Below are excerpts from brand books I’ve worked on — not the brand books in their entirety.
JFK Terminal 6
JFK Airport is launching a new international terminal — called T6 — which aims to be among the best in the world. For T6, I wrote a brand voice, brand anthem, and tagline: “Start with extraordinary.” (Note: We developed the brand identity at Saltwater, but the brand book itself was designed by JPD Studio, with our direction.)
Two Ten Footwear
Two Ten Footwear Foundation had been supporting footwear industry workers in need since 1939. In more recent years, the organization had lost prominence — so they wanted help reigniting their brand for modern footwear workers. As part of that effort, I developed a new brand voice, mission statement, tagline, and messaging hierarchy.
Goodhue Boat Company
Goodhue provides a seamless, full-service boating experience — but they lacked a cohesive, compelling brand to tell that story. After interviewing their team, I wrote their new mission statement, tagline, brand voice, and messaging hierarchy to better resonate with their audience.
York Hospital – Tagline & brand voice
York Hospital’s tagline for many years was “In Loving Kindness” — a sentiment they genuinely felt. But community members wanted more than compassion; they wanted to feel confident in their care. So I developed a new tagline and brand voice that better highlighted their expertise, without sacrificing their warmth and compassion.
Eureka! Camping – Brand narrative
After 100 years in business, Eureka! Camping was struggling to connect with the next generation of campers. They felt their new tagline — “You go for the fun of it” — was the key to making that connection, but they didn’t have the story to go with it. So I wrote that story and expanded it across all their major product categories.
Michael Bjork Writes 