Launches & Brand Identity

Product launches, print and brand identity requires a different formula for execution, yet drive a common goal of storytelling. Compelling brands and product launches demand attention not because it’s beautiful [although it doesn’t hurt], rather because it’s memorable. It hits a chord that engages the customer to want to learn more, following the growth and brand’s evolution. It’s where art and copy meet to offer powerful marketing and sales enablement tools. 

Below are some of the product marketing launches that I am most humbled and grateful to lead and be a part of.

Included on this page are some product or project launches where all the marketing components were deployed UNDER MY MANAGEMENT AND/OR DIRECTION. All copyrights reserved to my current and/or previous employers.
eleven eleven

Pre-Construction Project Launches with Eleven Eleven Real Estate Services Inc.

Getting hired at Eleven Eleven came with a “blank canvas” to reposition the brand with a new [and/or more clear] narrative… And I was honoured to be given the opportunity to amplify our story across the “real estate hilltops” to our robust database of agents.

As with any company that disrupts the market, come, new clients, for me it is most notably, Reid’s Heritage Homes. 

With a focus on digital marketing, below are some of the projects I helped launch to our broker database via email marketing/drip campaigns, project landing and lead conversion pages, virtual seminars, and more. 

All of which are sold out!

Location: Kitchener-Waterloo

Type: Condominium

Landing Page

Sample Email Design

Location: Kitchener-Waterloo

Type: Condominium

Landing Page

Sample Email Design

Location: Kitchener-Waterloo

Type: Stacked Townhomes

Landing Page

Sample Email Design

Location: Kitchener

Type: Stacked Townhomes

Landing Page

Sample Email Design

Location: Kitchener

Type: Condominium

Landing Page

Sample Email Design

Location: Kitchener-Waterloo

Type: Stacked Townhomes

Landing Page

Sample Email Design

Location: Kitchener-Waterloo

Type: Stacked Townhomes

Landing Page

Sample Email Design

20180917_002716

New Product Launches with
Liteline Corporation

Joining Liteline taught me what channel marketing really meant, and how incredibly rewarding being a marketing director is. There really is no end to innovation and growth.

With a focus on experiential, print, and digital marketing, below are some of the projects I helped launch across North America, some of which were even recognized by IES! 

A foundation for architectural spaces. Commercial LED Panel – Customizable on-site.

Upon joining the Liteline team, this was the first product I was introduced to – so I am biased and am extremely passionate when it comes to the FORUM’s marketability. A few wins that I helped lead to victory include: Getting recognized by the IES Progress Report in 2017; developed training modules for Liteline’s Agents to utilize internally and when calling on customers / specifiers; Lead the design and execution of the FORUM brochure; Lead the design and execution of the FORUM landing page. As this program continues to evolve, I am excited to be a part of it – every step of the way.

Landing Page

Offering the housing, trim, and lamp look, without the overhead and heat! Death of the Can Light.

Another product launch that I hold near and dear to my heart… The [3.5” and 4”] LUNA was the second product series that I was fortunate to launch and be a part of. It was easy to market because truth be told, if I were to spend my own money on potlights, the LUNA series would be it. I believe in its story because it really does fill a void in the industry, and to be frank – it looks great. A match-made in heaven, the LUNA Series is the essence of the 4 Marketing P’s coming together in a perfectly packaged box. Bar None. As this program continues to evolve, I am excited to be a part of it – every step of the way.

A few wins that I helped lead to victory include:

  • Getting recognized by the IES Progress Report in 2018, as the industry’s first WET location rated tilting gimbal; in addition to its ability to handle commercial and residential spaces at a breezy 1100 lumens… AND can be easily retrofitted into a 4” can or new construction projects
  • Developed training modules for Liteline’s Agents to utilize internally and when calling on customers / specifiers
  • Lead the design and execution of the LUNA brochure and the [semi-controversial] “DEATH OF THE CAN LIGHT” promotional box
  • Lead the design and execution of the LUNA landing page

Landing Page

Multi colors and multi installation application, not sold separately.

A recessed downlight that goes into a junction box OR a 4″ can!

Specifications Page

Precision, Power, and Control. Finally, an architectural downlight exactly how you command it.

Landing Page

Breaking the plane. For maximum creativity in architectural spaces.

Landing Page

all copyrights reserved to my current and/or previous employers.
Please feel free to contact me directly should you want to see other samples.

in love with all things marketing & getting things done

check out some of the projects i've done, or was accomplished with my leadership.