GreenKey Real Estate

Big Idea: Brand sustainable real estate company as GreenKey Real Estate
and introduce the tagline “The Natural Way Home”

Agency: Waterseed
Media: Indentity, Tagline, Business System
Role: Concept, Copy, Design
 The Evergreen Group

Web Site

Business Card

Direct Mail Postcard

Big Idea: Introduce the nation’s first sustainable business brokerage as an action-oriented
company that helps Buy, Sell, Value and Grow green enterprises

Agency: Waterseed
Media: Corporate Branding, Web Site, Advertising, Direct Mail
Role: Brand Strategy, Creative Direction, Design,
Identity, Information Architecture, Copy Writing, Tagline
 Bridgeway Media Group

Big Idea: Brand Bridgeway Media Group with an indentity system - logo and tagline -
that conveys infinite possibilities, expanding horizons and an entryway into the future.

Agency: Waterseed
Media: Corporate Branding, Stationary, Business Cards, Web Site
Role: Brand Strategy, Creative Direction, Design,
Identity, Information Architecture, Copy Writing, Tagline
 United Parcel Service

Big Idea: Motivate UPS employees to “UpStretch” and reach new heights
by up-selling and enhancing customer service

Agency: Bravanta/Waterseed
Media: Employee Incentive Promotion
Role: Strategy, Naming, Design
 Dos Equis

Big Idea: Move brand “beyond burritos” via a socially responsible web campaign
and online promotion designed to promote a revolution of mind, body and spirit

Agency: Better World Branding

Media: Consumer Web Site, Online Promotion
Role: Strategy, Creative Direction, Design Concept,
Information Architecture, Copy, Tagline
 Semifreddi’s


SEMIFREDDI’S SAYS:


BERKELEY 3O84 CLAREMONT AVE. 510.596.9942 KENSINGTON 372 COLUSA AVE. 510.596.9935
EMERYVILLE 4242 HOLLIS ST. 510.596.9934

Big Idea: Brand bakery with the tagline “Silly Name. Serious Bread.”
and playfully execute that idea in outreach communications

Agency: Waterseed
Media: Tagline, P.O.S., Advertising
Role: Strategy, Graphic Design, Copy
 Jamba Juice

Big Idea: Re-introduce Juice Club as Jamba Juice

with consumer lifestyle and popular culture-based advertising.

Agency: Beren & Fernbaugh

Media: Pitch Creative – Print /Outdoor
Role: Strategy, Design Concept, Copy Writing
 Del Monte

Big Idea: Launch Fruit Smoothie Blenders product with fun, high-impact headlines and
colorful, package-reinforcing visuals in newspapers across the country

Agency: McCann-Erickson
Media: Print Advertising
Role: Strategy, Design Concept, Copy
 Banana Republic

SWEET DREAMS ARE MADE OF THIS.

GET A GOOD NIGHT’S SLEEPWEAR.

LADIES AND GENTLEMEN,

JOHNNY CASHMERE.

S TO C K O P T I O N S , T H R E E W E E K ’ S VAC AT I O N &

C A S H M E R E F R I DAYS .

Big Idea: Promote Banana Republic’s sleepwear and cashmere collections with playful sophistication

Agency: Better World Branding

Media: Web Banner Advertising
Role: Concept, Copy, Design
 Microsoft

Big Idea: Extend iconographic and parenthetical-thought branding developed

by Weiden & Kennedy in Wall Street Journal print advertising

Agency: Cohn & Wells

Media: Direct Response Print Advertising
Role: Strategy, Art Direction, Copy
 Microsoft

Big Idea: Extend iconographic and parenthetical-thought branding developed

by Weiden & Kennedy in direct response print advertising

Agency: Cohn & Wells

Media: Direct Response Print Advertising
Role: Strategy, Design Concept, Copy
 Microsoft

Big Idea: Persuade IT professionals to deploy software by conveying the ease of which
MS Transaction Server helps networkers build server applications

Agency: Cohn & Wells

Media: Direct Mail Brochure
Role: Concept, Copy
 Microsoft

Big Idea: Persuade small business owners to purchase Office 97

with clever and compelling benefit-driven copy

Agency: Cohn & Wells

Media: Direct Mail Brochure
Role: Concept, Copy
 Cisco Systems

Big Idea: Empower “mad scientist” IT managers with “world-controlling”

equipment via direct response print campaign

Agency: Cohn & Wells

Media: Direct Response Print Advertising
Role: Strategy, Design Concept, Copy
 Cisco Systems

Big Idea: Relieve “worn and weary” IT managers with

“therapeutic technology” via direct response print campaign

Agency: Cohn & Wells

Media: Direct Response Print Advertising
Role: Strategy, Design Concept, Image Research, Copy
 AT&T Wireless Services

Big Idea: Promote features of AT&T Digital PCS with benefit-driven wordplay

Agency: McCann-Erickson
Media: Print Advertising
Role: Strategy, Copy
 Nth Power

Big Idea: Enrich company branding by evolving logo mark, modernizing colors,
introducing new tagline and re-writing and re-designing the corporate website

Agency: Waterseed
Media: Branding, Identity, Web Site
Role: Brand Strategy, Creative Direction, Design Concept,
Information Architecture, Copy Writing, Tagline
 Regale

Big Idea: Position Regale as the industry leader

“Revolutionizing the Art & Science of Packaging Design”
by “Rethinking the Design,” “Reinventing the Technology,”
and “Repackaging the World.”

Agency: Cymbic Interactive

Media: Branding, Corporate Web Site. Flash Promo
Role: Brand Strategy, Information Architecture, Copy Writing
 UTStarcom

Big Idea: Re-position leading telecom company as offering tomorrow’s

technology today by exploiting existing “cutting-edge” logo and introducing
five brand tenets – Innovative Technology, Invaluable Investment,
International Scope, Interpersonal Service and Integrated Solutions

Agency: Cymbic Interactive

Media: Branding, Web Site, Collateral
Role: Brand Strategy, Competitive Research & Analysis,
Creative Direction, Design Concept,
Information Architecture, Copy Writing, Tagline
 BoostWorks

Big Idea: Brand company and their products as “Fuel for Faster Networks”
and create a “service station-themed” trade show event

Agency: Kimball Group

Media: Corporate Branding, Web Site,
Trade Show, Direct Mail, Advertising
Role: Strategy, Creative Direction, Design Concept,
Information Architecture, Copy, Tagline
 Toyota

Big Idea: Encourage college graduates to “Take The Wheel” and apply
for management careers with Toyota Motor Sales USA

Agency: TMP Wordwide

Media: Recruitment Collateral
Role: Strategy, Concept, Research,
Content Management, Copy, Theme Name
 Naming & Nomenclature

CircleSpark Education
New name for Developmental Studies Center,
a K-8 publisher developing interactive,
social skill-building education programs

GoSwIRL
New name for IRL Networks,
an Internet and “In Real Life”
social networking service

Grassroots Bridges
New name for Marin County
Grassroots Leadership Network

DreamHome Media
New name for Design Center Solutions,
a media firm servicing the homebuilder industry

GreenKey Real Estate

Bay Area sustainable reality company

Waterseed
Brand enrichment, marketing
and design firm
 Taglines & Themes

Greenkey Real Estate

The Natural Way Home

The Evergreen Group

Guiding Sustainable Business
Through Evolutionary Change

CircleSpark
Whole-School Education. Whole-Child Enlightenment

Bridgeway Media Group

Expand Your Digital Horizons

Vyyo
Wireless Liberty for All

BoostWorks
Fuel for Faster Networks

California Forest Futures

Retain. Sustain. Gain.
 Nth Power
Energy. Vision. Capital.

UTStarcom
Next Generation Network Technology. Now.

KickFire
Make Great Marketing Together

Dos Equis
Live the Revolution!

Waterseed
Look. Speak. Grow. Bigger & Brighter.

Pete’s Wicked Ale

Seek the P.E.A.K.
(Perks. Enticements. Awards. Kudos.)

Del Monte
Fruit Smoothie Blenders
Real fruit. Real convenient.
Just add ice and blend.
 Lawyer In Your Corner
Online legal advice and referral service

KickFire*
Collaboration-enhancing, online
marketing tools and services
*in collaboration with Idiom Naming

Longhair Activities
Music industry-focused
marketing and design firm

Plantique
rare plants and antiques boutique

Sounds Delicious!
Interactive/experiential
music-themed restaurant

Splat Goodies
Speciality pudding, mousse
and “creamy” dessert shop

The Shower Gallery

Customizeable shower curtain
and decorative bath product
 Semifreddi’s
Silly Name. Serious Bread.

Osh-Kosh B’Gosh
What Would You Do with
9 Pockets and a Loop?

Lawyer In Your Corner

Advice anytime.
A good defense when you need it.

iPrint.com
iPromote your Business.
iPersonalize your Life.

Kaiser Permanente
The Vision to Lead.
The Experience to Succeed.

Regale
Challenge Us

United Parcel Service

UPStretch!