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Alliance for the Arts


LOGO AND BRAND RE-DESIGN

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Alliance for the Arts


LOGO AND BRAND RE-DESIGN

A radical Redesign signals a new alliance

Client: Alliance for the Arts, Lee County, Florida | Industry: Non-profit, Community Arts
Our Work: Logo and Brand Re-design, Launch Presentation

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Bryon McCartney, creative director of Brilliant Lens and designer of the new Alliance logo, poses with Bill Waites who oversaw the design of the original Alliance logo.

Logo Release Presentation by Brilliant Lens


Challenge

Design a new logo and brand identity that will stand for a strong sense of community, be contemporary and future facing, and represent the playful, fun and unique experiences members and visitors enjoy at the Alliance for the Arts.

inspiration

We started with a review of input from stakeholders, focus groups and member surveys. We also looked at ideas from the staff and board members.

We also researched other arts-related logos to spot trends and identify what was dated and to be avoided.

Finally, recognizing the importance of building on the past, we considered what we could retain from the existing logo.

Design

Starting with the main shape of the existing logo, we widened and simplified the elements to create a more contemporary, architectural appearance.  

We combined this formal structural shape on the right in a way that embraces the expressive and energetic shapes on the left. 


 

the new logo

Respecting history and looking to the future meant designing a new logo that was evolutionary rather than revolutionary. 

Be Brilliant! Marketing also supported  the Alliance with a logo release presentation, sharing the stage to support our client for the launch of the new logo and creating a presentation to help tell the story and give the launch the big splash, and positive reception the client expected.

 

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Gulf Coast Town Center


Gulf Coast Town Center


Retail Rescue: Be Brilliant! Marketing Revives A Local Shopping Landmark

Client: Gulf Coast Town Center / McKinley, Inc. | Industry: Retail
Our Work: Marketing Strategy, Social Media Management, Graphic Design, Advertising


RAPID RESPONSE MARKETING

The peak holiday shopping season was only weeks away when McKinley, Inc. took over the management of Gulf Coast Town Center (GCTC) mall in late 2015 and called on the Be Brilliant!™ Marketing Team for help. The need for marketing was clear and urgent with only 14 days to go until the Black Friday shopping weekend.

Under the previous owner, GCTC had been pushed into foreclosure and a mood of uncertainty surrounded the property amid erroneous reports of the mall's closure. With virtually no marketing for the property during the previous two years, we had to work quickly to turn things around to help reassure tenants, customers, and the community that the mall was still a thriving destination for young, local families, shoppers, and tourists.

Overcoming Challenges

According to Debra Irving, Assistant Director of Operations at McKinley, "We hired Brilliant Lens LLC to help us revitalize marketing for GCTC during the property’s receivership and foreclosure proceedings." She adds that during this period, there were some significant challenges to overcome, including: 

  • Budget delays due to change of ownership.
  • Restrictions on what could be communicated to the public.
  • Limited on-site staff resources and personnel changes.

"Our team set forth with a new marketing plan focused on reviving Gulf Coast Town Center and creating excitement that would bring holiday shoppers to the mall," says Bryon McCartney, Managing Partner & Chief Idea Guy at Brilliant Lens. 

Marketing Rebuild for A Retail Rebound

"Despite the challenges, the Be Brilliant! team was, in fact, BRILLIANT!" says Debra. "Bryon, Kellie, and their team took the reigns and completely rebuilt the marketing strategy for the property, implementing a comprehensive social media plan, organizing events, managing and responding to online reviews and inquiries, designing new brochures and marketing materials, and using cost-effective, high-impact online marketing and advertising to bring shoppers back to the mall."

The marketing strategy had a huge impact for GCTC, Debra explains, "Through their efforts, the team helped improve public perception of the property and increased measurable foot traffic, even through the slower, out-of-season months." 

Strategic Social Media Scores Big

Social media was put at the core of the marketing plan because it provided the most cost-effective and flexible opportunities to reach across the wide range of audiences, as well as involve and support the mall tenants.

"One important point in the strategy was to rebuild and reinforce a positive presence among the local community, while not ignoring the seasonal population," says Bryon McCartney. "Our research showed us the GCTC mall is the most family-friendly mall for local shoppers and offers a mix of retail, dining, and entertainment options that really appeal to local families and younger adult men and women. We also wanted to build upon the solid position the mall enjoys with seasonal tourists and snowbird residents."

Six months to turn-around

In six months of this focused marketing program, the mall saw more than 2.5 million interactions on social media, eclipsing the total number of search and website interactions for the several past years. While online activity was great, more importantly, it helped bring people to the mall. Organizing and promoting family-focused events during the winter season created a lot of excitement and brought in local families and tourists alike.  

The marketing plan also included proactive monitoring and responding to customer reviews on Facebook, Google, Trip Advisor, and Yelp. "It was an important element of the plan to engage in conversations," says Bryon. "We took the time to say 'Thank You' to people who took the time to share their opinions, and helped address and resolve problems expressed by others."

According to Debra, "The new marketing efforts also lead to the property being recognized with a 2016 Certificate of Excellence from Trip Advisor, ranking #19 out of the top 100 attractions in Southwest Florida."

Debra concludes, "If I had to do it all over, I would hire them again, in a heartbeat!”

“The Be Brilliant! team was, in fact, Brilliant...using cost-effective, high-impact online marketing and advertising to bring shoppers back.
— Debra Irving, McKinley, Inc.

WHAT WE PROVIDED

  • Strategic Digital Marketing Plan
  • Social Media Account & Advertising Campaign Management
  • Graphic Design, Visual Media & Print Production
  • Google Adwords Campaign Management
  • Local Search Visibility & Reputation Management
  • Data Analysis and Account Reporting

RESULTS

From 11/2015 - 07/2016 the Be Brilliant!™ Marketing Team increased GCTC's social media audience by 1650%, compared to the previous six months. Click to enlarge graph.

“If I had to do it all over, I would hire them again, in a heartbeat!
— Debra Irving, McKinley, Inc.

Facebook HIGHLIGHTS

  • Black Friday Giveaway video ad: 19,000+ views over four days at 1¢ per view
  • Facebook audience grew by 6,219 users – up 1650% from previous period (see chart)
  • Audience reach grew 589% – reaching  2,557,694 user interactions – compared to previous period.

Strategies & DESIGNS for changing SEASONs

For the year-end holiday shopping blitz, the Be Brilliant! team created social media campaigns, designed online and print ads, and wrote radio spots.

For the late winter and spring, the marketing strategy focused on social media and special events to engage the local community and give seasonal residents and tourists more reasons to visit the mall. As a result, foot traffic was up in the typically slower off-season. We also created a new series of photos, an all-new directory map, and a new mall brochure. 

Check out the project gallery below!



Turn Around Your Business With Be Brilliant! Marketing – Contact Us!

What's your biggest marketing challenge? *
 

Be Brilliant!™ | Brilliant Lens LLC is a branding, marketing, and social media agency based in Fort Myers, Florida. Our work and experience have taken us around the globe, working for clients ranging from local entrepreneurs to global, Fortune 100 companies.

If you’re on Facebook, be sure to Like our page. Follow us on Twitter @BeBrilliantSWFL.

™ Trademark of Brilliant Lens LLC


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Blue Sky


BRANDING, NAMING, COLLATERAL AND WEB DESIGN

Blue Sky


BRANDING, NAMING, COLLATERAL AND WEB DESIGN

Bluesky BRINGS UNLIMITED POTENTIAL

Client: BlueSky Development AG | Industry: Entrepreneur, Small Business, Education and Training
Our Work: Company Naming, Brand Development, Corporate identity, Collateral and Website Design

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Challenge

Naming and branding a new business for an entrepreneur in professional training meant finding a balance between crisp executive style and unlimited personal potential.

Solution

We started with our Be Brilliant!™ workshop to define target audiences, business personality and brainstorm name options. A bold and simple color gradient and typeface reflect both the name and the open possibilities that training offers. 

Result

BlueSky is now more than 10 years old and is well-known and recognized in its markets. While the company has evolved from personal to professional development, the brand identity still looks current and inspirational–just like the business it represents. 

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Simply Body Soap Net


BRAND PACKAGING DESIGN & VIDEO

Simply Body Soap Net


BRAND PACKAGING DESIGN & VIDEO

Simply Body Soap Net Brand Packaging

Client: The Simply Body Soap Net, BEAZ LLC | Industry: Personal Care
Our Work: Branding, Graphic and Packaging Design, Marketing Consultation

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Challenge

Create an fresh design that incorporates the Simply Body Soap Net story and works with new packages that include handmade soaps and bath hooks. Design labels for seasonal and holiday specials. 

Solution

A new look with clean, bright graphics to suit each occasion wrap the outer box. Packaging inserts use single color graphics on recycled paper to reflect the natural soaps and environmental benefits of the net.

Result

The start of a series of special holiday and gift packages for The Simply Body Soap Net. We've also consulted the client on types of products to include for specific gift packages and promotional launch activities.

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Chevrolet Europe


PUBLIC RELATIONS CAMPAIGN

Chevrolet Europe


PUBLIC RELATIONS CAMPAIGN

Summer SIZZLES WITH CHEVY Road Trip

Client: Chevrolet Europe | Industry: Automotive, Corporate
Our Work: Brand Storytelling, Photography Production and Creative Direction

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Transient
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Challenge

Capturing attention for a new family-friendly SUV in a competitive, multicultural market required more than a press release and a typical car photo.

Solution

A sunny day, one brand new Captiva, three lively children, and loads of travel gear made for a photo series that captured the messages of fun and safety.

Result

Pairing images with tips on summer travel safety scored coverage in trade and consumer press and visually translated the message across languages.

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SULZER PUMPS


ORGANIZATIONAL MESSAGING AND VIDEO PRODUCTION

SULZER PUMPS


ORGANIZATIONAL MESSAGING AND VIDEO PRODUCTION

Sulzer's Core Values at Work

Client: Sulzer Pumps | Industry: Global Manufacturing, Industrial Equipment
Our Work: Visual Storytelling, Video Production, Messaging and Scripting

What happens when 6,000 employees around the world share Core Values focused on excellence, partnership, and respect?


Challenge

To focus internal attention on three strategic priorities, Sulzer Pumps had launched their internal Core Values program to 6,000 employees at more than 150 locations worldwide.

Two years later, the leadership team wanted to show the Core Values in action and answer the question: How was the emphasis on Customer Partnership, Operational Excellence, and Committed People affecting employees, production, and business success?

 

 

 

Solution

While the Core Values program was first introduced with a video featuring the leadership team, we recommended that this video needed to showcase Sulzer's employees sharing their own stories of how they put the core values to work.

We then established a simple process to identify more than 20 potential stories. We narrowed the list to the four stories that best represented global interaction and real results.

Filming took us to nine locations–from Europe, across the U.S., and to China–in the course of two weeks.

Result

"Our Core Values at Work" documented stories that connected the Core Values with daily operations, business growth, and greater employee satisfaction.

By demonstrating how people were truly successful in applying the Core Values, the video helped boost internal understanding and engagement.

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FIAT OF FORT MYERS


CREATIVE DIRECTION AND VISUAL STORYTELLING

FIAT OF FORT MYERS


CREATIVE DIRECTION AND VISUAL STORYTELLING

GOING GUCCI FOR GALEANA

Client: Galeana Fiat of Fort Myers | Industry: Automotive, Advertising
Our Work: Creative Direction, Photography Production, Visual Storytelling

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Challenge

To introduce theGucci special edition Fiat 500 compact sports car, Galeana Fiat of Fort Myers wanted to add local flavor and creative storytelling for a print advertising campaign.

Solution

The photoshoot theme put the new car at the heart of a perfect wedding day, complete with a lovely, local resort setting and real-life husband and wife models.

Result

The final ad layout showed a story of romance and celebration, starring the new Fiat 500C in a location that would be familiar to locals.

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Stadtbus Winterthur


PHOTOGRAPHY PRODUCTION AND VISUAL STORYTELLING

Stadtbus Winterthur


PHOTOGRAPHY PRODUCTION AND VISUAL STORYTELLING

TELLING THE STORY OF A DAY IN THE LIFE OF A BUS

Client: Stadtbus Winterthur | Industry: Public Transportation
Our Work: Creative Concept, Photography Production, Visual Storytelling 

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Challenge

Stadtbus Winterthur is a regional bus service serving the second largest metropolitan area in the Canton of Zürich in Switzerland. For their annual report, they wanted their audience to see what goes into maintaing their fleet of over 50 buses.

Solution

Starting with the theme, "A Day in the Life of the Stadtbus,"  Brilliant Lens created a 24-hour timeline. Time-lapse and documentary  photography captured the story of the maintenance team and operations staff at the Gruzefeld Depot, as well as drivers and riders on the road.

What we did

Working around the clock in real time at the bus depot, we went from being literally under the bus in the maintenance pit to seeing a bird's eye view from the rooftop of the depot. We also followed several routes to capture everyday activity on the buses.

Result

From cleaning and system checks at the depot to the busy city streets and back, the images gave readers a peek at the teams that keep the buses running. The annual report also featured time-lapse sequences over several spreads to show progress in the depot over the 24-hour period.