Re-Positioning TIME Magazine | TIME INC. | Australia
To tell a dramatic new story for TIME Magazine and transform its reputation in the Australian marketplace, Van led the strategic and creative teams with a brand positioning. Hot Wired to the World, leveraging it across diverse marketing communications including video, advertising, print collateral and merchandising.
Global Aviation Launch | Macau International Airport | China
To compete with Hong Kong’s major air services, we traveled to China to direct the global launch of Macau’s new carrier, steering the development of brand identity system and positioning, a worldwide ad campaign and award-winning direct mail program which put MIA on the global aviation map within six months.
Re-Energizing Portfolio of Brands | Working Mother Media | New York
To re-energize the extensive portfolio of brands for Working Mother Media, Van steered the creative direction across all integrated marketing efforts, advertising sales, the national conferences/events division, and implemented creative development and roll out of a brand re-vitilization campaign, The Are of Making it Work for Working Mother magazine.
National Launch Campaign | The National Constitution Center | USA
To compete in a highly-sophisticated, cultural marketplace, Van led the creative team in developing the brand identity system for the opening of first museum dedicated to the study of the U.S. Constitution, then moved on to create pre-launch print advertising, integrated marketing collateral and collaborated with the prominent Brooklyn-based design studio, StudioEIS, which produced 42 full-sized bronze exhibition figures.
Brand Re-Positioning Prior to Sydney Olympics | City of Sydney | Australia
To shift perceptions around the City of Sydney prior to the Olympic Games and soften the disruption of a $300 million improvement program, Van led the strategic brand positioning, Give me Sydney Any Day, leveraging it across marketing collateral, consumer/outdoor advertising and merchandising, boosting morale and turning around a disenchanted public and retail sector.
Re-Ignite Brand Image | The Sydney Opera House | Australia
To re-ignite the image of this performing center as a leading force in the global arts community, Van led the creative team by staking out the high ground with strategic brand positioning, Making the House Zing, and creating and implementing the roll out of a new visual and highly-energetic language and communications across multiple platforms.