Challenge: Help this multinational behemoth stay true to its “Don’t be evil” motto with quirky content borne out of earlier, humbler roots.
Revelation: Nerdiness is charming…and it scales.
Solution: Educate users about interesting subjects with an editorial lens of positivity and curiosity that reflects Google’s soul.
*Click on the images to read the story behind each Doodle.
Client: Tommy John, a ten-year-old menswear brand making a splash in womens.
Challenge: Launch a line of bras that stands out in a VERY crowded market.
Revelation: The Tommy John woman wants to live her best life, un-adjusted.
Solution: Don’t adjust who you are, let your bra adjust to you.
Concept by Sasha Herman, Will Morley and Nathalie Han.
Copy by Sasha Herman + Will Morley.
Art Direction by Nathalie Han.
Creative Director: Fawad Khan.
Client: Holly Lynch, a Democrat and a New Yorker running in the 10th district of New York.
Challenge: Find a way to distinguish Holly from the growing primary field.
Revelation: People vote with their hearts, not their heads.
Solution: Find a story from Holly’s past and bring it to life with a novel style and an appeal to voters’ emotions.
Client: White House Black Market, a growing women’s brand with a difficult name.
Challenge: Guide a 25-year-old brand into the digital era.
Revelation: KISS—Keep It Social, Stupid.
Solution: From 2012-14, we helped grow WHBM’s Facebook fanbase to over 500k fans, while increasing ecomm’s share of business with engaging digital content.
Client: Llama Inn, a new Peruvian restaurant in Williamsburg, Brooklyn.
Challenge: Find a voice that captures the whimsy of Chef Erik Ramirez, while authoritatively introducing Peruvian cuisine to an unfamiliar audience.
Revelation: An inn is more than just a restaurant.
Solution: Position Llama Inn as a lifestyle brand.
*Art by Christopher Twele.
Client: GameChanger, a tech startup democratizing data for youth sports teams.
Challenge: Players pay for the premium service, but coaches are responsible for on boarding new users. To grow, GameChanger needs to inspire coaches.
Revelation: Players owe coaches a debt of gratitude.
Solution: Have players celebrate coaches in an emotionally resonant tribute video, for which I wrote the script.
Client: Towers Watson, a leading global professional services company that helps organizations improve performance through effective HR practices.
Challenge: Find a way to make TW's private exchange offering stand out in the competitive, crowded, noisy health care industry.
Revelation: Employers and employees alike choose their insurance plan based on a broad set of criteria.
Solution: Create a value proposition and sales deck that reflects the myriad benefits of TW's unique private exchange.
*Click on the images to read the decks.
Client: Parsec, the first advertising marketplace that guarantees consumer attention.
Challenge: Introduce a new product with nascent technology to an audience resistant to change.
Revelation: Blockchain provides an entirely different approach to transactions. Let’s build a new brand around that.
Solution: Write a whitepaper and create a microsite for Parsec’s blockchain product.
*Click here to read the whitepaper.
Client: Cabi, a women's fashion brand redefining the social selling space.
Challenge: Find a way to inspire and educate brand ambassadors on the trends of the season.
Revelation: Brand ambassadors don't want or need the same kind of content that consumers do.
Solution: Release an editorial magazine every season that focuses on style, ideas, and stories about real women.
*Click on the images to read each issue.
Client: Ghurka, an historic leather goods brand with an aging fanbase.
Challenge: Reintroduce the brand to a younger set of prospects.
Revelation: Millennials care just as much (if not more) about quality, history and authenticity.
Solution: Create a suite of emails that represents Ghurka’s values to a new audience.
Client: Kard, a loyalty rewards startup in search of product-market fit.
Challenge: Design and market a product that helps consumers track and activate their credit card rewards.
Revelation: Card issuers want consumers engaged with their rewards programs as badly as consumers want to understand their rewards.
Solution: Create a tool that card issuers can plug into their existing framework to help their customers get the most value from their rewards programs.