Landor Associates
Branding
Working with Landor Associates has been a career highlight. Although I’m not at liberty to publicly share the work I’ve done, I can say that I’ve worked on taglines for major Asian banks, naming for a new car company, and branding books. One of my taglines is being used to position a major China-based home goods company to the international market.
The PAE Group
Website copy
Before I worked on it, the PAE Design Talent website was poorly written, in a combination of Germanic English and “Chinglish.” Not only that, the text had poor SEO. To solve these problems, I first analyzed the site’s keywords and developed a strategy for incorporating more relevant keywords into the text. Next, I wrote new copy that told the company’s story quickly and clearly — with a focus on the benefits.
Wrote copy for this Beijing-based builder of businesses. Previously, the company had only a very minimal website, with little information — and almost no visitors. I crafted text that explains the company’s mission and vision, and also communicates some of the company’s quirky style. The outcome was a quick and dramatic increase in visitors, plus many submissions from people interested in working with the company.
What is a media company without a website? Invisible. This was the situation PAE Media was in. They were so busy developing contacts, going to meetings, and producing a television show that they had no time work on their website. Yet they needed one desperately for their credibility. I analyzed their needs and market and wrote copy that supported their business development needs. They now have a site their prospective clients can visit to learn more about them.
NCI
Website copy
NCI is a major leasing company that handles everything from office equipment to vehicle fleets to aircraft. Their customers tend to be medium- to large-sized firms, including Fortune 100 companies, therefore the text needed to be professional and clear. One of the goals was to attract companies entering the Chinese market and explain to them the advantages of NCI’s leasing options. To achieve this objective, I wrote clear and understandable copy that explained the advantages of leasing.
Kessler Group
Pitches and concepts
This booklet was designed to invite PetSmart executives to apply for the new PetSmart Visa after a partnership between PetSmart and WaMu had been completed.
This concept board and direct mail package were created to show Fox Studios potential directions for the new Fox Entertainment Rewards Visa Card.
Welcome kits
This Welcome Kit was designed for new home loan customers. I like the folksy tone, and I love the die-cut rooftops.
Direct mail
I was part of a team that tried to come up with new Direct Mail ideas for WaMu. My Art Director and I came up with this concept, which features a pull tab on the back of the envelope. The Super Card idea is a simple way to communicate the powerful benefits of the card.
Brochures, buckslips, and inserts
These inserts were all part of an ongoing campaign to encourage WaMu cardholders to use their card in order to earn more cash back.
Motivational posters
I like the simple, colorful design and fun headlines of these posters, designed to whip up enthusiasm at call centers.
Newsletter
This short newsletter article is about a colleague’s art work. It appeared in an issue of the Kessler newsletter, The Bridge.