Archives: Projects

The solution? Create a more modern, versatile, and upscale line, one that would allow clients to create elevated experiences while lifting the burden of sourcing and maintaining premium restroom products and dispensers.

First impressions are everything – we needed to arm the sales reps with launch materials that would set them up for success when presenting the new collection.

The Branch & Vine collection takes its cues from nature, including soothing bamboo, texture-rich lava rock, elegant marble, and warm amber glass.

This inspired an integrated campaign and sales materials featuring stunning images of natural elements and textures, along with engaging messaging, to underscore the line’s sophisticated, organic, and home-like feel. Highlights included a 56-page Look Book and Demo Box that gave the new line proper importance.

The response from the field has been extraordinary. Sales reps are said to be “obsessed” with the materials. And naturally, so are we.

We started with logo exploration. The color red had been Sibcy Cline’s signature color for decades so there was a lot of equity in, and company love for, the color. The logo itself, however, was dated and not representative of the modern, technology-focused company they’d become. While our task wasn’t to completely reimagine the mark, there was opportunity to evolve it.

We decided to simplify it, using a clean font that works harder within the technology space. The lantern was their signature icon, conveying warmth and welcoming. We moved away from the lamp post to a more streamlined lamp, still preserving the suggestion of an inviting light that guides you to your new home.

Beyond the logo, the positioning and messaging were aimed at recruiting new agents, with the tag line “At the heart of all great moves.” as its foundation. We executed a robust collateral system that pushed out the brand, revealing it all in an inspiring video for the brand launch at the annual sales conference. The video received a standing ovation. The client continues to applaud the new brand, too, as recruitment efforts and home sales are stronger than ever.

With the beloved Yogi and his friends at its center, the camp-resorts are unlike any other campground, offering robust amenities such as splashgrounds, jumppads, outdoor laser tag, mini-golf and daily character interactions. The overall experience makes it distinctly different from its largest competitor, KOA.

Yogi’s upbeat, happy-go-lucky nature is fundamental to his everlasting appeal and it was clear to us the concept and design of the website should embrace that fun-loving spirit. And given the necessity of creating a seamless user journey and backend experience, development had to play a key role in driving the design.

The previous Jellystone website had two different backend systems. While Leisure Systems controls the corporate side of the site, once a visitor clicks through to a particular park’s landing page, that content is controlled by franchisee owners.

The solution? Build one new comprehensive system to connect multiple pieces together. This also included giving corporate and franchise teams various levels of access to edit all or some of the front-end data. For example, we had to ensure that a franchisee owner could edit the park-specific details but not the corporate details of the site. We also made it easy for the corporate staff to add new franchisees to the site – they essentially fill out a form and that helps the corporate team populate items on the front end (a feature our client particularly has called out saying it just makes his job easier).

To drive the target audience to the new website, a multi-channel campaign was spun off from the concept and content.

The results have been impressive.

• Despite the onset of Covid-19 in 2020 and a reduction of attraction offerings, Jellystone Park still finished the year 2020 up 10% vs 2019
• 2021 was up 40% vs 2020
• Franchise growth is up – 8 new locations will join in 2022

Additionally, we developed a mark for the brand, as well as an e-commerce-ready retail website. And all of it with a fresh, engaging look and feel. The brand was ready to compete and win.

Yet there were additional challenges. Because while the product is excellent, it’s no easy task to reach their more affluent target. We needed awareness for our products, as well as clever messaging to differentiate our product offerings from the everyday.

Next, we developed consumer engagement ideas for the brand that were both introductory and promotional. Our crowning campaign achievement was a national e-mail promotion we built with Groupon, which resulted in nearly 7000 purchases and created a database we can use in future promotional efforts.

Of course, we built the brand a consumer-facing e-commerce website, as well as a comprehensive advertising campaign featuring both digital and traditional executions.

We made Clink part of a bigger celebration, one that called for raising a glass to endless lesser-known – but arguably more epic – occasions. Those moments in life where an ordinary glass just won’t do. The new campaign, and the results, were definitely cause for celebration.

From branding to measurable promotion, a highly successful partnership. #We’llClinkToThat.

Cincinnati Children’s is held in high regard in the community, considered to be a true local gem. But being a prestigious hospital creates the unintended and false perception that the institution doesn’t require donations to maintain its standard of excellence. The task was to remind Cincinnatians how important the hospital’s work is, and why it is worthy of one’s hard-earned money.

To create energy around the new location, we encouraged everybody to “Give Like Wild.” Based on that concept, we created a comprehensive campaign, including event graphics, outdoor, social media, website redesign, shirt design, and a video, encouraging everyone to join the walk and give.

Our campaign featured real Cincinnati Children’s patients and photos of zoo animals. Messaging was engaging and fun. Headlines invited people to “Walk, waddle, hop, skip, gallop.” Communication was simple and impactful, creating a unified message across the city.

And the result? Beast mode. The people of Cincinnati and Northern Kentucky stepped up and close to $900,000 was raised for a very important cause. That was a step in a very important direction.