The Process

Whether it be for a postcard, a lead acquisition campaign, or an entire rebrand, strong strategy places north on a wayward compass and Family Lifeline Creative Guardrailshands the client an actionable road map for success. There is no magic bullet, making this process all the more vital for each particular client need.

  1. Consultation
  2. Discovery
  3. Assessment
  4. Codified Strategy (Personas, Brand & Deliverable Promises, and Strategic Direction)
  5. Briefs, Tools, and Plan

See below for examples from Jon’s experience…

Brand Creative Guardrails

Family Lifeline

Family Lifeline has a storied 140-year old history of bringing health and hope into Richmond homes. They approached Impact Makers with a need for a photography project. After discovery work with leadership, we identified a gap: they had little to zero codified branding. This leads to a constant death-by-committee in creative work, provides creatives with precious little direction, and results in sub-standard marketing. We developed a branding document outlining seven “guardrails” that provide creatives with solid direction and ensures the ongoing brand is consistent and compelling. I personally worked with our Creative Director, and Family Lifeline leadership to develop and write the document. FLL was touched by the work and the writing has influenced much of their recent donor development and marketing writing.

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Family Lifeline Creative Guardrails

Video Creative Strategy

Impact Makers

As a Content Strategist at Impact Makers, Jon is instilling foundational strategy and creative processes for a small marketing department for a medium-sized company with a big heart.

This product walkthrough video is an anchor creative for a new product called “ImConnect,” a doctor search platform for hospital systems. Jon designed the strategy, wrote the script & storyboard, voiced the voice-over audio, and oversaw creative execution.

Video Creative Strategy

Encompass World Partners

In order to do their job, a Christian missions-sending organization based all over the world first needs to recruit missionaries.

In 2015, Jon traveled to Bangkok, Tokyo, Atlanta, and Los Angeles to oversee the creative execution of the creative strategies he designed for a missionary & internship recruiting videos. From soup to nuts, Jon worked with the client, composed strategy, oversaw execution, and facilitated rounds of feedback.

Join the Encompass Family 2.0 from Encompass World Partners on Vimeo.

The Internship Experience from Encompass World Partners on Vimeo.

As a Brand Strategist at Kumveka, Jon oversaw on-site creative execution for other Encompass World Partner videos, as well: Charis Alliance, Transformation Works Network, and Ministry Coaching. (Donor-focused, as opposed to recruit-focused)

Print Creative Strategy

Encompass World Partners

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A bi-monthly magazine for donors, Within Reach needed comprehensive strategy design and execution.

As a Brand Strategist at Kumveka, Jon distilled client objectives, designed strategy, performed content interviews, and directed copywriters and designers issue after issue.

Marketing Strategy

Jon has developed marketing strategy for multiple clients. He always begins with a marketing consultation, and returns with a robust strategy brief to ensure client, strategy, and creative are all aligned. This codified strategy guides creative execution and feedback rounds.