1 of 43

Slide Notes

Vitamin C Creative Overview

Published at Nov 06, 2015
Vitamin C is a burst of inspiration for your brand - clarity, creativity, content, and connection. This visual portfolio showcases the clients, projects, and services offered by Vitamin C Creative, a Seattle-based brand and content consultancy founded by Catherine Carr.

PRESENTATION OUTLINE

Vitamin C Creative

Brand Strategy | Activation | Expression

Chief Inspiration Officer

Catherine Carr - @mamatweeta
Photo by Adabo!

What puts the C in Vitamin C?

Clarity

Make your message crisp and cohesive

Creativity

Craft a new brand or revitalize an existing one
Photo by julochka

Content

Engage your audience with compelling stories
Photo by Sky Noir

Catherine Carr

Founder and Chief Inspiration Officer, Vitamin C Creative
Photo by USDAgov

Credentials

Credentials

Haiku Deck

Led marketing and built grassroots community of 5M+

Cranium

Led brand and content from early days to acquisition

Trivial Pursuit

Crafted strategy for critical brand reinvention
Photo by ghirson

Microsoft Encarta

Oversaw content for award-winning multimedia products

Untitled Slide

Expertise

  • Brand and content strategy
  • Brand archetype analysis
  • Voice and tone development
  • Content development for any age and audience
  • Presentation development and training
Photo by cliff1066™

Recent Talks

  • "Presentations that Impress," IABC Portland
  • "Crafting a Winning Story," AMA Houston
  • "The Story of You" - Intro to Personal Branding
  • "You Are Not Your SAT Score," Ignite Seattle
  • "Twitter for Word Lovers," Red Pencil in the Woods
"Crafting a Winning Story":
https://www.haikudeck.com/crafting-a-winning-story-business-presentation-zmHiiJcPsW

"You Are Not Your SAT Score":
http://igniteseattle.com/2011/11/29/catherine-carr-you-are-not-your-sat-score-mamatweeta/

"Tips to Transform Your Presentations" (Guest Lecture at UW Communications School):
https://www.haikudeck.com/the-haiku-deck-way-business-presentation-N6IKwZwc1B#
Photo by clementchene

Recent Publications

  • "10 Lessons Every Presenter Can Learn from ," IABC Portland
  • "Crafting a Winning Story," AMA Houston
  • "Exceed Your Presentation Potential," Cal. Assn. of Realtors
  • "You Are Not Your SAT Score," Ignite Seattle
  • "Twitter for Word Lovers," Red Pencil in the Woods
  • SELECT PUBLICATIONS FAST COMPANY "What Makes 'I Have a Dream' Such a Perfect Speech" | ARA BLOG "The Elusive Work-Life Balance: 5 Strategies that Have Worked for Me" | SLIDESHARE BLOG "Make Your Presentations Poetic" | GETTY IMAGES BLOG "How to Design Slides with Visuals That Sing" | HAIKU DECK BLOG
"What Makes 'I Have a Dream' Such a Perfect Speech" - Fast Company:
http://www.fastcompany.com/3040976/what-made-i-have-a-dream-such-a-perfect-speech

"Ten Lessons Every Presenter Can Learn from America's Most Iconic Speech" - Fast Company:
http://www.fastcompany.com/3026982/work-smart/10-lessons-every-presenter-should-learn-from-americas-most-iconic-speech

"The Elusive Work-Life Balance: 5 Strategies that Have Worked for Me" - ARA Blog:
http://www.aramentors.com/the-elusive-work-life-balance-five-strategies-that-have-worked-for-me/

"Make Your Presentations Poetic" - SlideShare Blog:
http://blog.slideshare.net/2014/04/17/6-simple-suggestions-for-poetic-presentations/

"How to Choose the Right Photographs for Your Presentation" - SlideShare Blog:
http://blog.slideshare.net/2014/05/12/3-ways-to-amplify-your-presentations-impact-with-photographs/

"Expert Tips for Creating Killer Presentations with Haiku Deck" - SlideShare Blog:
https://blog.slideshare.net/2014/11/06/7-expert-tips-for-creating-killer-haiku-decks/



Photo by Andrea Beggi

Clients

Clients

Brooks Running

Brand and content strategy
Brooks Running - Seattle, WA

Context

The Brooks team had done groundbreaking research revealing exciting new insights into how running shoes should be designed, fit, and merchandised. They needed help translating the technical underpinnings into crisp, clear messages that would resonate with both retailers and runners, online and in store.

Vitamin C Services

Clarity: Competitive analysis; internal stakeholder interviews; development of vision, mission, position, and pillars for Brooks Stride Signature

Creativity: Inspiration and insights from other categories to set the tone for the 360-degree consumer experience

Content: Comprehensive messaging framework to guide communications for internal team, retailers, and consumers

Focus: B2C, B2B, internal

Brooks Stride Signature:
http://www.brooksrunning.com/en_us/StrideSignature



Photo by davidcoxon

Mumm Napa

Brand manifesto and brand strategy activation
Mumm Napa - Rutherford, CA

Context

Mumm Napa had made a significant investment in a robust brand strategy, including new positioning and pillars, but needed help activating the new strategy internally and across their many consumer touch-points.

Vitamin C Services

Clarity: Development and elaboration of brand pillars with clear supporting points and messaging; detailed brand guidelines for internal and external use

Creativity: Brand manifesto; concept and development of new pocket reference, flexible product catalog, and master wine reference

Content: Creation of brand-driven copy for sparkling wine labels, tour script, signage, tasting menus, job descriptions, newsletters, and other consumer communications

Focus: B2C, internal

Mumm Napa:
https://www.mummnapa.com
Photo by John-Morgan

Haiku Deck

Marketing strategy and execution
Haiku Deck - Seattle, WA

Context

Haiku Deck makes it simple and fun to create flawlessly beautiful presentations. Through consulting services and 2 years as Haiku Deck's full-time VP of Marketing and Chief Inspiration Officer, Catherine was instrumental in launching and growing a passionate global community. Haiku Deck, lauded by Mashable as "The Instagram of Pitch Decks," has been named Geekwire App of the Year and one of Time's Top 100 Websites.

Vitamin C Services

Clarity: Development of detailed brand guidelines and marketing plans

Creativity: Naming and creative input on numerous internal themes and features, creative conceptualization and naming for Haiku Deck Zuru paid product offering; strategic creative guidance on product UX, website, and video development by Design Commission

Content: Conceptual development and execution of Haiku Deck Blog, creation of dozens of cornerstone content pieces (many receiving 100,000+ views), press kits, email communication, and other marketing pieces.

Focus: B2C

Haiku Deck:
http://www.haikudeck.com

https://www.haikudeck.com/presentations/Catherine.Carr






Ravensburger

Brand book development
Ravensburger - Ravensburg, Germany

Focus: Internal

https://www.ravensburger.com/us/start/index.html




Photo by Bludgeoner86

BBVA

Brand strategy and messaging
BBVA - Madrid, Spain

Context

The executive team of global bank BBVA was seeking a bold new brand statement to express their commitment to innovation and inspire continued transformation of their internal culture. They had collaborated on wording for a new vision statement, but needed help refining it and expressing it creatively, under a very tight timeline.

Vitamin C Services

Clarity: Interviews with key stakeholders in Madrid; streamlined brand archetype analysis

Creativity: Working in collaboration with Michael Connell of Commonwealth and Spring Studio, exploration and conceptual development of three strategic creative directions to guide the brand going forward

Content: Development of revised vision statement with supporting pillars; strategic and creative guidance on brand manifesto and mood video

Focus: Internal

BBVA: http://www.bbva.com/TLBB/tlbb/esp/index.jsp

Spring Studio:
http://www.springstudio.com/



Danaher

Website content and annual report development
Danaher - Washington, DC

Focus: B2B

http://www.danaher.com

Photo by Lisa Zins

Espresso Supply

Brand strategy and activation
Espresso Supply - Seattle, WA

Focus: B2C





Photo by rutty

Novinium

Brand strategy, internal communications, website content
Novinium - Kent, WA

Focus: B2B, Internal

http://www.novinium.com


Wheelhouse Digital Marketing Group

Brand strategy and activation
Bear Group - Seattle, WA

Context

Bear Group, a well-respected Seattle web development firm, had recently completed a thorough brand strategy and positioning project with LCP consulting and was preparing to relaunch its brand and website, but the new copy was not connecting with the strategy.

Vitamin C Services

Clarity: Development of detailed voice and tone guidelines based on the Everyman brand archetype

Creativity: Guidance on expression of Bear Group brand to support the new positioning via video, photography, and other imagery

Content: Development of website content, blog concept, and feedback on select blog content

Focus: B2B

Bear Group: https://www.beargroup.com/

LCP Consulting:
http://lcpconsultingllc.com/
Photo by marfis75

Bear Web Development

Brand strategy activation and website content
Bear Group - Seattle, WA

Context

Bear Group, a well-respected Seattle web development firm, had recently completed a thorough brand strategy and positioning project with LCP consulting and was preparing to relaunch its brand and website, but the new copy was not connecting with the strategy.

Vitamin C Services

Clarity: Development of detailed voice and tone guidelines based on the Everyman brand archetype

Creativity: Guidance on expression of Bear Group brand to support the new positioning via video, photography, and other imagery

Content: Development of website content, blog concept, and feedback on select blog content

Focus: B2B

Bear Group: https://www.beargroup.com/

LCP Consulting:
http://lcpconsultingllc.com/

Osmosis

Brand strategy and execution
Osmosis - Seattle, WA

Context

Synapse, a highly regarded product development and engineering company based in Seattle, was launching an innovative spin-off focused on wearable tech in the context of live events. They needed to develop a brand identity and presence, with supporting messaging, under a tight timeline with limited budget.

Vitamin C Services

Clarity: Competitive analysis, brand archetype analysis and brand strategy development including vision/mission/position and pillars

Creativity: Collaborated with The Name Inspector and Design Commission to translate the brand strategy into an inspiring name, logo, and brand identity

Content: Developed detailed messaging framework and delivered content for initial landing page (developed by Design Commission)

Focus: B2B; B2C

Synapse:
http://www.synapse.com/

Osmosis: http://www.livebyosmosis.com/

Design Commission:
http://designcommission.com/

The Name Inspector:
http://www.thenameinspector.com/
Photo by Lagged2Death

Other Clients & Projects

  • Kohler - Brand Storytelling Workshop
  • LeapFrog - Brand and Social Media Inspiration
  • Revel Body - Brand Strategy and Guidelines
  • Ecotope - Brand Strategy and Guidelines
  • EveryMove - Brand Strategy and Content Development
  • Momentum - Brand and Content Strategy
Kohler (Internal) - Kohler, WI:
http://www.us.kohler.com/us/

LeapFrog (B2C) - Emeryville, CA:
http://www.leapfrog.com/en-us/

Revel Body (B2C) - Seattle, WA:
https://revelbody.com/

Ecotope (B2B; Internal) - Seattle, WA:
http://www.ecotope.com/

Wonder Forge (B2C) - Seattle, WA:
http://wonderforge.com/
Photo by xtoq

Past Projects

  • Kohler - Brand Storytelling Workshop
  • LeapFrog - Brand and Social Media Inspiration
  • Revel Body - Brand Framework and Guidelines
  • Wonder Forge - Social Media Inspiration
  • Burro Brands - Brand Inspiration

Testimonials

Testimonials

Sample Deliverables

  • Brand fundamentals (Vision/mission/position)
  • Brand manifesto 
  • Messaging framework 
  • Content strategy and guidelines
  • Customized content calendar
  • "Vitamin C won our business over other big names in branding because they demonstrated—from the very first meeting and throughout the project—a deep understanding of our business and our industry and an unyielding commitment to helping us solve our toughest branding challenges. Catherine was a true partner in every sense of the word—strategic, creative and thoughtful; a brilliant writer who found just the right voice and tone for our distinct consumer audiences; and a clear and direct communicator." Kimberley Pierce, Ravensburger
Photo by Juantf74

Sample Deliverables

  • Brand fundamentals (Vision/mission/position)
  • Brand manifesto 
  • Messaging framework 
  • Content strategy and guidelines
  • Customized content calendar
  • "Catherine is a branding powerhouse. She brings warmth, consumer empathy, and incisiveness to the process of building a brand. The result: subtle and authentic brands that sing, and content that inspires." Lindsay Pedersen, LCP Consulting
Photo by Antediluvial

"Catherine brings creativity and soul to everything she does. She's an incredible thought leader and strategist. I am continually impressed with her ability to distill complex problems into resonant, relevant outcomes — both externally for a consumer/market, and internally for an organization." Jill Waller, Hasbro/LeapFrog

Photo by Hacklock

"Catherine has a stunning instinct for finding the pulse of any product or experience. She's the person I'd want to take into the proverbial wilderness knowing that her instinctual 'brand-GPS' would not lead me wrong." Lara McGowan, PhotoRocket

Photo by ikewinski

"Catherine helped us rapidly distill our brand's key points into a highly valuable brand bible to control our work. Brings results quickly, a great resource...highly recommended." Robin Elenga, Revel Body

Photo by ecstaticist

"Catherine has an uncanny ability for understanding the heart and ethos of a brand, and transforming it into messaging that's resonant and true. She immerses herself into the consumer mindset to help brands mine those valuable nuggets that mean the difference between canned marketing speak and an authentic consumer dialogue." Heather Snavely, Cranium/Brooks

Photo by Claudio.Ar

"Catherine is a lively, personable, and engaging speaker. Her presentation was smart, creative, informative, and perfectly customized for the audience." Elizabeth Johnson, NW Independent Editors Guild

Work with Vitamin C

Chief Inspiration Officer

Catherine Carr - @mamatweeta

Common Client Needs

  • Clear brand framework to guide decisions and reduce churn
  • Focused messaging to get everyone on the same page
  • Stronger consumer focus and connection
  • Fresh perspective or inspiration
  • Authentic voice and engaging content for website, blog, and brand communications
Photo by Moose Winans

Select Services

  • Brand + content strategy, activation, expression
  • Brand storytelling workshops
  • Content audit and development
  • Customized presentation training
  • Conference talks and keynotes
Photo by Éole

Contact Vitamin C

catherinefcarr@me.com @mamatweeta
More about Catherine and downloadable bio here:
https://www.linkedin.com/in/catherinefishercarr