Raphael House

Raphael House, is a San Francisco institution. With a remarkable success record, they are vitally important non-profit organization, helping homeless children and their families emerge permanently out of homelessness.

They had a vision for a stronger and more expansive future and recognized they needed a re-spirited brand and identity.

Building on the foundational insights work, developed by Taproot, we created a new brand positioning, identity design and communication system to signal a new era. Our work included positioning, tag line, identity, look and feel, website and collateral system.

This work has been highly acclaimed and was instrumental in attracting new donors, supporters and volunteers, and it helped them to exceed their capital improvements fundraising goals.

Role:  Client Director / Strategist
I led the client relationship and developed all strategic content, including the tag line, for this pro-bono program.

Agency:  Anthem San Francisco

Since this project, I have continued to support Raphael House by developing outdoor campaigns and other marketing efforts.

HomeFix

HomeFix Custom Remodeling (HCR) is one of the largest and most successful home remodeling companies on the East Coast. Based in Laurel, Maryland, they've been providing high quality solutions to satisfied customers for over 30 years.

Originally a regional window remodeler, they have expanded significantly and today provide windows, roofing, siding and door replacements to customers across five states. With a model that has always relied on successful door-to-door sales, great service and outstanding products, they have grown steadily both in reputation and market reach.

At the same time the home remodeling category has exploded, and the market today is saturated, with a myriad of remodeling companies – all looking and sounding alike.

It was time for HomeFix Custom Remodeling to reassess their brand and reclaim their leadership position.

They engaged us to help them do just that. Their ask was to uncover their unique personality, develop a compelling story that would differentiate them and bring alignment to the organization, and create a new visual identity system that would both stand for something and stand out.

After reviewing customer research and speaking to many across the organization, we tapped into a unique quality that runs deep within the HomeFix organization. From the top down and across the entire team, there is an earnest commitment to provide what's best for their customers – to be responsible, trusted partners and to do what's right. This sense of genuine caring comes through at all levels – and is highly valued by their customers.

With this in mind, we developed a powerful internally-focused brand manifesto that celebrates HCR and their exceptional people, their high quality products and service, their unmatched lifetime warranty – and their unique commitment to caring.

This positioning then led to an impactful tagline "Built to Care."

We then shortened their name from HomeFix Custom Remodeling to simply HomeFix.

We developed a new HomeFix identity that features a heart, created by a series of circles – representing all the caring people the make up this unique organization. In a category not known for caring – and overrun with roof and house logos – the HomeFix "caring heart" identity distinguishes HomeFix as the uniquely genuine organization that truly are.

We also developed business and marketing collateral and other materials, as well as a website redesign.

To help organize them internally, we created three divisions for HomeFix – Windows. Roofing and Siding – each with its own emblem.

Role: Brand Strategist / Co-Client Partner. I developed the brand positioning – including the brand manifesto and brand values – the shortened name and tag line. I also co-led the program.

Agency: 4040 Agency, San Francisco

In Their Words: "HomeFix has experienced tremendous growth over the last several years and we realized our brand needed to reflect that growth and better capture what makes us unique.

4040 captured our essence with the "Built to Care” positioning and created an exciting new identity and look and feel that is going to differentiate us from our competitors. 

4040 surpassed our expectations and stood out with their dedication to learning our business, identifying what differentiated us in the market, and what will eventually help us gain market share."

Adam Shampaine, CEO
HomeFix

The Rady Shell at Jacobs Park San Diego Symphony

The San Diego Symphony has been developing a new permanent outdoor performance space and public park along the beautiful San Diego Harbor. Delayed for over a year due to the pandemic, the stunning new venue finally launched on August 6, 2021 – to spectacular reviews.

Building on the Symphony’s mission of “Changing Lives Through Music” and their foundational belief that music is for everyone, the new launch campaign we developed, YOU BELONG HEAR is both a welcoming invitation and a promise that this new performance venue and public park – and the Symphony’s artistic programs – are truly inclusive of the entire San Diego community.

Following the success of the initial season campaign, the Symphony embraced the idea of “HEAR” and continued using it on subsequent season campaigns.

Work included developing the new campaign positioning and headline, campaign look & feel and all campaign collateral materials for both the launch and the entire inaugural season, including the Season Program, posters, mailers, billboards and other advertising, digital marketing and other communication materials.

This program has been helpful in both driving broad awareness and critical fundraising.

Role:  Client Director / Strategist
I developed the campaign positioning, tag line, key messaging and marketing content – and partnering closely with the creative team – I led the program.

Agency:  4040 Agency, San Francisco

VSI

Virginia Spine Institute is an independent medical practice at the forefront of advanced spine restoration.

Offering a comprehensive suite of services and employing the most sophisticated state-of-the-art technologies and treatments – and having earned a global reputation for excellence – Virginia Spine Institute is considered a true leader in their field. In fact, they often train other spine specialists in the latest technologies and spine treatments.

But their brand did not reflect their renowned reputation. Beyond refreshing their logo in 2014, they no longer stood out from the competition. And more importantly it was unclear what they stood for as an organization.

They engaged our team to help uncover their true essence and create a brand that celebrates their leadership role – for today and into the future.

We quickly learned two simple truths about Virginia Spine Institute.

First, they are the specialist that many patients with serious spine problems seek out when no other options remain – or when other treatments and surgeries have failed. And because Virginia Spine Institute is independent, they can provide the exact treatments needed to help their patients – and not those mandated by insurance carriers. They are the ultimate choice for many patients.

Secondly, their reputation centers on resolving the toughest spine problems – effectively and successfully, providing their patients the ultimate solutions they hope for.

These two simple truths lead to a positioning which we refer to as "Victory" – the simple powerful goal that every one of their patients seek – and deserve. Victory that comes with pain relief, regained mobility, restored livelihoods and saved lives.

We developed a powerful internally focused brand manifesto as their rallying cry. We also refreshed their set of brand values to be much more impactful. We then developed a brand voice that is confident and optimistic – and celebrates victory.

This positioning then led to an impactful and descriptive tagline "The ultimate choice for ultimate spine solutions."

For their name, we simply shortened Virginia Spine Institute to VSI. This solution allows them to grow beyond just spine care and erases any concerns around Virginia feeling limiting. And subtly, the I in VSI suggests International, rather than institute which has become a common descriptor within this field.

Their new VSI identity centers around a logo that is bright, bold and contemporary – referred to as the Victory mark – a constant reminder to both patients and staff why VSI exists. It has meaning and represents who they are – while standing far above the competitions’ logos.

Beyond the logo itself, the Victory mark can be used as an endorsement by VSI for statements that celebrate their patients' victories. "I am pain free. Finally." "I am back to work."

Using that strategy, we developed a social media and advertising campaign strategy to be developed by our clients.

We also developed business and marketing collateral and other materials, as well as partnered closely with their web developers for their comprehensive new website.

Role: Brand Strategist / Co-Client Partner. I developed the brand positioning – including the brand manifesto and brand values – the brand name, brand tag line, website content and social media strategy and content. I also co-led the program.

Agency: 4040 Agency, San Francisco

Tazo Tea

With its iconic Zen-like design system, Tazo Tea has stood out quietly and confidently amongst the chaotic and hard to shop retail environment for years.

But the category has changed as have today’s tea drinkers. No longer just the demure china-cupped tea-sippers, today's tea drinkers are young, fast-paced on-the-goers.

Tazo, owned by Unilever, asked DDW to infuse new energy into the brand.

DDWs solution is a new design system that is bursting with delicious and flavorful energy, while also honoring the brand’s profound heritage by retaining its stunning white canvas, bold iconic logo and distinctive ingredients imagery.

Our work included brand story, packaging design, and rollout of 160 SKUs.

Role:  Client Director
I led the 2-year relationship and oversaw the development of the entire packaging program.

Agency:  DDW

The San Diego Symphony

Being an integral member of the agency–partner to the San Diego Symphony has been an honor.

Following the successful launch of The Rady Shell at Jacobs Park in August 2021, our team has continued to work closely with multiple teams at the Symphony, creating fund-raising material, concert season materials and many more.

Continuing to build on the Symphony’s mission of “Changing Lives Through Music” and their foundational belief that music is for everyone, the new launch campaign we developed, YOU BELONG HEAR is both a welcoming invitation and a promise that this new performance venue and public park – and the Symphony’s artistic programs – are truly inclusive of the entire San Diego community.

Many of these campaigns continue to embrace the idea of “HEAR” – a term that is beginning to be recognizable as the Symphony’s.

Work included developing multiple new positioning and headlines, copywriting and campaign look & feels, for each campaign.

These campaigns have continued to help drive broad awareness and critical fundraising.

Role: Client Director / Strategist

I developed each of the campaign positionings, tag lins, key messaging and marketing content – while partnering closely with the creative team. I also led most of thee programs.

Agency: 4040 Agency, San Francisco

Rumble Club Cannabis

Modern Cannabis wanted to establish a new startup cannabis brand – rooted in Oklahoma – that delivers the quality affordable products the deserving Oklahoma community wants.

Recognizing their community consists of many different people with different needs, the brand is committed to ongoing conversations with both customers and bud tenders to understand just what is desired.

Working from this bold, simple business premise, we developed an intentional and firmly grounded strategic platform for this new entity, including brand positioning, brand name, tag line, brand narrative and voice.

The new strategic positioning "HERE FOR YOU" underscores the brand's commitment to their customers.

The new name "Rumble Club" defines their spirit of being both disruptive within the category and inclusive of their community.

Their new identity system centers around a word mark that features an array of distinct "U”s – representing the many "you”s that make up their diverse population

Once the foundation was in place, our work included an extensive packaging system, product naming, brand copy, website, sales and marketing collateral and apparel.

Role: Brand Strategist / Client Partner. I developed the brand positioning, tag line, brand narrative and marketing content – and co-managed the program.

Agency:  4040 Agency, San Francisco

Energizer Batteries

Energizer needed to re-energize their iconic brand and revitalize their massive global packaging system. The trusted DDW with this important project.

With their number one competitor being all black, coppery and extremely serious, the Energizer brand needed to be bright and optimistic – and maybe even a bit cheeky. Enter the Energizer Bunny^TM.

Our team’s solution is bold and lighthearted – with The Energizer Bunny featured larger than life. He’s finally taken his rightful place as the proud hero of the No. 1 battery brand.

The new packaging system is clean, radiant and well-organized as are the new battery designs. A nice contrast to the dark and serious look next door.

To address the massive global portfolio – a system that includes thousands of different packages spanning many categories, markets and languages – we developed a singular system that is both highly organized and extremely flexible.

Role:  Client Director 
I led the 2-year relationship and oversaw the development of the entire global packaging program. I also led the development and provided the copywriting for the 150 page Brand and Packaging Guidelines.

Agency:  DDW  

FUTURE IS HEAR Capital Campaign San Diego Symphony

The FUTURE IS HEAR is a $125M campaign supporting the San Diego Symphony, its facilities and its many diverse artistic and community programs – for all of San Diego to enjoy. 

Building on The Symphony's mission of changing lives through music and their steadfast belief that music belongs to all of us, The 4040 solution, THE FUTURE IS HEAR, is an optimistic call to action that celebrates the excitement, opportunity, and hope for a bright future for the entire San Diego community. 

The campaign narrative and voice offers genuinely heartfelt plea while celebrating the incredible giftt these donors are making to their community.  

The bold simple identity is both arresting and memorable and the surrounding visual language is optimistic, as well as flexible. 

4040's contributions included the campaign theme, voice and narrative, graphic design system, brochures, digital design, video and advertising. 

Happily, the Symphony has achieved their fundraising goals, ensuring a bright future for The Orchestra and the San Diego community – and the clients agree that the 4040 solution was helpful in doing so. 

Following the success of the initial campaign, the Symphony embraced the idea of “HEAR” and continued using it on each subsequent giving campaign.

Role:  Client Director / Strategist I developed the campaign positioning, tag line, narrative, key messaging and marketing content – and partnering closely with the creative team – I led the program.

Agency:  4040 Agency, San Francisco

IVXX

Our Oakland-based clients asked us to create a new ultra-premium cannabis brand with the goal of attracting both seasoned recreational connoisseurs and new medical users, who have been unwilling to approach this homegrown and disjointed category.

Our solution is IVXX, a sophisticated new brand with a subtle wink to the categories Bay Area roots. IVXX is a quasi-Roman Numeral version of 420.

The design system, centered on the Indica, Sativa and Hybrid strains, includes bespoke packaging for flower, pre-rolls and wax & shatters. We also created a simple and informative starter sampling kit for people that are new to the category.

Our work included positioning, tag line, identity and look & feel, extensive packaging system, website, sales and marketing collateral and apparel.

Awards:  This work has won multiple awards, including Graphis Design Annual 2016 – Gold award & Pentawards 2015 – Bronze award.

Role:  Brand Strategist / Client Partner.
Along with leading the program, I developed the strategic content, including the brand positioning, tag line. brand promise and brand narrative, as well the marketing and sales content.

Agency:  Anthem San Francisco

Armus

We were retained to develop a new retail brand of Nanotechnology-based sealants and finishes. While the science behind these products is complicated, the name, the messaging and design system had to be simple.

Our work included developing the brand name, brand manifesto and personality, product names, look & feel system, packaging design system and copywriting.

Role: Client Partner and Content Creator I oversaw the partnership and developed the brand positioning, brand copywriting, product names and tag line.

Agency: DDW

Truis

We were asked to create an elevated brand of ultra-premium cannabis wellness products specifically targeting the unique needs of today’s sophisticated consumers.

We developed TRUIS, a brand of highest-quality products that promised complete transparency throughout the complete growing and production processes.

Our work included brand positioning, name, identity and look & feel, and packaging.

Role: Brand Strategist / Client Partner
Along with leading the program, I developed the brand positioning and brand name.

Agency: DDW

Marin Shakespeare Company

We were invited by Marin Shakespeare, a terrific mission-driven non-profit organization to revitalize their brand, with the goal of attracting a new generation of audiences and supporters – thus helping position them for continued long-term growth and success.

Marin Shakespeare is much more than a theatre troupe. Beyond their popular Marin County-based Shakespeare productions, they also use Shakespeare to teach and mentor kids throughout Bay area schools and those incarcerated in prisons across California.

By uncovering their three organizational pillars, ‘on stage’, ‘education’ and ‘social justice’ – and bringing them to the forefront, audiences, supporters and the broader community now have a richer understanding of the amazing work this incredible organization provides.

Their new tag line ‘PLAYING FOR GOOD’ further celebrates their passion for Shakespeare and their on-going commitment to theater – as a positive learning tool.

Our work included brand positioning, tag line, identity design and a look & feel system, that addresses collateral, digital and outdoor applications –and apparel. 

Role:  Client Partner. I lead the program.

Agency:  Anthem San Francisco

The Board

Timbertech is the leading innovator of sustainable outdoor decking materials that are both high-performing and stunningly beautiful. Their wood alternatives are made primarily with post-consumer and post-industrial plastics – and in 2021 alone they diverted approximately 500 million pounds of waste and scrap away from landfills. This is a company with a mission.

Being a consumer brand that is only available through contractor installers, they wanted to increase contractor loyalty.

They hired me to help develop a new name, tag line and brand voice for their stagnant loyalty program that would re-ignite awareness and interest – and drive engagement.

The new name, The Board, suggests both the stature of membership and belonging – while also cleverly nodding to the products they make.

The new Tag Line, “Where The Pros Belong and Benefit” expresses the two key reasons to join – to be part of an exclusive network of other contractors and to earn valuable rewards, such as marketing tools and support that can help build a contractor’s business.

I also helped develop a 16 page Contractor Brochure, providing all copywriting and headlines. This content was then used across all marketing materials, including the Web Page, Blogs and Email Campaigns.

Role: Name Developer and Copywriter.

Think! Protein Bars

Not too long ago, dieting – and being thin – was the norm. But today people instead strive for healthy lifestyles and products that are naturally nutritious, clean and tasty.

Think Thin, a delicious brand of nutritional protein bars made with the best ingredients, had a challenge. What to do with their brand? Removing ‘thin’ from their name was the perfect first step – and the start of the evolution.

And with a new name like Think!, the packaging system needed to evolve. And in this crowded category of protein bars, granola snacks and good-for-you alternatives, the design needed to stand out.

Create a bold and energetic design that bounces right off the shelf and into social media. Dynamic shapes define each of the brand’s unique protein segments, while electrifying colors bring the many delicious flavors to life.

The new name, a confident call to action, stands proudly front and center – inviting consumers to Think! about their choices and the products they put into their bodies.

Our work included brand positioning and packaging design.

Role:  Client Director
I oversaw the client relationship.

Agency:  DDW

Seattle’s Best Coffee

Back in the 70’s, Seattle’s Best Coffee was voted the best cup in Seattle, even beating out Starbucks! And a few years later, Starbucks bought the brand and grew it into the second largest coffee roaster in the U.S. But following several decades and a few package redesigns, Seattle’s Best had lost much of the charm that had once made the brand so special.

We were hired by Starbucks to bring the brand back to life. By digging into the brand’s roots and re-discovering its rich heritage, we uncovered a charming story.

We re-introduced the long lost charm and style of Seattle’s Best Coffee, resulting in a design system we dubbed “Seattle Smile”.

This new coffee packaging is thoughtfully detailed, bringing the Seattle’s Best brand story forward in a fresh and delightful way.

Role:  Client Director  I led the 18-month relationship, developed the “Seattle Smile” story and oversaw the development of the entire brand and packaging program.

Agency:  DDW  

Tastetopia

We were hired to create a new brand for an amazing program that provides healthy snacks and meals to school kids. We knew we had to develop a playful new name and packaging system that really expresses the love, healthiness and commitment our client has put into this brand.

The deliciously fun new name we developed is TASTETOPIA. This new name and the entire design system are playful and inviting while also signally fresh and tasty.

Our work included brand positioning, brand name, look & feel, packaging system and website.

Role: I oversaw the partnership and developed the new name

Agency: DDW

Buena Vista Wine

Create an elegant book that captures the unbelievable history of Buena Vista Winery, the first established California winery – and its colorful founder 'The Count.'

Following extensive research into the history of Sonoma County and Buena Vista Winery, a romantically rich narrative, was developed – which is featured in this beautifully designed promotional book.

This book and the story of Buena Vista Winery has been published and is available today from the Winery.

Role:  Managing Director / Copywriter
I researched the brand’s history, developed the story and the all copywriting.

Agency:  Voicebox Creative

bmi

In order to better compete and grow into a recognized global carrier, this tattered regional UK based airline needed to re-energize its British charm and modernize its outdated style, 

We developed a comprehensive customer experience-based rebranding program that included repositioning, identity system, aircraft livery, in-flight classes of service, loyalty program, airport environments, uniforms and global launch. 

Role:  Client Director
I planned and co-led this comprehensive 18-month long program.

Agency:  Landor Associates, London 

Gulf Air

Revitalize this exhausted state run airline, restoring its glory as the ‘Golden Falcon’ luxury airline of the Middle East.

We developed a comprehensive rebranding program that included repositioning, identity system, aircraft livery, in-flight classes of service, airport lounges, a loyalty program, airport interiors, digital, staff uniforms and an expedited rollout.

Role:  Client Director
I led the implementation and launch of this complex and fast-paced program.

Agency:  Landor Associates, London / Bahrain

Canadian Airlines

We were hired to revitalize the beloved, but exhausted Canadian Airlines brand – restoring its pride as the national carrier.

The revised positioning 'PROUD WINGS', celebrates the national icon, the Canadian Goose, and its highly-instinctual flight formation and familial caregiving. 

This comprehensive 18 month program included brand positioning, identity and look and feel, aircraft livery and interiors, uniforms, airport environments and marketing collateral.

This highly successful program drove renewed value for the organizatoin, which led to it’s acquisition.

Role:  Client Director
I helped win this massive opportunity and then led the extensive two-year program. 

Agency:  Landor Associates. San Francisco

Jet Airways

Revitalize India’s only privately owned airline to signal its stand-out sophisticated customer experience – and to position it for global expansion. 

We developed a comprehensive rebranding program that included positioning, identity system, aircraft livery and marketing communication.

Jet Airways was always the leader within India. Today it is a recognized and distinguished global competitor.

Role:  Client Director
I pitched, won and then led this program. 

Agency:  Landor Associates, London / Mumbai

Korean Air

We were hired by Korean Airlines, to revitalize their inflight customer experience, creating a modern yet authentically Korean environment. Our goal was to elevate this respected national brand as they prepared to take to the the global skies.

We developed a brand re-positioning and customer experience model, which transformed the aircraft cabin interiors and in flight experience across three cabins.

Role: Client Director

Agency: Landor Associates, San Francisco / Seoul

Avolar for United Airlines

We were hired by United Airlines to create a new ultra-premium brand proposition for concierge-style fractional jet ownership – a new business venture they were developing.

Drawing from the finest models of five star hotel service, we developed a new Brand named Avolar, with the brand promise being “Only the best. Simply.”

Working closely with United Airlines's senior leadership, we developed this unique program, including brand positioning, tag line, identity system, aircraft livery, in flight service and launch.

Unfortunately this new airline was scheduled to launch on Sept 12, 2001. United Airlines ultimately canceled the business.

Role: Client Director
Pitched, won and led this ground-breaking program.

Agency: Landor Associates, San Francisco