Marketing / Design / Ecology
My process:
My strategy is first to understand every detail of the business offering and then pinpoint the psychological factors customers face when making a purchasing decision. I research current brand perceptions and conduct competitive analyses to help me drive brand distinction. I rely on my creativity to offer fun brand solutions while maintaining integrity and building on a brand's heritage.
DeltaDental - 2019:
DeltaDental of California had stringent guidelines and a very antiquated homepage. The website redesign actually became a conversation about brand strategy and style, by utilizing their current guidelines and illustrating how tone and photography could help their brand reach the insurance-buying customers of today.
The examples highlight a ‘visual web toolkit’ that combines brand strategy and style.
Benjamin Moore - 2010:
The two examples shown here illustrate how a strategic thinking can impact a visual system. Both Coppertone and Benjamin Moore's customers had new emotional and functional needs. Coppertone wasn't just about the beach and avoiding a sunburn, while Benjamin Moore's consumer needs shifted from functional and simple to personality and expression.