The world’s largest business newspaper launched a high-design collection of work essentials with their AOR, The & Partnership. I was given the opportunity to work on this branding and advertising project as a Creative Director/Copywriter.
We developed the brand from the ground up under the WSJ’s advertising platform of Read Ambitiously. As the lead agency we were responsible for the creative strategy, branding, voice and positioning. And it all needed to work seamlessly across the WSJ’s complex publishing ecosystem.
We used the newspaper to launch the sub-brand. Each high-dollar product and the makers who craft them have an incredible, rich story. So we told it in the form of some of the best newspaper advertising ever created. DDB’s golden age from the ’50s and ’60s.
As a publisher the WSJ has a large digital content and partnership network. We leveraged it all for display ads.
Part of the brand development was a photography style that we implemented across partner agencies.
Everything led back to the e-commerce site, which was initially launched exclusively to WSJ members before it was open to the public.
Creative Direction
Brand Development
Creative Strategy
Copywriting
Photography Style/Production
Voice