brand positioning
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naming
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creative direction
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brand strategy
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brand messaging
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campaign strategy
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brand architecture
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experience consulting
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brand positioning — naming — creative direction — brand strategy — brand messaging — campaign strategy — brand architecture — experience consulting —
proof of concept
I’ve been lucky enough to help create and grow some of Austin’s most iconic lifestyle brands. Below are a few project highlights of some recent work. An in-depth portfolio is available upon request with a confidentiality agreement.
Rambler Sparkling Water
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It’s the Minerals!
Rambler Sparkling Water is a homegrown Austin brand born out of the Guerilla Suit conference room. In my 6 years at GS, I helped grow the company from 1 SKU to 6 SKUs, guiding marketing strategy, product development, creative direction, photography and packaging production. Rambler is truly my baby, and I’m so proud of the work we’ve done together.
Working with: Guerilla Suit
Photo Credit: Guerilla Suit & Clay Grier -
Brand Positioning, Copywriting, Product Development & Line Extension, Marketing Consulting, Creative Direction, Photo & Video Production, Merchandise Production, Packaging & Print Production, Web
Equipment Room
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Profound Sound
Tucked away just off South Congress, you might miss Austin’s first high fidelity vinyl listening bar from the teams behind some of Austin’s most iconic hospitality concepts. Inspired by the classic Japanese kissaten, we created Equipment Room, a profound sound experience combining state of the art sound systems, a world-class record collection and quality cocktails in the basement of the Hotel Magdalena.Working with: Guerilla Suit
Photo Credit: Guerilla Suit -
Brand Positioning, Naming, Copywriting
SXSW
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A Global Reframing
As a native Austinite, SXSW was a bucket list client. In 2019 that dream became a reality. Guerilla Suit was lucky enough to be SXSW’s agency of record for 5 consecutive years, creating annual strategic event themes and developing corresponding Key Art to promote and decorate the events each year. Seeing artwork you helped create flanking world thought leaders and celebrities continues to be surreal.
Working with: Guerilla Suit
Photo Credit: Guerilla Suit -
Trend Forecasting, Strategic Theme Development, Copywriting
Uptown Sports Club
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Be a Sport!
James Moody and Aaron Franklin had a long-standing dream to convert an iconic abandoned building into an East Side institution, and as the East Side evolved, so too did the vision. Believe it or not, East Austin wasn’t always home to office buildings and luxury apartments, but as it became more and more populous, East 6th needed a neighborhood all-day joint. We positioned and developed a New Orleans-inspired brand that taps into the history of the building and caters to the ever-changing landscape of East Austin where people live, work and play.Working with: Guerilla Suit
Photo Credit: Guerilla Suit & Nick Simonite -
Brand Positioning, Concepting, Copywriting
Epic Western Cocktail Co.
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The Genuine Article
As a Texan and a tequila snob, I know a good Ranch Water when I taste it. In an era marked by yucky malt beverage Ranch Waters, three friends brought in their RTD Ranch Water sample with real tequila from Mexico and we were more than excited. That first sample was out of this world and it only got better. It was both a blank can and a blank canvas. We developed a brand around their commitment to quality, integrity and doing things the right way even if it’s the hard way. From 1 SKU to 4 SKUs, the brand has become a staple in customers’ refrigerators.Working with: Guerilla Suit
Photo Credit: Guerilla Suit -
Brand Positioning, Naming, Copywriting, Product Development & Line Extension, Packaging & Print Production, Experiential Production, Marketing Consulting
Albert Hotel
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The Soul of the Hill Country
Hospitality group New Waterloo brought us an exciting, first-of-its-kind concept for a hotel on Main Street in Fredericksburg. A modern monolith, our challenge was to create a brand that tied the contemporary architecture to the rich history of the area, anchored by the hotel’s namesake, Albert Keidel. An eccentric architect heavily influenced by European finery and rugged Texas sensibility, we used Albert’s story as our North Star, creating a layered, warm complex brand expression throughout every touchpoint.
Working with: Guerilla Suit
Photo Credit: Guerilla Suit -
Brand Positioning, Copywriting, Food & Beverage Concepting, OS&E / FF&E Consultation, Collateral Production
LALO Tequila
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The Spirit is Pure
LALO approached Guerilla Suit with a bottle label and a dream to become a household tequila name in Austin and beyond. As the grandson of Don Julio himself, we knew Lalo and his team had liquid gold. At the time, a high-quality blanco sipping tequila at an affordable price point wasn’t well understood in the states. We helped position LALO as an affordable luxury, bringing the brand to life through strategic partnerships, gifting suites, sales collateral, photography and a website.
Working with: Guerilla Suit
Photo Credit: Guerilla Suit & Clay Grier -
Copywriting, Marketing Materials, Photography, Web
East Side Pies
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Austin Style Pizza
East Side Pies was opening a new brick and mortar sit-down joint, and as Austinites we felt like the perfect match to help them evolve their brand. They needed help positioning themselves, as they were getting lost in the shuffle between trendy pizza restaurants and classic to-go staples. Between their signature cracker crust and chef-driven approach to ingredients, we knew we had to put them in their own category, so we invented one: Austin Style Pizza.
Working with: Guerilla Suit
Photo Credit: Guerilla Suit -
Brand Positioning, Copywriting, Signage Production, OS&E / FF&E Consultation
Zanzibar
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Seven Stories Up and a World Away
Hospitality giant White Lodging approached Guerilla Suit to create a fresh, local rooftop bar concept. With the name Zanzibar picked out, they knew they wanted something inspired by classic Tiki bars. We developed positioning steering them toward a more tropical aesthetic highlighting their unique, transportive arrival experience. Zanzibar is now the most successful bar concept in White Lodging’s portfolio.
Working with: Guerilla Suit
Photo Credit: Guerilla Suit -
Brand Positioning, Copywriting, Print Production, Web