Real Thread is arguably one of the best screen printers in the world. Using a specialized ink, they have mastered the difficult craft of making retail quality t-shirts (think J. Crew or Gap) for private companies (anyone from Google to a local plumber).
In 2014, I was brought on as a central piece of a marketing team to help accelerate Real Thread's already expansive growth. During my time at Real Thread we moved from a mechanic's garage to a 15,000 square foot warehouse, traveled coast to coast for screen printing tours, quadrupled our social media reach and launched the best screen printing content...well....ever. My role oversaw social media, partnerships, conferences, blogs, newsletters, videos and podcasts.
My time with Real Thread connected us with world famous designers, placed us with huge digital press and doubled the growth of this amazing company.
VIDEO STORYBOARDING AND DIRECTION
Shot for shot storyboarding, scriptwriting and creative direction all highlighted Real Thread's "secret sauce".
A touch of strategy and consistently good pictures led to significant growth in Real Thread's social media.
Started in 2012 as an experiment between myself and a longtime friend, Emissary Studios blossomed into a full-fledged recording studio based in Downtown Orlando. Emissary Studios has been the launching point for incredible artists like JMR and Kids.
As a co-founder and partner at Emissary Studios, I was in charge of bringing in the talent to make the vision of the studio a reality. From business minds to innovative producers, my role was to create the team to make the studio dream a reality and bring in the clients they worked with.
As the company grew, so did our roles. In the end I oversaw all marketing, sales and communications staff. In my off-time I assisted in production and songwriting.
Our studio was bought in early 2014, but still continues in name as our head producer, Jeremiah John Dunlap, creates incredible records.
From the digital brand to the studio lighting, all creative elements of Emissary Studio were carefully crafted for artist's success.
RECORDING + DEVELOPMENT
"Pioneer of Your Heart", which was recorded and developed at Emissary Studios, exploded in popularity racking up over 300,000 listens and the launch of an artist to Republic Records.
An overnight success doesn't happen overnight. Wondermade is proof of that.
Wondermade, a gourmet marshmallow company, was birthed by Nathan and Jen Clark. After months of perfecting their brand and product, they brought me on to help tell their story and increase their accounts.
During my time at Wondermade, we gained 50 new accounts. Delicious mallows, slick wording and incredible branding landed placements with Martha Stewart, Country Living and Uncrate. These placements ultimately brought us to major retailers around the world.
My time at Wondermade consisted of strategic marketing, creative direction, account management and the creation/consumption of tens of thousands of marshmallows.
VIDEO STORYBOARDING + DIRECTION
Sourcing a talented film crew, building a strong script and delivering shot for shot direction showcased Wondermade's quirky charm (and brought in over 40,000 views).
Translating Wondermade's story to new accounts was integral in building Wondermade's brand and developing a wide-reaching network of stores...fast.
Digital placement on sites like Martha Stewart's brought thousands of new visitors to Wondermade.
Coordinating features with Uncrate shortly before Thanksgiving resulted in massive holiday sales for Wondermade.
Children's Home Society of Florida is one of the nation's best kept secrets. In the past 100 years, their organization has changed how foster care, adoption and counseling are done.
The vibrant essence of this company was lost in a stale, confused brand. Struggling to translate their story to donors, employees and clients, they brought on an agency (Findsome & Winmore) to discover their voice.
I was called on to lead the brand research team within the agency. During this time, I executed 35 interviews, compiled 2,000 pages of research and sifted through 250 hours to help identify the brand's story.
In their 100 years of service, CHS had developed a complex and profound story. It was my job to uncover it. Speaking to 35 people across 6 cities, my team cultivated an environment that honored confidentiality and welcomed honesty. It was during emotional interviews with executives, employees and clients that we began to understand what the brand was and what it was becoming.
Sifting through 250 hours of materials, I led the effort to bring quantitative research out of a flowing narrative. Transcribing interviews, conducting surveys and refining massive data we made the intangible, tangible. Our tidy research was directly responsible for the development of the brand's core tenants.
Coming out of the research stage, we transitioned static data into a vibrant story. Working with the design team, we used research points as narrative arcs in the brand presentation. It was this presentation that resulted in the championing of the brand by this 5,000 person organization.
Working directly with CHS' executive team and the agency strategy team, I used key research points to help transition CHS to their new brand. This included strategy reinforcement, material development and in-office counsel.
FarYoung // Abt. Lst. Nt.
In FarYoung's short history, they had seen labels tease, members leave and adulthood arrive. On the verge of a rebrand, they arrived in Orlando to kickstart their fanbase.
I was approached by the agency Findsome & Winmore to lead a team of designers, developers, social media specialists and PR professionals to grow their brand.
With a well-capitalized backer and a hunger for growth, we used smart ads and betters content to launch FarYoung into their next venture as Abt.Lst.Nt.
Assessing the Brand
FarYoung came to us with an outdated image. Going into their 20's, the band was out-of-touch with who they were becoming.
Assessing market trends and evaluating the direction of the band, we worked with a stable of creative contractors to reimagine the band as they moved into their early 20's.
Branding & Identity
Managing the design team, we provided a rebrand that encompassed FarYoung's new direction.
Directing a stable of five photographers, FarYoung's visual presence was refined to draw and keep followers.
Without the ability to release new original music, our team used smart content and reinvigorated covers to launch the band back into the public eye.
Our content strategy led to an increase in social media interaction from 50,000 to 700,000 interactions per week. The resulting boost was instrumental in FarYoung selling out venues and touring nationwide.
Focused ads and creative content led to growth from 50,000 to over 300,000 followers across social media accounts.
Please note: FarYoung rebranded as Abt.Lst.Nt. and carried over all followers.
Transition to Abt.Lst.Nt.
At the end of our 6-month contract with FarYoung, they were at their highest following and engagement in the band history. Taking this success, they moved to L.A and transitioned to become Abt.Lst.Nt.