green giant
brand voice & aesthetic
Green Giant has always had a *large* presence. We wanted to keep that already well-built-out brand knowledge, and expand the Green Giant into social media. Personifying the Green Giant? A must. Bright, eye-popping colors? Also a must. Reminding viewers that eating healthy doesn’t need to break the bank (or the clock)? Must must must.
I was a large part of the strategy behind content groups, pre-production concepting, all the way to the actual post-production content creation.
BUSTANG
social content
After working with them for almost a decade, Bustang and its entire enterprise has given my company fairly free creative reign on their social platforms. These are some of my favorites that I’ve designed and concepted, with the help of our in-house animator.
tuaca
brand refresh
Tuaca came to us struggling with only being known as a “party brand”. They wanted to class themselves up. We put together strategic content to get viewers to see them as a more premium liquor brand.
These are two gifs I created.
Amélie company
content creation
At my current company, Amélie, our Instagram page is essentially my playground. We recently hired an animator, and the two of us have had a ton of fun coming up with new content.
Bakers square
BRAND VOICE & AESTHETIC
Bakers Square came to us wanting to appeal more to younger consumers. Most of their restaurants were bustling on most Tuesday mornings, but empty for Friday night dinners.
Our goal was to keep the sweet, sugary persona (think pie) that already existed, but make the brand’s social more young and fun.
VICTORIA SAUCE
brand voice & aesthetic
The Victoria brand voice had to appeal to the consumer that could spend the money on extravagant meals out, but instead chooses to stay in and cook. We personified the brand as a “Nonna” - the best ‘homemade’ sauce money can buy is made by Victoria sauce, your own Italian grandmother.
Similarly to the voice, the aesthetic had to be both dignified and upscale, but relatable. A large emphasis was placed on the few, fresh ingredients that are found in the sauce. Simply great.
While videos and gifs tend to do the best in terms of impressions, we also were sure to include our own still images and UGC (User Generated Content) to make Victoria appear more relatable.
SPICE ISLANDS
AESTHETIC REFRESH
Spice Islands, similarly to Victoria Sauce, is premium and a slightly higher price point than most competitors. Our job was to educate and visually please our viewers. We came up with comparisons and beautiful visuals to answer the question: why spend more on spices?
The aesthetic was soft and soothing, with backgrounds that complemented the spice colors instead of diverting attention.
BLUE BEAR CREATIVE
COMPLETE INSTAGRAM REBRAND
Blue Bear Creative had moved forward as a company, but their Instagram was stuck in the past. I lead its complete refresh.
BEFORE/AFTER
SPLITTING THE FEED INTO 3 “BUCKETS”
I found that the easiest way to organize my findings was to split Blue Bear’s feed into 3 separate buckets.
The first bucket was Inspiration and Knowledge. I included sub-buckets within such as “Monday Motivation”, which included inspiration from other brands/agencies, and “Exploring Bears”, a series of what the Blue Bears do in their free time.
The second bucket was… just kidding. You’ll have to hire me to find out more :-)
