PORTFOLIO PROJECT
T2 x ASTRO
It all started back in 1989 when Rob Honeycutt, a San Francisco bike messenger, built the first Timbuk2 bag in his Mission District garage on a sewing machine he'd just learned to use. Within a few years, T2 became legendary. Because it was never just about the bags. It was about punk-rock. Purpose. Performance. Products that could stand up to abuse, and stand the test of time.
Flash-forward to now, and these same threads remain woven into the fabric of Timbuk2.
So when T2 teamed with Astro Gaming — another San Francisco legend — the mashup made waves. Together as a blended team, across a multi-phase, omni-channel rollout, we built a hard-hitting campaign as tough as the bags themselves.
CLIENT ::
Timbuk2
SERVICES ::
Ideation, Creative Concepting, Scriptwriting, Copywriting, Copyediting, Content QA
CHANNELS ::
Video, Web, Print, Social, OOH, In-store, Email
APPROACH ::
Strategic, Multidisciplinary, Collaborative, Story-driven
T2 x ASTRO :: MORE
Across a high-speed, multi-pronged, multi-phase rollout, our key tasks included the following:
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Conceive a raft of campaign concepts and their attendant taglines, slogans, and underlying strategies.
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Cull, curate, polish, and perfect all assets for approval by high-ranking stakeholders within both companies.
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Create all visual and written assets for a tiered rollout across multiple products, campaign phases, and multiple channels including video, print, web, social, direct email, and in-store.
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Develop a new, hybrid L&F (look and feel) and V&T (voice and tone) geared for a gaming audience — an aesthetic that equally showcased T2's counter-culture roots and Astro's distinctive cred — for a cross-pollinating net effect that brought new visibility, and new customers, to both brands.
This strategic approach needed to be inclusive to T2's customer base, while also introducing Astro's base to the T2 brand, exciting all target demos about a new product-line built specifically for gamers on the move.
ADDITIONAL SAMPLES AVAILABLE ON REQUEST
From name brands to small businesses, from cause-based nonprofits to
specialized firms, I serve a wide range of B2C, B2B, and DTC clients
delivering custom content for all channels.
My work spans video, print, radio, OOH / outdoor, in-store, digital, web, and social.
My clients span professional services, consumer goods, food and beverage, spirits, confectionery, beauty, adornment, baby, pet care, outdoor/sporting, insurance, education, science, and technology.
Samples from my full portfolio are always available. Just ask.
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BLAED SPENCE
contentthatconnects [at] sonic [dot] net