Vanacore Music was founded twenty years ago and is widely regarded as the creator of the sound of reality television. Think Survivor. Their work was recently awarded ASCAP’s Most Performed Themes and Most Performed Underscore awards every year since 2005.

While extremely successful, they desired a new brand that reflected the heritage of the company and also positioned them, not only as a reality show music house, but as a motion picture one as well. 

An identity package was created from the ground up. Logo, tagline, business cards, stationery, jump drives, bags and booth graphics were just the beginning. A brand video and new website were also a part of the launch as well as an ad campaign that simply asked people to :listen.

There's more story to tell about this project. Things like the evolution of the logo design and how did :listen come about. As one would guess the Vanacore message naturally revolves around music, but more surprisingly it is rooted in story.

What do you do when you're asked to brand a city that is so rich with history both onscreen and off, with an almost mystical ability to attract the dreamers and visionaries of the world, that is cinematically perched at the edge of the Pacific Ocean, but still registers as shallow and plastic to the outside world? How do you leverage the known glossy image while sharing something more meaningful? Something that will attract visitors, begin a deeper dialogue and create a true affection for the city?

That. Was the brief.

After many focus groups, creative gut checks, collaboration and lots of strong coffee, a creative landing was formed. And we all rejoiced. It goes like this…

"L.A. is a city built on stories. Not just screenplays and novels. But real life stories that can only happen in L.A. A close encounter with dolphins. A brush with a celebrity. A cupcake from a vending machine. It could be an event, an exhibit, a song. But the moment it happens, you can't wait to tell everyone back home about it. What's your L.A. Story?"

A fully integrated global campaign was created with TV, out-of-home, print, interactive, social media and P.R. that ran in the U.S., Great Britain, Canada, Australia and China.

A 30 second manifesto spot was created along with nine 15 second vignettes to show a more personal side to L.A. The scenes depicted in the T.V. are inspired by real events and recreated to showcase the city and its heart to the world in a new way. Every location or experience is uniquely L.A. #LAstory

Agency: HEILBrice

Summer Grace Watson is an up and coming recording artist based in Orange County. I had the honor of helping her showcase her personality and music with the creation of her new website. The project entailed a serendipitous photoshoot at her San Clemente beach house and her beloved Trestles beach. It was a location scout's dream with surfboards shelved on the living room wall, a quote from Emerson hand scribed in chalk on the front door and an old faded yellow Chevy truck in the backyard as if brought there by some magical prop fairies just for our shoot. It was perfect. Better than perfect though, it was authentic.

My wish and goal for this website is to have people relate to her as much as her music. She's a gem and a true talent.

Photographer: Ally Morris

Twice a year Los Angeles presents Restaurant Week*. An event that enlists noteworthy restaurants in L.A. to participate in an endeavor with the intention to induce trial for locals and showcase the vibrant culinary scene in L.A. Prestigious eateries offer unique menus at a discount to those who make a reservation. 

This work is for Restaurant Week Summer 2014. There were two Los Angeles Magazine print ads and the rest was all digital. The goal was to get people to click and make a reservation on the discoverLosAngeles.com site. I am happy to report that it was the most successful campaign to date. Hooray!

Agency: HEILBrice

All revolutions begin with the people. They are the voice of the cause. The passion that wins hearts. The force behind it all. So, maybe it’s time for us to gather our Pilates loving friends and get one started. Rather than focusing on the intricacies of the workout regimen with another photo of someone smiling on a reformer, let’s get out of the studio and focus the world’s attention on the lifestyles of the fun, beautiful, full of life people who already do Pilates. Let’s show them “doing life”. Let us see them hiking, swimming, rock climbing or doing any other activity that is now easier, better and richer because of Pilates. We will see the freedom it provides, the confidence it gives and the positive energy that it releases. And that ultimately, those who Do Pilates, Do Life.

This is how you start a Pilates revolution.

Branding, Print, Collateral, Digital, Web Design

Cirque du Soleil needed a premium set of tools to help define and showcase their incredible roster of shows with brand positioning created specifically for the travel trade industry.

Destination Imagination was born. A beautiful coffee table book was designed that featured each permanent show, characters and story lines along with theatre seating and interesting behind the scenes information. An iPad app was developed as well as print ads and a trade show booth. The campaign continued to grow and has become their global positioning.

This campaign celebrates all that is chill, relaxing, sexy, luxurious and magical about this lush piece of heaven on earth. It is the sundrenched retreat for those who need to wind down, refuel and unplug. The place that turns the state of doing nothing into an art form and everything else into bliss. It is two parts progressive, one part laissez faire and equal parts chic and fun. After all, it was home to Frank Sinatra. Mention coming and you’ll be in no shortage of those who volunteer to tag along and come play a few rounds or sets, hike some trails, admire architectural gems or just lay low. Hurray for fun. Hurray for sun. Let it shine.

Project LIFT, L.A. (Lead, Inspire, Facilitate, Teach) is a non-profit organization that works to combat poverty by bringing extra-curricular activities, experiential learning, nutrition and support to Los Angeles kids and families. It was an honor developing the name and brand identity for such a worthy cause. 

The goal: create an indelible logo, color palette, marketing materials, collateral and environmental graphics that express the optimism and opportunity the organization provides. 

Agency: HEILBrice

Zabellos brings old world craftsmanship into the 21st century by offering luxury shoe repair entirely online. 

Print, and brand development, but mostly point-of-sale advertising.

2012 Brand Campaign Manifesto

There comes a time when every person, every team, every organization must stand for something. A time to define where they come from to determine exactly where they’re going. A time to REPRESENT. 

For the Clippers, it's basketball. Heart. Los Angeles. Passion. Dedication. Work. Courage. Hope. The Clippers are growing strong and gaining momentum – with roots that run deep, hearts that beat for the game and core values that bond Clipper Nation. The Clippers stand for something bigger than a game. They REPRESENT.

Creative Director: Joni Parenti
Copywriter: Maria Woike
Art Director: Scott Burris
Agency: HEILBrice

Print and digital campaign dedicated to the all the chic and smart ladies everywhere who love their shoes like family. Zabellos luxury online shoe restoration has their back and their heels.