- Reviving the Hornet Campaign
Bringing an old ship into a modern marketplace
- The ProjectThe 'Reviving the Hornet' campaign was certainly one of my most extensive and exciting projects. The USS Hornet Museum hired me with the task of revitalizing the organizations aging brand as well as increasing their annual admissions volume 10% over a 12 month period. What is presented here is the presentation designed for the CEO and Board of Directors of the museum, giving them the tools to better understand their position within the market, a better understanding of how and why their brand was in need of re-design, and examples of successful brands and a strategy on how to achieve as effective a branding campaign.
- 'The Rebranding Guide'This presentation, called the 'Rebranding Guide' amongst myself and the marketing team, was designed to guide the organization to producing a strong brand as well as to educate them on how to get there and maintain it. In addition to establishing a strong brand image, The Guide was charged with:
In the image above is a series of icons I designed which were used to explain the different communication pipelines successful businesses used to express their brands to their target market segments. The spread below shows the icons in action, explaining which communication pipelines those two successful branding efforts were using to reach their target audience.
- Guiding the museum through establishing it's new positioning within the SF Bay Area market
- Outlining a marketing strategy to raise awareness within said market
- Identifying it's target market segment,
- Establishing methods of gathering fundraising needed to cover the rebranding efforts (including redesigning of all internal and external branding assets).
- Rebranding AssetsIn addition to the rebranding guide itself, there was the challenge of designing new deliverables that would put the rebranding effort into action. The following slides demonstrate pieces designed including a new logo/icon, business cards, and bags. These are just samples of the proposed designed pieces that were part of the campaign.