Archive
12 Jun Brand Positioning / Big Sky
Posted at 22:46h
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Big Sky, Montana – home to unmatched Lone Peak. Until now, this extraordinary piece of geography was used to sell season passes, using the trademarked phrase “Biggest Skiing in America.” Additionally, a tagline encouraged guests to “Live Big,” also tying it to resort name and size. To rise above the commoditized sale of snow and gravity, and to support a substantial infrastructure upgrade, we were asked to bring relevant and sustainable meaning to the “Live Big” positioning. We turned the spotlight away from Lone Peak, and focused on the people instead. We called it The Big You. Here, the spectacular geography becomes the rightful catalyst and backdrop for the biggest version of yourself – the one that fires on all cylinders. Part rallying cry, part aspirational motivation and 100% ownable and unique to Big Sky....
11 Jun Brand Film / Chariot
Posted at 16:02h
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In 2016 Ford Motor Company acquired Chariot, an app-based urban transit start-up in San Francisco. We were asked to develop key communications tools to position the young company for rapid expansion. Our work was based on a simple human insight — that every citizen lives their city in their unique way, and Chariot is a little life-hack that can help make that easier and richer. This led to the brand promise, “Your City, Your Way”. Our brand film showcases Chariot as a driver of optimism and opportunity. Our sales and marketing tools have been integrated across critical touch points including the website, app, the vehicles themselves, and launch events. Chariot is now in SF, Austin, NYC, Seattle, and London....
10 Jun Executive Narrative / TE Connectivity
Posted at 15:52h
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TE Connectivity is a global technology company designing and manufacturing connectors and sensors across industries, from automotive to healthcare to communications. With a new CEO in place, we were asked to help develop the executive narrative and design a presentation for a significant Analyst Day event. The goal was twofold — drive their leadership story, and inspire confidence in their strategy. To do it, we had to understand the evolution of their business thinking, and to create a fresh, confident new voice....
06 Jun Workspace Futures Narrative / Steelcase
Posted at 18:00h
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Steelcase is the global workspace leader, in business to unlock human promise through workspace products and applications. Workspace Futures is the strategic insights group at the heart of the company, an experienced group of researchers, strategists and futurists who anticipate future markets and identify new opportunities. BravoEcho was asked to help create, and to visualize, a manifesto articulating their role and its impact on the success of not just Steelcase, but on all of the company's clients. We conducted a series of in-depth interviews and working sessions to uncover the team’s best potential positioning within the Steelcase ecosystem, and for external audiences. This work led us to a declarative and differentiating narrative....
05 Jun Casper Product Launch / Designtex
Posted at 21:01h
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Designtex is a materials science innovator with a clientele of architects and designers. They asked us to be their partner in launching Casper™ Cloaking Technology, a revolutionary architectural film for glass walls in workspace environments. Our simple yet human positioning focused on the idea that Casper is an ingenious shield that protects intellectual property while keeping people’s behavior transparent. The campaign played off the idea of ‘cloaking’, with lighthearted, sci-fi-flavored creative including a brand film, digital, social, and email, web and a brochure. With a modest media spend, the work exceeded established campaign goals, delivering 25,000 visitors to the site, nearly 9.5MM total impressions, 0.27 CTR and a 1.7% conversion rate over three months....
13 Mar Power of 5 Campaign / Nutrilite™ by Amway
Posted at 21:55h
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The Nutrilite™ Power of 5 Campaign is Amway’s Corporate Social Responsibility effort to generate awareness of childhood malnutrition and the critical role nutrition plays in the first five years of a child’s life. Through the support of Amway Business Owners and partnerships with humanitarian organizations, the distribution of Nutrilite™ Little Bits™ - a micronutrient powder added to food - has helped to improve the daily nutritional value of thousands of malnourished children globally. We partnered with Amway’s Global CSR leadership to help them evolve the campaign strategy, messaging, and its creative direction. In order to increase engagement and support from the 3 million Amway Business Owners around the world, we developed a variety of initiatives, including the Power of 5K Virtual Race and the 1000 Days initiative....
22 May Brand Narrative / Johnson Controls
Posted at 22:29h
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“The future isn’t somewhere we are going. It’s something we are creating, together, today.” This spirit informed our communications work for the merger of Johnson Controls and Tyco, two international powerhouses which recently came together as one Fortune 100 company. The new Johnson Controls is focused on advancing the human experience by creating the world’s smartest environments and energy solutions. Working as we do at the intersection of business strategy, brand, and culture, we were tasked with bringing clarity to the vision of a future shared by the combined employee groups. Subsequently, we were asked to help convey the strength, leadership, and capabilities of the new company to the financial community. Our theme for the Analyst Day event -- "Tomorrow, today" -- was an organizing idea for all content....
21 May Winter 2016-17 Campaign / Snowshoe Mountain
Posted at 18:33h
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Building on the success of the narrative-driven campaign from the last 4 seasons, we introduced a year-round platform to further build out the Live The Mountain positioning. Hardening Snowshoe’s leadership position in the Mid-Atlantic for both summer and winter, we wrote the first chapter of Mountain Rules. For a brand that delivers the quintessential mountain experience, it only seemed fitting to have an opinion or two on how to best Live The Mountain. Tongue-firmly-planted-in-cheek, that is. And for a brand that is highly social, Mountain Rules are a cornucopia of content throughout the seasons, that allow Snowshoe to bring even more cheekiness and likeability to an already much-loved brand....