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Junior Brand Strategist roles are scarce and in short supply, so I am truly grateful for my time at Bakery. I had the privilege of working with a number of exceptional clients, including Shiner Beer, Pearl Brewery, and Arajet Airlines. I also got to experience what was required to win a client pitch, as I participated and helped win the Pearl as a new client. The creativity and professional end product in such a short time frame were truly mind-blowing.
Arajet: Global Brand Strategy
Arajet: Global Brand Strategy
My role: Communication and Audience Strategy
The Objective
Create a global brand strategy that will position Arajet as the most reliable, affordable, and dependable leading air carrier in the Dominican Republic.
The Strategy
"Vamo' Arriba!"
Arajet is the first ultra-low-fare carrier airline from the Dominican Republic, with a global footprint spanning across the Americas. Our objective was to showcase Arajet's offering of nonstop direct flights, not only to popular routes but also to underserved destinations. In order to achieve this, we positioned the brand as the epitome of "affordable luxury". Arajet boasts a new and technologically advanced air fleet, surpassing any other fleet in the Dominican Republic. And let's not forget, it's incredibly affordable too. These factors enabled us to fill a void in the Dominican market, presenting ourselves as the airline of choice for travel to the Dominican Republic – not just for the competitive prices and convenient nonstop flights, but also for the exceptional experience we provide.
The Execution
The global campaign tactical execution was split into an inbound (those flying into the Dominican) and an outbound (those flying out) campaign. Multiple billboards and banners were purchased in strategic positions to share what Arajet has to offer, as well as price discounts for those who decided to take their first flight with Arajet.
Pearl Rebrand Strategy
Pearl Rebrand Strategy
My role: Audience and Competitor Strategy
The Objective
The Objective
Establish the Pearl brand story and bring it to life, allowing our voice to be heard and felt in the stories we tell and in every bit of the property.
The Strategy
The Strategy
We first needed to identify what the Pearl is. After much thought, we found a name that properly captured the essence of the property and its vision: Adaptive Reuse Development. This name not only captures who we are but describes any future architectural developments attempting to replicate what we have done. The introduction of this name, along with a unique voice, allows us to highlight our commitment to renewing what has been made before us and allows it to continue to live on with a new life. We show that we celebrate the community with our history and aim to capture the culture and heart of where we’re from.
The Execution
The Execution
We delivered key visuals, a new brand guidebook, and initial campaign concepts to launch the rebrand. These will guide new banners that will be put up around San Antonio, as well as a new digital pathfinding app and signs that should help with navigation around the property. Digital pathfinding should improve the overall experience of the property by encouraging people to explore and take on an adventure around the property, learning more about its story and history.
*Not available to be shared yet
Shiner New Product Release Strategy
Shiner New Product Release Strategy
My role: Supporting Product Innovation and Brand Strategist
*Details coming soon, pending launch of campaign.
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