LogMein > GoTo
\\ target audience
IT Decision Makers, Business Leaders and Customers
\\ business goals
LogMeIn needed a stronger personality with more energy
Launch the new brand globally
\\ design goals
Develop a brand and associated visual expression that stood out in the tech sea of sameness.
Create a complete design system that could be flexible and scalable and work seamlessly across all channels.
\\ process
Undertook a significant design exploratory phase to develop and confirm design solutions for every channel. Developed all templates, photo libraries, icon libraries, and guidelines.
\\ results
Brand awareness up 15%
\\ channels
Social | print | digital | video | OLV | OOH
\\ take a look
Design exploratory >>
Brand Guidelines >>
goto.com >>
GoTo
\\ target audience
IT Professionals, Business Leaders / IT Decision Makers
\\ business goals
Position GoTo as the champion of IT pros highlighting their achievements, critical role in supporting business, and unique challenges while amplifying their successes.
Drive web traffic
\\ design goal
Use this “holiday” as a moment in time to celebrate the critical contributions of IT pros, and show our understanding of their unique situations/challenges in an fun and engaging way.
\\ results
Over 55k impressions, 2k+ engagements which was 370% of the KPIs
GoTo
\\ target audience
IT Decision Makers, IT Leaders and Business Leaders
\\ business goal
Drive awareness of the GoTo brand through its products
\\ design goal
Develop a compelling testimonial, while showcasing our product
\\ media
owned channels
GoTo
\\ target audience
IT Decision Makers
Business Leaders
\\ business goals
Increase brand awareness
Grow brand consideration/preference
Drive web traffic
\\ design goal
Develop short, fun spots that are designed to capture attention, acknowledge the human side of GoTo audiences, and show GoTo is there for both their ups and downs.
\\ key messages
GoTo understands IT challenges – and the moments of joy when those challenges are solved.
GoTo offers an all-in-one solution can help SMBs maintain their essential connections to customers and employees.
\\ results
Actively contributed to increase of over 15% brand awareness
\\ channels
Paid Media | Social
Rescue by LogMeIn
\\ target audience
IT Leaders and decisions makers, Business Leaders
\\ business goal
Position Rescue as a remote support solution that has powerful in-session features, advanced security capabilities, and ample customization options, to deliver fast, frictionless technical support.
\\ design goal
Develop an evolved, contemporary, breakthrough creative platform that positions Rescue as a secure, enterprise solution
Create assets to support re-launch of product
\\ channels
Social | digital | video
LogMeIn
\\ target audience
IT leaders, IT decision makers, business leaders
\\ business goal
The “Be Limitless” platform and campaign was developed to differentiate the LogMeIn brand and underscore our passion for empowering customers, partners and employees.
\\ design goal
Develop a brand platform and associated campaign that declares our company ideals, drawing from our brand’s DNA.
\\ results
Brand Awareness +7pts
Search activity +226.3%
\\ media
Media buys across 7 countries
Social / OLV / OOH
Internal launch / owned channels
LogMeIn
\\ target audience
Prospective LogMeIn employees
\\ business goals
Build brand awareness for the LogMeIn Employer Brand, leveraging our unique employer value proposition while showcasing dynamic employees and roles.
Drive an aligned external messaging system that educates, inspires, and convinces top subject-area recruits to consider LogMeIn as their future employer.
\\ design goals
Develop a differentiated campaign creative platform to anchor recruiting efforts.Z
Hierarchical visual framework that enables assets to be scaled contextually.
Showcase our employees across key recruiting disciplines.
\\ results
251% increase in new users to the LogMeIn careers page
93% increase in visits to the LogMeIn careers page
53% increase in LinkedIn followers in 4 months
\\ media
Search | OOH | Social | Display
GoTo Meeting by LogMeIn
\\ target audience
IT Buyers, Consumers and Business Leaders
\\ business goal
Drive awareness of the all new, completely redesigned, easy to use GoTo Meeting
\\ design goal
Go big, go bold, be impactful
\\ results
The campaign contributed to quarterly sales goals
\\ media
Airport OOH / Internal
GoTo
\\ target audience
IT Buyers and Business Leaders
\\ business goal
Create awareness and generate leads for GoTo Essentials, a bundle offer comprised of GoTo Resolve and GoTo Connect for SMBs
\\ design goal
Develop an impactful multi-channel campaign that drives leads and aligns with TFW platform
\\ results
Drove funnel performance for new SKU
\\ channels
Paid Media | Social
LastPass by LogMeIn
\\ target audience
Multiple audiences: visitors, brokers, employers, members, providers
\\ business goal
Evolve the LastPass brand position and visual expression
\\ design goal
Create an evolved visual expression that is contemporary, modern, and unique within the industry.
\\ results
A comprehensive visual platform/design system was developed that set the stage for the LastPass brand moving forward.
LastPass Brand Guidelines >>
Grasshopper by LogMein
\\ target audience
Grasshopper customers and prospects
\\ business goal
Evolve the Grasshopper brand
\\ design goal
Bring Grasshopper into “today” by evolving the visual expression of the brand to be consumer focused, modern and tech first.
\\ what was created
Completely evolved visual system and launch campaign assets
\\ results
Just launched
Santander
\\ the idea
Show consumers how easy it is to waive the monthly fee with the Santander Simply Right Checking Account with unique objects supported by clever headlines
\\ target audience
Consumers in the market for a new checking account
\\ integrated multi-channel campaign
social | digital | mobile | merchandising | print | ATM | email
\\ business goal
Drive acquisition of the Simply Right Checking account
\\ campaign goal
Generate awareness and communicate key benefits
\\ key message
A checking account that makes it easy to waive the monthly fee
\\ results
The campaign created demand for the account resulting in over 30,000 accounts booked in the quarter
Santander
\\ the idea
Use positive, active adjectives to demonstrate the interaction between things that are important to a student and the benefits of Santander Student Checking. It ties a student’s lifestyle needs into the necessity and value of their having this terrific financial instrument at
their disposal.
\\ target audience
College freshman
\\ channels
social | digital | mobile | merchandising | print | ATM | OOH
\\ business goal
Promote Student Checking Account to drive acquisition.
\\ campaign goal
Convince college freshmen starting their college careers as well as returning upperclassmen to open a new Student Checking Account with Santander.
\\ key message
A checking account that is designed to match their life.
\\ insights
Freshman students are entering a major life change as they face the adventure of college and/or university life. It doesn’t matter what
their way of life is; their way of life is their own. What does matter is that we recognize their individuality, and market to them in positive, meaningful ways. Their one commonality is their need for funds and a checking account and debit card.
\\ results
The campaign created over 18,000 new student checking customers
Santander
\\ target audience
Prospects and existing customers in the market for a credit card
\\ channels
social | digital | mobile | merchandising | print | ATM
\\ business goal
Cross-sell existing and acquire new customers
\\ campaign goal
Drive demand for one of the three Santander credit cards based on customer need
\\ key message
Bravo: A great rewards card with rotating categories
Sphere: Transfer your balance with a great introductory rate
Ultimate Cash Back: Maximize you cash back rewards
Christine Neville - Olympic Sailing Campaign
\\ the idea
This was a collaboration with my Laser racing friend, neighbor and copywriter Joe Berkeley.
Aside from passion, training for the Olympics in a sailboat takes a lot of time on the water and it takes a toll on your boat and your gear. And gear costs money... so we developed a grassroots fundraising campaign to get Christine to the World Championships (Olympic Qualifier) in Santander, Spain.
\\ target audience
Newport, Rhode Island sailing community
\\ results
Christine reached her fundraising goal and went to Santander but didn't do well enough to make the Olympic team
Hull is not a Runway
\\ the idea
This was a collaboration with my friend, neighbor and copywriter Joe Berkeley.
Drive awareness of the need to call Massport and complain about airplane noise.
\\ target audience
Hull, Massachusetts residents
\\ results
Calls to Massport increased 300% during the campaign
Tannermatic
\\ target audience
Motorcycle racers, enthusiasts and collectors
\\ business goal
Generate awareness of custom composite fabrication solutions and performance engineering by Matt Tanner owner of Tannermatic
\\ design goal
Develop a set of ads that showcase the work that Tannermatic can do for you if you want an edge, whether it be aesthetic or for improved performance
\\ results
Landed several new clients through increased awareness
\\ channels
Social | print | digital
