Branding/Tone of Voice Work

Affirm | Buy Now, Pay Later

Affirm is a “Buy Now, Pay Later” (BNPL) brand—a relatively new category. There are quite a few BNPL companies popping up, but we wondered if they were even the real competition. We decided the real enemy is credit card companies. Credit card companies’ lack of transparency has screwed the consumer. They wrote the book on how to get more money out of people and they deliberately confuse people to do it. There’s a better way, and it’s Affirm. Our mission was to make that obvious.

Born Free | Free Range Eggs

How do you make eggs stand out? An egg is an egg, right? Well, we knew one thing—these eggs came from chickens that are treated right and fed right. That freedom of roaming a pasture rather than being stuck in a cage actually does make an egg taste better. So for people who are culinary explorers and like to try new foods and new recipes, we wanted to make Born Free the go-to for the best tasting eggs.

Plum Organics | Organic Baby Food

At the beginning of life, everything is new. So that means every bite a baby tastes is a chance to learn something. Yes, nutrition is important, but the food people feed their babies is so much more than that. It’s an adventure of taste and color, experiences and memories, curiosity and growth. We created a campaign that showed just how powerful those first bites can be.

Everly | Life Insurance

Everly Life came to us with nothing but a name and a goal—connect with a new generation who needs life insurance but doesn’t know it. We knew that millennials are thinking about death in ways not everyone is used to, more flippant and with humor than ever. So to connect with our audience, we needed to get away from typical insurance jargon and traditional, boring marketing. So instead, we created a brand that confronts death head on. And does it with the new grim reaper mascot “Grimmy.”

CLIF Bar | The Ultimate Energy Bar

Small things—like CLIF bars—can provide the momentum to make bigger change. We wanted CLIF to stand for that momentum in all forms, whether that’s athletic pursuits, getting out into nature, or making an impact on the world around you.

Conductor | SEO & Content Marketing Platform

With the SEO category growing and not much to differentiate, we had to establish an emotional appeal that would break through. That brought us to our strategy—anyone can buy a service or technology; what people really want is success. Conductor sells this success by building genuine connections, putting wisdom to work, and delivering results.

Fruit-tella | Fruit Gummy Candy

Fruit-tella is a candy made entirely from real fruit so it was our goal to celebrate their differentiator of “fruit at the core.” Our target audience of millennial parents grew up learning that food was either bad or good, allowed or off limits, and they know rules like that can cause damage that lasts a lifetime. Now they teach their kids to appreciate and enjoy foods—but stop short at candy. We wanted to show that this candy is worth appreciating too.

Merchant’s | Hard Peach Tea & Hard Lemonade

Merchant’s was born from a gap in the spiked lemonade and tea category. Its flavor was both familiar and sophisticated, creating the beginnings of a new brand with an old soul. We started with the strategic foundation that “Enough is plenty” and worked to take “enough” from a negative limitation to a positive enabler. As adults, we don’t need to go as hard as the days we were drinking Mike’s Hard. We want a drink that is just enough to be fun (but not too fun)—and that of course, actually tastes good.

United States Postal Inspection Service

The United States Postal Inspection Service is a law enforcement agency that people didn’t take seriously. Our mission was to rebrand USPIS to appear as the credible agency that they are and show that Postal Inspectors don’t just deal with mail — they protect all of America. The final brand direction was called “The Elite.” View the completed site here.