I’ve been fortunate enough to collaborate with David many times in a variety of agency and freelance settings – he brings a practiced eye and level of tenacity to projects that’s basically unmatched. Let’s just say I’ve enjoyed riding his coattails.
BRAND IDENTITY AND POSITIONING, 2014
Amana
Colonies
CHALLENGE
Amana Colonies is a self-sustaining community in rural Iowa, known for its industrious spirit and rich Germanic heritage, producing everything from woolen goods and furniture to clocks, beef products, and corn hybrids. While the colony attracts a steady flow of retired visitors, the challenge was enticing younger audiences to experience what it has to offer. That’s where we came in. The client sought a new brand positioning strategy aimed at boosting engagement with younger demographics, and we were tasked with making that happen.
SOLUTION
Our solution set the Amana Colonies apart by telling their story from the inside out, emphasizing authenticity to attract younger audiences. We showcased the unique charm and craftsmanship of Amana's five businesses through captivating visuals that captured the essence of “Amana made,” creating a narrative that resonates with those seeking immersive experiences. Additionally, we developed a new positioning document—a roadmap to unite the colonies under one cohesive brand and elevate their communications strategy.
CAPABILITIES
Brand, Video, Art Direction, Print
ROLE
We collaborated closely with the Creative Director, Account Manager, Photographer, and Client to ensure alignment on the project vision.
Working directly with the Creative Director, I developed the positioning strategy while conducting a competitive audit to inform key decisions.
Partnering with the Photographer, we identified ideal locations during the scout, where I later provided on-site Art Direction to maintain creative consistency.
We also worked with the client and stylist to select and prepare talent and products for each shot.
In addition to designing and laying out all communication materials, we developed the storyboard for the video and directed the production to ensure it met the campaign's objectives.