https://www.carolyngriffin.net/creative daily 0.75 2020-07-23 https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586562729387-451RANKB4Z4X7FFTCQHT/cri_000000069677.jpg Creative - Copywriting https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586544275482-YUDGI47BHWJHEVLG3BAF/Screen+Shot+2020-04-06+at+1.10.31+PM.png Creative https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586550519354-HZQIDY0Z2R3HGW7XDQ8J/Screen+Shot+2020-04-10+at+4.28.26+PM.png Creative - Bacardi’s Plume & Petal For Plume & Petal, I created the naming structure for each variant: a key ingredient followed by a transitive verb that evokes water for an active and refreshing feeling: Cucumber Splash Peach Wave Lemon Drift After establishing the brand’s lush tone of voice, I wrote front label copy including “a delicate burst of natural flavors” and back label copy: Plume & Petal Cucumber Splash is infused with natural and refreshing flavors that open up like a crisp, cool breeze. For time savored, not spent, Plume & Petal is a 20% ABV premium, gluten-free vodka infused with delicate fruits, botanicals, and flavors with just a hint of honey. Gather often, savor responsibly. https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586542014826-EXFBSCJUA5G4UM0845EP/Screen+Shot+2020-04-10+at+2.06.44+PM.png Creative - Visual Strategy Visual strategy can be under-appreciated, but it’s just as important as any part of the brand experience. Colors, textures, typography, and photography all make a tremendous impact on how a consumer feels, as well as how a brand is read, understood, and connected to. I sharpened my eye as a photo editor and student of film. Below are just a few examples of that work, work that directly informs what I do today. https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586541459938-EL6OZ0KPGMP5XAFQ0D8E/Screen+Shot+2020-04-10+at+12.53.00+PM.png Creative https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586540899071-CBN2EJ38AF17HJGE3LAK/Screen+Shot+2020-04-10+at+12.49.56+PM.png Creative https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586541144932-57AR8V69CIBEFI92VE5B/Screen+Shot+2020-04-10+at+1.46.41+PM.png Creative https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586540907747-OMUDYOYLRFFQPJC1L0RS/Screen+Shot+2020-04-10+at+12.50.20+PM.png Creative https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586541126478-HB2GIF7LVT4PNQ7AHJYQ/Screen+Shot+2020-04-10+at+12.52.05+PM.png Creative https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586540914589-GXJ177POSXZO0VKPGZCS/Screen+Shot+2020-04-10+at+12.50.48+PM.png Creative https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586541146352-MAOJ1P0WYX9I4U7CT1JQ/Screen+Shot+2020-04-10+at+1.46.49+PM.png Creative https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586541220581-ZGOFBJG03R7TK61Q55LW/Screen+Shot+2020-04-10+at+1.46.30+PM.png Creative https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586541199299-0AXJVILVUWUO3OD02YY7/Screen+Shot+2020-04-10+at+1.47.09+PM.png Creative https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586541249705-1STOHJC24XI6MOKLBMB3/Screen+Shot+2020-04-10+at+1.47.18+PM.png Creative https://www.carolyngriffin.net/home daily 1.0 2022-03-29 https://www.carolyngriffin.net/strategy daily 0.75 2021-04-10 https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586529988075-HXT9HBSDXU29P9HR5CDW/Screen+Shot+2020-04-10+at+10.45.28+AM.png Strategy - Motto by Hilton https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586530043264-1VHY7PP8DGMJLEWEIZMX/Screen+Shot+2020-03-25+at+9.36.45+AM.png Strategy - E!’s Front Five https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586529320991-OCCN3YTSNF7SORUQHE7U/sarahlaird-155768-w1200-h800-q80-rz3-b75-f0.jpg Strategy - Venn Skincare Skincare streamlined for modern routines https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586530682920-I4Q2EQ0T45AXJSQUIH7M/KP_AdsForCampaignTeam6.jpg Strategy - Katy Perry Collections Footwear for the fans https://images.squarespace-cdn.com/content/v1/5e8b47c5a7f3ce0589d1c172/1586531577335-UCU8PE31SM8IWH4E3CRJ/swarovski-1.jpg Strategy - Brilliance by Swarovski Adding extra sparkle to global fashion month https://www.carolyngriffin.net/strategyc daily 0.75 2021-04-10