Flyer: The Photic Zone
Client: The Photic Zone
Audience: People who are curious about aquariums, particularly those in management positions in the healthcare industry.
Challenge: Intrigue and entice the general public while resonating with the healthcare industry through secondary messaging.
Tone: Informative, brief, simple, qualified.
Strategy: I speak directly to the audience and instantly immerse them in the vision of owning their own aquarium. I quickly and plainly alleviate any resistance by explaining how all of the maintenance will be taken care of by The Photic Zone. I include secondary messaging meant to target management in the health care industry that explains how aquariums are beneficial to patients and residents. The secondary messaging inspires management to consider buying an aquarium for its health benefits.
Designer: Myself
Sales Letter: Boston Organics (Spec)
Client: Boston Organics
Audience: Office managers, likely in a corporate environment, who are desensitized to corporate media.
Challenge: Compel office managers to subscribe to the Boston Organics program.
Tone: Fun, thematic, metaphorical, amusing.
Strategy: By providing office managers a breath of fresh air from the typical office/corporate tone, I catch and hold their attention with entertaining info on how Boston Organics' snacks would increase team productivity in the workplace. I integrated Boston's history of piracy into the ad for thematic context, which makes the ad especially interesting to those in the Boston area.
Designer: Sean Lewis
Magazine Ad: The 4-Hour Workweek (Spec)
Client: The 4-Hour Workweek
Audience: Young to middle-aged adults. They may be struggling business owners, tired of working in a corporate environment, or eager to live in another country.
Challenge: Convince readers that this book will empower them to achieve their dreams and live a better life.
Tone: Emphatic, revelatory, powerful, determined.
Strategy: Knowing that my readers will likely be discontent with their current circumstances, I leaned into their pain points by adopting a common narrative of being overworked to deeply resonate with their dreams of greener pastures. I guide the reader through an effective range of emotions — from angst, to hope, to relief, and finally: an eager determination to reinvent themselves by purchasing this book.
Designer: Parker Henson
