Challenge: Introduce a brand that isn't currently in the United States in an authentic and valuable way.
Nomads Background: Nomads is an Australian-based company that was founded in 1994. They have since expanded to locations in Australia, New Zealand, FIJI, and Bali. They are driven by their mission of creating unique experiences that travelers and staff will cherish for life. Nomads is a brand that stands for exploration, adventure, friendship, and prosperity.
Research Methods: Secondary research on hostels in the U.S. market, moving patterns among key age ranges that utilize hostels, U.S. cities with the highest frequency of moves. Survey on causes of moves and moving pain points dispersed and taken by over 200 individuals. Conducted interviews with those who have experienced hostels and those who have moved to new cities.
-Americans move an average of 11.4 times in a lifetime.
-Americans held an average of 11.9 jobs from ages 18 to 50.
-Nearly half of all jobs held are before the age of 25.
Target: Young professionals who are in the midst of a career change and relocation.
Problem: There is no affordable place to land to give a new arrival the time they need to find the quality, long-term housing that they desire.
Opportunity: Create an affordable place to land thathelps you find your people and your place.
Our Concept: By borrowing the most favorable parts of a traditional hostel, the low cost and communal living, we introduced Nomads in a unique way to the American market. We knew that Americans are not yet as open about adopting hostels as many other places in the world, but there is a huge need for affordable, short-term accommodation for those constantly on the move. By creating The Spot, we not only created a place for our guests (or Spotters) to live while they get their sea legs in a new city, we created a place where they can find their people they want to begin this new journey with.
*My specific role in this project was part project manager and part researcher. I conducted an ethnography, secondary research, and interviews. I co-wrote our strategy, identified key opportunities, and concepted with the full team for all of our creative executions. When we presented this project I designed our final deck and presented along with two other team members.
Team: Hannah Levy (Brand Management), Jacob Buller (Strategy), Jenna Stout (Strategy), Ted Gregson (Art Direction), Dominic Johns (Copywriting), Laura Strukl (Experience Design)
The Spot Communal Spaces
Wet Ones Brand Refresh
Challenge: Give an outdated brand a distinct voice in its category.
Research Methods: Secondary research on today's mothers (career stats, favorability towards ads, product preferences, types of families), social listening exercises to determine the tone of voice they gravitate towards, interviews with mothers ranging in age from 25-60, expert interviews with experts in marketing to mothers.
Key Finding: Wet Ones has always targeted mothers, but while Wet Ones voice hasn’t changed, the modern mom has evolved greatly. She reacts more to humor than sentimentality and looks for images in the media that reflect who she is.
Strategy: With Wet Ones, mess is a dirty word.
Our Concept: Wet Ones is a category leader in the USA in portable hand wipes, but they have an outdated view on who their target is: moms. We updated the look of the Wet Ones brand to fit this new, independent, driven, and real mother. We have also positioned Wet Ones to be "the paper towels of the outdoors," removing it from the hand wipes category and creating an everything wipe category.
*My role during this project was primarily lead researcher. I led our research efforts and spoke with experts on modern mothers. I’m incredibly passionate about representing mothers in an honest way. I also co-wrote our strategy with our team’s strategist and developed key opportunities that led to our creative concepts. Throughout the entire project I acted as a project and account manager by speaking with our professors and being the main person in charge of brand information (to act as "client").
Team: Hannah Levy (Brand Management), Jacob Buller (Strategy), Evan Chiplock (Copywriting), GL Richardson (Art Direction), Jenny Chau (Experience Design), Shang Yang (Art Direction)
Wet Ones PSA
Wet Ones Website Walk Thru
Veuve Clicquot Retail Introduction
Challenge: Create a retail space for a brand that has not had one before that adds value to the brand.
Veuve Clicquot Background: Since 1772, Veuve Clicquot has been a brand that has been synonymous with luxury. But beyond that, it has been a brand that championed women and has been a trend setter. Madame Clicquot, otherwise known as veuve Clicquot (meaning widow), is their modern day founder and the world's first business woman. She paved the way for the brand by establishing champagne as a drink for the nobility throughout Europe, is credited with creating the first rosé champagne, inventing the riddling table which revolutionized mass produced wine and can also be thanked for sabring.
Research Methods: Secondary research on Veuve Clicquot brand and history, women's role in history, men's only clubhouses and women's place in them, champagne occasions, modern luxury, and leading champagne brands globally. Survey dispersed and taken by more than 200 respondents on their preferred occasions to drink champagne, champagne brand familiarity, and price point comforts. Conducted interviews with our target audiences on their vacation preferences and brands that they feel strong affinities for.
Key Findings: Luxury is defined by three elements: superior quality, customer service, and brand design.
The Insight: The Veuve Clicquot woman doesn't need an occasion to celebrate her accomplishments.
Strategy: To present L’Attique as the intersection between the modern woman and the new standard of luxury.
*I am a huge fan of the Veuve Clicquot brand and collect their memorabilia, which we used in our final pitch. Ask me about the apartment we ransacked to make this pitch. I worked on every single part of this project from research, developing strategy, creative executions, presenting and even baking cupcakes to help bring our concept to life.
Brand Management Team: Hannah Levy, Morgan Garber, Chelsea Sams, Vanessa Brown, Nick Koutris, Derek Longest
VA Spirits Brand Identity
Challenge: Establish a brand for the Virginia Spirits industry that sets it apart from competitor industry markets.
Research Methods: Secondary research on the spirits industry, Virginia spirits (both historically and today), competitive analysis of key markets (Kentucky, Tennessee), and habits of those who drink spirits as compared to beer or wine. Conducted interviews with industry experts and consumers. Conducted ethnographies in distilleries, bars, restaurants, and events to see how Virginia spirits were discussed and their frequency of purchases.
1. The taste and feeling you get from your drink is more important than the history or the way it was crafted.
2. It’s about the sip, not the shot. As you mature in life, you mature in your drinking habits.
3. A premium made spirit demands a level of respect that drinkers happily oblige to.
4. 60% of consumers chose alcoholic beverages as a way to unwind or slow down.
Competitive Advantage: While other spirit industries lean on their history, VA Spirits can focus on the moments their spirits facilitate.
Brand Strategy: The moment between the sips.
Communications Strategy: Take time to savor the moment.
Mission Statement: Virginia Spirits appreciates the moments carefully crafted by each distiller, from the first pour to the final sip. We aim to elevate your experience whether on classic bar stools at your local watering hole, your favorite arm chair at the end of a long day, that old rocking chair on your front porch, or anytime you need a reflective moment. We raise our glass to the moments born between the sips.
*During our work with VA Spirits I worked very closely with our team’s strategist to conduct research in forms of surveys, interviews, competitive research, and ethnographies. I co-wrote our brand strategy, communications strategy, and mission statement. For our final presentation I designed our deck and presented on behalf of our team.
Team: Hannah Levy (Brand Management), Sachee Malhotra (Strategy), Mike Lee (Art Direction), Brianna Gross (Copywriting), Trevor Naughton (Experience Design)
Yankee Candle Brand Reinvention
Challenge: Give new life to a brand that has fallen out of its former glory.
-Secondary research on Yankee Candle brand, competitive analysis, the science behind smell.
-Conducted interviews with Yankee Candle consumers as well as those who regularly purchased candles, regardless of brand.
-Visited multiple Yankee Candle stores and competitors stores.
-Conducted a survey that focused on purchasing reasons and frequency of candles, where they keep them, how much they typically spend, and what they look for in a candle buying experience.
Key Finding: Yankee Candle views itself as a modern and welcoming retail experience. Customers see Yankee Candle as an outdated, highly commercialized store for malls. There is a large disconnect between perceptions and reality.
The Insight: Customers who regularly purchase candles view them as a form of artwork for their home and connect their scents to certain moments in time.
Strategy: The curator of your scent experience.
*My role during this project was part project manager, strategist, and client. I worked very closely with our strategy team to do ethnographic research and uncover our consumer insights. As project manager I was in charge of our timelines and presentation practices. During the course of this project I would also act as the client to ensure that what we were presenting was on brand and the day after we presented this project Yankee Candle did in fact launch an interactive scent driven experience in NYC that was very similar to what we presented.
Team: Hannah Levy (Brand Management), Lareina Liu (Brand Management), Afia Boakye (Strategy), Laura Strukl (Experience Design), Christa Prater (Copywriting), Annie Shephard (Art Direction)
The Art of the Scent Pop Up
Challenge: Bring businesses to the Richmond area to help boost the economy and grow the city.
Research Methods: Conducted interviews with Richmonders of all ages, from those who have just recently moved to those who have lived here their entire lives. Spoke to Richmond business owners and executives on what Richmond does for their businesses that nowhere else can. Visited key local Richmond attractions.
Strategy: Share the accolades of RVA, while giving it an allure of exclusivity.
*This was a particularly collaborative team. My role during this project was part project manager, part researcher, and part creative concepting. I interviewed various business owners around Richmond and filmed some for research purposes.
Team: Hannah Levy (Brand Management), Sarah Matheson (Strategy), Casey Phillips (Art Direction), Poolhouse Media (Video Editing)
Capital One Internal Brand
Challenge: During Summer 2018, Capital One will be launching an internal brand portal to help it’s associates find pertinent brand information, resources, and company news. I was tasked with developing a content strategy, content calendar, and launch plan for this portal that would keep associates coming back during its inaugural year and beyond.
Research: I conducted 13 extensive interviews with different Capital One associates including Brand Managers, Marketing Managers, Social Strategists, Art Directors, Copywriters, and Administrative Assistants, conducted 2 surveys (one internally at Capital One and one externally) focusing on social media and preferred content, interviewed digital content specialists, experience designers and conducted secondary research on portal development and user experience.
Key Findings: While providing appropriate resources are crucial to associates’ daily duties, they crave being in the know. Hearing the passion and “why” behind decisions made associates feel more a part of the larger company vision. Providing inspiring brand information in a “snackable” way was desired amongst all of my research participants. User experience was also a main concern of the associates. They wanted to ensure that this portal would be interactive and user friendly.
Strategy: Inspire the employees to grow the enterprise by creating informed brand advocates, while supporting their daily duties.
*All content, images and copy are for placement only and do not represent actual news or messaging. Per my non discloser agreement with Capital One some mock ups have been altered and some information cannot be shared.
*This project was for my independent thesis study. I conducted all research, identified opportunities, developed strategies, and creative concepts. To develop the portal mock ups I partnered with an experience designer, Laura Strukl.