Raleigh/Durham, NC
I've been lucky to work with major brands and agencies including P&G, DIRECTV, Samsung, Hyundai, Hain Celestials, Timberland, LORAC, Interbrand and Resource. I've taken on many roles: from creative director to brand voice expert and launched hot brands like SpaRitual and MUD Make-up, revitalized lines like Jane Iredale, Clairol and Zia Basics, and named everything from new technology products to Oscar-nominated movies. A passionate, inventive, strategy-driven storyteller.
Selected work
Puffs Tissues Packaging
Puffs Tissues Tear-off Teasers (2nd line TB French)
Puffs Tissues Tear-off Teasers (2nd line TB French)
Puffs Tissues Tear-off Teasers (2nd line TB French)
Puffs Tissues Tear-off Teasers (2nd line TB French)
Puffs Tissues Tear-off Teasers (2nd line TB French)
Puffs Tissues Tear Sheet Teasers (2nd line for translation)
Puffs Tissues Tear-off Teasers (2nd line TB French)
Puffs Tissues Tear-off Teasers
Puffs Tissues Tear-off Teasers (2nd line for French)
Puffs Tissues Tear-off Teasers (2nd line TB French)
Naming
Named this new line of exotic floral and fruity Sparkling Botanical Beverages: Petal.
Created names for the "country" mini-collections in Gain Laundry Detergent's new exotic Ahhroaming scent collection.
First Leaves. Fine Premium Tea from Japan that uses the exquisite leaves of the first harvest.
PureBird, all natural bird feed for Pacific Bird.
Created naming system for all L'eclisse cosmetics with a focus on jewels, gemstones and crystalline colors. Lip gloss colors shown here.
Soundala: This portmanteau name captures the kinetic beauty of this music-synced art/sound display. www.soundala.com
DIRECTV: Consulted on the naming of this entertainment tech giant’s home media networking technology.
The Insider: Named this critically-acclaimed Oscar-nominated movie. (My first naming gig)
Named natural dog grooming line, Furrever, and created language for the award-winning packaging.
A luxurious, new dog-grooming brand. Exuberant wordplay sums up the indulgently rich, natural ingredients & benefits.
Named ‘Hollywood Heat’, blockbuster hit makeup collection for LORAC. Celebrated in beauty media, including O Magazine..
New name and packaging catapulted the brand’s sales. Project featured in Graphic Design USA and Package Design USA.
A name to distinguish SpaRitual’s sleek, patented cap, signature brush and elegant, luxe design. www.sparitual.com/elixirs/
Led naming initiative at Resource Agency to name MyShade, Clairol's new color selection tool. www.clairol.com
Natural Beverage Packaging + Nomenclature
Created name, voice, tagline and personality stories for this exciting new organic line of sparkling botanical beverages. drinkpetal.com
First Leaves Brand Story. http://www.firstleaves.com/
Award-winning Tio Gazpacho Back Bottle Story
Closeup of Tio Gazpacho Brand Story
UVO Sun Protective Drink Bottle
Sell Sheet and Brand Story for Sri Lanka Gold premium gold coconut water.
True Love origin story for Sri Lanka Gold founders.
Giggle Kids Soda bottle back story + name: Orangerrific!
Giggle good-for-you kid's soda back bottle story & name: Lemonlicious!
LIVE! Beverage Bottles + Juicy Names
LIVE! Beverage back bottle story
Taglines
Developed new voice, tagline (Creativity, Behind the Seams), brand story and content in a rebranding of one of the largest unions in showbiz, The Motion Picture Costumers.
Tagline for premier outdoor cooking equipment designer, Twin Eagles Grills.
Drink Tranquility. Savor Happiness. First Leaves Fine Premium Tea from Japan.
Giggle Kids Beverage Tagline
Branding a new luxury natural makeup brand to set it apart from a plethora of competitors.
Tagline for new award-winning vegan seafood: Plant Made. Chef Mastered.
Imagination made easy captures the philosophy of Platinum Visual Systems, leader in Markerboards, Chalkboards, etc. www.pvsusa.c
This campaign theme reflects the clever, playful & creative new voice. www.pvsusa.com
Tagline for WriteThink verbal branding boutique.
Curtis Mathes: A new tagline with youthful, feminine appeal to update this established television technology brand.
Tagline for interior designer, Debra Neville.
Tagline for DIRECTV’s service program to bring television to schools for educational purposes. directvgoestoschool.com
This tagline points to the Furrever brand's warm, lighthearted and eco-friendly approach to dog grooming.
Captures SpaRitual’s luscious color palette and eco-friendly nail lacquers. www.sparitual.com
Branding/Brand Story & Voice
A bolder, stronger voice updates this brand and makes it more disruptive. Headlines and Lead-in Brand Story.
Award-Winning Tio Gazpacho Headline & Tagline
Brand Story and Headline for award-winner Tio Gazpacho
WriteThink Manifesto created by Lauri Maerov
Platinum Visual Systems Rebranding: New Website & All Collateral www.pvsusa.com
New Voice of Platinum Visual Systems: Clever, simple, creative and fun to complement the playful design. www.pvsusa.com
Personification of the boards dramatizes their convenience, customization, and functional and creative possibilities. www.pvsusa
Lead-in captions and product copy capture the playful, witty & upbeat voice. www.pvsusa.com
Ads & Collateral
Ad for MetaBrand in BevNet trade journal
eBlast for MetaBrand promo leadaing to BevNet conference
Brochure for Platinum's Brilliant, visual systems for architectural design.
Ad Campaign for Platinum Visual Systems white boards, etc.
Platinum Visual Systems Ad Campaign
Ad Campaign for Platinum Visual Systems white boards, chalk boards, etc.
Natural/Organic Supplements & Beauty
I Am Chakra Mists Voice Packaging Copy
I Am Intuitive Chakra Mists
I Am Love Chakra Mist
I Am Peace Chakra Mist
I Am Powerful Chakra Mist
I Am Truth Chakra Mist
I Am Bliss Chakra Mist
Beauty
Copywriter: Color ritual taglines and headlines. Concepted the interactive color ritual. www.sparitual.com/rituals/harness
Created the witty, intelligent, playful brand voice for this successful eco-luxe brand. www.sparitual.com
LORAC Red Carpet Makeup. Product copy: Showbiz sizzle & wordplay. Named bestselling summer collection, Hollywood Heat.
Zia Brilliance Skincare: Created voice and brand story for launch of new eco-conscious skincare line.
MUD Makeup: Makeup 101 highlights lifestyle & how-to’s thru personality archetypes. www.mudshop.com/make-up-101.html
Creative Direction: Digital
Led concepting and creative on major global site redesign for Clairol. http://www.clairol.com
Ideated on global ad campaigns with inter-agency team: launch of Color Blend Foam. http://www.clairol.com
Wella Koleston: Led concepting on global site redesign. Latin, E. Europe & Mideast target. http://www.koleston.com/en-SA
Increased Facebook fans from 27,000 to 255,000 in 4 days on box giveaway. Best in class award from Facebook.
This interactive calendar, tied to a mobile app, brought thousands of new Facebook fans to Nat'l Instincts.
View Lauri's Resume for more information and complete contact details.