That’s what we knew when we rolled out this undergraduate campaign. As two schools continue their merging process, we melded characteristics of the NYU brand with a clean, modern vision that was clearly Poly. The end result was a campaign that brought home the Platinum at the MarCom Awards of 2011. (more…)

Working closely with the Associate Creative Director for this special programs piece for Mercy College, cooperative editing was required in order to piece his concept together, as well as an inspirational introduction and quote drafting. By following his lead in a true team effort, an uplifting brochure was created. (more…)

The point of this poster campaign for New York-based accounting firm Sheehan & Company, was to titillate. Displayed prominently on select Long Island Railroad platforms, their target audience was the affluent of Nassau County and Queens. Their experience with high-worth groups makes them a worthy choice for complex accounting needs, but puts them in direct competition with the big box shops in Manhattan. The key difference my agency discerned? That they were able to offer individual attention while corporate CPAs were buried under mounds of paperwork. This led to my burning question concept: Is your C.P.A. M.I.A.? More often than not, the answer was yes. (more…)

A full-scale conversion campaign for a notable Catholic private school, this aggressive email and traditional mail effort was targeted to push accepted students to pull the trigger and enroll. A team effort in terms of design and execution, the concept–emphasizing big opportunities in a big city–and call-and-response short copy was developed by yours truly.

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One of the premier Catholic universities in the world, this client needed to revamp their content, their look, and their layout for their entire line of program brochures. The uniquely tabbed quadfold Honors Program brochure was only the first of the lengthy series. The new tone? Aspirational, prestigious, conservative, and enticing enough to be worth the copious amounts of extra coursework. (more…)

Femina Photo+Design, a collaborative photographic effort by two uniquely experienced women, needed graceful, flowing copy for promotional print collateral that would accent their trade show presence. The result was sensory-evoking (my favorite!), somewhat ethereal content organically sprinkled with the various types of photography they specialize in. Lush, evocative, and swimming with experiential adjectives, this piece is clearly the work of three creative and feminine minds. (more…)

NYU’s prestigious Polytechnic Institute came to L.F. O’Connell to create a print piece for their NYC ACRE business incubator geared towards both entrepreneurs (NYU-Poly’s “i2e” students: inventors, innovators, and entrepreneurs) and venture capitalists. With the intention of drawing green technology out of California and into New York, this brochure needed to attract promising graduate students to the less tapped potential of NYC as a CleanTech sector versus the West Coast. The voice is more serious and tech-y than my usual style, but here, it’s facts that get the job done. (more…)

When it comes to creative presentations, sometimes people need a little push to really “get” what the designer was going for. With both art and lit in my blood, interpretation is what I do best. I write to pull forth all the emotion and inspiration our designers were pulling from, effectively “selling” design and helping clients truly understand the many hidden facets of their new proposed branding. (more…)

Larger-scale clients and projects will occasionally request brand strategy documentation, to make sure that our vision for the brand matches theirs and meshes well. Using our own internal notation on the organization based on workshops that have already taken place, I linked together the company’s vision/mission, positioning, core promises, and personality/values into one cohesive document. (more…)

For those who aren’t too computer-savvy, navigating new functions can be difficult or frustrating. However, technical writing with no trace of patronization makes the experience much more positive.  (more…)