Experiential Production at The Wing

Having spent nearly two years producing up to 70 events per quarter, I know my way around balancing multiple projects under tight timelines with an ability to prioritize. The activations below are just a few of the most near and dear of them from my time at The Wing.

Demi Moore at The Wing

As part of Demi Moore’s book tour for new memoir, Inside Out, she stopped by The Wing to have a candid and open conversation, meet members and offer book signings. To summarize my work on this one, I facilitated all onsite talent management, liaison and program logistics—Including but not limited to; talent travel and transportation, a $12K book-buy, catering, in-space environmental setup, event run of show and staffing.

Photography by hillaryjeanne.com

Marketing 101 with Spotify: Trends & Insights for Engaging Millennials and Gen Z

Using Spotify's latest trend report, Culture Next, this interactive workshop was designed to examine the global trends defining younger audiences today, and share how to apply these insights to a marketing strategy. In producing this, I managed the delivery of all co-branded collateral from print to digital including F+B menus, giveaways, collateral for attendees, A/V components as well as the physical setup and event run of show.

Photography by hillaryjeanne.com

Which Witch Halloween

I owned this Community event end to end from ideation to production and strike. I wanted to make this a multi-activation experience for members, bringing together many fan-favorite festive activities. Leaning into local partners, we hosted a crystal corner, tarot readings, ghost stories, pumpkin carving and more. As one of our most high-touch Community events, I worked to manage these many moving pieces and vendors over the course of several months. Ordering supplies, submitting invoices, tracking spend and designing the physical space.

Photography by breannamckendrick.com

Photo Styling at Poler Outdoor Stuff

During my time at Poler I worked alongside the marketing and photography team to plan, style and shoot 1000+ product sku flay-lay images for wholesale catalogue, e-commerce and social channels.

Behind the scenes, this looked like bare feet on studio paper, hours of steaming, bruised knees, many styling hacks (think pitched and tucked armpits) and backpacks stuffed with copious amounts of poly bags. Oh, and bottomless Stumptown cold brew.

Communication Design for Everlane

Here are three unique print assets I designed to highlight different Everlane activations. For the first concept, I painted texture onto a pink OG card stock mailer from Glossier, scanned it and added the botanical inlay using Adobe illustrator, all before streamlining them with strategic on-brand language and graphic design.

Marketing Campaign Strategy & Concept for Frank Ocean

An independent singer, songwriter and rapper, Frank Ocean is known for his peculiar musical style and limited releases. Ocean first embarked on a career as a ghostwriter, and in 2010 he became a member of hip hop collective Odd Future. Here I’ve developed and designed a campaign concept to highlight new music while taking into account the constraints of time and resources while considering different potential structures.

Current Look & Feel

Problem

Ocean has long since played with use of non-sequitur lyrical techniques and the element of surprise. Ergo, Ocean's overall adoption and relevance lacks stability. Frank Ocean is a seemingly scatter brained man of mystery, resulting in an overall lack of timelessness. Based on this observation, a strategic insight I would argue is that it simply makes him a creative, lyrical genius. What if Ocean illustrated his vulnerability and adherence to listeners in his marketing?

Solution 

Develop an editorial-focused collaborative performance tour that offers a thoughtfully originated experience for audiences.

Frank Ocean to collaborate with artists Vince Staples, ASAP Rocky, Sade, Solange and SZA whose values are similarly aligned – authenticity, fortitude and imaginative artistry. The tour and pop-up event are slated to begin at NY Design Week and wrap up at the Los Angeles Design Festival, stopping at key creative cities along the way including Chicago, Atlanta, Austin, Portland and Oakland. Overall, the campaign strategy illustrates a refined, timeless representation of Frank Ocean. 

End Goal

Create greater, lasting relevancy and exposure.

Pitch Deliverables

A visual timeline, branded collateral, public ad mock-up and promotional item.

Brand Strategy for See See Motor Coffee Co.

“See See Motor Coffee was and is a grassroots movement of keeping motorcycling alive and well in the Pacific Northwest. We created our Motorcycle centric retail and coffee cafe to provide such a space for that community.  Our company has.. and always will be inclusive to all riders of all types at all levels and at all times. “

In 2017 I sat down to look at one of the most iconic and beloved shops in Portland to consider how we could leverage their unique value proposition for the growth of their vision as both a business and community. Below you’ll find a brand extension I developed and designed from scratch, The See See Journal. A branded publication taken to print with the objective to go digital.

Brand Value Proposition

Products — Classic and contemporary motorcycle apparel, gear and accessories. Plus coffee!

Benefits — Cultural currency, community engagement.

Audience — Daredevils with an appreciation for the history and culture of motorcycle racing. Appeals to the millennial attitude with a broader scope outside the motorcycle community.

Differentiator — Altruistic understanding of their audience through style, execution, and inclusivity. Stands apart from the typical male-centric motorcycle culture with ties to women-focused motorcycle organizations such as Babes in the Dirt, or Babes Ride Out.

Dilemma

As a brand, See See has exceeded in providing authentic engagement and efficient navigation of interaction between brand and consumer. The single most notable problem is the lack of growth marketing, deferring longevity and following through their maturity.

Solution & Results

Brand Extension: The See See Journal

An eclectic print and digital publication that serves outspoken and daring individuals who seek to shop, race, have fun or visit See See.

This publication and new channel paves the way for community readership & a stronger cult following by creating a powerful storytelling and media platform. It serves a following that identifies with the content and voice, accessible whenever they should yearn for it. From a growth marketing angle, strategic distribution of The See See Journal enables the growth of secondary consumers and brand recognition by way of lasting, wider-spread exposure.

Trend Analysis for Norse Projects

This contemporary label was established in 2004 in Copenhagen, Denmark. The goal was to create a truly international shop in Denmark which combines the best of street wear, classic work-wear and fashion culture. Today Norse Projects is widely recognized as one of Copenhagen’s finest shops.

Their goal is to always be at the forefront of the scene, displaying a hand picked selection of clothing and footwear from around the world.

In this 2016 analysis I set out to create a fashion forecast that considers both external and internal driving influences. To include industry details such as color, silhouette, materials and fabrication by researching trends in the fashion industry and defining market segment and brand image. The result is a clean, streamlined premium fashion forecast applicable specifically to Norse Projects and their distinct market of minimalistic street style wearers.

Target Audience

Norse Projects aims for a rather mature, fashion orientated audience between the ages of 30 and 40. They are the creative type with introverted, yet curious tendencies. They enjoy traveling and obtaining new insights. This audience notes the brand’s influence in street fashion, a sub-market that can trace its roots to Tokyo, London and NYC where it thrives. Street fashion is heavily brand oriented, with Stussy, Supreme and Comme des Garçons (French for ‘like the boys’) being among the most popular labels. The price points of such contemporary styles are considered rather high with quintessential basics priced as high as $600.

Color Trends

Colors such as wine-red and indigo are deeper and more saturated than ever, yet strikingly bright. Contrast is key in color pairing, in addition to total monochromatic ensembles.

Material Trends

Classic formal shirting and sartorial tailoring fabrics explore punctuated lines for a subtle, nonchalant mood. Lightweight silk and cotton shirting, along with worsted or viscose-blend textiles, explore intermittent light effects through broken pinstripes or slightly irregular slubs, which have a fade effect. Embossed surfaces and prints feature defining lines.

Market Trends

Get Personal

Personalization will become more important to the customer than ever. As consumer values coalesce around authenticity and individuality, brands will value data even more to tailor recommendations, engage influencers and personalize experiences.

Peak Platforms

It isn’t news to us that consumers are looking to online platforms as the first point of search, attracted by their convenience, relevance and breadth of offering. However, platforms will continue to grow in scale and interface to find ways of engaging more.

Credible Sustainability

Sustainability will evolve from being a marketing focused initiative to an integral part of the positioning and relevance in the market. More fashion brands will plan for recyclability from the fibre stage of the supply chain and many will harness sustainability through tech innovation in order to hone in on efficiency and radical transparency.

Startup Thinking

Due to an intense desire for innovation from consumers across the industry, a growing number of brands will aim to emulate the qualities of startups such as agility, collaboration and openness.  

The Zeitgeist Forecast

Individuality is not without vulnerability. Gone are the days of single dimensional perspectives and observations. A strong sense of self is the vital element in distinguishing and celebrating your unique value and style.

Sources: WGSN, Academic database, Pinterest