BUS STOP Boutique

Retail / Fashion Industry

Our Goal: 

Our client desired growth and already had a vision for what her business could be but needed to overcome limited resources to make that jump. We knew we had a solid brand to build upon and looked for areas where we could increase efficiencies and design new systems. This would allow BUS STOP to do more with less so that they could expand their offerings and reach more customers without a huge increase in investment and paid labor. 

My Role: 

As co-owner of the agency engaged for the challenge I led the creative charge and was a main client contact from the research phase to implementation. I worked along side our technology lead to implement solutions and was directly responsible for all web, print, and graphic design needs as well as research and strategy.

Our Results:

Through our research we were able to identify BUS STOP’s core strengths including a strong curatorial talent within the retail industry and stellar customer service. We found that their personal touch with each transaction, although engaging, was holding them back from accomplishing more tasks because of the time they took with each customer. To combat this we researched and implemented new IT systems that would allow them to process more sales while still keeping personal touches along the customer journey. These new systems also allowed ownership to better track employee workflow and customer engagement, giving them the data needed to make informed decisions when planning new avenues for growth. To complement the new and improved internal systems we designed an e-commerce experience that would seamlessly integrate into their in-store POS and allow them to sell 24/7. And to help them expand their loyal following, we designed new marketing materials encompassing web, print, and email that was distinctly BUS STOP but modern, fresh and in keeping with growing trends. 

Constitution Health Plaza

Health Care Industry

Our Goal: 

CHP had recently come under new ownership and had taken an outdated hospital facility and reimagined what the building could be to the community. Our mission was to curate a list of new potential partners that would not only complement each other while offering services under one roof, but also provide the community with needed health and wellness services. By identifying favorable prospective partners, working with them to open facilities within our campus, and designing and producing B to B and B to C marketing campaigns, we would build a community of care that would not only provide a wealth of needed resources to the community at large but also stabilize a long standing health care facility in the region, ensuring access to care for many years to come. 

My Role: 

As the in-house Director of Marketing and Leasing I worked directly with ownership to identify new potential partners and implement business opportunities such as partnerships, new services, and additional facilities within our campus.  I worked directly with all stakeholders including ownership, partners, and brokers from my first potential partner contact to their opening day and beyond, ensuring a successful integration and service launch. To support our business development efforts I designed and produced B to B and B to C marketing campaigns, events, and new internal building services.

Our Results:

During my tenure CHP grew to almost full occupancy and attracted some of the largest names in health care in the region. Through research and ownership engagement I was able to identify and market CHP’s unique value-driven offering including state and city regulatory compliance and tenant regulatory assistance, aesthetically pleasing/ health supportive clinical space, and modern campus amenities such as catering, a public cafeteria, and parking. I designed and implemented complementary internal services including a concierge service for tenants and guests and a multi-business intergenerational program within the campus to further expand upon amenities, attract industry leading potential partners, and serve the community. Our business development, innovative internal services, and marketing efforts greatly increased awareness regarding the new CHP brand and CHP continues to attract top-tier talent to this day. 

SKN

Retail / Fashion Industry

Our Goal:

SKN came about as both the business community and general public were beginning to value the triple-bottom-line model and sustainability was making an impact in consumer decision making. Initially an experiment, our goal was to challenge the sustainable fashion status quo, gauge current mass-market potential for modern sustainable products, and to develop a product full cycle in-house including research, design, prototyping, testing, brand building, retail, and customer / user engagement. This would allow the design team to gain hands-on experience in the whole product life cycle and gain in-depth understanding of the value and importance of each part of the process further developing their skill set. 

My Role:

As co-owner of the brand and lead designer I was directly responsible for all brand, product, and design efforts including product development, graphic design, web design, print design, and content. I worked alongside co-workers to develop a marketing strategy, brand and product photography, pr messaging, and customer service standards and procedures. I was also the main contact for manufacturing partners, buyers, and press. 

Our Results:

Through our research, product iteration, and testing we were able to gauge customer desire for organic vs non-organic products, their desire for sustainable products in the marketplace, and optimal retail and wholesale price points. In addition to a valuable understanding of and appreciation for the entire product development life cycle I personally learned about the importance of timing when introducing a product to market, how trends and current events can affect your marketing efforts, and the need to balance business bottom line health with design aspirations to continually grow and succeed. 

After market introduction our initial product launch grew quickly from one to ten unique SKUs with sales increasing month over month until the recession of 2008. We garnered multiple mentions in industry relevant blogs and national publications such as Real Simple, Town & Country and Health Magazine. SKN was also featured in two consecutive seasons of NY Fashion Week and our product was touted by high-level fashion publications as “most stylish” and “most useful”. We had succeeded in bridging the gap that had existed between sustainability and a coveted fashionable product. After the recession of 2008 I gained experience carrying a retail brand / product through down markets and learned what it takes utilizing both financing and innovation to future-proof a business. 

Able Outfitters

Health Care, Retail / Fashion Industry

Our Goal:

Able Outfitters was a fashion start-up addressing health care related challenges. Founded by a businessman with the goal of addressing a gap in the marketplace for wheelchair users, Able Outfitters needed an entire identity and brand assets to bring the idea of fashion-forward adaptive clothing to life, first for buy-in from investors followed by an introduction into the marketplace. 

My Role:

As co-owner of the agency engaged to bring this idea to life I was tasked with all research and creative responsibilities to bring a brand from a concept to a tangible consumer experience. Working one on one with ownership we uncovered the brand ethos, its market potential, and a look and feel that would correctly portray the brand value to the public. I was directly responsible for creating the company name, web design, print design, and content. I worked alongside ownership and co-workers to consult on the company business plan and create the go-to-market strategy. 

Our Results:

Through our efforts Able Outfitters was able to define their product, complete their initial business plan, and produce the necessary web, print, and strategic plan collateral to pitch to investors and engage new third-party partners. Through our research, we learned a tremendous amount about the needs of people with mobility differences, and how clothing can address some of these needs while contributing to a sense of independence and empowerment. We paid special attention to not only learning about physical differences and their related medical needs but also utilizing appropriate nomenclature to uplift the consumer and legitimatize new marketing standards for a previously neglected consumer base.

Miscellaneous

Identities:

Brand logos taking in to account brand ethos, user personas, relevant real-world applications, simplicity and memorability.

Web:

Web design encompassing research, use cases, information architecture, responsive design, content creation, graphic design, image curation, testing and implementation.

Print:

Print design taking into account existing brand assets, user engagement, use, materials.