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How we brought a new home coffee brand to life, from sketchbook to shelf. Seattle, WA Consumer Goods Focus: B2C, Internal CONTEXT Espresso Supply, a leading distributor of high-quality coffee brewing equipment, was facing increasing competitive pressure and wanted to bring a new line of home coffee products to market quickly. The team had a code name, a rough concept, and some intriguing sketches in the founder's notebook. Fueled by competitive research (i.e., coffee), we developed a fresh new consumer brand in just a few short months. VITAMIN C SERVICES Brand Strategy Stakeholder interviews; detailed competitive and category analysis Archetype analysis and external inspiration Brand architecture analysis and recommendations Development of brand purpose, position, and pillars Brand Activation Creative direction for visual identity development and brand standards Development of messaging framework with key messages Development of voice/tone guidelines and brand vocabulary Distillation of best practices and philosophy into an ownable, step-by-step process supported by content and product Brand Expression Naming and tagline development Development of short/medium/long brand story MOMENT OF CLARITY One of the pivotal ideas came from the company's founder, Laura Sommers, who insisted that the new brand be inclusive, not exclusive. She felt that the coffee industry had become too snobby and full of itself, and she wanted the brand to make great home coffee available to everyone. In her words, "It's science, but it's not rocket science!" We determined that the Sage archetype, with an approachable, short & sweet, and encouraging tone, was our ideal north star. We rallied around a new purpose: "To make the knowledge of how to brew the best possible coffee at home, and the tools to do it, widely available." We rallied around a new purpose: "To make the knowledge of how to brew the best possible coffee at home, and the tools to do it, widely available." As we developed the brand, we combed through industry research for relevant statistics and trends. We discovered that 28% of millennials said that a single-cup brewer was the only way they knew how to make coffee. This pointed to a significant opportunity to show that with the right tools and information, anyone can brew great coffee at home--and it's well worth the effort in terms of taste, satisfaction, and environmental sustainability. CREATIVE INSPIRATION The Motif brand strategy came together smoothly, but naming proved especially tricky. After many rounds, our carefully crafted shortlist was rejected by the legal team, and we had to go back to square one. "Motif" bubbled up at the last minute and sailed through internal feedback and legal, and we were even able to secure motifcoffee.com. Once Hovie began developing the logo, using one of Laura's original geometric sketches for inspiration, everything came together beautifully. Hovie used one of the founder's original geometric sketches for inspiration. CONTENT CLIP This concise "About Motif" brand story incorporates all of the key elements of the Motif brand: coffee expertise, rational design, and informed choice. HAPPY CLIENT "Thank you for all the work you've done on the Motif brand. The framework that you provided was essential in making Motif successful." Chris Legler, CEO, Espresso Supply COLLABORATORS The Name Inspector (naming and tagline development) Design Hovie Studios (logo and visual identity, trade show design) #brandstrategy #brandpurpose #messaging #brandguidelines #B2C #internalcomms #visualidentity #logodevelopment #naming #brandvoice #sagearchetype #EspressoSupply #MotifCoffee #brewyourbest

A friend wondered on Facebook whether the eclipse was just a hoax to get us all scrambling to buy flimsy glasses at exorbitant prices, which got me thinking about how brands show their true colors, from crass to creative, during a big event like this. CREATIVE AND EXPERIENTIAL My favorite campaign by far is from Casper, the cleverly disruptive mattress company who consistently turns out some of the most brilliant email marketing around. The path of totality happens to include Casper, Wyoming, so Casper sponsored a contest offering a chance to win an all-inclusive experience to view it. (Of course, you also get to sleep on a Casper mattress in a luxury tent while you're there.) I love this because Casper is offering something truly unique and valuable to their audience, in the highly effective partner contest format they use frequently. I didn't win, unfortunately, but I now have interesting brands like Sleepy Jones and Outdoor Voices on my radar. SLICK, BUT SILLY I'm less impressed by Chiquita's "Banana Sun" take from Weiden + Kennedy. It feels gimmicky and shallow by comparison. Sure, it's a great-looking page, and it has a distinct point of view--which is that the eclipse is overrated. But it feels tone-deaf to me, this year in particular. Wouldn't it be powerful for people across the country to be able to experience this rare event with reverence and reflection, instead of trivializing it (and eating...bananas)? I'd certainly value and respect a brand who helps make that possible. MISSED OPPORTUNITY Speaking of helping, rental cars in high-demand locations are triggering Uber-like price gouging. Sure, demand is through the roof, but where is the company that anticipates such a crunch and brings in additional inventory from other areas to make it possible, instead of prohibitive, for last-minute travelers to experience the eclipse? Or maybe arranges for buses or shuttles to get travelers where they need to go? That's the kind of timely and helpful marketing I would love to see more of (especially in the shockingly un-customer-centric rental car business). CONTENT THAT CLARIFIES In the helpful vein, I am grateful to the American Astronomical Society and Soluna for making it extremely easy to verify the authenticity and safety of eclipse glasses in the wake of counterfeit items being sold on Amazon. Soluna added a prominent section to their home page with images and callouts to distinguish their products from the counterfeit ones. As for the companies producing those bogus eclipse glasses: seriously, how can they sleep at night? WOW EXPERIENCES I love how airlines and cruise lines are offering one-of-a-kind voyages that follow the path of the eclipse. Viewers can get up above the clouds for an extended viewing on Alaska's "Great American Eclipse" charter flight. (They also held a contest to offer two free seats on the flight.) As for Royal Caribbean lining up Bonnie Tyler to sing "Total Eclipse of the Heart" as the moon passes over the sun? Gimmicky, yes....but also kind of genius. I'd love to hear your Eclipse 2017 marketing hits and misses in the comments! #wordofmouthmarketing #brandexpression #creativity

How we helped the undisputed innovator in power cable rejuvenation expand their product offering and re-energize their communication. Kent, WA Mechanical and Electrical Engineering Focus: B2B, Internal CONTEXT Novinium was at a critical juncture, with well-established market leadership but increasing competitive pressure and an expanded product offering that made its current messaging obsolete. Vitamin C helped Novinium expand its vision, bring its unique brand story into focus, and overhaul its messaging, marketing materials, and website content. Novinium was at a critical juncture, with well-established market leadership but increasing competitive pressure and an expanded product offering that made its current messaging obsolete. VITAMIN C SERVICES Brand Strategy Stakeholder interviews, customer research, brand audit, competitive analysis, archetype analysis Development of brand purpose, position, and pillars Brand Activation Development of detailed messaging matrix, voice/tone guidelines, brand vocabulary Brand guidance on revised site structure, content strategy, and visual expression Brand Expression Development of concise brand story and brand-driven formats for case studies and leadership team bios Detailed brand and editorial guidance to bring the new strategy to life throughout all website content as well as sales scripts, brochures, trade booth design, ads, email templates, and press kit materials MOMENT OF CLARITY Novinium had typically emphasized its proprietary cable rejuvenation processes and patented fluids in its communications, but over time their offerings had become complex, making it difficult for potential customers to differentiate and understand the benefits. When we spoke to customers and analyzed testimonials, it became clear that what utilities of all sizes valued most was Novinium's expertise as a partner in recommending the optimal combination of processes and fluids for each project's network condition, technical challenges, climate, and budget. Over time their offerings had become complex, making it difficult for potential customers to differentiate and understand the benefits. This key insight shaped the brand strategy, where we elevated the idea of Novinium as a full-service cable expert, with fully customizable as a key pillar. We also completely restructured the company's signature Cablecure offering, shifting the emphasis from products and processes to services, with a radically simplified good-better-best scheme. We completely restructured the signature Cablecure offering, shifting the emphasis from products and processes to services, with a radically simplified good-better-best scheme. CREATIVE INSPIRATION CEO Glen Bertini jokingly inquired, before a two-hour leadership team review, if there would be ponies. Vitamin C rose to the challenge and reframed the brand archetype exercise using evocative images of horses to bring the spirit of each archetype to life. View Novinium Brand Archetype Workshop (with Ponies!) We had a rich discussion around the implications and opportunities of rebel, explorer, magician, and hero for Novinium. The team ultimately aligned around hero in recognition of the company's electrical linemen, who quite literally put their life on the line each day to keep power flowing to those who depend on it. The team ultimately aligned around hero in recognition of the company's electrical linemen, who quite literally put their life on the line each day to keep power flowing to those who depend on it. CONTENT CLIP This one-paragraph version of the revised brand story captures the courageous, capable essence of the hero archetype and incorporates the key aspects of the Novinium brand: full-service partner, proven performance, low-impact delivery, and fully customizable. HAPPY CLIENT "Catherine coached us through a fantastic brand transformation that helped clarify our messaging and to convey value across a broader group of stakeholders. I learned a ton from her regarding the importance of simplifying language and clarifying what we stand for. We built out foundational brand pillars and developed a complete brand framework that came alive in our new website and sales and marketing documents. In a few short months, we expanded our value prop to resonate across a broad spectrum including engineers, financial project managers, and C-level executives. Catherine pushed us outside of our comfort zone and as a result, enabled us to break through to a whole new group of customer champions. She was an excellent steward of the resources we had allocated and a great sounding board, with a deep pool of experience to draw from. It was a joy working with Catherine and I would recommend her with the highest appreciation for what she helped us accomplish." Chris Sams, VP of Sales and Marketing COLLABORATORS The Fearey Group (PR, website design, website content) Design Hovie Studios (visual identity development and ongoing brand activation) Wheelhouse DMG (SEO and SEM) #brandstrategy #brandpurpose #messaging #brandvoice #brandguidelines #brandstorytelling #B2B #internalcomms#websitecontent #visualidentity #heroarchetype #Novinium

How we helped a Seattle nonprofit with a powerful mission find its voice. Seattle, WA Nonprofit Focus: B2C, B2B, Internal CONTEXT A former colleague from the Microsoft Encarta days invited us to participate in a pro bono brand workshop for TeamChild, a non-profit law firm serving youth enmeshed in the justice system. TeamChild was planning a much-needed website relaunch, and the team needed a creative jumpstart to help them make the most of very limited time and budget. As CEO Annie Lee put it, "We need more intentional branding and a strategy for communicating in more powerful ways what we do, how we do it, and the problems we are out to solve." The team needed a creative jumpstart to help them make the most of very limited time and budget. VITAMIN C SERVICES Brand Strategy High-level brand audit, collaborative workshop and brand archetype analysis Brand Activation Guidance for expressing and activating the Rebel archetype, including voice, tone, and vocabulary Brand Expression Brand feedback on updated site structure, content, and design MOMENT OF CLARITY To prep for the workshop, I reviewed the existing TeamChild site and created a new archetype map focusing specifically on nonprofits. From the existing messaging and overall look and feel, I fully expected the team to align around the Caregiver. The colors were very soft and read "nurturing," and much of the language emphasized help, support, and wellbeing. Much of their existing messaging naturally fell there. After we walked through all 12 archetypes, however, TeamChild's CEO Annie Lee spoke up passionately about how deeply "Rebel" resonated with her. She described how the team's mission was to boldly question the status quo and dismantle systems that perpetuate inequity, by helping individual teens when they need it most as well as through tenacious policy advocacy. It was an electrifying moment. She described how the team's mission was to boldly question the status quo and dismantle systems that perpetuate inequity, by helping individual teens when they need it most as well as through tenacious policy advocacy. This clarity around the true mission and spirit of the organization established a powerful inspiration point for the new website and messaging. They had not been communicating like a Rebel at all, but there was no reason that they couldn't going forward. CREATIVE INSPIRATION The Rebel archetype can occupy a wide range of emotional territory, from unruly and destructive to revolutionary and inspirational. I encouraged the team to take a page from a Rebel brand I deeply admire, Tilt Parenting, described by founder Debbie Reber as a "revolution for parents raising differently-wired kids." Tilt Parenting was perfect inspiration for the team as they considered how to break free from generic language and labels and champion their mission more boldly. The Rebel archetype can occupy a wide range of emotional territory, from unruly and destructive to revolutionary and inspirational. CONTENT CLIP We put together a document outlining how to activate the Rebel archetype, including this section detailing how to connect more powerfully with TeamChild's teen clients--who are literal Outlaws, meaning they have gotten into some kind of trouble with the law. (Text in gray is from The Hero and the Outlaw by Margaret Mark and Carol S. Pearson; bold text is Vitamin C’s specific guidance for how TeamChild could interpret and fully express the Rebel archetype.) COLLABORATORS Eric Rait, Honeycomb Development Tectonic (now part of Blink UX) HAPPY CLIENT "Thanks for your expert advice and for shaping our Rebel language!" Caroline Tillier, Program Advocate "It was so great meeting you all and seeing your creativity and expertise in action!" Travis Thompson, Senior Investments and Partnership Officer #brandstrategy #messaging #brandvoice #brandactivation #brandstorytelling #B2C #internalcomms #rebelarchetype #TeamChild #TiltParenting #probono

I love sharing things I have learned over the years to help my clients express their brands more authentically and cohesively. But it goes both ways! I work on everything from coffee to corporate card programs on any given day, and every single project enriches me in ways I couldn't possibly anticipate. Through my work, I get introduced to some seriously exceptional products, and services, and ideas. Here are a few amazing things I've learned from my clients that I think everyone should know about. BREAK OUT THE BUBBLY It's entirely ok--in fact, it's pretty damn awesome--to drink sparkling wine any time you feel like it. It's entirely ok to open up a bottle of bubbly instead of a bottle of Chardonnay or Pinot Gris on a random Tuesday. After working with Mumm Napa for many months, I have learned that bubbly goes perfectly with sushi, spicy food, pool parties, and french fries. Keep a case or two on hand at all times, and you'll be all set for hostess gifts, school auctions, and spontaneous happy hours. My favorite is Mumm Napa Brut Reserve. CHEESE, PLEASE And if you'd like a sensationally delicious, clean-tasting goat cheese to go with your bubbly, treat yourself to some Cypress Grove Humboldt Fog. Even if you think you don't like goat cheese, try it. They are experts in raising goats and keeping the males apart from the females at certain times, which keeps their cheese from tasting, well, goat-y. Honestly, I adored this cheese before I worked on the brand, and I love it even more now that I know their story. (I collaborated on this project with the wonderful Lindsay Pedersen of LCP Strategies.) RUN HAPPY If you overindulge in Mumm Napa and Humboldt Fog, which is shockingly easy to do, you'd better pick up some Brooks running shoes. They only make running stuff (which I love), and it is THE. BEST. I learned from team Brooks that you should have a couple of different pairs of running shoes, and switch them up. I prefer the Glycerin for a cushy glide and the PureFlow for a nice minimal feel. And if you need a little more fitness motivation, download the EveryMove app. I get a little spring in my step every time Russell, the CEO, likes one of my photos from my favorite Seward Park loop. UP YOUR COFFEE GAME If you have a coffee maker on your counter that's just not doing it for you, get rid of that sucker and pick up a Bonavita BV1900TS, perfected by the wonderful folks at Espresso Supply, in Ballard. It has some fancy engineering inside to brew your coffee at precisely the right time, and at precisely the right temperature, to keep it from tasting weak or burnt. I also learned from these wonderful people that if you think Starbucks tastes like somebody used your coffee cup for an ashtray, try the blond roast. NOT PUZZLING AT ALL If you like to do puzzles, don't even think about buying a puzzle that is not a Ravensburger. That is all. GET YOUR PULSE RACING And if you are looking to spice up your love life (it is Valentine's Day and all), Pulse might be just the thing for your bedside table. (Shout-outs to Pensar for the sexy industrial design and Range for the gorgeous packaging.) UPGRADE YOUR WEBSITE Now on the business side, if your website is slow, looks crappy on mobile, or just generally looks like it was built 20 years ago, you should definitely reach out to Greg Bear at Bear Group. And if you need a design makeover while you're at it, get frequent Bear Group collaborator Hovie Hawk of Design Hovie Studios involved, too. BOOST YOUR DIGITAL MARKETING Once you've built your gorgeous website, talk to the lovely folks at Wheelhouse DMG to get people to it through an integrated digital marketing program that's perfectly tailored to your business. Make sure you visit their office, undoubtedly one of the most beautiful spots in Seattle. But if Paul Weinstein or David Kennedy invites you to play Ping-Pong, be prepared to lose. PACKAGING PANACHE If you're making a thing, like soap or beauty products or chocolate or Miss Marjorie's Plantain Chips, you'll definitely want to check out the super-cool custom packaging at Guided, who are excellent people and have a veritable wonderland of rad printing machines down in Kent. NO MORE DEATH BY POWERPOINT And if you're trying to sell or pitch your thing, or give a talk, or create any kind of presentation, step away from the PowerPoint and the Prezi. You can make mind-blowingly gorgeous presentations in Haiku Deck on your iPad, or even your iPhone, while you're watching Good Girls Revolt. I'm a proud pro subscriber, and it saves me countless hours and is worth every single penny. STADIUMS OF THE FUTURE Now we're getting a little more niche, but hey, you never know. If you work in sports or live events, drop everything and give Russ Stromberg of Osmosis a call. Osmosis is a spin-out of Synapse, and Russ and his team are creating the live event experience we ALL want. Using a Husky plush as your ticket? It's already happening. BANK ON IT If you happen to be building a credit union or a bank or a university building, you should talk to the friendly folks at Momentum about their unique plan-design-build process. POWER TO THE PEOPLE And if you are involved with a utility or any business with underground power cables, or if you just like to geek out on cool inventions, check out what Novinium is doing in the field of underground cable rejuvenation. They have developed a safe, low-impact, eco-friendly process that extends the life of power cables by up to 40 years while preserving neighborhood landscaping and protected natural areas like the Pend Oreille River. SUPPORT A GREAT CAUSE Last but hardly least, if you are looking for a high-impact cause to support, consider TeamChild, who has a smart, committed team working hard to break the cycle of incarceration for teens when they most need support to get back on track. The work they are doing helps build stronger, safer communities, which feels more important than ever. #clientappreciation #Ravensburger #MummNapa #CypressGrove #Novinium #Osmosis #Brooks #HaikuDeck #EspressoSupply #WheelhouseDMG #Pulse

How we brought three distinct brands into focus and developed clear guidelines to inspire Ravensburger's team and partners. Ravensburg, Germany Games and Toys Focus: B2C, Internal CONTEXT Ravensburger was looking to unify its portfolio of beloved, award-winning game and toy brands. The combined teams had done some collaborative brand-building exercises, but they needed help solidifying distinct identities for each brand. Vitamin C collaborated closely with Ravensburger's marketing and design leads to create a polished, comprehensive brand book capturing the unique spirit of Ravensburger, Wonder Forge, and Brio in the context of the overarching Ravensburger North America brand. VITAMIN C SERVICES Brand Strategy Development and refinement of brand pyramid diagrams for Ravensburger, Wonder Forge, and Brio, using inputs from brand-building exercises. Recommendations for overall brand and product line strategy, addressing areas of overlap and opportunity, treatment of licensed properties, and analysis of specific toy/game platforms. Brand Activation Development of distinct voice and spirit for each brand book, drawing inspiration from brand heritage, existing brand materials, and product line. Creation of initial visual layouts for all brand book pages and overall art direction, working in close collaboration with Ravensburger's in-house designer. Brand Expression Creation of all brand book copy, including brand manifestos, expression of brand values, and voice/tone guidelines. Vitamin C refined and simplified brand pyramid diagrams to clearly communicate the unique spirit of each brand. Visual timeline celebrating Ravensburger's heritage Vitamin C created brand manifestos for both Ravensburger and Wonder Forge. MOMENT OF CLARITY While the brand books were under way, the product line strategy came into question. Vitamin C collaborated with the brand team to recommend how licensed properties should be split across the two brands, incorporating compelling consumer quotes drawn from focus groups in California and Seattle. This shaped the overall strategy as well as the brand books themselves. Vitamin C recommended keeping popular licenses and portable formats with Wonder Forge. CREATIVE INSPIRATION We wanted even the standard pages to truly reflect the spirit of the brand, so for the Wonder Forge colors page, we gave the colors playful names and styled them like bouncing balls. This became the primary visual motif for the Wonder Forge brand book. Mockup brand book page with bouncing ball motif CONTENT CLIP HAPPY CLIENT "When my company was acquired, we selected Vitamin C Creative to help us evolve branding for our newly formed parent company and two major sub-brands. Vitamin C won our business over other big names in branding because they demonstrated--from the very first meeting and throughout the project--a deep understanding of our business and our industry and an unyielding commitment to helping us solve our toughest branding challenges. Catherine was a true partner in every sense of the word--strategic, creative and thoughtful; a brilliant writer who found just the right voice and tone for our distinct consumer audiences; and a clear and direct communicator. She brought structure and focus to our project and always delivered work on deadline and on budget. We could not be happier with the end result, which included new brand positioning, refined brand pyramids, a roadmap for new product development, and compelling brand books to educate our internal teams and guide our marketing efforts. We are very pleased with the contribution Vitamin C Creative made to our business." Kimberley Pierce, Head of Marketing, Ravensburger North America COLLABORATORS Kimberley Pierce, Ravensburger NA Brian Alm, Ravensburger NA #internalcommunications #Ravensburger #brandguidelines #B2C #brandmanifesto #storytelling #brandstrategy

Each year, I enjoy thinking of creative presents for my clients. A couple of years ago, I played with the Vitamin C theme and delivered gorgeous, colorful bowls of organic satsumas, oranges, and grapefruit. As my list expanded out of state and even overseas, this proved logistically, well, impossible. Last year I chose colorful pens and notebooks from Poppin, one of my favorite #brandcrushes, which I pull frequently for client inspiration. This year, for most of my list, I decided to showcase one of the projects I worked on: Ravensburger, maker of what are arguably the world's best puzzles. (I collaborated with their in-house designer on a 65-page brand book, which included fine-tuning strategy, developing a brand manifesto, articulating values, and creating guidelines for visual and written expression.) I had so much fun selecting just the right puzzle for each person, based on their personality, interests, and family composition. (At one time I had a towering stack of more than 40 puzzles in my office!) The gifts really had a "wow" factor when I presented them, and what better time than the holidays to unwind and spend time with family doing a puzzle? And, best of all....just look at all these fun pics I received in return! Robots, for Kevin (and Ethan) of Haiku Deck: Times Square, for Josh of Delicious: Road Trip USA, for Chris of Novinium and Laura of Espresso Supply: And, yes, I chose something else for team Ravensburger! They got some bubbly from one of my other favorite clients, Mumm Napa... Happy 2017 from Vitamin C Creative! #clientappreciation #Ravensburger

Thank you all, so much, for being here today to celebrate Pete's extraordinary life. I'd like to share some memories and reflections about my uncle in the context of our family history, because, well, this is Pete we're talking about. I'll confess right up front that my grasp of these details is a bit shaky. I didn't always listen as well as I should have, and, frankly, I could always ask Pete. The Macky family descended from the ancient Mackay clan, who lived for centuries among the wild moors and streams of the Scottish Highlands. They were fiercely passionate about their roots and their heritage, and fiercely loyal to their clan members—fighting, if necessary, to defend their territory and their traditions. (Fiercely passionate, and fiercely loyal—does this sound like anyone we know, perhaps on Phillies game day?) The Mackays had an official crest, a handsome tartan, which I'm holding right here in this necktie sewn by my mom, and a motto: Manu Forti, or "with a strong hand." They were fiercely passionate about their roots and their heritage, and fiercely loyal to their clan members--fighting, if necessary, to defend their territory and their traditions. Now if Pete were here to tell you about the political turmoil that resulted in the Highland Clearances, we'd probably be sitting here for quite a bit longer--but suffice it to say that bagpipes and tartans were banned, if you can imagine that, and the clan was forced to resettle. The Mackys lived in and around Ulster, at the northern tip of Ireland. And in the mid 1800s, the Irish Potato Famine sent John Macky, Pete's great-great-grandfather, across the Atlantic Ocean. John established new roots in Media, and the Macky name was extended to Samuel Macky and then to Henry Ewing Macky, who married Mildred Brooks, affectionately known as Honey. The Brooks name (along with Honey's sharp mind and resilience) was passed down to their son, Walter Brooks (known to most of us as Bud), and eventually to his son, Peter Brooks, and his son, Allen Brooks. Bud and his sister Betty grew up in a modest house on Jefferson Street. Their backyard was the site of rowdy football, baseball, and basketball games and even boxing matches. Across town, on 4th Street, lived the Allen family, who had originally emigrated from England in 1793. (As a side note, 200 years later, when Pete gave the eulogy for his Aunt Ethel Allen, he described the theme of the Allen family as "love and devotion to family; hard work and diligence; service to church and community; and a zest for life." I think we would all agree that every one of these qualities burned brightly in Pete.) In any case, Bud became smitten with Sally, the youngest of the six Allen daughters. It took a bit of persistence on Bud's part, but they were married on August 19, 1939. They were blessed with a baby girl, Patricia Allen, and a fine son, Peter Brooks, born April 14th, 1948. Pete would no doubt be able to tell you that a number of significant events took place on April 14th, including the surrender of Fort Sumter during the Civil War, the fateful collision between Titanic and iceberg, and the first performance of Mahler's Incomplete 2nd Symphony. I truly hope none of you ever had to face him in Trivial Pursuit. I truly hope none of you ever had to face him in Trivial Pursuit. Pat and Pete grew up in the little white house Bud and Sally had built up on the hill at 441 Kirk Lane, which to this day I believe contained more magic per square inch than any other place on earth. This is the house where Pete, on his 4th birthday, fell out of his 2nd-story bedroom window. As I've heard it told, Sally was doing dishes while Pete and his friends were playing upstairs, when she looked up to see him, inexplicably, trotting around from the back of the house with barely a scratch. I believe this incident planted the belief in all of our minds that Pete was indestructible (Manu forti!) I believe this incident planted the belief in all of our minds that Pete was indestructible (Manu forti!) Like the house on Jefferson Street, the backyard of 441 Kirk Lane was the site of colorful boyhood adventures, from cowboys and Indians with George, Bobby, Steve, and Ned to all-out basketball and badminton showdowns. In 1966 Pete graduated from Penncrest High School, whose football team--as Pete and only Pete could tell you--finished the year with only the second winning record in the school's history, after defeating Sun Valley 34-0 on Thanksgiving Day. Over the next few years, Pete acquired degrees, career milestones, and nieces. I'll try to capture the tremendous impact he had on all of our childhoods, because we had the great fortune of spending so much wonderful, as Pete would say it, time with him--in Milford, in Rehoboth, at Whitney Lake, in Media, even at Disney World, where he enjoyed Mr. Toad's Wild Ride at least as much as my sister Cara did. If something super-random was on a birthday wish list, Pete would drive all over the tri-state area to track it down. (This is what we did before the days of Amazon Prime.) If we had our hearts set on a particular boardwalk prize, Pete would play however many games of Whac-a-Mole it took to secure it (Manu forti!) This kind of sounds like spoiling, but more than anything, Pete indulged us with his time, his imagination, and his boundless capacity for fun. More than anything, Pete indulged us with his time, his imagination, and his boundless capacity for fun. Pete was the one who would get down on the floor with us and play every single board game--as my sister Julie put it, fully engaged (as long as we didn't try to claim the green mover, which was always his.). He was up for any and every ride at Funland, and let's just say he never held back on the mini golf course. At the famous Christmas parties at Kirk Lane, Pete was the one who got all of us--and I mean all of us, even Aunt Ethel in her 80s--hunting around for hidden pennies and paper clips and special buttons, and shrieking with laughter during the Artist's Game, which at times approached the intensity of a clan skirmish on the Scottish moors. Pete didn't just show up to these events, he made them into occasions--ones that would be remembered and talked about for generations. Pete didn't just show up to these events, he made them into occasions--ones that would be remembered and talked about for generations. Pete was a constant and celebratory presence in our lives--birthdays, Easters, Thanksgivings, Christmases, graduations. His enthusiasm for these life milestones, of course, extended far beyond our immediate family to neighbors, colleagues, acquaintances, aunts, uncles, nieces, nephews, great-nieces and nephews, cousins, second cousins, and first cousins once and twice removed--which, you better believe, he would be able to explain without Googling. He carried on the family tradition of the Uncle Peck awards, handing out silver dollars to celebrate new degrees, new spouses, and new babies. Who here has an Uncle Peck award in their collection? We've been talking a lot this week at what a gift Pete had for making so many people feel so special--not just to remember their names, but to remember their backgrounds, their histories, and what mattered to them--in his own way, to welcome them into his clan. Pete taught us the state capitals, backwards and forwards, as well as obscure facts like the date of the Battle of Hastings--which he once noted when the total of our order at Hardee's rang up on the register as $10.66. He taught me how to play hearts, on the back porch at the Lake Whitney cabin--and he was exasperated (rightfully so) when everybody else let me win. Pete taught us the state capitals, backwards and forwards, as well as obscure facts like the date of the Battle of Hastings--which he once noted when the total of our order at Hardee's rang up on the register as $10.66. Pete taught me how to drive--lurchingly, on the lemon-shaped, stick-shift Datsun B210--does anybody remember that car, the one with the John Anderson for President sticker on it?--in the parking lot behind Avenue Methodist Church in Milford. And, in time, he taught us what it looks like to find your perfect match. It's true, he had brought girlfriends down a couple of times--whom my sisters and I greeted with a certain skepticism. But when we first met Nancy, and we observed the way they held hands, and played guitar together, and how intensely she could compete with him at tabletop hockey, we had absolutely no doubt that she was the one. We will never forget Pete's beaming smile--on August 3, 1985, his wedding day, and of course on July 14, 1989, when Allen was born. This auspicious date also gave Pete the opportunity to say quintessentially Pete things like this: "Happy Birthday to Allen, 24 years old on the 224th anniversary of Bastille Day," a Facebook post from a couple years ago. We will never forget Pete's beaming smile--on August 3, 1985, his wedding day, and of course on July 14, 1989, when Allen was born. On October 7, 1991, the family became the family, with the arrival of Anne Elizabeth Macky. To say that Pete took pride in Allen and Annie's every accomplishment, in their pure existence, is an understatement. I would bet a Buffalo nickel that he could quote the score of every pivotal game in Allen's senior soccer season (Allen, he always said you were a real Keeper), and recite the details of each one of Annie's beautiful recital pieces. I am sure that the yard surrounding their white house, at 1126 Adams Avenue, was the setting for countless epic Easter egg hunts, soccer shoot-outs, and memorable adventures. Pete, of course, was almost unimaginably knowledgeable, with a humbling ability to not just recall the facts but to transform and enliven them with his creative mind and masterly word play. I mean, really--who else but Pete could come up with something like "The Spaghettisburg Address?" He was also incredibly thoughtful, a wonderful giver of gifts and writer of letters (handwritten, on ruled yellow legal pads, and often slipped into inscribed books or, when Annie recently moved west, tucked into the trunk of her car). Who else but Pete could come up with something like "The Spaghettisburg Address?" And he was adventurous! Pete adored the rivers and fields and hills just as his ancestors did, and he biked and hiked and trekked all over the world--China, where of course he met Nancy, the Alps, the Pyrenees, Morocco, Ireland, Iceland. The little book I have about the history of the Mackays contains this line: "Even when the days of the clan ended and the Mackays were scattered to different parts of Scotland and abroad, they still kept the spirit of the clan alive." I think one reason we all feel this loss so acutely is because Pete was the one who played this role, even as our modern-day clan is scattered across states and time zones. He was our memory bank, our archives, our catalyst, our glue. He was our memory bank, our archives, our catalyst, our glue. OK, so, manu forti. We need strong hands right now--to lift up Nancy and Allen and Annie and Pat, and all of us who cherished Pete. We need strong minds, to remember the things that need to be remembered. I'm thinking that if we all work together, we might be able to collectively approach Pete's personal brain power. And we need strong hearts, to keep these treasured stories and memories--the spirit of the clan--alive. So, keep a Sierra Club calendar on your wall, and visit those beautiful places if you can. Check your pennies to see which mint they were made in. Jump in the ocean, any month of the year. Enjoy a side of applesauce with your lasagna, and maybe even try a green vegetable or two. Remember that the best games don't need screens, or apps, and try to be fully present for the fun stuff, just as Pete always was. Remember that the best games don't need screens, or apps, and try to be fully present for the fun stuff, just as Pete always was. Thinking back to my childhood, whenever Uncle Pete visited, I would rush to greet him and ask, "When are you leaving?" which he thought was funny. What I wanted to know, really, was how long he was staying--how much time we would have for games, and stories, and jokes--the fun stuff. However long he stayed, it wasn't enough time--and I am sure we all feel the same way today. It wasn't enough time, but we had a wonderful time while it lasted. Thank you, Pete, for the precious memories. We will always remember you.

How we helped a Fortune 500 company elevate purpose, revitalize its web presence, and refocus language after spinning off half of its business portfolio. Washington, DC Science and Technology Focus: B2B, Internal CONTEXT Danaher, a global science and technology innovator whose portfolio includes high-profile brands such as Pantone, Leica Biosystems, and ChemTreat, had recently spun off its industrial businesses to form a new company, Fortive. Danaher needed an extensive website update to reflect renewed focus on its life sciences, diagnostics, dental, and water quality businesses. We took the opportunity to elevate the human dimensions of the company's global impact and to showcase the shared purpose championed by CEO Tom Joyce: helping realize life's shared potential. Through a thoughtful mix of strategic reshaping and new content creation, Vitamin C brought Danaher's brand story to life in a fresh way to complement the website's new look. We took the opportunity to elevate the human dimensions of the company's global impact and to showcase the shared purpose: helping realize life's shared potential. VITAMIN C SERVICES Brand Strategy Audit of existing brand materials and development of high-level messaging maps to guide web content and communications Brand Activation Development of voice/tone guidelines, brand vocabulary, and style sheet Detailed content catalog of existing brand intellectual property to inform site structure and organize content Creation of brand-driven templates for leadership bios and company profiles Brand Expression Final delivery of all website content Content development for multiple Corporate Social Responsibility reports, annual reports, and high-profile internal / external communications MOMENT OF CLARITY The Danaher website is somewhat unique in that its two key audiences are industry analysts and job-seekers. By clearly articulating the distinct goals and needs of each audience as they related to the overall brand purpose, position, and pillars, we could keep the language cohesive. By clearly articulating the distinct goals and needs of each audience as they related to the overall brand purpose, position, and pillars, we could keep the language cohesive. CREATIVE INSPIRATION With a large, diverse portfolio like Danaher's, snippets of story can work together to create a sense of collective scope and impact. We used this "small to large" technique throughout the site to humanize the company and illuminate the many facets of the business, from breakthrough innovations in diagnostics, water quality, and food safety to impactful corporate giving and sustainability initiatives. With a large, diverse portfolio like Danaher's, snippets of story can work together to create a sense of collective scope and impact. CONTENT CLIP Here is one example of the "small to large" technique, as we introduce the shared purpose: HAPPY CLIENT "Everything went great on Monday. Overall, [the speech was] very impactful. Thanks again for your support. I'm sure you'll be hearing from me again before too long!" Meghan Britt, VP of Corporate Communications COLLABORATORS Bear Group (website development) Design Hovie Studios (website design) #brandpurpose #brandstorytelling #messaging #brandvoice #brandactivation #websitecontent #brandvoice #B2B #internalcomms #Danaher

How we found the balance between talking to health plans and resonating with consumers. Seattle, WA Healthcare Tech Focus: B2B2C, Internal CONTEXT EveryMove, a previous Vitamin C client, was pivoting to help health plans use lifestyle data to connect with consumers in a more personal way. The Tandem name and visual identity were in place, but the team needed to quickly distill the vision into a clear, compelling brand and product framework to provide focus and inspiration for upcoming sales, marketing, and product development efforts. VITAMIN C SERVICES Brand Strategy Stakeholder interviews, brand audit, competitive analysis, external inspiration, archetype analysis, brand architecture analysis and recommendations, development of brand purpose, position, and pillars Brand Activation Development of messaging framework with key messages, features/benefits, data points, and supporting quotes for health plans and consumers; development of voice/tone guidelines and brand vocabulary Brand Expression Content development for sales pitch, emails, and other marketing materials MOMENT OF CLARITY Although the initial focus would be marketing to health plans, it was essential to balance their goals (risk management, profitability, retention) with those of their members (getting the most of benefits, managing health conditions, feeling like a person instead of a data point). After all, Tandem would ultimately be communicating directly to the members on behalf of the health plans, and the industry as a whole was not exactly known for consumer friendliness. We modified our typical brand framework format with an additional column so we could capture the defining characteristics, goals, and values of the two key audiences, and ensure the purpose, position, and pillars worked equally well for both. The team had the result printed as a large-format poster and permanently installed in their conference room for easy reference. CREATIVE INSPIRATION We decided to keep the EveryMove values--Fast, Fit, and Fun--as the brand pillars because they worked so well with the Tandem name and the dynamic Explorer archetype. We built from these to develop a brand voice that was Energetic, Focused, and Upbeat--totally in tune with the Tandem ethos, and a fresh departure from typical health plan communication. CONTENT CLIP CEO Russell Benaroya and I probably brainstormed 200+ variations on the position statement, but we finally landed on one that had just the right spirit and balance. #Tandem #EveryMove #B2B2C #brandstrategy #explorerarchetype #internalcommunications #messaging #startup

How we helped a successful Seattle agency expand from search to a full suite of digital marketing services, and revitalize their brand identity in the process. Seattle, WA Digital Marketing Focus: B2B, Internal CONTEXT With an impressive roster of delighted clients built on word of mouth, Wheelhouse Search was expanding its services and beginning a new chapter as Wheelhouse Digital Marketing Group. Their pace of growth had been so rapid that their outdated brand identity and website truly did not communicate their expertise and excellence. It was time to elevate brand to improve external perception, especially for new prospects and hiring, and to further strengthen their internal culture. VITAMIN C SERVICES Brand Strategy Brand audit, stakeholder interviews, competitive analysis Brand archetype analysis and external inspiration Development of brand purpose, position, and pillars Brand Activation Creative direction for visual identity development Voice/tone guidelines and brand expression guidelines Brand guidance on website structure and design Brand Expression Editorial and brand guidance on website content, marketing strategy, and marketing materials Creation of brand-driven templates for case studies, service descriptions, and team bios MOMENT OF CLARITY During the stakeholder interviews, the team was very candid about the fact that although they are excellent at what they do, their competitive advantage is truly how they do it--specifically, how strongly their values of helpfulness, generosity, trust, joy, and stewardship infuse every aspect of their client relationships, which tend to evolve and deepen over time. This insight strongly influenced the brand purpose, position, pillars, and brand voice. It also directly inspired the striking new logo by Andrew Wicklund Design, which cleverly expressed the idea of Wheelhouse working w/you. CREATIVE INSPIRATION A collaborative brand archetype exercise helped us achieve alignment around Explorer, a natural fit for the adaptability of the team's approach to individual client needs as well as the company's name and unique location overlooking Salmon Bay (not to mention the discipline of search itself). The Explorer inspired some evocative brand vocabulary, from proven path to refer to effective old-school SEO techniques to navigating the digital landscape and building customized digital roadmaps. CONTENT CLIP COLLABORATORS Andrew Wicklund Design (visual identity development and website design) #WheelhouseDMG #B2B #internalcommunications #brandstrategy #websitecontent #brandvoice #logodevelopment #explorerarchetype

There's a lot of discussion about work-life balance these days--is it possible (especially during extended WFH)? Is it even the right goal? The term is charged, but the concept is important. And after many years of experimentation, I believe there are some strategies that can help. A few years ago I was invited to lead roundtable discussions on the topic of work-life balance at the ARA Seattle Mentoring Forum. Fittingly, I had to do some serious juggling to make it possible--coordinating schedules with my husband, arranging carpool rides, and rushing from my son's soccer practice at Magnuson to try to get downtown on time. Somehow I managed to squeeze in a quick run and a few hours of focused work--another full, yet mostly fun, day in this working mom's life. Though I'd never call myself an expert on the topic of work-life balance, it is definitely something I think a lot about, and certainly one that I'm passionate about. And the roundtable discussions reminded me that though I haven't figured it all out, I have developed some strategies that might be helpful. First off, the discussions were awesome--these were some really smart, articulate, thoughtful women. It was so powerful just to hear their stories and compare notes about our experiences. The thing that really struck me, however, was how many women accepted as fact that they had to choose between enjoying work-life balance and advancing in their career. I heard this expressed in a number of different ways--You could either be a good mom, or kick butt at work, but not both. You could either have a job that offered a lot of flexibility and vacation time, or get paid well, but not both. You could either take great trips and enjoy a rich personal life, or get promoted, but not both. This tells me we have some work to do on the subject of work-life balance. I say, let's go for both. Here are a few strategies I've found helpful. 1. DISABUSE YOURSELF OF THE NOTION THAT WORKING LONGER IS WORKING BETTER This is pretty deeply ingrained in our working culture, but I truly do not believe that more hours at your desk ("cheeks in seats," as one of the participants called it) means you're doing your job better. I was forced to discover this when my first child was born, but wow, I wish I'd figured it out earlier. Tasks tend to expand to fill the time they are allotted, but when you introduce hard constraints, it's pretty amazing what can get accomplished. When I had to leave at 5:45 to get to day care before it closed, things got done. But on a deeper level, not only did I take less time to get my work done, I started to feel that I was actually doing it better. When I worked in focused stretches, knowing I had a hard stop, I got more, better work done. I also worked more strategically, knowing I had to delegate and make the best possible use of my more limited time. A few ideas: Give yourself your own deadlines and stick to them. If you meet them, reward yourself with doing something you love to do (as opposed to simply starting a new work task). Practice articulating your own success in terms of what you accomplished, not how long it took you. If your colleagues indulge in complaining (bragging?) about how late they were at the office, or how they worked all weekend, you don't have to compete on those terms. Stay focused on your results and achievements. 2. CHOOSE YOUR CULTURE, OR TAKE STEPS TO SHAPE IT At one of the roundtables, my heart sank as I heard about S., whose request to get home in time to have dinner with her husband twice a week was deemed unreasonable, and K., a new mom whose manager (also a mom!) recommended that she make up the time "lost" at work due to pumping by putting in a couple of extra hours at night after her child went to bed. My first thought was, "I could never work in an environment like that!" And I thought about how, consciously or unconsciously, this clarity about the kind of culture that's right for me has shaped my career. Certainly, I have sought out supportive environments because I know it's important to me, but sometimes I've had to create that culture proactively. When I worked at Cranium, I was the first woman on the team to have a baby. At the time there was no official maternity policy. Instead of asking how much time I could take off, I came in with a proposal. I requested four months off, and I outlined my plan for coverage while I would be away. (This also happened to be a great growth opportunity for one of my senior leaders to step up and take management responsibility.) I emphasized that I intended to come back to work, and that a little more time to get settled in our new family routine would set us all up for long-term success. It worked. At other junctures in my career, I successfully proposed unusual arrangements like working three weeks off and one week on, or working from 6 am to 3 pm two days a week so I could pick my kids up from school and take them to soccer. In each case, I came in with a plan, set expectations about my availability, and set a tone of "let's try it and see how it goes." I demonstrated flexibility in accommodating important company meetings or milestones, and I made sure I always delivered excellent work. It's not always easy to shape the culture, however--and for me, sometimes this has meant saying no to opportunities. I once walked away from an amazing-sounding job, leading marketing for a pretty famous chef, because of this very issue. I asked pointed questions, and (fortunately) he was really honest with me that the working culture was 24-7, and that it wasn't uncommon for meetings to happen on Friday night at 9 p.m. The job would also have required commuting to San Francisco each week. I knew that wasn't right for me and my family, and I decided to accept a marketing leadership role at Haiku Deck, a local startup with a far more family-friendly culture. I have no regrets about that choice. A few ideas: There are lots of ways to think about work-life balance--there are expectations about the number of hours in a typical day or week, flexibility about when and where you can work, amount of vacation time, and so on. Decide what's most important to you, and think about creative ways you can make it happen. Asking doesn't guarantee you'll get what you want, but if you come in with a well-considered proposal, you're making it a lot easier to say yes. (And you definitely won't get what you want if you don't ask.) Remember that a job interview is an opportunity for you to decide whether the company is a good fit. Ask specific questions about what people like to do in the evenings, or their interests outside of work. Ask how frequently they get to do those things. Do I work late sometimes? Of course, if I need to! I just don't make it a habit, and I always try to keep the focus on the work itself, not on how long it took me to do it. A lot of women I talked to felt they were paying their dues in order to get promoted, when they'd obviously have to work more, longer hours. I tend to think of it in the opposite way--you pay your dues, and demonstrate your value, so you have more leverage to dictate your own terms. 3. PRACTICE THE FINE ART OF SAYING NO The other thing I heard at every single table was how reluctant many women are to say no to things they don't truly want to do. To me, learning how to say no--without guilt--is an absolute survival skill if you're trying to carve out balance. A few years ago my mom's friend, a yoga teacher who is wise and absolutely wonderful in every way, commented "If I can't do it with joy, I choose not to do it." That really stuck with me, and I think they are words to live by. Work-life balance is not about leaving work at 5 or 6 to tend to a bunch of obligations that aren't meaningful and fulfilling to you. It's about preserving time for the things that are important to you. For me, right now, the most important thing to me is to be home with my family in the evenings. I love to cook real dinners for my family, to help my kids study for their spelling tests, to cuddle and read with them. I recognize that this chapter in my life is fleeting, and I don't give up my evenings lightly. In just the past two weeks alone, I've said no to a parent-teacher meeting, a gun control awareness event, an invitation to play on a tennis team, and three after-work happy hours and networking events. This doesn't mean I'm a recluse, however (or that I don't love tennis, because I do). I said yes to my monthly moms group, a fundraiser for my husband's work, a reading my friend did at a local bookstore, and, of course, the ARA event. I did each of those things with joy, and I could enjoy being there more knowing that I wasn't spreading myself too thin with other evening commitments that were less important to me. At the ARA event, when I brought up the subject of saying no, at every single table, someone asked me, "But don't you feel bad?" And the honest answer is no, I really don't. I don't even feel that it's necessary to come up with a detailed excuse when I'm saying no. I just say, as graciously as possible--thank you so much for the invitation, and I'm sorry I can't make it. A few ideas: At the beginning of each week, I look over my calendar and identify the things that are making me feel stressed, and I get them off the calendar. I make it a point to separate my feelings about the person who invites me to do something from the event itself. One of my closest friends is organizing the gun control event, but this week was just too packed. It doesn't mean I won't go the next time, or that I don't care about her. Out of necessity, I use this strategy for coffees and lunches, and even meetings at work. If it doesn't feel like a great use of my time, I address it proactively. I know some people might consider this mindset to be selfish, or rude, but my take on it is that if I'm feeling fidgety, or wishing I were someplace else, that feels more rude. I'm just choosing not to put myself in that kind of situation in the first place. 4. DON'T FORGET YOU To me, a critical component of work-life balance is not just the amount of time you're spending outside of the office, but the amount of time you're doing things that truly bring you joy. I also have to be completely honest that with so many competing demands for my attention (see #3), this one is the most difficult for me to achieve. But the point is this: find the things that truly light you up and make them non-negotiable. It might be exercise, creative expression, reading (something you want to read, that is), playing music, or something else altogether. During the roundtables, Christina and Meghan lit up when they talked about travel and new experiences. Lakeisha absolutely loves going to Toastmasters. Jessica is inspired by dance, and attending dance performances. It was amazing to see the joy that came over their faces when they talked about their passions. We all need that in our lives! It's easy to get yourself into the mindset that you don't have time for these things; that they feel like luxuries. We need to train ourselves to think of them as necessities--for a full, rich, satisfying life. They can feel like they are subtractive from work and career, but in the big picture, they are often additive, enriching your perspective and helping you perform at your best. A few ideas: Give yourself a concrete goal--doing something you truly love for 30 minutes a day, even, and stick to it. Notice how you feel and how it affects other areas of your life. I heard from a few women at the roundtables that they block out time on their calendar to go to the gym or go running. That's a great strategy! I know I often get some of my best ideas when I'm running. There's plenty of research that shows that exercise and spending time on creative pursuits can make people feel more productive and energized at work. When you come across these, share them with your colleagues and your leaders--remember, you are shaping the culture, too! 5. DEFINE YOUR SUCCESS AROUND WHAT MATTERS TO YOU At the highest level, there are multiple ways to define success, and you can create your own. My personal definition of success includes wanting to do excellent work and being recognized for it, continuing to improve my lifestyle, having control over my own schedule, and ensuring that I have time to be the kind of mom and wife I want to be. I'll admit that every once in a while, I'll get a little twinge of jealousy over a friend's big promotion or fancy title, but then I remind myself that it's not that I'm not capable of achieving those things, it's that I don't choose that life and that kind of business culture. I love and enjoy my work, but I don't want to miss my kids' childhood. I don't want to stay up late working every night. I want to see my kids play soccer, hear their chatter in the back of the car, cook them a homemade dinner, read to them, and tuck them in. I choose those things. I cherish them. This is the life part of my work-life balance. What are your challenges and successes on the work-life balance front? Let's keep the discussion going! I'd love to hear your experiences in the comments. #worklifebalance #womenintech