Lookbook - Summer 2015

LOOK BOOK A V I

W E B B

C O P Y W R I T E R

‫בס"ד‬

During a decade of brand copywriting, I've been fortunate to name new products and companies, develop ad campaigns and create thousands of little textual delights that appear on product packages, billboards, books and vehicles.

My style and philosophy developed as copywriter with the award-winning team at Spotlight, Brooklyn, New York.

Excited by what you see? Contact me to see how we can collaborate: aviwebb@gmail.com 646.675.5649

hi // 3

To

The new favorite way

unwind

Haolam's new TWISTS STRING cheese.

Double the color, double the fun. ‫חלב ישראל | כשר לפסח‬

World Cheese Product launch ads Haolam—the mozarella masters—introduced the first twotone Cholov Yisroel string cheese. Can you imagine the fun to be had? We did and saw young kids unwinding after school or camp. Our campaign showcased Twists as characters on the playground, with the message: The new favorite way to unwind.

advertising // 5

It’s what givers like to get.

-

MINOR by SCHMERLING ’S. PERFECTION IN E VERY PURIM BA SKET.

schmerling's Seasonal magazine ads The First Family of Swiss chocolate turned to us to share its storied luxury with a new generation of kosher shoppers. We developed an ongoing campaign that positions Schmerling's as the benchmark in self-satisfaction and gift-giving.

advertising // 7

Narrow Bridge Wine line name This boutique cellar produces a limited supply of feel-great fuel for private collectors and investors. Started at a winery beneath the Williamsburg Bridge, the brand expanded to Golden Gate country, with a special connection to the Hampton summer crowd.

We suggested the name “Narrow Bridge” to bottle these motifs and top them with the legendary teaching of Rabbi Nachman of Breslov: “The entire world is a very narrow bridge; the goal is to not fear at all.”

namIng & identity // 9

Opening January 2014

‫גן ילדים ח‬

‫ב‬

Preschool name and launch assets The good folks at the Lamdeni elementary school in Melbourne were launching a tip-of-the-top Hebrew-speaking

enrOl nOw – limited its places preschool.

How to communicate personality in both

9524-7788 orWe Office@hs.Org.au Hebrew and English? invented the name “KaTeeny”, a portmanteau of the Hebrew “Katan” and the English “teeny”.

The dancing babies invented themselves forthwith.

16 // namIng & identity

kingston Direct mail, compliance manuals, bus shelter campaign "Bankers hours" are great for bankers, but in the world of contracts, cash and retail, the business day can last well past 9 PM. This campaign engages potential check-cashing customers with targeted convenience.

outdoor // // 19 11

Big Rig Capital campaign, promotional video script, advertising The visionaries behind the Jewish Children’s Museum announced a traveling version of their seven-story wonderworld. They asked us to give visitors, donors and passersby a sense of the excitement to come.

As part of the campaign, we wrapped a 30-foot granite wall extending from the museum's front doors with a literal truckload of entertainment.

outdoor // 13

®

rent-a-car

The All Car® Group Complete brand strategy, corporate and customer assets, advertising With over 600 vehicles in its fleet, Brooklyn-based AllCar rent-a-car was the largest rental company in the 5 boroughs. So why was it struggling to maintain traction in customers’ minds? Our research showed that three

From top: The AllCar logo before rebranding, the rebranded logo, AllCar's car share division, Enterprise Holdings, which purchased AllCar and Carpingo in June 2015.

decades of over-messaging and a nondescript visual brand worked against the expectation of quick and confident transactions. Our brand refresh centered on a message of straightforward rentals: No upsells, no letdowns.

brand strategy // 15

The Fiat 500 at AllCar

New

All Car. No Bull.

1-800-697-2227 www.allcarrentacar.com

For roomy cars, low rates and an upfront rental experience, call AllCar in your area.

Italian styling, w York parking.

All Car. No Bull.

1-800-697-2227 www.allcarrentacar.com

For roomy cars, low rates and an upfront rental experience, call AllCar in your area.

// 17

NEW LOt TaOstKe!

Same Grea

Good taste runs in the family.

A

Enjoy the homestyle spreads chosen by five generations.

SPOTLIGHT DESIGN

PARVE

fresh food ® partners Complete brand strategy, corporate and customer assets, product names, package copy, advertising For Flaum, a company approaching its 100th birthday, tradition is a point of pride, but a tough sell for the fresh food section. Our brief was to introduce the brand and its legacy to the current generation of consumers as a fresh, relevant—and evolving—line of products, always true to its family-made roots.

Under the umbrella of Fresh Food Partners, Flaum owns and distributes numerous kosher food brands. Between 2010–2013, we refreshed various elements of Sonny & Joe's, Tnuva and Richfield Farms among others.

brand strategy // 19

Moshe Grunhut President

288 Scholes Street Brooklyn, NY 11206 T 718-821-1970 F 718-821-9051 mgrunhut@flaums.com www.Flaums.com

Half Sour Pickles

rseradish Regular

Grilled Eggplant

If it's Flaum, it's fresh.™ brand story // 21