Quiet Mornings at MoMA

Potential: A first-of-its-kind, monthly experiential series bridging the worlds of art and meditation, offering awe-inspiring strolls through MoMA galleries, paired with group meditations led by top teachers.

Challenges: As the series neared the one-year mark, it faced a growing field of imitators. Expanding the audience beyond the reach of MoMA and Quiet Mornings called for an outside, out-of-the-box approach. A brand partnership with Perrier needed to be positioned in a deeply authentic way.

Solution: Developed and executed a strategy leveraging the series’ first anniversary celebration. Concepted messaging tying Perrier flavor profiles to themes of inspiration and creativity. Identified and engaged on-brand influencers and micro-influencers of integrity, positioned at the nexus of art, fashion, culture and wellness, and got them talking.

Results: Hand-picked influencers shared 10 stories and 13 posts with a combined following of 1M, resulting in international exposure and 10M media impressions including features in The New York Times, Observer, and Well + Good. Cemented the brand’s legacy as the first-to-market category leader and attracted new audiences through a conversation about consciousness, creativity, and culture.

The Humane Society of the United States

Potential: The world’s leading organization in the fight against animal cruelty and suffering.

Challenges: Though a respected household name, the nonprofit wasn’t galvanizing modern thought leaders or sparking conversation among those with the power to change the zeitgeist. With consciousness around sustainable fashion and plant-based diets on the rise, they needed a way to connect with fashion insiders.

Solution: Partnered with NeueHouse, a members-only culture and co-working club made up of plugged-in sophisticates, to produce a consciousness-raising panel titled “The Future of Fur.” The event featured industry leaders like InStyle Editor-in-Chief Laura Brown, The Business of Fashion Senior Correspondent Lauren Sherman, House of Fluff Founder Kym Canter, and HSUS Senior Fashion Policy Manager PJ Smith.

Result: The transformative conversation between two disparate groups inspired Brown to ban fur across InStyle Magazine, and appeal directly to subscribers in her Editor’s Letter (8.7M print & 10M online) and Instagram post (347K followers), which recast HSUS to a new breed of purpose-led style-setters.

Soho House

Potential: A global membership club and hospitality group with an elite, highly-engaged community.

Challenges: Though the company was known for generating exceptional events, it lacked top-tier mindfulness, wellness and consciousness-raising programming. With a membership made up of high-power, culture–forward people with unparalleled access, expectations for happenings were high.

Solution: Developed a content strategy centered on pioneers within the wellness, social consciousness and personal development space – innovative thinkers carving out new territory and presenting first-to-market ideas. Positioned as exclusive opportunities to connect with and learn from authentic change-makers who were steps ahead of the mainstream, the interactive events strengthened community ties through shared experience.

Results: Events, including Woke vs. Awake fireside chat with Big Quiet founder Jesse Israel and Porn and Politics panel featuring The Advocate Editor in Chief Zach Stafford, were standing room only with waitlists, and members requesting repeats. The occasions delivered premier positioning for both Soho House and featured guests within a coveted marketing segment, deepening audience loyalty and creating expansive opportunities, for each.

The relationship is ongoing, with upcoming programming including a Conscious Marketing roundtable featuring Diet Coke’s Unlabeled campaign and Good is the New Cool, and Taste of the Future culinary experience with celebrity chef Dan Barber, and Food + Tech Connect’s Mike Lee.

Food Matters NYC (now The Daily Dose)

Potential: A first-to-market, bespoke meal-delivery and nutritional counseling service founded by holistic nutrition expert and chef Tricia Williams.

Challenges: Incongruent branding kept this groundbreaking business from achieving much deserved exposure and growth.

Solution: A complete re-brand correctly positioned the company as a luxury service provider. A hyper-targeted marketing campaign to top-tier media outlets and strategic partnerships earned valuable alliances.

Result: Quadrupled overall business in one year, including an enviable celebrity client roster, and earned ongoing coverage in Vogue, a full page feature in Shape, a bi-weekly “Junk Food Makeover” column for Bon Appetit, offers of a TV pilot and book deal, and long-term collaborations with celebrity trainers like Anna Kaiser, and beauty icon Bobbi Brown.

Hacienda Del Sol Wellness Center, Costa Rica

Potential: A 20-year old eco resort tucked away in the Costa Rican jungle, respected by healers and beloved for its ultimate detox cleanse.

Challenges: The aging, family-owned resort was badly in need of a refresh and had lost its competitive edge. A new generation of proprietors brought vision and enthusiasm, but lacked hospitality and marketing experience, and couldn’t identify their target customer.

Solution: Conducted an extensive audit and positioning study to identify core distinctions and pinpoint the ideal client-base. Engaged and managed a digital agency to execute a thorough re-brand including new photography, messaging, and web design. Shaped an expanded menu of fitness and wellness programming to attract a more diverse mix of affluent eco-luxury travelers, year-round.

Result: Achieved elevated positioning allowing the resort to command a significantly higher price point, and earn a 79% boost in overall web traffic, a 91% increase in checkout page visits, and TripAdvisor’s Certificate of Excellence.