Lauren Rosenberg

Voice Rebrand & Collateral

Executing a global brand refresh for this premier luxury hotel required leveraging the concept of a uniquely curated experience at every destination. The new tagline “Destination Unlocked” created the perfect platform for exploring all the ways the brand could deliver on its promise of discovery. Deliverables included brand tagline, brand positioning statement, extensive tone of voice guidelines, in-room collateral, marketing collateral, and strategy and theme for 2013 global brand summit.

Brand Foundation, Tone of Voice & Copy Execution

When this tech-focused millennial hospitality brand launched out of San Francisco, it needed a brand foundation and tone of voice that would help it stand out to consumers and real estate partners alike. By grounding into the unique needs of the branded “creative traveler,” we were able to establish a brand foundation that guided the creation of programs, design elements, and all communications. Deliverables included brand strategy, tone of voice, collateral, and website.

Brand Strategy, Verbal Identity, Website

When this Web3 venture studio received $20 million in investments, it needed a new brand and website that conveyed its unique value proposition and its commitment to sustainable growth. With a goal of bringing the next 100 million consumers into crypto, it needed to define and communicate a vision that would speak to investors and consumers alike. In partnership with Sightbox Studios, deliverables included brand strategy, verbal identity, and website.

Brand Voice, Naming & Packaging

Aveeno is an emotionally resonant brand with deep loyalty from consumers around the world. From new product launches to line extensions to the creation of an extensive brand guide, the tone was always nurturing, supportive and smart. Deliverables included copy strategy, brand book, product names, technology names and packaging copy. 

Brand book, Naming, Packaging & Collateral

Clean & Clear® has cornered the teenage skincare market by promoting the belief that true beauty comes from confidence. The strategy for this bestselling brand was to create copy that is as energetic, visceral and connected as its target audience. Deliverables included brand book copy, product names, technology names, packaging copy and marketing collateral.

Company Name, TOV & Collateral

Chef’d is an online meal kit delivery service that uses professional chef created recipes with the freshest ingredients delivered directly to your home. Deliverables included strategic positioning, naming, tone of voice development and guidelines, website development, instructions and packaging.

Copy Execution

Eleni & Chris harnesses the power of pure and proven Scandinavian ingredients to deliver exceptional products. Launching this cult Scandinavian brand in the US and creating a following among Americans required tapping into the embodiment of the effortlessly chic Scandinavian lifestyle. In partnership with The Brand Terminal, deliverables included concept development and copy execution for ads, scripts, and social.

Concept, Tagline & Support Copy

Cantu Beauty needed a complete overhaul of its brand. By teaming up with world-famous beauty photographer, Marc Baptiste, Cantu reinvented its image with a modern, youthful campaign encouraging women to share what it means to “Be Your Own Beautiful.” The campaign spanned print, digital, and social and created a meaningful and empowering conversation. Deliverables included campaign concept, tagline, and supporting copy.

Copy Strategy, Naming, Interactive

From leveraging traditional formulations to launching natural ones, the emphasis was always on the science of healthy skin and clinically proven results for this #1 dermatologist recommended global skincare brand. Deliverables included copy strategy, product names, technology names and interactive applications.

Print Ad

When it came to creating the winning ad for a brand with one of the most iconic campaigns in the history of advertising, working within the parameters of the bottle, spotlight and page in compelling new ways was paramount. An Asian-inspired focus provided the perfect solution. Deliverables included ad concept and copy execution.

Website Copy

One of the largest independent luxury hotel developers in Los Angeles, Relevant Group specializes in building high-return, highly branded one-of-a-kind lifestyle developments. They needed a website that highlighted their brand promise of transforming neighborhoods by developing iconic metropolitan destinations.

Website Copy

With over 1200 properties in 100 countries across the world, Starwood is the perfect partner for global developers. They needed a new website that created a compelling story and delivered on their new positioning: “Right partners. Right places. Right properties.” Deliverables included light voice development and website execution.

Brand Refresh, TOV, Office Signage, Website

Relationships are everything for this Forbes Magazine top-ten executive search firm. So when it came to doing a global rebrand and website, communication style was front and center. Together with LSM Design, we devised a brand strategy that explored the idea of conversation and collaboration. The visual system links symbols and words, adding unique personality and wit, while the website delivers critical business information in an approachable way. Deliverables included copy strategy for global rebrand, tone of voice document, signage, marketing materials and website.

Positioning & Storytelling

Le Petite Marseilles is a beloved European brand with an essence that evokes the French countryside. Emotional storytelling around three distinct brand positions painted a picture of the ways the brand promise could be brought to life when acquired by Johnson & Johnson. Deliverables included concept development and copy execution.

Brand Book

Johnson & Johnson consumer companies span over seven business franchises from baby care to nutritionals. From the creation of internal process guides to the consumer brand identity, a strategic approach delivered through storytelling ensured successful outcomes. Deliverables included “how to” guides for internal brand development processes, including brand books and charettes, and the Johnson & Johnson consumer brand identity book.

Print Collateral

This iconic luxury brand required a tone of voice that continued to build on its established and elevated communication style. Savvy, stylish and on-the-mark concepts and copy were necessary to engage a discerning audience. Deliverables included special event invites, brochures, catalogues and magazine headlines.

Ad Campaign & Newsletter

For the Kelly Clarkson vitaminwater® pitch, it was up to YARD NYC to leverage the superstar’s rags-to-riches story and attribute her success to “Focus”, her favorite beverage. “Flip your focus” did just that and won the agency the campaign. Deliverables included pitch strategy and concept generation, taglines, headlines and marketing collateral.

Zegna Menswear

Brand Story & Product Catalogues

With a belief that every surface is an artistic expression that transports and inspires, Exquisite Surfaces has been providing iconic architects and designers with coveted, curated collections for over 20 years. They needed to tell a brand and product story that captured their ability to elevate and transform the most exclusive properties.

Owned by Chico’s®, Soma Intimates is renowned for providing high-quality perfect-fitting intimates and activewear at a great price point. Leveraging warmth and personality to communicate fit and function helped support enhanced audience engagement. Deliverables included copy team management, verbal strategy, brand identity guide, seasonal campaigns, product catalogs, product names, packaging, in-store signage, emails and e-commerce.

Naming, Trend Concepting, Catalogues

This leading partner for innovative development and manufacturing of branded and private-label prestige beauty products required an execution that deftly straddled a technical and beauty tone. Deliverables included technology and collection naming, seasonal trend concepting, and headlines and product copy for over 25 catalogs.