Strategy Overview

Here's the deal with creative strategy: it's best to start at the beginning of a problem but we can jump in at any time because the middle is more often where you find yourself. I offer a process generally referred to as "design thinking" or "user centered design." This method is often applied as a creative way to solve problems, but I specialize in using it to solve creative problems.

Below are a few examples of how I combine design thinking and creative direction to get a comprehensive creative strategy. 

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WORKSHOP               >>

First, I led a 15 person workshop. Workshops are a great way to start tackling a problem and get clear on your next steps. 

See Synthesis and Next Steps packet example. 

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CREATIVE GUIDE       >>

Using the information and output from the workshop, I assembled a creative guide. A creative guide is like a creative brief but it conveys more of the "how" than the "what". See an example here. 

See full creative guide example. 

CREATIVE OUTPUT 1: CATALOG        >>

First, we rolled out a catalog. I oversaw the communication design and overall creative direction. 

See catalog here

CREATIVE OUTPUT 2: RETAIL DISPLAY

Then, we did a 25 store test pilot in retail. I oversaw the development and creative for the roll out.  See how I tested the at shelf experience. 

COMMUNICATING RESEARCH: UNDERSTANDING THE CANCER IN THE CONTEXT OF THE AMERICAN HAITIAN POPULATION MEMORIAL SLOANE KITTERING

Because of the diverse population of residents near the Brooklyn MSK location, doctors need to understand not just about treating a disease, but people with varying and belief systems that affect how they perceive cancer and cancer treatments. 

Product Development and Packaging Strategy // GLADE, SC JOHNSON   

Helping Glade develop a fragrance collection and accompanying packaging for a younger target consumer. 

WHEELCHAIR SELECTION: COMMUNICATING USER NEEDS

CREATIVE GUIDE // VECCO, SC JOHNSON 

FUTURE LIVINg: BLENDING HUMAN ASPIRATIONS WITH ENVIRONMENTAL REALITIES

IDEA 2010, Bronze. Future Living / For a full poster on this project click here and here

The overall goal of this project is not housing that can be built today, or even tomorrow, but housing that will evolve to take advantage of technologies now just in stages of early development. Enlightened response to fast-changing environmental conditions and the new technologies that can deal with them is the goal and the challenge. What will be needed is a new approach to home and housing that integrates support for human aspirations with means for achieving self-sufficiency wherever possible. This project should point the way by projecting the capabilities beginning to emerge from the new technologies in a design for a housing system that could be built in the not-too-distant future.

Project with the Institute of Design, under Charles L. Owen and a 25 person team working over a period of four months. My contributions were in the Personal Development Team and Architecture & Design Team.

PRODUCT DEVELOPMENT PROJECT