CONTRIBUTIONS: Brand analysis, strategy, brand message development, copywriting, copyediting
An independent graphic designer came to me, asking me to partner with him on a website for Cornerstone Composites, a local composites manufacturing company. The designer knew he needed a brand strategist to develop a solid message and write all the copy for the website.
After extensive conversations with company leadership, ideation sessions, and poring over existing marketing materials, I identified that Cornerstone Composites wished to differentiate itself as a strategic solutions partner, not just a vendor (as many other companies in the space were comfortable identifying). I proposed a campaign built around the concept of “Stronger Solutions,” and wrote all the website copy after the concept was green-lit
My designer friend delivered a superior website product, and Cornerstone Composites began to differentiate itself for its strategic edge.