Sonaria: A Whole New Brand
When an existing client was developing a fresh IOT technology solution, they needed help building a brand from the ground up. Like many technology innovations, even the client team wasn’t completely on the same page. We did research with team members and in the industry to quantify what the product was, what customer problems it addressed, and how it would be transformative. Then we developed customer- and industry-facing messaging. Up next was developing a name that was distinctive, protectable, and flexible enough to build a brand around. Our team ideated thousands of ideas before landing on a combination of the root words “Sonar” and “Aria” that encompassed the intelligence and ability to detect and the orchestration of activities. Up next was a visual brand and tagline to give that delivered a technology look and feel, and the beginning of the brand promise to customers. With this complete, we developed some preliminary collateral and trade show graphics to announce the new offering at a key industry event.
Schultz Outfitters: Brand Definition & Messaging
When good friend Mike Schultz started his fly fishing business, he was tapping decades of experience to create a world-class outdoor resource. We helped identify target personas, build messaging to support and appeal to these personas, and bring the brand to life with a dynamic, responsive website. One key insight – fly fishing is a sport of old white guys. And with this target aging out, we needed to identify the next generation angler. As a result, we helped craft messaging to reach women and kids and welcome them to the sport. Now Schultz Outfitters has a nationwide reputation as one of the best in the business!
Fillmore Bar & Grill: Creative & Website
We helped re-brand a local favorite when a new owner took the helm. The previous restaurant was perceived by locals as a “special occasion” destination. The new team wanted to maintain that, but make the Fillmore a more welcoming, accessible, everyday hangout. With completely new decor, menu, and more, the brand needed to reflect the new vibe. We helped with OOH creative development and a new website, as well as a social media presence. The result? A full house on a regular basis. BTW, if you’re in the Ann Arbor area, they have a fantastic happy hour that’s definitely worth a visit!
Ann Arbor Art Center: Overview Video
The Art Center enjoys solid brand awareness in the region. What it’s lacked was effective brand association. While many know about the Art Center, few know all of the amazing things that happen in this incredible organization.
We helped change that. With concept development, script writing, and creative supervision. The result is a powerful short video that showcases this dynamic, thriving institution.
First Congregational Church of Ann Arbor: Rebranding & Creative
Today’s churches are struggling as members get older, and young people are not joining. As soon as we met the team at FCC Ann Arbor, we knew they had something special. They just needed to tell their story more effectively. This unique church is housed in a beautiful, historic building, adjacent to the University of Michigan’s main campus and central to downtown Ann Arbor. But, unlike other longstanding churches, they truly embrace an open, welcoming, non-judgmental relationship with your faith. We helped develop new target personas, messaging, and visual branding. Then we brought it to life with an integrated media plan including OOH, digital, print, and other elements. And, we brought out passion for smart-a$$ copy to this campaign. The church now sees increased attendance, growing membership, and a strong connection with its current members. We even helped with communications to support their first capital campaign in over two decades – a rousing success!
Soar Auto: AI for Transportation Video
AI, Machine Learning, the IoT – technology keeps coming at us. We helped a leading provider of AI tell a simple story of how applying their technology could make smarter distribution trucks that improve driver productivity and safety. We developed the concept, wrote the script, and provided creative oversight to ensure a powerful end product. Even did the voice over. Now that’s full-service.
Central Michigan University: Athletics Video
Firing up student athletes, campus leaders, and key donors was the primary goal of this piece, intended to kick-off the annual Athletic Awards event. One of our video partners asked Black Lab to jump in for concept and script development of this dynamic, engaging video. In addition to being work we’re proud of, it was a heck of a lot of fun!