ECD/SCW. Why not take on McDonald’s? An ambitious Quick-Service Restaurant serving one of the busiest lunch crowds in the world, I joined this start-up as a copywriter, and was later asked to lead all creative. I worked closely with the owners, architect and tech team to create the branding, mission statement and tag line, brand promises, signage, digital menu boards, unique in-store ordering system, customized ‘green’ packaging elements, uniform design, as well as the UX and content development of the web site, name generation and menu development, and a social media campaign “How would you de-junk NYC” campaign. www.4food.com
CW/Concept. As part of the HUGE BK pitch team, we captured the bold, adventurous spirit with Daring Journeys: 6 Audi A6 cars in 6 cities. The locations are revealed on Twitter. Whoever finds the car must complete 3 dares The dares are submitted and chosen by the Twitter followers. Success means the driver keeps the car. Failure means the process starts over. The entire journey is filmed from inside the cars. Social networking component invites players to follow A6DaringJourneys on Twitter to locate the cars and to keep up with the drivers as they perform the dares.
CW. Pioneer and powerhouse of the green beauty industry, Aveda UK opens in Selfridges, London. Always popular backstage with stylists and make-up artists, these wall murals speak to Aveda’s rich environmental heritage—and its ties to the fashion world. Working in-house for Aveda as a Sr. Copywriter, I was called on to name products, create campaigns, collateral, in-store signage, as well as write ingredient stories, magazine copy, web copy, radio scripts, and score free stuff when lucky.
Identity/Name generation. Had I known when I was in Mrs. McVean’s 3rd grade class in Memphis, Tennessee, that there were grown-ups who got to name stuff (other than their Cabbage Patch Doll) for a living, I probably would’ve claimed this as my future occupation instead of archeologist. Today, Branding and Identity work is something I still love to do. Instead of a sweating in a desert with a shovel, I dig into the psychology of a brand’s personality. In this case, a New York-based partnership between a Director and Executive Producer, needed a name for their full-service branded content and production company.
SCW. Coke (RED) has a mission to usher in the first generation born free of AIDS, with zero deaths by 2015. I worked with ignition, the global experiential agency to craft the manifesto. The world’s largest dance party brought hundreds of thousands of teens together to make it happen, along with Tiesto, DeadMau5 and Skrillex.
ACD/SCW I was a travel blogger for the Discover America Road Trip crew and Geometry Global. We covered the Pacific Coast Highway, the Texas BBQ belt and the Hana Highway for international travelers. A memorable project for its tight deadlines, teamwork and eye-opening views of our country.
Concept/ SCW. There are still some folks who say “small” vs. “tall,” and love the ritual of home brewed coffee. TV spots capture the real side of Eight O’Clock coffee.
CW/Branding. This campaign is pre-Katrina. Posters. It speaks to my fondness for the birthplace of my Mama (French Quarter) and Daddy (Ninth Ward). Art directed/designed by Austin CD, Seth Taylor, we created this awareness campaign and logo design, for the New Orleans-based, only full-time professional orchestra in the Gulf South. Side note: Thankfully none of my 45 first cousins were harmed during the hurricane. And as you may know, the music scene is only stronger.
ACD/CW. In collaboration with Think Design, the legacy of the MH was given a new identity, logo, tag line, and the launch of new web site. Aside from shopping Bergdorf’s or Barney’s everyone asks, Is that a real Miriam Haskell? In answer to the inevitable question, the fitting tag line “Yes it is” was born. The woman who flew to Paris to select pearls with Coco Chanel over tea created the legacy that is now collectible costume jewelry. The flagship label needed its own attention after time had been spent on a healthy list of licensed labels. To write about this fashion maven’s history, I poured over coffee table books, lingered in the halls of the fashion district office, and watched who are but a few trained jewelry designers hand-bead the still hand-made works of MH. Read more at www.miriamhaskell.com.
Sometimes this is how work comes to you. Folklore magazine begins.
Poet/ Curator of Reading Series. Work has or will appear in Berkeley Poetry Review, elimae, Poetry International, The Cultural Society, Literary Mama, Scapegoat Review and others. I curate the Datum:Earth Reading Series, introducing poets & writers to the Monadnock region of New England. Check out www.datumearth.blogspot.com for details, bios, and the occasional cool poster.
CW/Concept. Another from the greatest hits. Ideas sometimes trump words . For GSD&M, this ad is an example of how “writing” is just as much about editing—and stepping aside for the story. The branding challenge here, was how to depict Southwest as cultured. This ad appeared in the Communication Arts Advertising Annual.
CW/Concept/Director. From the greatest hits. Some freelance projects come along that you later realize were one of the highlights. As a senior copywriter for the R/GA team, my first assignment was composing the Target brand manifesto for the digital space. Also helped conceive, write and launch www.designforall.com. As part of the launch, I interviewed/ directed the site videos with ClearRx pharmacy bottle designer, Deborah Adler, as well as her design mentor, Milton Glaser who brought the SVA student’s master thesis idea to Target. I later went on to work in-house creating concepts and name generation for Target beauty.
CW/Concept. When an entrepeuneur interviews writers from several disciplines—editorial, journalism, advertising—in the hopes of finding someone who can tell the ‘real stories’ of seven fledgling shoe designers with emotion and craft, I was curious to learn more about the project. Two and a half weeks later, I was in the air to Barcelona to conduct interviews with the emerging designers from the hottest fashion houses, at their new Te Casan studio there. I was to capture who they were in unique profile formats for the Brand book, in-store signage, and PR campaign usage. I worked closely with Pompei AD, NY in the development of the book for Te Casan’s first signature, multi-level flagship store in the heart of SoHo. As for the shoes ladies, collections ranged from crystal-encrusted stilettos to high-end technical trainers. Natalie Portman had a short-lived but beautifully realized line of vegan shoes that followed.
Don’t make something people like, make something they love.
No doubt, you have a story to tell.
Hit refresh for a shiny new message.
For inspiration, step away from the computer.
Ideas are like family. They choose you.
Type, touch, swipe, to the moon!
People are getting better at knowing what they want.