GHOST WORKS
FOOTWEAR, INDUSTRIAL DESIGN CONSULTANCY
GHOST WORKS is an industrial design consultancy in Portland with a true passion for specialty sport performance and lifestyle footwear design. Inspired by their headquarters at the hub of the footwear design industry and the great outdoors, they actively cultivate a culture of gear, creating ever disruptive products for the action sport category.
BRANDING: Guided team through comprehensive re-branding process (formerly Lund Nielsen Design), yielding new identity that better reflected company’s covert role in the action sport category. Led team through various name generation / refinement exercises and directed final production of brand assets such as logo, tagline, manifesto, brand announcement materials, company website and blog.
CONTENT STRATEGY: Generated all outward facing creative content, aside from client work. In addition to brand and messaging, content included site and social copy, promotional / product videos, social media channels / campaigns and best practices, marketing collateral and promotional merchandise.
MARKETING MANAGEMENT: Leveraged above assets to bolster brand presence and perception, by way of strategic content curation, social media, events, client and public relations.
BUSINESS DEVELOPMENT: Worked closely with owner to facilitate business’ growth, identifying desired categories to work within and top prospects within each. Charged with crafting introductory materials, capability presentation decks and project proposals.
RE-BRAND PROCESS
BRAND, MESSAGE, SCRIPT, STORYTELLING and VIDEO EDITING
Formerly known as Lund Nielsen Design, I was tasked with uncovering a fitting new identity for an emerging industrial design consultancy. This video offers a comprehensive explanation of my individual creative process, as well as, how I collaborated with the client to arrive at a refreshed brand that was ultimately more appropriate for their covert role in the world of action sport design.
GHOST WORKS better represented the fluid team of incognito consultants and their inherent need to remain behind-the-scenes, appearing and disappearing as necessary.
BRAND ANNOUNCEMENT
BRAND, MESSAGE, SCRIPT, MANIFESTO, STORYTELLING and VIDEO EDITING
When publicly announcing the new brand, GHOST WORKS wished to communicate that the new identity was less about change and more about an evolution into something greater. With this ask in mind, I crafted this brand announcement video as a way to bridge the gap between the old and the new; explaining why the transition had occurred and assuring current clients that they could expect the same exceptional service, only in a new and elevated form. Read the script.
BRAND FILM
BRAND, MESSAGE, STORYTELLING and PRODUCTION
A team of relentless builders, tinkerers, testers and tuners, GHOST WORKS’ product designs are ever influenced by the way they choose to play. In this brand short, the aim was to demonstrate how they thoughtfully approached the design-build of an XR69 motorcycle — though not footwear related, it’s a testament to their creative process nonetheless and proof that their innate passions fuel and inform their daily designs.
BRAND TAGLINE: INVISIBLE FORCE
COPY, TAGLINE, MANTRA and HASHTAG
In an effort to avoid affiliation with supernatural apparitions, but to instead highlight the intended reference to military “ghost operations,” a concise tagline was needed to all at once communicate this divide. As a specialized team that covertly operates with precision and anonymity, it seemed appropriate to label GHOST WORKS as an #InvisibleForce.
WEBSITE + STRATEGIC CONTENT
WEB & GRAPHIC DESIGN, STRATEGIC CONTENT, SOCIAL MEDIA and MARKETING
As the lone Marketing Manager amidst a group of industrial designers, I was solely responsible for all outward-facing content and collateral. Although I did not create the footwear designs on display, I am credited in creating everything else you see on Ghost-Works.com — brand, website design, copy, editing of internal and external videos, preparing marketing assets, managing social media accounts and executing all associated design layout.
GENZE eBIKE CHALLENGE
SCRIPT, MUSIC, DIRECTING and VIDEO EDITING
When our office collective entered a competition to win a GenZe e-bike, it was my task to produce and edit the final submission video. The challenge was to complete a check-list of objectives, document them with film/photography and then present a compelling argument as to why we deserved to win.
Set to my original song Whistle Stop, here is our winning entry.