core problem (2) create a brand (3) script & storyboard a video (4) design a brochure (5) bring it all together at a Fieldays site.
DIRECT MAILER: To drive potential customers to our JOBFLOW website, we sent printed pens to the farm contractors we knew were operating with whiteboards.
How do you sell Meth Tests?
SAFE HAVEN is a residential meth-testing business. Upon interviewing the owner, I learned about the huge mistake he'd previously made as a property investor - losing $97,000 because he failed to meth test. Rather than bury this story in the ABOUT US section of his website, I knew we should build his entire communication around it.
After designing the logo and the messaging copy + visuals, I enlisted the help of a web-designer to bring Safehaven to life online.
Branding a new sanitiser
My client was marketing a new sanitiser made from Chlorine Dioxide (ClO2). As a sanitiser, Chlorine Dioxide can make three primary claims:
It kills a wider range of pathogens than other sanitisers.
Pathogens cannot build up resistance to CLO2.
CLO2 does not harm the good microbes and bacteria that humans need for better health.
We need a Name and Logo
Since these three claims are significant, I felt this brand needed to lean into the science behind it. Everything centred on the properties of Chlorine Dioxide, so I looked to create a brand from the symbol CLO2. CLOUT was where I landed.
We need a differentiating Strapline
A good strapline is the customer's Reason-To-Buy in a single line. The fact that CLOUT kills more types of pathogens is an excellent pitch, but in this eco-conscious market, CLOUT's attribute of leaving healthy bacteria alone was too good to leave out.
Give them proof, make it compelling
With good copywriting and visuals, science can be attractive. I designed the marketing collateral to unpack the science without causing eyes to glaze over.
Click the pages to enlarge.
LONG copy works. But only if it's GOOD copy.
