Arthaus is a sculpture, not just luxury condominiums. The visionary architects of KPF designed the building to be a beacon in the heart of Philadelphia’s vibrant performing arts district. The campaign brought to life how it would feel to live at the intersection of art and beauty.
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Shortly after 9/11, I launched Lubna | Palestine to combat racist stereotypes of Palestinians, Muslims, and Arabs. Merging my passions for social justice and Palestinian embroidery, I founded a fairtrade accessory and apparel brand inspired by my heritage. We employ Palestinian refugee women in Jordan and the West Bank, where the unemployment rate is over 40%. Each hand-embroidered piece takes 2-3 weeks to complete. We have customers from Denmark to Dubai, and our collection was featured in The International Herald Tribune, Glamour, Marie Claire, Grace, and New York magazines. Boutiques in The U.S., Jordan, Lebanon, and Japan have carried the line.
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CHALLENGE:
Millennials no longer wear pantyhose, rendering the iconic brand,
No nonsense, irrelevant and old-fashioned.
SOLUTION:
Lubna resuscitates and reinvigorates No nonsense by masterminding a 360° overhaul appealing to a Millennial market. The complete rebrand launched with the social media-centric “Between Friends” campaign.
STRATEGY:
“No nonsense” is a mantra by which to live.
TARGET INSIGHTS:
• Emotional Connection
• Evocative Stories
• Community
• Friends
• Causes
RESULTS:
•Big box shelf space was expanded by 11%
• Over 30,000 women entered the social media contest, sharing their photographs, videos, and stories about their No nonsense friendships. • Facebook page jumped from barely 1K to over 50K in 6 weeks
• The redesigned video-rich, editorial style e-commerce site saw a 300%+ increase in sales
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AWARD:
The One Club for Creativity
NJ Ad Club
The residents of Jersey City were still going to Manhattan for their medical needs, and JCMC needed to convince them that not only was the level of care on par with NYC but that you are treated like a neighbor, not a number.
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ADDY
Cyberknife technology has become ubiquitous in cancer care; however, not all treatments are equal; at St. Barnabas hospital, world-class physicians are caring for you, not a machine.
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A new fast-casual chain integrates Turkish, Greek, and Lebanese cuisine. The vision aims to rescue this fresh and succulent cuisine from the stale reputation fostered by uninspired and greasy falafel and gyros stand. In the first month of opening,
Meze Grill drew lines that stretched down the block.
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AWARDS:
Campaign of the Year by the Global Health Care
NY Festivals
Visiting Nurse Service of New York offers state-of-the-art home health care services yet suffers from a lack of brand recognition and awareness. The campaign zeroes in on the emotional vs. the purely promotional. It brings to life that “Oh Sh*t” moment when caregivers suddenly realize they need help and don’t know where to turn.
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Keystone Realty purchased one property comprised of three different buildings with disparate architectural facades connected internally. The challenge was to create a branding program that would tie it all together while tapping into America’s most historic neighborhood on Independence Mall.
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Heads of State is a distinctive limited-edition catalog of artist Gavin Benjamin’s collection of portraits that recast African-Americans as European kings and queens. The large-format catalog was a collectible piece of art sent to collectors, curators, and gallerists.
Holman Enterprises is a billion-dollar business that operates within the automotive industry. They needed to rally over 7,000 employees in 5 countries to embrace their new strategic mission and company values, “The Holman Way.” I put the CEO and Director of the Board on a metaphorical roadshow to bring to life their vision. They broadcast the six videos on the company’s intranet and distributed colorful posters to all their offices.
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Every diabetic testing kit claims that its needles cause no pain. However, BD had created the world’s thinnest needle, and why say it when you can demonstrate it. While experimenting, we discovered the needle pierces but fails to burst a balloon. BD’s claim stood out from the competition. Once the campaign broke, pharmacies sold out of the kits in test markets. The campaign received a New York Festivals Award.
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DIGITAL
Ouidad is the original curl expert with one iconic idea—let curls be curls. This social media campaign empowered women with inspiring quotes that begged to be shared. They saw a 500%- 70% increase in their engagement rates, as women commented, shared, and liked. The Curl Diva contest motivated thousands of women to enter and vote.
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Facing competition from boutique-style hotels, Renaissance needed to upgrade from sterile to stunning. Their communications strategy had to resonate internally with franchisees and externally with consumers. The “Stay Interesting” position and tagline inspired franchises to create “Interesting” hotels and convinced consumers that Renaissance would make their “Stay” Interesting.
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