Photos By: Brook Pifer
There is a fine line when working with a dance company, taking the branding and imagery too far can create a inauthentic feeling and the direct connection to the company is lost. Nothing is more beautiful than the extension of a ballerina. Nothing symbolizes tradition more than a pink satin point shoes. Messing with that insight is ludicrous. Ballet Next is a NYC based ballet company founded in 2011 by ABT principle dancer Michele Lee Wiles. This next stage of the dance company, we wanted to focus on the three main principles of the company: Always on Pointe / Small intimate shows / Live Music. One big factor in this refresh was the focus on lifestyle and culture on all social channels. Bulking up "day in the life" Instagram content, engaging patrons on-line and creating an integrated website to host all content were all necessary in this next phase of the company.
Taking the company in a more feminine and approachable direction with a desire so explore the coy side of the ballerinas sensuality. Softer color palettes were selected as were more editorial typefaces to support this transition.
Capturing the creation of the dance rather than the final product was the foundation of our evolution. Photographing rehearsals and daily life of all the dancers & generating video vignettes were all captured IRT.
Our desire was to embrace our growing social community/ influencers. We focused our cultural content creation to adapt to a real-time, social legibility and generated social based events to celebrate dance in real-time.
Photos By David Lawrence
Bungalower Media is social enterprise focused on building stronger cities by informing and engaging people with their city. Our community-focused local news website that covers and champions the Downtown Orlando area and surrounding “bungalow neighborhoods".
Understanding the audience and the full reach potential of the partnership is crucial, making sure there is always a tie-in to your brand as a lifestyle is just as important as a buy now link.
The most important credentialing a brand can receive is when a 3rd party partner talks about your brand in their voice.
Branded entertainment is one of the most important vehicles for brands to relate to new consumers. Define your customers. Find their source of information. Partner with those outlets.
Photos By Jorge Suarez
Led all marketing, copyrighting, content creation, social media management, blog curation, product development, visual merchandising, industry forecasting & brand refresh
Procured strategic partnerships, community outreach, marketing budget, buying practices, media planning, activation and brand redesign
Spearheaded all media relationships, new business, branded features, 360 campaign development, measurement, documentation and reporting
Photos By David Lawrence
ArtReach Orlando encourages and empowers youth, through art, to transform their lives and communities. ArtReach Orlando is committed to opening doors of discovery through art, by bringing the free arts programming to children and communities in Orange County, Florida. Whether it's in-school or after-school, our curriculum offers experiential learning through the arts.
Increased visibility and branding of ArtReach Orlando – serving as the Ambassador of the organization and ensuring proper representation to its various constituencies.
Worked with program directors to support quality development, design and delivery of curriculum and programs. Conducted contract negotiations, contract and grant management, budget creation and brand redesign.
Worked closely with the Board and Founder to develop and diversify funding sources, including grant writing, fundraising, individual giving and corporate donors.
Exploring 100 years of Maybelline Mascara offered a unique opportunity help redefine what that looked like on packaging, in store & online.
Fifty years after the first live recording of Satisfaction was ever recorded, it was slated to be released in a limited edition box set. A whirlwind festival schedule was booked and the full feature film was officially released for the first time. The film takes place over a single weekend while the Rolling Stones travel through Ireland on a mini-tour. A Digital strategy was crafty to bring analogue format to a digital media marketing medium.
Snackable content was created to further promote the film's official release on media outlets such as BuzzFeed.
Advertorials were designed to run in WWD and other fashion publications to further promote the impact of the music.
In typical Gal-Friday fashion, I knocked out all make-up styling, set dressing and behind the scenes photography for social channels.
Video & Photos By: Carlos Amoedo
Make believe is one of my guilty pleasures, so when I had a chance to develop a storyline and produce an exclusive online fashion story, I ran with it. Pulling inspiration from my own heritage and wishful thinking.
We wanted to create a story of an urban Fabergé princess who was tired of waiting around for her prince. The storyline allowed her to take matters into her own hands and enjoy life on her terms.
The production crew was heavily curated. We pulled together the best stylist and director in town to make an editorial experience filled with details.
Custom soundtrack, seductive voice-over and incredible footage of a triumph motorcycle gave us more than enough material to let us all live happily ever after.
Established in 1993, the established restaurant / market was moving locations and needed to remind its customers that their new location was a destination, not just a "on the way" cafe. Their brand was in need of an entire overhaul. Logo, colors, textiles, employee engagement & customer perception all had to change.
The new logo is an illustration of the restored historic farmhouse Sydney's now lives in. It was used to remind people that they are now a stand-alone establishment & that they wanted to "welcome" the community into their new home.
All key messaging focuses on additional service offerings. Educating their community that they now have a full-service dining room in addition to their well established "stock your fridge" market. Partnerships with local companies helped to establish this messaging beyond social media integration.
Custom photography was taken in the manner of POV perspective. All shots were taken on-site on the reclaimed wood tables and used natural lighting. All photographs were develop to be featured on the new website & social channels.