Revise. Reimagine. Repeat.

The project was a simple one: Take outdated website content, update it to reflect a new brand voice, and create an all-new site on a more robust platform.

Running the site day-to-day came next, adding timely updates and real-life stories of how girls are working to make the world a better place. Major new content areas were also updated and developed, including:

Girl Scout Cookies - An updated microsite to let consumers learn more about these iconic treats.

Girl Scout Activity Zone - Launched during the pandemic as “Girl Scouts at Home,” this section transformed into a recruitment tool to give potential members a taste of the experience.

Girl Scout Destinations - It’s a big world, and this section helps members find and book getaways and international trips for family, troops, and individuals.

In 2021, the Girl Scout Brand was refined further and brought to life on a new website built from the ground up to showcase new messaging and graphics, an expanded color palette, a new focus on SEO and usability, and greatly expanded functionality.

Visit the site: www.girlscouts.org

Manifesto

Our goal was to develop a special Direct Mail package to reflect new positioning for the flagship publication of the National Geographic Society, while still communicating the long-standing mission of the organization.

Using iconic imagery and anthemic messaging, the package delivers on the brand promise while inspiring the recipient to join and receive monthly issues of National Geographic magazine. 

The package includes:

• Outer envelope

• Dramatic barrel-fold brochure

• Savings Reservation Order form

• Complimentary bookmark

• Reply envelope

Corporate Website

In the high-stakes world of public relations and reputation management, first impressions count. So it was especially important to convey the new "Engaging, always" branding while highlighting the services offered by one of the leading PR agencies in the world.

• Worked closely with management team to develop and effectively communicate new corporate positioning

• Collaborated with UX and UI to create an easy-to-understand and simple-to-navigate site

• Developed detailed messaging for over 35 unique practice areas

Visit the site: www.webershandwick.com

Subscription Savings

Acquiring and retaining subscribers is a special challenge for print magazines in an increasingly digital landscape. So creative execution and offer presentation are especially important when attracting readers to one of the world's leading financial publications.

• Reactivation Package — Featuring an oversized window teasing a free gift offer, this special mailing to previous subscribers inspired involvement with the peel-off sticker — and response with the savings and free gift offer.

• Gift Donor Renewal — Holiday gift giving remains an important revenue stream for many publishers, providing a valued source of new subscribers. To encourage greater giving, this package offered a free gift to the donor in addition to special savings on a gift subscription.

Customer Engagement

Consumers can save substantial time, effort and money by automating their prescription buying process — whether it's signing up for an online account, or opting-in to automatic refills, renewal services or at-home delivery. 

• Account Activation — A special mailing highlighting the benefits of an easy-to-use online account to manage prescriptions and savings  

• Savings with generics — Educating the consumer about generic alternatives to high-priced prescription medications, and encouraging a conversation with their doctor about the choices that may be right for them

• Annual Savings Guide — in cooperation with insurance companies, we provide an annual analysis of prescription use, with suggestions on how to maximize savings and convenience in the coming years

Strong Moms

While experts agree that breast milk is best for baby, formula can provide important supplemental nutrition once solid foods are introduced.

Beginning with a mailing at 2 weeks after birth, the campaign informs moms of the feeding changes and challenges baby experiences at various developmental stages. The campaign continues in 7 efforts, concluding with a mailing at 48 weeks after birth.

This series employed dramatic black and white branding to differentiate it from the more traditional pastel-colored efforts typical in this space. Messaging is delivered in both English and Spanish to a specially selected audience of new moms.

Lorum Ipsum text included as a guide for international translations. 

On your side

As part of the iconic "On Your Side" campaign for Nationwide, this execution targets movers and new home buyers — and offers Gift Cards at Lowe's to make it easier to turn any "Home Sweet Home" into your "Home Safe Home."

The quick-reading self-mailer format includes tipped-on gift cards, and offers suggestions on how to make any home safer — and how to save more with Nationwide when you make your home safer.

Value Builder

In addition to advancing the cause of public education, the NEA also assists members with a variety of advisory services, financial products and life insurance plans.

• Retirement Planning — A series of print ads offers members a free subscription to help increase understanding of retirement investment options

• Life Insurance — Highlighting pre-approved low rates, this responsive package helps members better provide for loved ones after their departure

Members-Only Rewards

Members of AAA expect special treatment, unique products and exceptional rewards. This specially branded Visa Debit Card and checking account for the Mid-Atlantic region of the American Automobile Association is administered by Wilmington Trust.

Utilizing a "premium" look and feel, the package intrigues with upmarket messaging, and the product delivers with exceptional benefits and rewards.

Package includes:

• Personalized, invitation-style outer envelope

• Letter with tipped-on credit card sample

• Brochure highlighting benefits and rewards

The campaign introduced the new card through various touch-points, including direct mail, emails, web banners and print advertisements in their members-only magazine.

The power to do more.

We take our computers with us everywhere to increase productivity, to enhance creativity and to inspire friends and family. With executions in print, online and out-of-home, the campaign spotlights what users can do, and how they can do it better with Dell. 

• Mobility — On the road, down the hall, in the field, you can do more with a Dell laptop

• Precision — If you can imagine it, you can create it with a Dell Precision workstation

• Transit/Outdoor — The most powerful systems, for the most powerful you