October 2006 – December 2007 | Creative Branding and Design Consultancy
: Strategy through Story Telling
: Start-up Brand Framework Development
STRATEGY THROUGH STORY TELLING: TEAGUE: ZUNE (abstract)
Creative Strategist and Story-teller, Microsoft Zune Accessories:
Teague Design of Seattle, Washington brought me in to help them develop and tell the story of Zune branded accessories. My role was to work with the design team and articulate for them what the brand was about and to make sure that the work reflected the accessory story that was being curated and developed for the initial client presentation. During this time I developed the story platform that accessories should focus on the unique position of creating an experience that was analog (or human) and social versus one that was digital and personal. It was my belief that “analog” complimented the “social” aspect of the Zune brand. By focusing on analog, the branded accessories experience is meant to become more tactile, warm, bold, honest and a bit whimsical in its character.
STRATEGY THROUGH STORY TELLING: TEAGUE: ROCKWELL-COLLINS (abstract)
Creative Strategist and Story-teller, Rockwell Collins:
Teague Design of Seattle, Washington asked me to help them develop and tell the story of a new strategy that moved Rockwell Collins from a focus in heavy jet avionics to migrate to the disruptive category of Very Light Jets which anticipated a massive growth opportunity in the following years.
START UP BRAND FRAMEWORK DEVELOPMENT: SENSIC MARKETING (abstract)
SENSIC, New Sensory Marketing Agency:
SENSIC was a new brand that creatively directed and led the strategy on. The essence of the company was about Sensory Branding, the idea of creating “physical” user experiences by touching as many of the five main senses as possible. On this page is demonstrated the Brand DNA articulation (1) and three visual themes (2. O/E Notebook, Sensory Modern, and Experiment Log) of which one would later be developed into the brand visual identity.
Clancy Boyer can be contacted at: (937) 944-3631 or firstname.lastname@example.org