A Positioning Campaign leverages
the single, most important idea about you, associating it with your client's visceral needs and desires.

 Below are examples of Positioning Campaigns that created unprecedented results,
for they speak directly—and viscerally—to the different ideal clients of each brand.

 

 

CASE STUDIES

 


 

1. MEGAN HARTIG
Actress

PROBLEM
Megan had been working mostly in musical theater and wanted to pursue a film acting career.

SOLUTION
After an in-depth study of the reason why she wanted to change, her audience, her future vision and her ideal audience, we created a Campaign that positioned her as a film actress expert.

Following the Positioning Campaign, her website itself became a movie poster, all her facebook, instagram, twitter and linked-in posts were about movies, she would play with the idea that her life was indeed a movie, talking in movie language, writing in the format of movie-scripts, giving her opinion on new releases, old movies,  and her out-of-the-box ideas about how to partner with directors when acting in a movie, her experiences with different film directors, etc. As she was creating all this content based on her Positioning Campaign, she was LEVERAGING THE ONE IMPORTANT IDEA her campaign was translating, that she was as an "acting for movies" expert actress.

The result is that Megan became known for that. Her website and posts became viral in her industry and she kept getting auditions and important roles with leading film directors, including Hal Hartley - without her having to say a word. 

TAGLINE: "DON'T LET HER EYES FOOL YOU."
 

Business Strategy • Positioning Campaign • Website Design •  Instagram Posts • Tagline • Logotype

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2. LENORABLES
Handbags & Accessories
 

PROBLEM
Lenorables, a high-end line of hand-crafted handbags and accessories had no specific message, language or audience. It was selling to "everyone" so it was reaching no one.
 

SOLUTION

Thought our business strategy tools, we discovered that Lenorables was getting some interesting celebrity attention - which Lenore was totally dismissing as "cute". We then decided to develop a Campaign that specifically positioned the brand as 'made for celebrities' and the go-to brand for elegant, uniquely-designed, one-of-a-kind handbags and accessories. 

Her website featured a paparazzi's camera photographing women who cover their faces with the bags - as celebrities do - showcasing the many different handbag styles.

Aligned with her Positioning Campaign, Lenore's posts were all about celebrity's daily lives, comparing them to anyone's daily lives, posts and articles about which celebrities bought Lenorables, photos of them wearing the bags, curious information about celebrities preferences, opinions on fashion, a quiz on how to become a real life celebrity, apart from articles and manifestos on Celebrity-dom.

Besides giving Lenorables an unique language to communicate to its main audience, it also reinforced the celebrity life-style they so want to reproduce.

The result was a media commotion, she got tons of media attention, free press, free PR, interviews and Vogue, ELLE and a couple of celebrity magazine articles, which instantly and exponentially increased her visibility, her influence and of course, skyrocketed her sales.
 

TAGLINE: "The Paparazzi's Nightmare."

 

Business Strategy • Positioning Campaign • Website Design •  Instagram Posts • Tagline • Logotype

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3. GLOBAL LEADERS TODAY
A platform for millennials to contribute with world issues through a BANK OF ACTIONS.

PROBLEM
Millennials are always ready to "do good" they just don't know HOW.

SOLUTION 
A platform that educates them on HOW they can help the world, the hunger, the homeless, the water problem in the world, the pollution problem, people who need clothing, kids who need education, etc. + and give them means to contribute with their Time, Talents, Desires, Dreams, whithin their each area of interest and expertise. Helping they, themselves to grow.
 

TAGLINE: "WE RAISE ACTIONS, NOT AWARENESS.

Business Strategy • Positioning Campaign • Website Design •  Instagram Posts • Tagline • Logotype

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RMS BEAUTY
Natural, Organic and Raw (no heat) Line of MakeUp products.

Rose-Marie Swift (RMS) is a celebrity make-up artist who had health problems because of the high-end but toxic make up products she was using on her models and herself. She then decided to create her own raw and organic makeup line, RMS Beauty, which wasn't

PROBLEM
When RMS approached us to launch her brand online, her make up line was unknown in the market, it had no celerities, no endorsements, PLUS it had no applicator. And it would be competing with very known brands who did cary applicators. 

SOLUTION
The solution for her was to transform "not-having'an-applicator" into her line's GREATEST BENEFIT. So the launching campaign I created for her website focused on the remarkable fact that RMS Beauty was the ONLY ONE makeup line that could really say it was, not only PURE and ORGANIC, but also RAW (no heat involved on the process). And we represented that, photographing one of her model's hand showing the number one. 

I then tied that image & the product application with the TAGLINE:  
"AS YOU TOUCH PURE, LIVING INGREDIENTS, YOUR VERY TOUCH ACTIVATES THEIR LIFE FORCE."

Full Conceptual Campaign + Branding + Conceptual Website Design


TAGLINE: "SKIN CARE WITH MINERAL COLOR."

Business Strategy • Positioning Campaign • Website Design •  Instagram Posts • Tagline

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LUCIANE LIMA
Author, Life Coach, Founder of Instantaneous Consciousness™

Full Conceptual Campaign + Branding + Conceptual Website Design  

PROBLEM
Luciane Lima is a high-level life-coach specialized in relationships, prosperity spirituality and sexuality. However the term Life-Coach is not widely known in Brasil, so we needed to create a very specific modality that described the vast field of Luciane's work, without using the word coach. 

SOLUTION
After an in depth study of Luciane's core audience - and based on her extremely fast results with all clients, we created a CONCEPTUAL CAMPAIGN that features this immediate transformation - naming it "Instant Consciousness" - and revealing that it's always a person's Soul who's longing for that "Quantum Leap". 

TAGLINE: "YOUR SOUL IS ASKING FOR A QUANTUM LEAP."

Business Strategy • Positioning Campaign • Website Design •  Instagram Posts • Tagline • Logotype


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BRONWEN EXTER
Performer, Singer, Song Writer

Positioning Campaign + Website Conceptual Design

PROBLEM
Bronwen wanted to launch her new album, ELEVATOR RIDE, and also change her image into "elegant & quirky", plus gain more exposure as a pop singer in the New York City Musical scene.

SOLUTION
We created a conceptual website site portraying her in her newly defined style, featuring photos taken of her concerts on the most famous stages of New York.


Business Strategy • Positioning Campaign • Website Design •  Instagram Posts  

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BECO DRANOFF
Music Concept Producer, based in NYC.

PROBLEM
When Beco approached me, he had already been known for years as the Ambassador for the avant guard Brazilian & World Music in the US - and he didn't have a brand.  He wanted an artsy and "über cool" (as he himself defines it) brand that reflected his minimalist and high-end taste and personality.

SOLUTION
First we transformed his famously musical name "Béco" into his brand: a conceptual "logo with an accent" that has a musical note inside every letter. Then I created a minimalist, brand-centered website that reflects his singularly sophisticated taste - featuring his newly created identity.

Strategic Branding + Conceptual Website Design

Business Strategy • Positioning Campaign • Website Design • Logotype


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FLYWHEEL FILM FESTIVAL
Film Festival
 

PROBLEM
Exploring other ways to sell products where the audience is involved in an engaging and artistic way.

SOLUTION
I created the Flywheel Film Festival - an invitation-only festival - and invited 17 communication professionals to participate:  advertising creatives, directors, photographers, journalists and intellectuals. Each made a short film about "TIME" that was connected to the previous and the next short films through a pre-determined transition, forming a loop. 

Together we were 18 directors, 124 actors, 36 musicians and an audience of 400 people on the opening night. From the website I also concepted you can have an idea of how things worked.

Festival Concept + Creative Direction + Conceptual Campaign + Website Design

TAGLINE: "THE WORLD'S FIRST LOOPABLE FILM."

Business Strategy • Positioning Campaign • Website Design •  Instagram Posts • Tagline • Logotype

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