I have over 20 years experience as a Toronto creative director responsible for branding and re-branding organizations and services, including United Way Canada and several Canadian universities. I also get hands-on with product naming and label/package copy, because those 30 words or so are a big, private moment with a consumer, where you can tell your story, claim your difference, and get in their cart. On this page is a wine that I wrote the label copy for; it became the top-selling Ontario-wine the year it launched with a $0 advertising budget — just word of mouth, a great name, and, apparently, the label copy.
I also work with many agencies and clients on their marketing strategies, from brainstorming, to developing and writing positioning options, to presenting to the board. I love finding something powerful about you that no one else can say.
STRATEGIC NAMING: UNITED WAY CANADA
"After 15 years, I finally know what we do." Testimonial from United Way board member after a nine-month strategy and copywriting process that honed UW's dozens of interests into three areas. Copywriting and strategy.
LABEL COPYWRITING: GRAND SPIRITS DISTILLERY
Design: Shawn Murenbeeld
LABEL COPYWRITING: D'ONT POKE THE BEAR WINE, GENERATIONS WINE
Named best new product, 2017/18 Elsie (LCBO) Awards.
Top selling new Ontario wine of 2017-18, with $0 advertising budget. Customers walked into the LCBO, read, laughed, and bought.
Manifest Communications. Creative Direction, Writing. Design: Fei Lu
NATIONAL ABORIGINAL ACHIEVEMENT FOUNDATION OF CANADA (Now INDSPIRE) REBRAND
Manifest Communications. Creative Direction, Writing. Design: Paul Bonsell
MEMORIAL UNIVERSITY (GRENFELL) REBRAND
Manifest Communications. Chief Idea Officer. Creative Team: Paul Bonsell, Trevor Mann, Joe O`Neill
The viewbook (with six different covers) opened like so:
CORPORATE CITIZENSHIP BRANDING
I led the creative development -- branding, copywriting and execution -- on corporate communications citizenship programs for Rogers, Manulife, Shoppers Drug Mart, Canadian Tire and other corporations.