CAMPAIGN BRANDS
SOCIAL IMPACT BRAND development
ARA COLOMBIA - PRIDE CAMPAIGN BRAND
Corporación autónoma regional del Valle del Cauca & Rare Colombia
ROLE(s): brand strategy, Creative direction, training design
“If I want to ensure water, I need to conserve the forests and waterlands of my valley”
The ARA Colombia Project is a clean water social marketing campaign designed to change behaviors in two different target audiences, the farmers and land owners in the highlands near the Andes cloud forests, and the majority water users in the urban areas of the Valle Del Cauca. Colombia Program Director Itala Yepez and I made significant changes to the Rare’s social marketing process to scale the brand and streamline the marketing elements of the seven campaigns. I worked with her team to integrate the new brand and marketing strategy into the existing six-week social marketing training phase by creating new sessions and processes, and modifying existing training to reflect the programmatic changes.
I functioned as a full-time consultant to the ARA Colombia project for three years, during which time I was also detailing the progress to the Arlington leadership - as our new strategy was making structural changes to the way a “cohort” of campaigns were implemented. I also regularly gave workshop updates to my colleagues in the Global Social Marketing Work Group and provided all visual assets (photos, videos, presentations, etc) to the Communication Department.
ARA WORKSHOP REPORT FOR RARE LEADERSHIP TEAM
SOCIAL MARKETING STRATEGY FOR COLOMBIA
SEED TO STORE CHINA - PROGRAM AND BRAND
RARE & FOUNDATION DONOR
Role(s): Brand Strategy, creative direction, RESEARCH LEAD, training design
The Seed To Store program in China uses a sustainable agriculture brand developed to appeal two audiences (like the ARA brand in Colombia) though where one audience the desired social impact is a behavior change, for the other it was shoppers in a store to recognize products that were grown sustainably. The goal of this program was to encourage farming communities to convert hectares of farmland using chemical pesticides and fertilizer into 100% organically grown vegetables and flowers. The brand and marketing strategy for this program was a totally new process for Rare was created by Veronica Yow (Senior Manager of Sustainable Markets) and myself, and was produced with the help of Paper Stone Scissors Agency, a creative agency in Shanghai. In addition to the environmental and social outcomes we hoped to achieve, we also wanted to create a new marketing structure that included building a traceability app that would give consumers the ability to “see” the journey of how their 100% certified organic product arrived to them. This traceability was central to the integrity and legitimacy of the brand.
INNOVATION LAB FINalist
(Click on image to see webpage)
Veronica Yow and David Bellard, pitch for Textile Exchange’s Innovation Lab 2016, via webcam
CONSUMER UX DEMO(PRE-BRAND LOGO)
THE MELOY FUND - BRAND
THE MELOY FUND
Role(s): creative direction, DESIGNER
The Meloy Fund is a sustainable investment fund designed to help grow the viability and supply chains of sustainable nearshore fisheries around the world. I was responsible for creating the brand identity and the materials used to raise the funds for the public offering. This fund generated $16 million dollars on it’s first offering, something the fund manager attributed to the aesthetics of the brand and materials.
