LAUREL LINDAHL by dfgh4bnmu

VIEWS: 5 PAGES: 17

									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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