VIEWS: 5 PAGES: 17 POSTED ON: 8/3/2011
LAUREL PORTFOLIO 2009 LINDAHL NEW YORK, MILAN, MINNEAPOLIS COPYWRITER LAUREL IN ADDITION TO BEING AN AWARD-WINNING COPYWRITER WITH OVER 15 YEARS OF EXPERIENCE WRITING EVERYTHING FROM BLURBS AND HEADLINES TO PACKAGING COPY, ADS, VIDEO SCRIPTS AND BROCHURES, MY LINDAHL FIRST NAME IS AN ANAGRAM FOR “ALLURE.” I CAN SPOT A TYPO AT 50 FEET. I READ A BOOK A WEEK, EXCEL AT COPYWRITER PARALLEL PARKING AND, THANKS TO A GUEST VOCALS STINT ON A FRIEND’S RECORD, I AM VERY BIG IN BELGIUM. LAUREL Compass Marketing Naming & Packaging LINDAHL My creative partner and I were given the assignment to COPYWRITER name and design packaging for a new line of fashionable cell phone accessories. We came up with three concepts, each had their own name, look, and voice. (The winning concept, naturally, was an amalgam of all three.) Casella Style for your dial. A cell phone is one of your most useful fashion accessories. Don’t you think it deserves a stylish home of its own? LAUREL Compass Marketing Naming & Packaging LINDAHL COPYWRITER Moda Talk the Talk. Walk the Catwalk. Are you all talk and no fashion? Add some bling to your ring with fancy phone accessories from Moda. LAUREL Compass Marketing Naming & Packaging LINDAHL Cachette/women COPYWRITER Clothe yourself. Clothe your phone. Choose the perfect case for your little black dress … baby tee and jeans … power suit and kitten heels. Cachette/men Clothe yourself. Clothe your phone. Choose the perfect case for you cargo pants and crew neck … t-shirt and low rise jeans … striped shirt and Italian suit. Tomato Basil Pasta Sauce: Puritans were convinced that the tomato was poisonous and forced it out of popularity for 200 years. Mean old superstitious Puritans. LAUREL Target Archer Farms Brand Voice Development & Packaging Pears (in light syrup): LINDAHL When Target entered the competitive retail food market, it It’s a fact: Pears bruise COPYWRITER needed a new brand that would stamp its products with the distinctive Target edge. Working with designers at easily. That’s why, at Yamamoto Moss, I developed a unique brand voice to position Target Archer Farms as a wholesome and folksy Archer Farms, we talk to brand of grocery products and created a character to personify the brand: Elwood “Archie” Archer, a quirky our pears gently and with farmhand. Channeling Archie’s inimitable voice, I wrote copy for everything from canned pears to coffee beans – all in all, the greatest compassion. more than 2,000 products. Because one cross word and bam! You’ve got a Vanilla Ice Cream: According to a bruised pear on your recent study, ice cream was rated America’s favorite dessert. Those hands! who eat ice cream as a main course were excluded from the study. COVER LAUREL Twin Cities Reader/Avenue Quarterly Fashion Magazine LINDAHL As editor of this 4-color, 26-page fashion magazine, I was COPYWRITER charged with creating a publication that would showcase local designers, merchants and fashionistas as well as kick-start flagging fashion ad revenue. After two issues, ad revenue had increased by 40%. EDITOR’S NOTES LAUREL Editor’s Notes: I am not a Barbie doll. It naturally follows, then, that Lycra is no friend of mine. (For the record, I’m not LINDAHL too fond of Spandex, either.) I mean, come on. Who wants to COPYWRITER hang out with someone who constantly reminds you of your faults? Who needs a friend that clings to you, assaulting you at every curve. I don’t want to see the crumb of cake I ate in a moment of weakness appear seconds later on my thigh. I don’t need anybody to make me more body-conscious than I already am. I want friends who are more forgiving – like cotton, rayon, and silk. That’s what I like about this summer’s dresses. Not only are they forgiving in fabrics, their easy shapes – chemises, trapezes, A-lines – don’t emphasize those parts of you that you’d just as soon keep loosely under wraps. For some of this summer’s friendliest dresses, turn to pages 6-9. All in all, I think you’ll agree that this season’s fashion is a pretty good deal – especially if you’re someone who refuses to hang out with Lycra. I say, let Lycra go hang out in Barbie’s closet. Buy a couple of easy summer dresses. And go eat some cake. LAUREL United States Lines Advertising & Marketing Communications LINDAHL United States Lines, one of the oldest cruiselines in COPYWRITER America, began carrying passengers between New York and Europe in the early part of the 20th century. Its fleet of sleek and modern ships signaled America’s entree into the glamorous world of ocean liner travel. In 2003, after a more than 50-year hiatus, the company decided to resume operations with a year-round cruise schedule to Hawaii. After so many dormant years, the brand needed revisioning and repositioning. As the only American built, owned and operated cruise line, the line had a unique positioning opportunity: I gave them a tagline and a voice that positioned them as “America’s Cruise Line,” the foremost expert on one of the United States’ hottest properties: Hawaii. FULL PAGE AD LAUREL LINDAHL COPYWRITER The brochure, designed to mirror a travel magazine – with features including cover lines, a table of contents, folios and sidebars – further positioned the company as an expert in the Hawaiian travel experience. LAUREL Request Magazine Ad Campaign LINDAHL Request magazine needed an ad campaign to drive COPYWRITER people to its new website –- an e-zine that built on the magazine’s music-heavy content by adding pop culture, news and essays. When you find someone who lights your way, let them lead. LAUREL Stephen Vincent – Muse, Brand Voice Development, LINDAHL Poster Campaign & Brochure COPYWRITER Jewelry designer Stephen Vincent needed a brand voice and marketing materials for a brand new line of jewelry that featured an inspired amalgam of elements heretofore unseen in the industry. Walking slowly toward the door, she pauses. He’s watching me, she thinks. She turns to give him a coy smile and suddenly she knows: Nothing will ever be the same. LAUREL LINDAHL COPYWRITER MUSE LAUNCH POSTER If your personal style could speak, what would it say? LAUREL Humphrey B ra n d Vo i ce D eve l o p m e n t , LINDAHL Poster Campaign & Brochure COPYWRITER Humphrey, an Austria-based designer of beautiful, minimal stainless steel jewelry, needed a new voice to accompany its brand new look and positioning. Design partner: Nascent Design, Milan Close your eyes LAUREL and picture the LINDAHL COPYWRITER perfect evening. What color is your ring? LAUREL Bank of America In-Bank Ad Campaign LINDAHL B a n k of A m e r i ca wa n te d f i x t u re m e s s a g i n g t h a t COPYWRITER encouraged customers to open a 529 College Savings Plan, so they partnered with LeapFrog, a leading brand of educational toys. The winning concept featured a demo of LeapFrog’s popular interactive globe. Concept 1: This concept features a photo of a child flying a kite in a bright, blue sky. The image signifies the promise of youth, when opportunities are endless. The globe offering speaks to the point that every parent would like to give his or her child the world. LAUREL Bank of America In-Bank Ad Campaign LINDAHL COPYWRITER Concept 2: Children are always learning, whether they realize it or not. This concept recognizes the fact that each day of a child’s life is preparatory for what is to come. The headline nudges parents toward the idea that it’s never too early to start planing for their child’s education.
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