message = strategy

Our team didn't have strong direct qualifications (cruise terminals) but it had significant indirect experience: built projects on the San Francisco waterfront. This was our big message to the client, and I was critical in its development and implementation: the marriage of words and information design; and threaded gracefully into the team's proposal and interview. In a debrief, client Edgar Lopez shared that the message was so welcome that we nearly overcame the small-business advantage of our competitors.

This client needed an architect who could not only solve problems with creativity and aplomb, but also one whose values aligned -- eco-conscious designers who were also the camping, cycling, rock-climbing types. This pursuit subsequently incorporated our team's outdoor adventures into the language and imagery of the proposal. Our message: we get you. The result was a collection of big ideas about design conveyed in relatable, down-to-earth ways. And to this day, I still eat A LOT of Clif Bars.

Fourm Design/Build marketing strategy
Fyoog Architecture marketing strategy