<![CDATA[My Work]]> en Wed, 23 Oct 2024 18:59:01 +0000 <![CDATA[Supporting Matthew Sweet: I Can Appreciate That]]> https://www.brainsofsteel.com/my-work/donations/supporting-matthew-sweet-i-can-appreciate-that Matthew Sweet Donation Banner

 

 

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DONATE DIRECT TO MATTHEW

 

                         

I Can Appreciate That is my own story of struggling against adversity and discovering the blessings hiding in life's challenges. In the spirit of true Appreciation, and "growing what we're given", every sale of I Can Appreciate That through November 2024 generates a 100% net donation to the Go Fund Me page benefitting Matthew's medical recovery.

 

  

 

 

 

 

 

 

 

 

 

 

 

 

 

]]> https://www.brainsofsteel.com/my-work/donations/supporting-matthew-sweet-i-can-appreciate-that Wed, 23 Oct 2024 18:59:01 +0000 <![CDATA[CURE Childhood Cancer: I Can Appreciate That]]> https://www.brainsofsteel.com/my-work/cure-childhood-cancer-i-can-appreciate-that-3

 

 

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DONATE DIRECT TO CURE

 

                         

In the spirit of true Appreciation, and "growing what we're given", every sale of I Can Appreciate That generates a donation to the United For a CURE fund at CURE Childhood Cancer, in loving memory of Lake Bozman and his fellow angels Mary Elizabeth and Melissa.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

]]> https://www.brainsofsteel.com/my-work/cure-childhood-cancer-i-can-appreciate-that-3 Wed, 30 Aug 2023 22:40:48 +0000 <![CDATA[I Can Appreciate That (copy)]]> https://www.brainsofsteel.com/my-work/books/i-can-appreciate-that-copy  

\u00a9 2021 Books of Steel  /  ISBN: 978-0-9965987-5-0  /  243 Pages

 

BUY NOW - Print          BUY NOW: E-Book

 

 

                     

 

 

 

 

]]> https://www.brainsofsteel.com/my-work/books/i-can-appreciate-that-copy Tue, 30 Aug 2022 20:16:11 +0000 <![CDATA[Thrivent]]> https://www.brainsofsteel.com/my-work/integrated-campaign/thrivent Thrivent Financial is a mission-driven, Fortune 500, not-for-profit, financial services organization with more than 100 years expertise helping Christians to be wise with money. Strangely, theirs was one of the greatest stories NEVER yet told... until we did.

 

Trade Ad

 

 

 

Trade Ad

 

 

Sample Copy: Thrivent Financial is a financial services company - and a career opportunity - like no other. As a fraternal benefit society focused on guiding Christians on their Wise With Money Journey, we work for members, not shareholders; and with a higher purpose in mind.

 

Already a Fortune 500 leader with 100+ years of expertise, Thrivent Financial is growing like never before. if you're ready to do the same, working for a company who shares your values, and your desire to help people live in greater contentment and generosity, it's time to put your talent where your heart is.

 

 

 

Integrated campaign (website, print, mail, event materials)

 

 

]]> https://www.brainsofsteel.com/my-work/integrated-campaign/thrivent Wed, 10 Jun 2020 19:40:53 +0000 <![CDATA[The Ritz-Carlton]]> https://www.brainsofsteel.com/my-work/digital/the-ritz-carlton Developing a comprehensive online solution for a worldwide leader in hospitality involves a LOT of writing - 1,000+ pages to be exact. From content strategy and cultural research, to editing, proofreading and quality/consistency control, this Herculean project called on the full range of our expert team's capabilities. 

 

Global Home Page

 

 

 

 

Service-Specific Detail Pages  

 

 

 

 

 

Location-Specific Detail Pages

 

 

 

 

 

 

 

]]> https://www.brainsofsteel.com/my-work/digital/the-ritz-carlton Tue, 09 Jun 2020 14:47:33 +0000 <![CDATA[The Home Depot]]> https://www.brainsofsteel.com/my-work/integrated-campaign/the-home-depot-2  

Concept Intro

 

 

 

Concept Rationale

 

 

 

Mood Board

 

 

 

 

Print Ad

 

 

 

 

 

Website 

 

 

 

]]> https://www.brainsofsteel.com/my-work/integrated-campaign/the-home-depot-2 Tue, 09 Jun 2020 02:11:22 +0000 <![CDATA[Dick's Sporting Goods]]> https://www.brainsofsteel.com/my-work/integrated-campaign/dicks-sporting-goods  

Trade Ad

 

 

Copy: Keep going. The race is never won at the half way point. When you can see the finish line, and especially when you can't - you... don't... stop. Because you never know when your opportunity will come, to break free, to take the lead, and to never look back.

 

At Dick's Sporting Goods, we give people the chance to win every day. Don't settle for middle of the pack. When you're ready to go all the way, the road to opportunity leads here. 

 

 

Trade Ad

 

 

 

Trade Ad

 

 

 

Website

 

 

 

 

]]> https://www.brainsofsteel.com/my-work/integrated-campaign/dicks-sporting-goods Mon, 08 Jun 2020 21:14:57 +0000 <![CDATA[Arch Chemicals]]> https://www.brainsofsteel.com/my-work/print/arch-chemicals Corporate Overview Brochure

 

It began with a desire to communicate the vast breadth and reach of a global leader's products and services. It took weeks of research, interviews, photoshoots, and writing. It turned into a beautiful, 64-page, full-color manifesto on the power of human impact and interaction, that looks and reads more like a coffee table book than a marketing piece.

 

 

 

 

 

 

 

 

 

 

]]> https://www.brainsofsteel.com/my-work/print/arch-chemicals Sun, 07 Jun 2020 20:44:57 +0000 <![CDATA[UnitedHealth Group]]> https://www.brainsofsteel.com/my-work/strategy/unitedhealth-group-1 From focus group and discovery distillation to concept generation and creative articulation, forging a corporate brand architecture that works for diverse audiences working in multiple business units worldwide is complex stuff - even if the ultimate solution is deceivingly simple.

 

 

 

 

 

 

 

 

 

 

Creative Articulation: (Integrated Campaign)

 

 

 

 

 

 

Sample Copy:

 

Go ahead. Tell your parents you've decided to change the world.

 

Looking for a great way to make your mark? Try helping us solve some of the toughest challenges that face our country. Unique among the Fortune 25, UnitedHealth Group is working to make health work better for more people, in more ways than ever. Simply put, we think the entire system can be greater than it's ever been. And it drives us to work harder than we ever imagined.

]]> https://www.brainsofsteel.com/my-work/strategy/unitedhealth-group-1 Sun, 07 Jun 2020 17:59:15 +0000 <![CDATA[Ecolab]]> https://www.brainsofsteel.com/my-work/print/ecolab Ecolab has been developing strategies that create cleaner water, safer food, more abundant energy, and healthier environments worldwide for decades. Unfortunately, not enough people knew about the company and their amazing impact - so we helped make a few (thousand) introductions.   

 

Image Ad

 

 

 

 

Image Ad

 

 

 

"Elevator Pitch" Ambassador Card

 

 

 

]]> https://www.brainsofsteel.com/my-work/print/ecolab Fri, 05 Jun 2020 18:33:45 +0000 <![CDATA[Gypsum Management Supply]]> https://www.brainsofsteel.com/my-work/digital/gypsum-management-supply As the largest provider of drywall materials in North America, GMS operates a network of 60+ subsidiary partner companies across the U.S. and Canada. When the construction products leader recognized an opportunity to strengthen its marketing and ecommerce efforts by creating and optimizing hundreds of pages of content network-wide, we had just the tools needed for the job.    

 

Global Parent Company Website

 

 

Subsidiary Company Dashboard

 

 

 

 

Local Subsidiary-Specific Websites

 

 

 

Subsidiary Level Product-Specific Pages

 

 

 

]]> https://www.brainsofsteel.com/my-work/digital/gypsum-management-supply Thu, 04 Jun 2020 16:01:11 +0000 <![CDATA[Staring at the Ceiling]]> https://www.brainsofsteel.com/my-work/books/staring-at-the-ceiling Anxiety. Uncertainty. Mystery. Debauchery. Epiphany. Redemption.

Loaded with chemicals, the baggage of a troubled past, and the crippling fear of an uncertain future, Andy Maxwell is lost, and going nowhere fast.

 

Staring at the Ceiling is a gritty, strangely-spiritual sojourn exploring the weight of responsibility, the pain of loss and growth, the cost of control, and ultimately the reward of letting go. Eight days in the heat of a small southern town can pass in a blur, can feel like an eternity, and can change a life forever.

 

 Buy Now

 

 

 

Reviews and Reactions  

 

Buy Now

 

 

 

]]> https://www.brainsofsteel.com/my-work/books/staring-at-the-ceiling Wed, 03 Jun 2020 17:42:47 +0000 <![CDATA[Pharmacyclics]]> https://www.brainsofsteel.com/my-work/digital/pharmacyclics  

Homepage

 

 

 

Our Culture Page  

 

 

 

Page Sampling   

 

 

 

 

 

 

]]> https://www.brainsofsteel.com/my-work/digital/pharmacyclics Tue, 02 Jun 2020 17:43:15 +0000 <![CDATA[The Home Depot]]> https://www.brainsofsteel.com/my-work/strategy/home-depot You've probably seen a lot of end-product creative solutions. But how often do you get an inside look at the deeper thinking that brings those ideas to life? This case study walks through the multi-step process of developing a dynamic employment brand value proposition that is Ownable, Differentiating, and Actionable. 

 

Structure

 

Start with the raw materials; the facts, figures, insights and truths about an organization that tell its unique story. Once you know how to mine, organize and understand those, you're empowered to develop ideas that differentiate, and emotionally connect with your audience.

 

 

 

Proposed EVP 

 

This is the mold; specific, focused buckets into which those raw materials get poured, and must fit genuinely if they are to ring true. The Rallying Cry is a guiding principle supported by co-equal, co-dependent pillars of messaging truth.

 

 

 

Sample Pillar Writeup

 

This isn't where the thinking stops, but it IS where the writing begins. Now that we know our paths of truth, the challenge becomes articulating it in ways that begin to build a narrative. Here, color-coding helps draw a map between a company's internal Values (left) and how you express them in external-facing stories that resonate with your audience (right).

 

 

 

Creative Articulation

 

This is what comes off the other end of the assembly line; fully-fleshed out creative, forged from pure raw materials and crafted to deliver real impact and results. Research and insight give way to copy and design, each honoring and reflecting the truth at the heart of the brand.  

 

Trade Ad

 

 

 

 

Integrated Campaign

 

 

Sample Copy:

 

"Can-do" people can do amazing things.

 

Imagine working where your talent has the potential to help people overcome their greatest challenges and also build their dreams. That's real impact. This is your opportunity. Build what matters.

]]> https://www.brainsofsteel.com/my-work/strategy/home-depot Mon, 18 May 2020 02:15:24 +0000 <![CDATA[UnitedHealth Group]]> https://www.brainsofsteel.com/my-work/print/unitedhealth-group  

Image Ad

 

 

 

Sample Copy: At UnitedHealth Group, we aspire to something greater than simple improvement.

Our mission is to literally transform the health care system - uniting people with the quality care and resources they need to live healthier, more fulfilling lives. We offer our employees something greater too...

 

 

 

 

College Ad

 

 

 

 

 

Subsidiary Business Unit Ad

 

 

 

]]> https://www.brainsofsteel.com/my-work/print/unitedhealth-group Sun, 17 May 2020 02:10:28 +0000 <![CDATA[HIT Entertainment]]> https://www.brainsofsteel.com/my-work/digital/hit-entertainment When children's television producers HIT Entertainment needed a promotional spot to celebrate the release of their full-length, family-friendly film starring everyone's favorite animated builder, there was only one question: Can we build it? Yes, we can!

 

DVD Promotional Trailer

 

 

 

 

 

 

 

 

 

 

 

 

]]> https://www.brainsofsteel.com/my-work/digital/hit-entertainment Sat, 16 May 2020 15:20:11 +0000 <![CDATA[The Maker's Diet]]> https://www.brainsofsteel.com/my-work/books/the-makers-diet New York Times best selling author, and Garden of Life founder, Jordan Rubin helps readers follow a biblical path to greater health and well-being.

 

As a primary writer for marketing, promotional, and packaging materials for nutraceutical company Garden of Life, I had the opportunity to serve as editor for this book chronicling Jordan Rubin's breakthrough nutrition/lifestyle program.   

 

 

 

]]> https://www.brainsofsteel.com/my-work/books/the-makers-diet Wed, 06 May 2020 13:12:21 +0000 <![CDATA[Sustaining the Caffeine Advantage]]> https://www.brainsofsteel.com/my-work/books/sustaining-the-caffeine-advantage  

Leading sports nutrition authority Dr. Jose Antonio, Ph.D., C.S.C.S., F.A.C.S.M.,  provides a wealth of clinical and scientific research supporting the healthy, natural benefits of caffeine, and exposes several common myths.

 

When our client developed this book in support of their Sustain Energy (sustained-release caffeine) supplement product, I had the opportunity to polish and streamline the text for this informative deep-dive into the suprising benefits of the world's most ingested psychoactive substance.

 

 

 

 

 

 

 

 

 

 

 

 

 

]]> https://www.brainsofsteel.com/my-work/books/sustaining-the-caffeine-advantage Wed, 06 May 2020 13:12:04 +0000 <![CDATA[Rock Solid Parenting]]> https://www.brainsofsteel.com/my-work/books/rock-solid-parenting  

Licensed psychologist Dr. Lenore Doster presents a range of effective parenting strategies and solutions for those looking to build stronger, more rewarding relationships with their children.

 

As a long-time coach, mentor and respite foster parent, working with young people is close to my heart. So when a professional connection turned into an opportunity to use my editing experience AND learn more about effective communication strategies, I jumped at the chance. 

 

 

 

 

 

]]> https://www.brainsofsteel.com/my-work/books/rock-solid-parenting Fri, 01 May 2020 19:02:45 +0000