Vev is a new cloud based web design software for professionals to create and launch unique web experiences with complete creative and technical freedom. Why is it unique? Because it’s a collaborative no-code platform with advanced code capabilities.
As Vev’s Creative Director, I worked along side the CEO, CPO and CTO, to create the Vev brand from scratch, including Vev’s brand values, a new brand identify and a brand strategy. This new branding is being implemented into all things Vev, including brand awareness campaigns, the product itself and throughout the customer journey.
The Vev software is made up of three visual editors: a design editor, a content editor and a code editor. Each represented by one of the three brand colours: Green, Yellow and Red. The series of shapes in each colour range were created intentionally to show the complexities, simplicities and collaborative abilities of the tool at the same time.
At Droga5, we were often able to show even the most conservative clients that having a little fun will go a long way. These little spots helped Mattress Firm stay afloat while sailing in choppy waters of the Casper sea.
The Couple
“I Am What I Make Up” is a movement and mission marking the biggest reinvention in COVERGIRL’s history. The brand was looking to modernize the way the beauty category is perceived by sparking a provocative cultural conversation.
Makeup wearers don’t want to be seen as vain or superficial, and they’re not making themselves up to satisfy someone else. Instead they are seeking tools of self expression, to express who they already are and who they want to be.
Our creative sought to remove the male gaze and insert the female gaze, or gender-neutral gaze, one of power, confidence and strength, for people of all ages and backgrounds.
Our transformation for COVERGIRL touched all areas of the brand, including broadcast, print, social, in-store experience, a new logo, tagline and look, tone and feel across all communications.
And of course, we introduced new, strong, innovative COVERGIRLs. Maye Musk. Issa Rae. Ayesha Curry. Katy Perry. And the brilliant young women of Girls Who Code.
https://www.teenvogue.com/story/covergirl-girls-who-code-campaign-exclusive
Synchrony Financial asked us to help them create a relationship with entrepreneurs.
Millennials are the obvious go-to target, but we found out that Boomer and Gen X entrepreneurs are actually creating twice as many businesses as Millennials. And these older generations are the ones actually driving the economy, without the help of Silicon Valley (yes, there’s still an economy outside of Silicon Valley).
How do we get this message out to the next generation of entrepreneurs? In podcasts they trust. So we created a podcast, to celebrate this niche and inspire others. We got Alexis Ohanian on board to host, Co-Founder of Reddit and Founder of Initialized Capital. He agreed to travel the United States with us to get all up in other people’s businesses, dig out some really good stories and share them with our listeners.
Synchrony was able to learn from their current customers and change what’s possible for future customers.
To launch the podcast we created a brand identity, logo, and a national campaign including video, OOH and social.
Within the first 24 hours of its launch, Business Schooled was a Top 100 podcast on Apple, and a Top 10 in the business category.
Mazda had a new SUV that we quickly found out defied the conventions of the average SUV.
So we called up Logan Landry, the Canadian pro surfer who only surfs in the waters of the Arctic to tell us, and show us, what it's like to defy convention on a regular basis.
Shot in Iceland in February.
[Branded Content]
What's the main ingredient in everything great?
Hard work. Whether you're making a world class loaf of bread from the prairies of Canada or a world class hockey player only second to Gretzky.
There were very few adolescent organ donors in Ontario.
So few, that lives were being lost everyday.
An eclectic group of us from Toronto put together a campaign to disrupt this segment of society and as a result, there was a 400% increase of young adults becoming organ donors.
[360 Integrated Campaign]
How do you convince a bunch of adults to act like a bunch of adults and get invasive cancer tests they'd rather not get?
Sic'em with their kids.
Puppy dog eyes. Guilt trips. Messy rooms.
Dirty feet. Sniffling noses. Potty mouth.
Hunger strikes.
Let kids be kids, for a very good cause.
[360 Integrated Campaign]
You think you know how Drano works.
Now you know for sure.
[Advertising and Design Club of Canada Award: Print]
There is not a single person that is keen to upload the New Microsoft Office, unless it gives them a competitive advantage.
Through extensive research, we learned that students are always looking for ways to make their school work less painful and less time consuming. For the first time, the New Office provides students with the ability to work outside the classroom, or kitchen, or desk, without losing the ability to get good marks or jeopardize their reputation. Their parents agreed, as sales increased after we empowered the end user.
[Print + Social Media]
Essie was looking to showcase it's growing range of nail colour in a way that nail colour hadn’t been showcased before.
By understanding the complexity associated with, “pick your color”, Essie wanted it's audience to feel they were being presented with the absolute best colours the world has to offer.
You might have heard of the street Savile Row in London. Home to traditional, luxurious bespoke tailoring for men.
In the US, the now defunct Savile Row Society is capable of tailoring your entire wardrobe head to toe, online.
We listened to guys, heard them loud and clear and created an effortless way to piece together our inventory on screen,
right before their eyes, including a VR experience.
Please enjoy this case study that was not created by me. I creative directed the user experience, the website and the app as well as online and social marketing.
If your hill top, hometown troops are receding (the hairs on your head), there's no need to surrender.
Territory regained is confidence regained.
[Print]
