Colleen Fallon

When it came to rebranding Kynd, Ayr said what wasn’t working was that it had no soul. It was generic and lacked purpose. We rebranded Kynd to appeal to a wide market, rebuilt their brand guidelines, from manifesto to packaging to retail.

The Confederation of North, Central America and Caribbean Association Football (CONCACAF) brings football closer to people across the region through competitions, organizing championships at the under-13, under-15, under-17, under-20 and Olympic Championship levels for girls, women and men. Concacaf also supports FIFA in coordinating qualifying for Men’s and Women’s World Cups and Olympic Games, and the Beach Soccer and Futsal World Cups.

Concacaf W, the women’s division, came to us to solve their own sub-identity issue. They wanted a brand of their own that can speak to the unique challenges women face in getting into the game, and a way to change the perception of those who play. ‘We Belong’ is our inclusive approach to encompass two vastly different cultures—in North America, to reinvigorate the sport for women of all ages, and for Central America and the Caribbean to pave the way for acceptance of women to even play the sport in the first place. ‘We Belong’ has attitude and heart and tons of helpful legs to empower women globally and carry Concacaf W through any media to achieve their goals.

Haze, a premium cannabis brand, specializes in crafting potent and high-quality products like badder, butter, shatter, and live rosin. However, Haze's appeal goes beyond just potency. It caters to the discerning aficionado who seeks an elevated cannabis experience, engaging all their senses. From savoring the taste and aroma to achieving a specific effect, Haze understands the desires of its consumers. By prioritizing quality throughout the entire production process, from seed to store, Haze resonates with cannabis connoisseurs who appreciate excellence.

In the luxury cannabis market, Haze stands out from competitors like Cookies, Jungle Boys, and Stizzy by embodying sophistication and class. It distances itself from graffiti-inspired aesthetics and skate culture associations often found in the industry. Instead, Haze exudes an air of exclusivity and superiority, delivering a product that is truly a cut above the rest. Our branding reflects this distinction, providing consumers not just superior cannabis, but an elevated lifestyle experience that sets them apart from their peers.

With the tagline "Chronically Elevated," Haze playfully acknowledges its position among the best. It signifies that Haze is synonymous with superiority, taking your high to the next level. We simply can't help but be better. I had the pleasure of developing this tagline along with working on positioning, brand strategy, archetype exploration, brand guidelines, and packaging.

ART: Alexander Wexler

Who is behind that light switch when you flip it? The good people of FPL. I was lucky to talk to many of them, and these are a few of their stories. For TV, the impression is of serious people doing serious work. The social executions take a more light hearted tone.

When a storm hits, these men and women hit the road and can be gone for weeks or months at a time, away from home and family. Interviews with FPL linemen revealed a brotherhood driven by support for their families and their communities. Working up on the lines is a dangerous job. Those wires are live and safety is always top priority, even if you’re there with a camera crew. I’ve got the steel toed boots to prove it.

FPL has a reputation as a monopoly in Florida, but that doesn't mean they can rest on their laurels. They are evaluated by the people, and their Value Scores (a measure of public perception) can determine whether or not they get a big bonus or can convince the government regulating committees that they need to raise rates. This campaign is aimed at showing Floridians all of the progress FPL has made and the strides they are currently taking to secure a cleaner energy future for all of us.

Rate increase was approved on August 11, 2021: FPL reaches agreement to get $1.53 billion rate hike in next 4 years

FPL has been around since the late 1920s, and as Florida has changed, so has our energy use. The latest accomplishments of FPL are on full display in this amalgam of RTBs woven together with a supportive VO and supers to detail each key messaging pillar.

Silver Addy Award Winner 2021

Because, well, FPL is a monopoly in Florida when it comes to electric companies, they like to find ways to remind the community that they’re doing right by their neighbors.

This campaign highlights local businesses and ways FPL can help them save, which gained a new level of importance in the community during COVID times. In this testimonial approach, we let the brand step aside to promote the businesses they serve and show the real, human side to what FPL does day in and day out, and how they’re helping to keep the lights on in our communities.

As the second largest electric utility company in the country, and the largest in Florida, customers often feel they’re resting on their laurels, especially when it comes to solar. This campaign promoted all FPL is doing and has done to support solar for Florida, promising to be on track to 30 million solar panels by 2030. The spot is driven by a song written by a New Zealand artist, “Follow the Sun,” and follows the journey of a solar panel on an FPL truck to installation and operation as part of the larger sustainability goals of the company.

You’ve got energy experts in your pocket with the new FPL mobile app designed to help you monitor your energy use, get outage alerts, and pay your bill. This spot boosted downloads for the FPL mobile app and offered a fun departure from the typically serious electric utility’s facade.