Marketing • Advertising • Brand Architecture • Public Relations • Journalism • Copy Editing
Contact me: call 402.617.5770 or send e-mail.
 | Woolrich "Live It Out" Brand Campaign For more than 150 years, Woolrich had been the go-to outdoor clothing company for everyone from miners to hikers. Unfortunately, their brand image was showing its age. I was part of the team that researched retailers' views of Woolrich and helped craft a new brand image that put Woolrich into the same arena as Columbia, The North Face and other clothing manufacturers who reached out to younger men and women. I wrote the new tagline, "Live It Out" to summarize this new brand position, because when it comes to Woolrich clothing, you don't wear it out. You live it out. |
Hodgdon Powders Triple Seven Magnums Hodgdon Powders leads the market...but the market isn't growing. Fortunately, reloaders are usually more than happy to try any new product that promises them (a) knock-down power and (b) accuracy. New Triple Seven Magnums delivered on both scores. My creative director, Greg Wiley, and I developed a concept that delivered the message in a funny, memorable way. Director Art Haynie, producer Robert Sexton, stand-up comic Wayne Previdi, Eagles of Death Metal frontman Jesse Hughes and the best film/editing crews I've ever had the pleasure of working with made this whole project an award winner. |
| Becker Underwood "Vault" Radio When Becker Underwood introduced a new technology for soybean and peanut seeds, they needed a comprehensive brand campaign to introduce this new concept to farmers and seed dealers. The radio portion of this campaign was written and produced to capture the attention of busy farmers and seed dealers and deliver the concept of this new technology in a memorable way. |
