The Power of a Compelling Brand Story
While our clients come to us for a wide variety of creative services, nearly all of them struggle with clearly and persuasively communicating the value of their product or service. Of course, that isn’t to say founders don’t know why they started their business. Rather, it’s an owner’s closeness to their brand—their passion for the work and intimate knowledge of their company’s history—that often prevents them from seeing it from the perspective of a new customer.
From industry leaders to first-time entrepreneurs, we’ve tackled this challenge for businesses of all sizes—and across countless industries. Below, you’ll read about a healthcare company bringing hospitality to an impersonal industry, a leader in sun-protective hats trying to differentiate between two different sister brands, and a local bar reimagining the environment in which we enjoy craft cocktails. In each case, crafting a compelling brand story required two key steps: First, we had to anticipate and address their customers’ questions. Second, we had to move beyond “selling” to develop branding and creative assets with a deep sense of purpose.
The fourth project we feature is our most recent editorial work—a moving story that too often goes unheard. We had the honor of interviewing Native chefs and entrepreneurs across Colorado, whose businesses are simultaneously rooted in the wisdom of indigenous traditions, while seeking a way forward for these living, evolving cultures.
COPYWRITING, PHOTOGRAPHY & MENU DESIGN | L BAR | DENVER, CO
After working behind the bar at several of Denver and NYC’s award-winning hospitality concepts, L Bar founders Adam Hodak and Alex Lerman saw an opportunity to reimagine the craft cocktail movement in an environment better suited to Denver’s laid-back social scene. We joined the project as the bar was beginning construction, with the goal of developing a cohesive brand story and visual aesthetic. Tapping into the art deco ethos identified by the L Bar team, we developed core brand messaging and press outreach materials, designed a bar menu with custom illustrations, and executed a series of photoshoots highlighting their inventive cocktails.
MEMBER MAGAZINE | PEAKMED LIFE CENTERS | COLORADO SPRINGS, CO
For both individuals and employers, the healthcare landscape has become increasingly challenging to navigate. In turn, many patients forgo the preventative check-ups that help establish long-term health—leading to an increase in ER visits, urgent care and overall medical spending. We were approached by PeakMed, a local leader in Direct Primary Care, to help communicate their relationship-based solution to our healthcare crisis through approachable, human-centric imagery and messaging. A significant milestone in this multi-faceted project has been the creation of a print and digital magazine for prospective PeakMed members—a project that spanned copywriting, lifestyle photography, a new brand style guide and magazine design, including custom iconography.
LOGO DESIGN, COPYWRITING & WEB CONTENT | CARKELLA | BOULDER, CO
As an established leader in stylish, sun-protective hats, Wallaroo Hat Company founder Stephanie Carter has more than two decades of wholesale and e-commerce experience. Yet when it came time to launch Carkella—a line of high-end, brandable hats for resorts, institutions and events—she struggled to find creatives who could differentiate Carkella from its parent company. From a redesigned logo and catalog, to core brand messaging and website content, we were charged with defining the voice and aesthetic of the Carkella brand, while balancing the needs of a dual B2B / B2C audience. By tapping into the luxury ethos of destination travel, we were able to elevate the Carkella brand story and attract an entirely new audience.
EDITORIAL | EDIBLE DENVER MAGAZINE
There are 574 federally recognized Native tribes in the United States—the descendants and inheritors of more than 15,000 years of human history. Yet for those of us who are immigrants—whether first generation or fifth—their history was likely omitted from our education. In turn, the ongoing contributions of Native peoples to our local and national culture have been largely overlooked. At a moment when we are challenged by both climate change and the impact of an unsustainable food system, there is a great deal we can learn from Indigenous culinary and agricultural practices, as well as the ways tribal cultures continue to evolve.
