Brand identity, email campaigns and online advertising that connect what a business offers to what its audience needs.
Choose a specific audience and a defensible promise. Carry that promise through the identity, advertisement, email and landing page. Compare qualified actions and commercial outcomes alongside attention metrics.
This original journey starts with the answer the reader came for and treats email as an optional continuation. The worksheet defines proposed events and denominators before any implementation. Its 1,000 → 120 → 36 → 18 example is invented to expose how different conversion statements can describe the same funnel.
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In 2019, Johnson Banks and Duolingo extended the character of Duo beyond the app by shaping a wider identity around a bespoke typeface. The work shows how distinctiveness can come from consistent relationships among brand elements—and suggests practical ways to test and hand off that system.
Read the case studyA look at COLLINS’ documented effort to organize Mailchimp’s broader offering, with practical ways to assess whether portfolio architecture helps small businesses understand what to choose.
Read the case studyThis proposed brand-positioning study for BestBuild explores how a videogame builds site could make its promise easier to understand. It presents draft messaging and a way to evaluate comprehension; it does not describe a completed rebrand or measured result.
Original diagram + working filesRead the case studyJKR’s Burger King rebrand was framed as a response to a changing food and restaurant experience. Its documented identity applications offer a useful basis for examining how a visual system can travel across daily brand touchpoints—and what a careful next-stage review could test.
Read the case studyThis original concept study proposes a path from an item-acquisition search to an optional email follow-up for How2GetIt. The illustrative page and three-message sequence are proposals; no newsletter feature, subscriber list, test or lead lift is documented.
Original diagram + working filesRead the case studyPentagram’s documented Mastercard identity work shows how a simple mark can anchor a wider system; this analysis proposes a handoff inventory and production QA exercise for consistent use.
Read the case studyMozilla’s 2017 identity work addressed a recognition problem: the nonprofit organization was often associated mainly with Firefox. Developed with Johnson Banks, its system paired a URL-inspired mark and Zilla type with shared rules for typography and bounding boxes, while leaving room for varied imagery and color. The project offers a useful lesson in designing for consistency without demanding sameness—and in treating public feedback as input that still requires editorial judgment.
Read the case studySpotify’s 2024 Wrapped paired personalized listening stories with a coordinated campaign; this analysis proposes consent-aware ways for smaller organizations to turn annual data into a useful recap.
Read the case studyA documented analysis of Mailchimp’s historical Peach Truck case, focused on the strategic value of place and season, followed by a proposed three-email sequence and measurement plan. The proposed tactics are not attributed to the original campaign.
Original diagram + working filesRead the case studyA vendor-published Vodafone case describes a cookieless customer acquisition campaign and reports a 20% lower cost per sale. This analysis considers what that figure can—and cannot—show, and proposes a measurement approach that connects advertising spend to qualified leads and accepted sales.
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