Portfolio Archive - Page 5 of 6 - BravoEcho
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Archive

We helped our client, the publicly-owned Grand Rapids Public Museum, articulate their vision "to instill passionate curiosity and a deeper understanding of the world around us" in a new tagline, Be curious. In order to increase museum membership, a simple and fun premise was devised: by buying a museum membership, you become the owner of the Museum and all it has to offer - including over 250,000 scientific, cultural and historical artifacts. The "Become a Proud Owner" campaign featuring the new tagline includes magazine, outdoor and digital advertising, radio ads, direct mail, and guerrilla tactics - lamppost tear sheets, mock Craigslist ads and eBay listings - as well as a social component. The Museum relies on the goodwill of the West Michigan community and this campaign encourages a sense of individual ownership....

Our client, the Grand Rapids Public Museum, is located at the heart of the city which, in 2012, was named "Beer City USA." The museum was mounting an exhibition to celebrate the brewer's art through the rich history and cultural influence of the hallowed beverage. We were asked to name and market the exhibition. In gratitude for seven thousand years of service to mankind, we called the exhibit simply "Thank you, BEER!". We designed the identity, signage and merchandising. We created advertising online, on posters and radio, and in a prolific newspaper and magazine campaign. We also initiated an online grass-roots social media and guerrilla promotion....

In spite of a powerful brand identity and loyal passenger base, Frontier Airlines’ history has been a rollercoaster ride. In 2010 the airline with a different animal on the tail of every plane, and A whole different animal on the fuselage, was merged with Midwest Airlines. CEO Bryan Bedford of Republic Airways , then owner of both brands, asked us to communicate Frontier’s vision and values to the newly-merged workforce. We created a short film with Oscar-winning documentary director Daniel Junge, Why We Fly, to capture the very human relationship between employee and passenger....

In 1987 our client Steelcase meticulously restored the Meyer May House, a Prairie-style Frank Lloyd Wright masterpiece. The home's 100-year anniversary was placed at the heart of a strategy to generate discussion of "The Next 100" for Steelcase. We designed a website to showcase the house through the lens of Wright's principles, a digital advertising campaign, and communications including a new identity and collateral materials. All in support of a symposium called "A critical dialogue on 21st-Century Architecture and Design and the ongoing relevance of Frank Lloyd Wright," which explored Wright's design principles created 100 years ago and brought the Master himself into a dialogue about the future....

Our long-standing client Steelcase is a global thought-leader in the world of work and workspace. In collaborating on the company’s centenary campaign, CEO Jim Hackett asked us to envision the hundred years ahead. The campaign theme was Unlocking Human Promise, and we proposed a film in which 10-year-olds around the world would imagine the future they would inhabit. We shot in Mexico City, Munich, Capetown, Mumbai, Shanghai and Denver with Oscar-winning director Daniel Junge, and cut a 17 minute documentary. The film, One Day, launched a social campaign in which thought leaders and the public also shared their dreams of the future....

Intrawest is a leader in experiential destination resorts. We are working with Club Intrawest, a Vancouver-based vacation club exploring innovative ways to expand their markets. We are agency-of-record for Snowshoe Mountain, a year-round resort in the Allegheny Mountains. And we’re helping with the launch of Passport, a ski pass the press has called revolutionary....

We helped reposition this community institution with a new strategic focus, identity, brand promise, and emphasis on innovative programming. Museum Director Dale Robertson and his team include us as a strategic and creative partner. We have created a member acquisition campaign, a celebration of beer, exhibition design of Paola Gianturco’s global phenomenon “Grandmother Power,” and a re-launch of the Museum’s planetarium....

Vail Resorts is one of the world’s largest ski companies, and core members of our team were engaged in a variety of roles from 2004 to 2014. They include re-positioning and the AOR assignment for flagship brands Beaver Creek and Vail, and subsequently integrating the Vail summer business, funded by the Town of Vail, into the winter brand platform. Also, working directly with CEO Rob Katz, helping to position, name, and launch EVERVAIL, a LEED certified resort community, and APPETITE FOR LIFE, a sustainable food initiative. And along the way, helping in the design and development of the corporate website. ...

Steelcase is a global work space, furniture, and technology company for business, education and healthcare. We helped CEO Jim Hackett position the company for its second 100 years through a year-long global initiative celebrating its first. We have created an online design symposium around Frank Lloyd Wright’s Meyer May House, owned by Steelcase. We helped develop new brand and marketing stategies for Steelcase brands Coalesse and Designtex, and we’ve worked with the research group, Workspace Futures, to better communicate the value of its insights....

When we became AOR for Vail Resorts’ Beaver Creek brand, North American ski resorts were poorly differentiated, largely content to just glamorize snow and gravity. Beaver Creek is a custom-built alpine village at the foot of one of the only mountains in the world to host World Cup downhill races. It offered a rich experience beyond just the skiing, and richly deserved to rise above the crowd. We positioned this experience with the unexpected brand promise “Not exactly roughing it,” a clear nod to luxury but in an accessible, tongue-in-cheek tone. The campaign was highly disruptive, growing skier numbers - in an otherwise flat market - nearly 29%. Our relationship lasted nearly 10 years, producing persistently strong business results. This promise drove not only our campaigns for the brand and the best years yet for the business, but it also underpinned the operations of the resort....