VCU Brandcenter 2023 - Business of Branding

This project involved our first ever live client presentation at the Brandcenter, and as such, we desired to create the best presentation we could. After meeting with our client (Jonesin’ for a Treat"), we were tasked with helping her both expand beyond Richmond and expand into larger retailers. Immediately we went about conducting research on how best to accomplish this and on other dog treat brands, only for us to realize that our job first and foremost was not getting her into these retailers, but instead helping develop Jonesin’ into a brand that could prove its worth to these retailers. After this realization, we regrouped and came up with the strategy line “simply extraordinary” as we felt it represented everything Jonesin’ was, and had the potential to build up the entire brand. After all of this, we ended up bringing to her multiple ways to build her brand from the ground up, first and foremost by establishing what it stood for and what its archetype was, as well as a website redesign, multiple community outreach events, and social media templates.

Strategist: Max King

Creative Brand Manager: Erin Kang

Art Directors: Camber Barnett, Jynelle Smith

Experience Designer: Alex McKinley

Copywriter: Jackson Wald