Greenwrks
Studio

Coming from freelancing background, I was excited to develop a brand for another organization! Greenwrks is a studio that is part of a larger corporation. Heineken sells beers but in the words of the Maggy the CEO, “We don’t sell beer, we sell good times”. So as a big part in developing and translating these good time’s, I wanted to bring out that story through the branding.

Problem

In order to know what the problem was, I needed to empathize and understand those that would interact with the Studio. I needed to understand what Brand Managers were used to and the vision that the CEO, CMO and Directors had in mind. Doing this allowed me to find a middle ground for the vision of the studio and Heineken.

Project goals

Develop an identity for Heineken USA’s Creative Studio

Results

By the implementation of the studio team, we managed to help conserve over $600,000 for Heineken USA

Role

Creative Strategist, Brand Strategist, (Final logo designed by Edgardo Moza)*

I’m a
story fanatic

Greenwrks was hand picked and designed to achieve better, faster and cost effective creative. After observing the other employees’ interactions and collecting quantitative research, I discovered the current agencies aren’t meeting those needs when users explained their pain points and expectations.

Let me paint a picture for you. 

Have you ever been thrown into a new school and thought well what do I do now? This was exactly the kind of situations our team was facing but in that uncertainty, Greenwrks started and was a big piece to a large puzzle….if we could understand how the other teams worked they can understand how we work.

Visibility

Part of the logo process is testing out the black and white overlay. Would the logo work on a dark background or light background. This would help with visibility not only across several screens but print and inclusive for people that have a hard time with color.

Simplifying

Something I had to take into account for was the expansion of the studio. I wanted to make sure the team and other branches of the studio would have a unified look and feel to the team as it grew and expanded. It had to be a system that could be easily changed in case there were instances that a team had to merge, swap and or adapt to something else.

Planning for the Future

Something I had to take into account for was the expansion of the studio. I wanted to make sure the team and other branches of the studio would have a unified look and feel to the team. It had to be a system that could be easily changed in case there were instances that a team had to merge, swap and or adapt to something else.

Typography

A professional and clean type face for our logo was needed but also for our copy. This allow’s us to keep a clean image across all of our work, proofs and material.

Color Palette

Fitting in to the Heineken brand culture was important so that it was easily adapted and accepted by the company.

Team Swag

A part of the culture at Heineken is representing your team that your own and showcasing the love you have for your team. A way I thought about resolving this was creating a t-shirt and hat that the team could put on at content shoots and team pride in the office.

What happened after this?

After completing this creative strategy and brand identity, we reached out to the CMO and Director of Media to share our vision. I expressed the passion for the studio and why I believe this would benefit the companies business goals alongside the creative directors direction and vision.

My next goal for the studio is to see how this design works out by continuing to work cross-functionally and communicating with the rest of the company. Work as creative leaders to tackle other problems with new engaging ideas.

GIPHY Stickers

Were used as an amplification to support the US Open to market its zero-alcohol beer in 2019, Heineken tapped two tennis stars that U.S. Open fans haven’t seen compete in years: Andy Roddick and Lindsay Davenport. The Gifs were used for the giphy platform as a test to support something new in a different realm.

Problem

In order to know what the problem was, I needed to understand, what was Heineken used to? What have they never done? How could we make a direct impact to their bottom line with our creative ideas.

Project goals

Design and Animate Gif Stickers for Giphy platform to amplify campaigns.

Results

By supplying these animated creatives to amplify campaigns, we managed to gain over 12,000,000 views.

Role

Animator, Illustrator, Designer (IllustratorEdgardo Moza)*

Generic

The Generic set of Giphy were used as a test and benchmark. It was the first set of giphys made for Heineken USA and set the bar high for the 1million+ views it broke on the first weekend.

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US Open

Were used as an amplification to support the US Open to market its zero-alcohol beer in 2019, Heineken tapped two tennis stars that U.S. Open fans haven’t seen compete in years: Andy Roddick and Lindsay Davenport. The Gifs were used for the giphy platform as a test to support something new in a different realm.

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Holidays

Once we were briefed with this idea we had the idea right away that would connect with the holiday season, cold weather and celebration. Grasping the holiday season motif without being to explicit and direct with one holiday.

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HTML 5 Web Banners

These HTML5 Banners were a some of the first rounds using iDDM and targeted media as placement strategy. They proved the new marketing directions and digital advertisement move. These frosted sets cemented to Heineken USA that they would garner excellent marketing results pursuing digital.