Destination Hotels owns/operates over 65 Hotels and Resorts throughout the United States. The Destination Hotel brand is used as a secondary/holding company brand. Some of the properties have very strong and own able brand presences. The leadership at Destination Hotels asked us to make a brand declaration with Destination Hotels without intruding or overshadowing the properties own able sub-brands.
The team decided to own the "destination" term and to make it part of the main brand but also part of the user experience philosophy. We designed a simple logo that mirrors the north star using intersecting horizontal and vertical lines that are reminiscent of intersecting longitude and latitude lines. Destination Hotels brand mission is to help you find your next destination.
The team taxonomized Destination's large array of properties to allow users to quick and easy way to filter through a relevant collection of properties. Every selection and click would be collected to allow Destination Hotels the opportunity to retarget and offer discounts.
Chase Ink, Chase's Small Business Credit Card is constantly fighting a uphill battle competing with American Express' OPEN Business Cards. OPEN's Small Business Saturday and Shop Small campaigns are heavily-funded and very well received on the business-side and Card Member side.
Chase Ink asked for a social media campaign that could set them apart from American Express.
Instead of creating a social media campaign, we created a "movement".
An interesting fact was discovered — on average 67% of money spent on local merchants stays local. This lead to "Small Business. It's everybody's business." We spent a week creating a full suite of social media monitoring tools and offline materials designed to empower local merchants to declare that "[Town] is my business". We also created a TweetMatch, social media contest, for locally-minded celebrities to drive awareness.
In the second phase of the movement, small merchants and their communities could raise money for public projects just by sharing their favorite local merchants on social channels — each social declaration would equate to money from Chase Ink for a local project.
The Little Remedies children's medicine brand wanted to promote their brand's new message of "Everything They Need, Nothing They Don't". The team pitched a simple program designed to challenge parents to take an important pledge to "Say Yes to Less".
Little Remedies promised to donate $1 to the Make-A-Wish Foundation for every person who signed up to take the pledge, up to $100,000. Families were encouraged to go to www.SayYes2Less.com and take the pledge to simply "Say Yes to Less" of the things their children don't need to live happy and healthy lives. The simple pledge focuses on the things we need less of in our families' lives: less sugar, less waste, less distractions, and less negativity.
Participants will also be able to track their pledge progress at www.SayYes2Less.com – each daily check-in will be an entry into a sweepstakes to win $2,500. The family-focused pledge and the Make-A-Wish® Foundation donations are in line with the Little Remedies® philosophy: "Everything They Need, Nothing They Don't".
Both Delta and American Express asked the team to develop a campaign to promote the Delta’s newly strengthened presence in New York City and a new direct route to Seattle. A coast versus coast competition seemed like a natural fit.
We created the #GoTo Instagram Campaign where New York and Seattle would face off to help support two local Junior Achievement affiliates. $50,000 was up for grabs, but it was up to users to decide how these cities divide the dollars. “Votes” were secured in two ways: either someone clicking on a photo from either New York or Seattle, or someone submitting a photo with the city’s hashtags. Both actions contributed to the city’s total score.
The campaign proved to be a great success in brand engagement for both brands. Over 500,000 photos were hash-tagged and the site had an average session duration of over 7 minutes.
Chase Private Client is exclusive sub brand that intersects between JPMorgan Chase & Co. The client enjoy a personal banking concierge from Chase and an investment advisor from J.P. Morgan.
This important sub brand wanted to focus on a high-end and luxurious look and feel that mimics the real Chase Private Client customer experience. The site design successfully promotes the dedicated team ready to meet the customer's private banking needs.
Job boards are on life support. The Monsters and CareerBuilders of the world don’t know it yet, but they’re zombies. TheLadders saw this coming. So we needed to change. Adapt. Become something… more. But how?
The answer: Let’s be more helpful. Let’s do the work for the job seeker. After all, most people are experts at doing their jobs, not finding a new one. What about us? We are experts at exactly that. We have the knowledge to really help them make the right career moves. So let’s take personal help to another level and become a job-matching service.
At the end of the day, it meant that we were doing more for you, because we’ve dedicated our jobs to advancing our customers’ careers. After countless focus groups, research, brainstorms, and hours spent plugging away at the keyboard, we had it.
At TheLadders, “Your Career is Our Job.”
That’s what we’re about, that’s who we are. The new tagline truly resonated externally and internally.
But a tagline was only the beginning. As a company, we needed the brand and it's message to come through every interaction with customers. First, that meant building a responsive website for users for easy access to jobs on any device. Second, supportive and ground-breaking insights and content from career-focused leaders. And third, we needed to stop thinking online only and allow job seekers to meet the experts through events and conferences.
These are my favorite and most awarded Television Commercials.
I've directed and created videos and TV spots for these top brands like: Air Wick, American Express, Coppertone, HBO, Pfizer's Liptior, Subway, TheLadders.com and Time Warner Cable.
Creating an agency brand is one of the hardest things for an agency to do. There are tons of opinions inside the agency and lots of passion behind each opinion. When I first joined BoomBox, the agency and our site talked about ROI and Customer Engagement and Innovation — all the right terms for a PowerPoint presentation but not very inspiring for a creative and strategic agency.
We grabbed a diverse and opinionated group of people in the agency to find our agency voice and attitude. Over a series of design studios and messaging sessions a very clear and dominant message kept appearing. We all decided we needed to embrace our BoomBox name and the powerful tone and weight the name brought with it. That’s where “We turn brands up” was created.
The new tag/messaging gave the agency and everyone working there a new sense of belonging and shared direction.
AMC came to TheLadders to help promote their show The Pitch.
The creative team decided the most natural approach to partnering theLadder and The Pitch would be to have each agency share their unique "evaluator pitch".
TheLadders stopped by the participating agency offices and spoke to the agency leaders about their agencies, each agencies pitch experience, and what life is like at their shop. We didn't ask him about the outcome of The Pitch but these videos are a great insider's look into the life of agencies.
Caveer is going to change the way people think about their careers. But it’s not even in Beta yet. We can’t really talk about it too much without spilling all the beans, but you can check out the splash page.
This was just the beginning of TheLadders journey into the Mobile world. The new consumer experience is fully responsive.. We decided to use this innovative CSS approach because of our high mobile use by current TheLadders members. The scrum team that built the experience from scratch was a solid team of one UX Designer, one Art Director, two Front End Developers, two Back-end developers and one dedicated Product Manager. They ideated, designed and developed in 3 months using Lean UX and Agile.