Beyond simply retouching photo assets and (re)developing case study write-ups, I devised a scoring system to better prioritize which projects and programs deserve focused attention for case study development—a methodology which can also be extended to opportunity evaluation.

WRITING SAMPLES


That moment when your brand becomes a tradition.

THE CHALLENGE

Develop an understanding of the Mexican-American consumer that goes beyond its rapid population growth and the marked uptick of its projected purchasing power.

THE SOLUTION

The final piece transitions from microscope to movie projector, inspecting the details of datasets and expanding them into widescreen illuminations depicting a population ripe with potential for new brand relationships. But as the piece points out, foolish brands rush in. Contained within the white paper is a blow-by-blow breakdown of insights outlining why this demographic must be courted with brand experiences that evoke a deep understanding – and an even deeper respect – for its audience. At its core, the piece depicts a vibrantly nuanced, yet actionable way of understanding and connecting with an oft-storied but seldom understood demographic: the Mexican American.


That feeling when winning means more than racing.

THE CHALLENGE

Reveal the evolved mission of the client's foundation, a charity co-founded by a champion NASCAR driver. Originally created to support a myriad of child-oriented charities, the foundation decided to shift its focus to underfunded research for childhood and ovarian cancer. Within this evolution, a new brand identity needed to be created, deployed and promoted,  capturing the essence of the foundation’s new mission: to support funding and research of childhood and ovarian cancers.

THE SOLUTION

Switch developed a visual identity that encapsulates the charity’s updated mission statement and racing roots. A ribbon of hope, rendered in the official colors for ovarian and childhood cancers – teal and gold, respectively – evokes the foundation’s dual mission. Tilted on its side, the ribbon bears resemblance to the bank of a racetrack, with shading and gradation signifying forward movement in the fight against cancer. With a bold new mark to accompany the launch of its brave new mission, the foundation has raised an average of over $3,000 each month since its unveiling at the start of the 2015 Chase.


That feeling when you make a teacher's job easier.

THE CHALLENGE

Develop strategic recommendations for improving the user experience and usability of the client's free web-based program to help teachers organize and inventory their classroom library.

THE SOLUTION

In the Discovery phase, Switch mined analytics data for insights on frequency of use, areas of user drop-off and timeframe for organic conversion of new users. These insights allowed for segmentation of the program's user base into the usage tiers that would serve as the basis for the development of three personas: Inactive, Active, and “Super” Users. From there, 1500 users were surveyed – 500 from each usage tier – to develop a solid understanding of technical proficiency, technology environment, usage habits and access points. After a follow-up round of phone interviews and cross-tabbing of data, Switch brought the personas to life with comprehensive profiles built on the foundation of actual user data. From these personas, Switch was able to make informed recommendations on effective improvements to the user interface, user flow and site architecture, as well as the overall user experience.


That moment when your customer comes to life.

THE CHALLENGE

Communicate the benefits of the client’s one-of-a-kind adjustable dosing spray to women dealing with the very personal discomfort of “hot flashes” in a way that felt equally personal.

THE SOLUTION

In order to craft messaging that resonated uniquely with the audience, Switch developed personas to give the product a familiar connection point with women wondering if the product might be an effective treatment for “someone like me”. Cutting across a triad of identified lifestyle archetypes, multiple concepts were created that uniquely infused each persona with a different thematic injection. Each concept explored the acute needs of the individual persona within their equally demanding lifestyles, building on the signature-yet-familiar attributes of the persona that determine what a tailored treatment solution would look like. By expanding the concept and persona development into print collateral and promotional materials, Switch was able to introduce these archetypal women to their real-life counterparts, who in turn were introduced to a life-changing product.

*All rights to the above works of authorship are assigned to The Spark Agency dba Switch.