The nationally-ranked Cardiac Care Center at Morristown Memorial Hospital was charged with raising $44 million to build a new cardiovascular institute. The campaign needed to stand apart from the many solicitations that compete for campaign dollars from a myriad of non-profit organizations. MMHF came to Morello+Company looking for a consistent brand look across a variety of campaign materials ranging from donor solicitation packets, to the website, to educational materials for staff and the community in general.

The heart is the “emotional” organ. Using artwork that featured interpretations of the human heart to emotionally brand both the cause and the campaign, Morello+Company developed “The Campaign for the Heart.” The analogy of art and the creative process was used to describe the work the world-renowned staff was performing and the dramatic impact it had on the lives of patients. The campaign was rolled out with a variety of printed material, videos, and a website.

Components: Theme development, print collateral materials, website, campaign video.

]]> The nationally-ranked Cardiac Care Center at Morristown Memorial Hospital was charged with raising $44 million to build a new cardiovascular institute. The campaign needed to stand apart from the many solicitations that compete for campaign dollars from a myriad of non-profit organizations. MMHF came to Morello+Company looking for a consistent brand look across a variety of campaign materials ranging from donor solicitation packets, to the website, to educational materials for staff and the community in general.

The heart is the “emotional” organ. Using artwork that featured interpretations of the human heart to emotionally brand both the cause and the campaign, Morello+Company developed “The Campaign for the Heart.” The analogy of art and the creative process was used to describe the work the world-renowned staff was performing and the dramatic impact it had on the lives of patients. The campaign was rolled out with a variety of printed material, videos, and a website.

Components: Theme development, print collateral materials, website, campaign video.

]]> The nationally-ranked Cardiac Care Center at Morristown Memorial Hospital was charged with raising $44 million to build a new cardiovascular institute. The campaign needed to stand apart from the many solicitations that compete for campaign dollars from a myriad of non-profit organizations. MMHF came to Morello+Company looking for a consistent brand look across a variety of campaign materials ranging from donor solicitation packets, to the website, to educational materials for staff and the community in general.

The heart is the “emotional” organ. Using artwork that featured interpretations of the human heart to emotionally brand both the cause and the campaign, Morello+Company developed “The Campaign for the Heart.” The analogy of art and the creative process was used to describe the work the world-renowned staff was performing and the dramatic impact it had on the lives of patients. The campaign was rolled out with a variety of printed material, videos, and a website.

Components: Theme development, print collateral materials, website, campaign video.

]]> Pulsar had a been large player in the watch market. They introduced the first LED watch back in the 70s. Over the years, market share eroded and the brand direction became unclear. With contemporary new styles in the pipeline, Pulsar needed to reposition itself in the market.

Morello+Company reinvented the brand by focusing on 3 key features: updated styling, a very competitive price point, and the best warranty in the business. We developed “Where Substance Meets Style,” a campaign that featured the newly styled Product, and spoke to a younger, hipper audience.

An award-winning series of television spots that featured a poetry-slam narration was created. Each spot incorporates an animated watch interacting with still images that create a lifestyle vignette. The clever use of the Pulsar logo on the box places the brand name front and center.

Components: Tagline development, TV commercial, print campaign, point-of-sale displays and print collateral material.

]]> Pulsar had a been large player in the watch market. They introduced the first LED watch back in the 70s. Over the years, market share eroded and the brand direction became unclear. With contemporary new styles in the pipeline, Pulsar needed to reposition itself in the market.

Morello+Company reinvented the brand by focusing on 3 key features: updated styling, a very competitive price point, and the best warranty in the business. We developed “Where Substance Meets Style,” a campaign that featured the newly styled Product, and spoke to a younger, hipper audience.

An award-winning series of television spots that featured a poetry-slam narration was created. Each spot incorporates an animated watch interacting with still images that create a lifestyle vignette. The clever use of the Pulsar logo on the box places the brand name front and center.

Components: Tagline development, TV commercial, print campaign, point-of-sale displays and print collateral material.

]]> Kate Spade, the high-profile fashion house, was introducing an eyewear line to their very successful brand. We were asked to develop the eyewear catalog for distribution to the retailers. Typically these catalogs are utilitarian in nature and feature product only, along with whatever technical specs are required. Identifying that retailers tend to share these materials with their customers, we designed the catalog with a decidedly consumer look that reflected the Kate Spade brand.

]]> Kate Spade, the high-profile fashion house, was introducing an eyewear line to their very successful brand. We were asked to develop the eyewear catalog for distribution to the retailers. Typically these catalogs are utilitarian in nature and feature product only, along with whatever technical specs are required. Identifying that retailers tend to share these materials with their customers, we designed the catalog with a decidedly consumer look that reflected the Kate Spade brand.

]]> Champignon, a maker of fine imported cheeses from Bavaria, wanted to increase consumption of their product in the US market. While they were well known for Cambozola, their premiere soft-ripened cheese, consumption of their other cheeses was falling short.

Focus groups told us that the single biggest motivator in cheese purchase is in-store sampling. If consumers taste and like it, they buy it. It also showed that American consumers appreciate serving suggestions and pairing recommendations, as well as general information about fine cheese.

Another challenge is that in-store sampling programs tend to be mundane—the samplers often know little about the product and fail to create any enthusiasm around it.

Morello+Company developed an in-store sampling program that would allow consumers to sample the product while educating on the virtues of soft-ripened cheeses. We sent kits that contained a full compliment of marketing materials to be used at the samplings. We developed scripts for the samplers that provided key points to convey to customers and set-up instructions for the event. The kits included recipe booklets that featured Champignon cheeses, a brochure entitled “The Cheese Course” that featured cheese FAQs as well as food and drink pairing charts, POS materials, coupons, and branded napkins, cutting boards and cheese knives. Upon conclusion of the tasting, the POS materials of recipes, pairing chart and coupons were left with the store for permanent display. A significant increase in sales on the day of the event was expected. The measurable result was a continued increase (18% average) after the event. The sampling program is now a major component in Champignon’s marketing plan.

Components: Concept development, script writing, point-of-sale displays and print collateral material.

]]> Champignon, a maker of fine imported cheeses from Bavaria, wanted to increase consumption of their product in the US market. While they were well known for Cambozola, their premiere soft-ripened cheese, consumption of their other cheeses was falling short.

Focus groups told us that the single biggest motivator in cheese purchase is in-store sampling. If consumers taste and like it, they buy it. It also showed that American consumers appreciate serving suggestions and pairing recommendations, as well as general information about fine cheese.

Another challenge is that in-store sampling programs tend to be mundane—the samplers often know little about the product and fail to create any enthusiasm around it.

Morello+Company developed an in-store sampling program that would allow consumers to sample the product while educating on the virtues of soft-ripened cheeses. We sent kits that contained a full compliment of marketing materials to be used at the samplings. We developed scripts for the samplers that provided key points to convey to customers and set-up instructions for the event. The kits included recipe booklets that featured Champignon cheeses, a brochure entitled “The Cheese Course” that featured cheese FAQs as well as food and drink pairing charts, POS materials, coupons, and branded napkins, cutting boards and cheese knives. Upon conclusion of the tasting, the POS materials of recipes, pairing chart and coupons were left with the store for permanent display. A significant increase in sales on the day of the event was expected. The measurable result was a continued increase (18% average) after the event. The sampling program is now a major component in Champignon’s marketing plan.

Components: Concept development, script writing, point-of-sale displays and print collateral material.

]]> Deceuninck is a global manufacturing organization specializing in the design of extrusion products and equipment for vinyl window systems.

We developed a brochure that highlighted their patented design and production capabilities for their North American customers.

Components: Concept development, design and copy.

]]> BP had recently recast its Castrol brand on a global level. The Castrol brand is one of the world’s most successful automotive lubricants. They were looking for a memorable way to roll out the new brand to the marketing departments of their retailers, which consisted mainly of large-chain auto-parts suppliers. The goal was to create a buzz, drive traffic to the new brand website, and provide the necessary artwork and imagery required for a successful re-branding.

Morello+Company developed a kit that came packaged as an auto part (cute). The kit featured a thumb drive that provided a direct link to the new site and contained a brand-standards manual complete with logos, ads, imagery, and templates to support the initiative. The kit was topped off with a foldout brochure that featured a poster of the new Castrol logo.

Components: Concept development, design, copywriting.

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