The perception among business customers is that buying an office chair from Staples is something you do only if you’re on a budget or if quality and style aren't high on your priority list.
That’s changing with the introduction of the Workplace Series, Staples first entry into the contract furniture space. A line of chairs that are great looking, highly configurable and won’t set you back thousands of dollars.
The marketing materials in support of the launch had to telegraph style and quality. We kicked things off with a dedicated landing page, brochures, and a sales video.
Created in partnership with MRM/McCann
Staples has long been synonymous with kids and back to school. We recognized that businesses have a season of their own, we call it “Back to Work”. It’s the start of the new year when companies get organized, decluttered and make a plan so they’re set up for success.
To promote the back to work season, we developed a campaign built on a simple copy construct that quickly communicates how Staples has the answer for whatever pain point your business is faced with. The campaign launched in Q1 with a focus on organization and transitioned into tax season, concluding with a focus on how Staples Print and Marketing Services can help you promote your business. The campaign was applied to every conceivable marketing tactic from website, to email, to in-store signage and circulars.
To celebrate the end of Natan Sharansky’s tenure as Chairman of The Jewish Agency for Israel, we were asked to create a coffee table book as a gift for guests at a tribute dinner. How do you summarize the life of a man who has worn so many hats: freedom fighter, refusenik, Israeli government official, and Medal of Freedom recipient? To add to the challenge, Natan is very humble and hates the spotlight. “He would rather shine the light on others,” we were told. Yet, it was his tribute book we were to write and design. And the dinner to be held at Cipriani 25 in New York City—a far cry from the gulag, where Natan was imprisoned for nine years.
Once we landed on Natan’s iconic Israeli army hat (that we multi-level embossed on the cover) as the symbol for the evening, all else fell in place.
Following a fireside chat with President George W. Bush, the evening wrapped up with a chess match between Natan and Gary Kasparov, Not one of the 600 guests left their tribute book behind—which was very satisfying (and why we only have one copy left).
The Ticket Central website is the entry point for NY Knicks fans interested in season tickets, partial plans, group sales, individual tickets, suites, and lounges.
The site was designed, developed, and launched 4 weeks from start to finish.
The NBA was looking for ways to get all 5 boroughs excited and involved in the 2015 All-Star Game being held in New York City.
David led the new business pitch, winning the assignment from a field of 5 competitors. The key to the pitch's success was the creation of a video that brought the campaign strategy to life.
As a pioneer of liberal Judaism with a 141 year history of firsts, Hebrew Union College-Jewish Institute of Religion's marketing and recruiting materials didn’t reflect the progressive institution they represent.
The challenge was compounded by HUC’s 20-year old brand identity. It looked dated, didn’t scale well, and was designed before digital and social media were such a vital part of marketing communications.
Over the course of a year, Shavrick & Partners provided a host of services ranging from strategy and messaging, brand identity design and development, and the redesign of all marketing and recruitment materials —including email templates, online media, collateral, signage, and stationery.
Each year, NBC Universal runs a national Earth Week campaign that shines a light on a critical environmental issue.
After learning that every year Americans throw out 40% of their food, David led the creation of the #NoFoodWasted campaign. The social media-led initiative incorporated food trucks, appearances by NBC celebs, and custom content that was distributed across all of NBCU's properties.
The Bronx Zoo unveiled its first ever Dinosaur exhibit and ride. Visitors could travel back in time and interact with 15 life-size, hissing, spitting, and growling animatronic dinosaurs.
The Dinosaur Safari was promoted via a campaign that included landing pages, email, banners, out of home, social, radio, and a one-of-kind PR stunt that was launched with a fun video that got nearly 350,000 views. The results were astounding. Gate revenue was up 24% after the campaign launched. Digital media alone earned back $2.61 for every $1invested, or an ROI of 261%.
Invitation to an event celebrating the dedication of the Park Avenue Synagogue's Lifelong Learning Center.
Ignition, the Havas-owned experiential agency, was renowned for its operational and logistic prowess but not its creative product.
After joining ignition as the Executive Creative Director, David’s first task was to rebrand and reposition the agency as a creative force to be reckoned with. The year-long initiative included creation of a new logo, updated credentials and website, and a comprehensive set of visual identity guidelines. The result was a significant improvement in the quality of the creative product, which led to a marked increase in new business wins.
See movies the way they were supposed to be seen... at the theater. Gathr is an innovative service where anyone can choose a favorite movie, request a screening at a local theater or venue and "Gathr" their friends and family to join the show. Users can promote their screening on Facebook. Best of all, the ticket price goes down as more and more people purchase.
David's team did it all: defined the business model, created the identity, the user experience, user interface, and all tech oversight.
Business reinvention was David’s primary focus when he founded Wit+Mind. Case in point...Gallerist, a new way for the affluent to find art.
Gallerist is an ecommerce platform that provides the high-touch service a customer expects from a gallery, combined with the limitless choice that only the internet can deliver. The result is a revolutionary way to buy art online.
The solution included the user experience definition, user interface design, and brand identity.
How does a brand use a mutual love for the game to unite rival fans? During the 2015 NCAA tournament, Coke Zero brought the #OpenToTry slogan to life by blurring the line between enemy and friend.
Before each game, unsuspecting fans from opposing teams were challenged to trade gear, share a few laughs and come together in an unforgettable moment. Hundreds of unlikely bonds were formed. These newfound frenemies were surprised with upgraded tickets, prizes, and of course, an opportunity to be in a TV spot that aired just before tipoff of the Championship Game.
To get investors excited about the Keurig Kold, Keurig’s new premium appliance that produces a cold beverage at the touch of a button, David and his team were asked to create a “wow experience” at Keurig’s headquarters in Massachusetts that demonstrated the drink making experience from shelf to cup. It also had to scream “cold” from the moment someone entered the space.
The solution was a one-of-a-kind glacier wall that cracked opened to reveal an an illuminated iceberg bar accentuated by the Keurig logo created from drink pods.
Leading up to the Sochi Winter Olympics, a social media promotion and custom website kicked off a campaign that invited consumers to send well wishes to their favorite Olympic team or athlete using the hashtag #CheersToSochi.
In Sochi, athletes retrieved their messages at specially designed kiosks, where the messages were custom printed onto wearable ribbons—an encouraging keepsake from their worldwide fans.
How do you shift the perception of San Pellegrino from a special occasion water to a water that makes every day special?
David and his team created a unique CRM program titled "The Sparkling Life". At its heart was the Sparkling Life website, which contained recipes, articles, and videos featuring Gail Simmons and chef Fabio Viviani, of Top Chef. The program also included an email campaign and a monthly advertorial in Food & Wine Magazine.
Agency: Ryan Partnership
The Emmy nominated actor Giancarlo Esposito needed help promoting his new film and directorial debut, Gospel Hill, the story of the son of a slain civil rights activist.
David created the film identity, festival posters, invitations to screenings, and online marketing.
How do you get the attention of a very affluent audience that has limited time and a short attention span? That was the challenge David and his team faced when asked to introduce CitationAir, a new fractional jet service owned by Cessna.
The solution was a sophisticated new website, followed by a new premium collateral system, and an impossible-to-ignore, mailing. An exclusive group of high-value prospects received an iPod, pre-loaded with a custom app and video message from CitationAir’s CEO. Even the most jaded of the jet-set clientele found it hard to ignore the mailing, and sales quadrupled.
Agency: Ryan Partnership
Mead Five Star makes the most popular school notebook; their products are also the most expensive. How do you convince teens and their parents that Five Star's quality is worth the extra cash?
You start with the number-one percussion team in the U.S., replace their drums with Five Star school supplies, and then add a percussion track created exclusively with sounds generated by Five Star products. The resulting 30-second spot ran on MTV and Nickelodeon. The campaign was extended to banners, games, Facebook, YouTube, and print.
Agency: Ryan Partnership
Some smart marketers saw a gap for a niche deal-of-the-day site. It would be solely for modern moms, hyper-local, highlight small businesses, and promote offers specifically for children. And it would have to happen fast. From scratch.
A flawless take-off for Little Birdie. David got the business off the ground, covering everything from the name itself to the visual identity, ‘brand tone of voice,’ and sign-up and social strategies. A fully-functioning site, print and banner advertising materials, and a full complement of social tools were all delivered on time and under budget to an over-the-moon client.
Over a long career, David has designed brand identities and logos for a vast number of companies in a broad range of categories. This is just a small sampling.