Creative Brand Strategy
a story + a product + an opportunity to share on multiple platforms through evolutionary mediums
I am your creative Architect to help create a blueprint for your brand’s strategic content plan, which produces results at several touch points on his or her digital journey: across the e-commerce experience, engagement with organic social media, and interactions with paid media.
Below, are a few projects that stand out from my past experiences. You will find creative results of seasonal strategic planning, website launches and overhauls, brand materials, and communication tools, which live in the digital and print spaces.
What’s your idea?
The Opportunities
The Look & Feel
To update and elevate the way the brands would appear in the world; the visual elements that make the brand recognizable and in relevant conversation.
- Photography - Brand Colors - Logos - Type - Icons - Web, social, OOH direction - Hangtags - On-product marketing
The Voice and Tone
To define and establish the way how the brands would communicate; what is said and how it says it to invite new and motivate current consumers.
- Tone of voice - Communications strategy
Actions & Initiatives
To be a bridge between ownership and the talented agencies, 3rd party partners, and consultants to aid, support, and execute how the brands below live their purpose; the activities the brand’s leads and champions that earn consumers’ attention.
- Purpose in action - Initiatives - Partnerships
Free Country
Free Country
Zanella
Luciano Barbera
What was asked of me?
To act as a bridge between Marketing & Creative Operations.
I was asked to oversee the development and execution of the seasonal creative processes, while serving as the central point for all marketing and creative briefs (brand campaigns, digital, social media, print, packaging, signage, etc.).
I ensured the creative disciplines and interdepartmental needs were considered; and all the requests were aligned to the brand vision and standards.
What did I do?
I had the opportunity to help build and manage the creative department workflows, develop operational calendars, and execute on a multitude of assigned projects in collaboration with the heads of brand creative, editorial, brand marketing, and performance marketing.
I helped translate brand marketing and communication strategies into tangible creative digital marketing actions and investments which drove the cross-functional priorities and activities.
Some responsibilities:
Evolution of core assets and ensure a cohesive seasonal brand message
Packaging: provided design direction on layout grids, typography, color palettes, and basic production techniques to designers. Oversaw & Approved final release work.
Print marketing design (i.e. brand cards, OOH campaign and any print collateral)
Working on website design and development with agencies and/or internal UX/UI teams
Internal communications (i.e. sales and presentation decks, internal branding requests)
Digital marketing design (i.e. email blasts and newsletters; web banners, social): to translate creative into a digital environment that ensures a cohesive brand story for each brand and consumer touchpoint.
Who did I work with?
Internal teammates across: Product, Marketing, Brand, and Retail departments to set overall strategic approach and future initiatives planning as well as partner on brief creation.
External high level professionals from creative, branding, performance, retention, influencer marketing, and public relations agencies, who provided support and partnership to deliver world class creative and branded content.