Rob Esmundo

Role:
Creative Director
Copywriter

Scope:
Logo
Website
Positioning
Videos
Email Campaign
Blog Articles
Sales Enablement Kit
Promotional Swag
Trade Show Assets

Challenge:
Create a brand identity and brand voice for a one-year-old tech company ready to make a splash.

Solution:
We rebuilt everything from scratch starting with the logo. The brand voice was made more colloquial and conversational, building solidarity by focusing on real-world pain points.

Team:
Art Directors — Ryan Chan, Jeremy Gibney
Website Designer — Ryan Chan Video
Motion Graphics — Ryan Chan
Video Editing — Ryan Chan, Chris Caceres

role:
copywriter
creative director

scope:
pre-roll
digital banners
website
social media

challenge:
We had to introduce a new product — Tallie Time — and reinforce the benefit of having a single platform for both time and expense. All the products and functionality your teams need to eliminate busy work under one roof, for one price, on your phone. 

solution:
A Chinese New Year parade lion walks into a movie theater….

team:
Director — Nick Kova
Producer — Calvin Wan
Art Director — Jeremy Gibney
Editor — Chris Caceres
Sound Engineer — David Shearer

role:
copywriter
creative director

scope:
pre-roll video
digital banners
website
social media

challenge:
In the words of the CEO, “We’re the biggest 20 million-dollar company no one has heard of.” Despite having a product that was not only preferred by the accounting industry, but also superior in many other ways compared to better known competitors, Tallie had an awareness problem. It had to be fixed, but on a shoestring budget. 

solution:
For the first time since their founding, Tallie committed marketing dollars to pre-roll video. We started by addressing the biggest pain point, and finished with a message of solidarity as a product by accountants, for accountants. The video debuts the new positioning and tagline: “Designed by accountants who hate busy work.”

team:
Director — Nick Kova
Producer — Calvin Wan
Art Director — Jeremy Gibney
Editor — Chris Caceres

role:
copywriter
creative director

scope:
website

challenge:
Redesign the Nexonia website to increase conversion, update the look and feel, and incorporate the new brand identity and positioning.

solution:
Our approach started with taking a close look at the customer journey. We established a more curated, shorter path to “checkout” by collaborating with the Sales Team to eliminate visual noise and prioritize the best selling products. 

Launch in spring 2018 - Preview here 

team:
Art Director — Ryan Chan
Website Designer — Ryan Chan

role:
copywriter
creative director

scope:
tagline
positioning

challenge:
To establish a clearer position on the competitive shelf, the CEO wanted the company’s origin story to inspire the positioning and tagline. Unlike competing software solutions, Tallie was actually designed by the people who depend on it the most: CPAs.  

solution:
Create a tagline that reinforces solidarity in plain, conversational language. One that suggests the product works like you want it to—fast, easy, automated, intuitive, error free—because it was made by people who do what you do for a living. People who hate paperwork and redundant manual entry. People who can’t afford time sinks or mistakes. People who hate busy work. 

tagline:
“Designed by accountants who hate busy work.”

role:
copywriter
creative director

scope:
website

challenge:
Redesign the Tallie website to increase conversion, update the look and feel, and incorporate the new brand identity and positioning.

solution:
Visually, we focused on showing the products in action. For tone of voice, we used the Tallie origin story to inspire us: Tallie is designed by accountants who hate busy work, for accountants buried in busy work. We prioritized solidarity by addressing real-world pain points, and vigilantly tried to avoid overly technical jargon and marketing lingo in favor of colloquial conversation. 

View here

team:
Art Director — Jeremy Gibney
Website Designer — Kristie Schmuck & Geek Chicago

role:
creative director

scope:
logo

challenge:
Find a way for the logo to assist our brand awareness campaign. 

solution:
By incorporating the product solutions into the logo lockup, we immediately address the question: “What do you do?” 

team:
Art Director — Ryan Herras

role:
copywriter
creative director

scope:
branded booth design
promotional gifts
sales enablement kit

challenge:
Generate trade show audience engagement with branded booth, promotional giveaways, sales enablement collateral and videos. 

solution: 
Our booths were trimmed of excess copy to allow the redesigned logos to breathe. To create destination buzz, we served unique snacks and drinks, and made sure our logos were visible all over the showroom floor. We avoided pocket swag in favor of gifts attendees would want to use as they walk the floor, like large logo backpacks and drink containers. 

team:
Art Director — Jeremy Gibney
Promotional Production — Kristy Kahler

role:
copywriter
creative director

scope:
product datasheets
customer success stories
trade show environment

challenge:
Refresh the entire sales enablement kit for both Tallie and Nexonia.

solution:
We reprioritized and reordered existing elements, focusing on making the product hero while ensuring the volume of content didn’t scare people away (TLDNR). Because a lot of these pieces are loaded with a feast of information, we visually compartmentalized content to break it into more approachable, easier to digest tapas portions. 

team:
Art Director — Ryan Chan

role:
copywriter

scope:
website
print
digital banners
windows
in-store environment
press release
video

challenge:
Eleven's "One Obsession" campaign for Oakley launched in February 2015. Soon after, we had to turn the brand manifesto into individual athlete stories.

solution:
We interviewed the athletes to find out what drives them—to discover what specific obsessions shape their signature styles and set them apart. For freeskier Sean Pettit, exploration is the obsession. Every time he drops in he hunts for undiscovered terrain to carve paths never taken. We had to conceive a campaign shoot to express Pettit's constant search for what's next. Somewhere hidden in Whistler backcountry, way out of bounds, we found an uncharted, undisturbed wall of ice. Of course, instead of skiing down the sheer face, Pettit chose to ski up the wall.

team:
Creative Director — Matt Wakeman
Art Director — Eric Deichl

role:
copywriter

scope:
campaign yearbook 

team:
Creative Director — Matt Wakeman
Art Director — Rebecca Romano

role:
copywriter

scope:
out of home
social media

challenge:
Going into year three of the "Hello human kindness" campaign, Dignity Health wanted a new way to support the idea that human connection holds the power to heal.

solution:
Recent studies suggest that kindness and human interactions that lift the spirit can help us heal. We've always believed laughter can be the best medicine. But we needed more elixirs for the campaign, so we hit social channels and asked people to share their best medicine. 

team:
Creative Director — Cindy Hammel
Art Director — Deanna McDonald

role:
copywriter

scope:
pre-roll video
website
social media
stadium video boardwebsite
social media
stadium video board

challenge:
Dignity Health is the official health care provider for the San Francisco Giants. We had to leverage the prestige of the association and increase awareness with content that would appeal to and entertain real baseball fans.

solution:
To establish the docs' expertise as leaders in their fields with unique access, we shot an interview series where they answered frequently asked sports medicine questions specific to baseball. The docs also added color by sharing some memorable behind the dugout stories. For awareness, we created a lighthearted series of videos inspired by workout-at-your-desk style exercises. The videos will live on the website, social media and stadium video board throughout the season.

team:
Creative Director — Jack Harding
Art Director — Matt Klug
Director — Nick Kova

role:
copywriter

scope:
out of home
website
digital banners
social media
videos

challenge:
Lung cancer screenings are now covered by most insurance plans under the Affordable Care Act. Even so, myths surrounding the process, along with the gravity of possibly getting bad news discouraged people from taking initiative. We had to remind people that this was a potentially life-saving opportunity, at no extra cost. 

solution:
We kept it positive by reinforcing the benefits—new ACA coverage and the chance to catch lung cancer early—with airy found footage, copy and art. To simplify the prescreening process, we created a quick and easy website survey, along with an FAQ section to dispel common misconceptions. 

team:
Creative Director — Cindy Hammel
Art Director — Deanna McDonald

role:
copywriter

scope:
digital banners
social media

challenge:
The Affordable Care Act opened access to health care for many previously uninsured Californians. Unfortunately, navigating the Covered California marketplace, with its dizzying volume of options, was a headache. Dignity Health wanted to make it easy to find the best plan by getting people in front of experts. 

solution:
Using found footage, we acknowledged consumer confusion with a little humor and encouraged them to let the experts help navigate the maze of options. 

team:
Creative Director — Cindy Hammel
Art Director — Deanna McDonald

role:
copywriter

scope:
direct mail

team:
Creative Director — Cindy Hammel
Art Director — Deanna McDonald

role:
copywriter

scope:
website
direct mail

challenge:
Confidential

solutions:
Confidential

role:
copy director
copywriter

scope:
out of home
windows
in-store environment
direct mail
press kit

challenge:
Diane von Furstenberg's second collection for GapKids needed a name. We couldn't simply draft off the success of the first collaboration and extend the previous campaign. Season two had to be more than just the next episode. It had to stand on its own merit as a one-of-a-kind collection. We had to faithfully communicate the designer's new, whimsical take on safari.

solution:
Instead of staging the scenes in exotic habitats, we chose to hero DVF's iconic prints against white, making the patterns and colors points of discovery along a dreamscape safari. We wanted to paint a story of exploration and new experiences on the pure canvas of a child's imagination—a place that all kids could go without a passport or airfare.

team:
Creative Directors — Dana Johnston Marinovich, Jeff Pidgeon
Art Directors — Katrina Fernella, Dara Matson, Alicia Miao

role:
copy director
copywriter

scope:
windows
in-store environment
direct mail

challenge:
Marketing leadership wanted a new name for the biggest GapKids and babyGap sale of the year. "The Semi-Annual Biggest Little Sale" sounded like a babyGap only event. The new handle needed a GapKids voice, and this wasn't going to be just another sale. Games, drawing tables, balloon animal artists, story time, snacks, refreshments and everything else you'd want at your next birthday party would be provided in store. 

solution:
We thought about how kids—in their own words—convince their parents to go places. How do kids describe an event you can't miss? When I asked my nephew if his birthday party absolutely had to be held at a go-kart racetrack, he replied, "It's kind of a big deal."

team:
Creative Director — Teri Garsten
Art Director — Tracy White Taylor

role:
copy director
copywriter

scope:
windows
in-store environment
direct mail

challenge:
We needed to immerse the customer into the world of Peter Rabbit, but we weren't allowed to quote any of Beatrix Potter's published material. 

solution:
Our art team created a visual concept that looked as if a new Peter Rabbit story had sprung to life inside Gap. All it needed was an original title and some romance copy.  

team:
Creative Directors — Dana Johnston Marinovich, Jeff Pidgeon
Art Directors — Katrina Fernella, Dara Matson, Alicia Miao

role:
copy director
copywriter

scope:
out of home

windows
in-store environment
direct mail

challenge:
Gap's holiday campaign, "Love Comes In Every Shade," couldn't be applied to a babyGap campaign that featured a white collection.

solution:
We preserved the love sentiment but made it relevant for babyGap.

team:
WeCreative Directors — Dana Johnston Marinovich, Jeff Pidgeon
Art Directors — Katrina Fernella, Dara Matson, Alicia Miao

role:
copy director
copywriter

scope:
out of home
windows
in-store environment
direct mail

role:
copy director

scope:
out of home
windows
in-store environment
direct mail

challenge:
Research told us customers weren't taking GapFit seriously as a performance brand. Designers responded with new fits to better suit specific workouts, and merchants chose tech fabrics with improved wicking, breathability and stretch. Marketing focus shifted from selling lifestyle, latte line outfits to bona fide performance gear, and we needed a campaign that registered this change.

solution:
In contrast to the previous campaign's direction featuring recognizable talent walking through low effort exercises, the art team chose more athletic models performing real workouts. We needed a tagline to encourage trial while suggesting performance tailored to the way you workout and move.

team:
ICreative Directors — Dana Johnston Marinovich, Jeff Pidgeon
Art Director — Chris Jeter

role:
copy director
copywriter
 
scope:
out of home
windows
in-store environment
direct mail
 
challenge:
After a successful "Make Your Move" trial campaign in 2013, customer feedback inspired our design and merchant teams to focus on customization and details. Yoga pants had zippers relocated to be more floor friendly, running shorts had their lengths shortened for distance and cool down tanks were more breathabile than ever. We needed to let the customers know that no matter what your workout, GapFit designed pieces especially for you.
 
solution:
In addition to better fit, fabric and feel, our store design team made the shop easier to navigate with destination modules based on activity. The "Make Your Move" campaign needed to evolve and address how you move. Inspired by Newton's Third Law of Motion, we imagined how it would read if written by GapFit. For every action, there is the perfect GapFit top, bottom and layer.
 
team:
ICreative Directors — Dana Johnston Marinovich, Jeff Pidgeon
Art Director — Chris Jeter

role:
copy director
copywriter

scope:
out of home
windows
in-store environment
direct mail

role:
copy director
copywriter

scope:
out of home
windows
in-store environment
direct mail

role:
copy director
copywriter

scope:
out of home
windows
in-store environment

challenge:
Our premiere flagship on 34th and Broadway in New York was given a face-lift and needed to feel like a unique, customized Big Apple experience. 

solution:
Riffing off the "Be Bright" brand platform, we personalized the campaign for New Yorkers with a line from a beloved songbook staple. We also gave a wink to the location's tourist traffic by infusing visitor's map elements into store navigation.

team:
Creative Directors — Dana Johnston Marinovich, Jeff Pidgeon
Art Directors — Jeremy Gibney, Chris Jeter

role:
copy director
copywriter

scope:
windows
in-store environment
direct mail

challenge:
The summer ad campaign, "Denim Evolved," needed to be more specific at the windows and in-store level. Our heaviest investment leveraged one style in particular, the skimmer length pant, and marketing leadership wanted to ensure the inventory was supported by a skimmer-centric handle.

solution:
We sharpened the focus of the agency creative and conceived a windows and in-store campaign that fit sensibly within the "Denim Evolved" story arc while spotlighting the identifying detail of the skimmer pant.

team:
Creative Directors — Dana Johnston Marinovich, Jeff Pidgeon
Art Directors — Jeremy Gibney, Chris Jeter

role:
copy director
copywriter

scope:
windows
in-store environment
direct mail

challenge:
To drive traffic from gap.com to our brick and mortar stores, we introduced Reserve In Store—a service where online customers could reserve an item in store to buy or try on in person. Despite a robust launch and full marketing support, Reserve In Store had an awareness problem and initial usage was low. Customers weren't quite sure how it worked or why they should use it.

solution:
To highlight Reserve In Store's benefits, we scripted a dialogue between an online customer and Gap sales associate to be transcribed on video. The scene starts at the very moment the customer finds that must-have item online. The video played on large screens in flagship stores. We also created a new tagline to reinforce the step-by-step ease of use.

solution:
Creative Director — Teri Garsten
Art Directors — Jeremy Gibney, Chris Jeter

role:
copy director
copywriter

scope:
out of home
windows
in-store environment
direct mail

role:
copywriter

scope:
out of home
packaging
in-store environment