KELSEY ELIASON COPYWRITER
A NOTE ABOUT MANIFESTOS
I have written every word of every brand manifesto in this book. That being said, credit is due to the songs and artists that inspired them. I’ve listed the artist, album and song title with each manifesto.
Harley-Davidson MOTORCLOTHES
Harley-Davidson has been producing MotorClothes for almost 100 years. And while the brand continues to keep a loyal customer base, this segment is slowly dwindling. This creates an opportunity to reach out to newer audiences to persuade them to try MotorCothes. Solution: Use bold declarations to appeal to women directly, addressing their concerns with fit, comfort and style. I wrote for the women’s section of the March 2011 Harley-Davidson MotorClothes Catalog and all of the work shown has since been delivered to over 200,000 mailboxes.
Size matters. Your gear needs to fit like a second skin, with all the miles you’re gonna put on it. And while the other guys are cutting corners and sizing down men’s gear, we’re putting in the effort to deliver the best sizing, figure-friendly shapes and most comfortable fit. Because no one should be sized down.
Artist Daft Punk Album Tron: Legacy Song Son of Flynn
Catalog Art Direction: Liz Gardner Photography: Harley-Davidson
bobble
FILTERED WATER BOTTLES bobble, the new filtered water bottle is both functional and beautiful but lacks awareness. Because the bottle is so unique, it provides the perfect opportunity to showcase the simplicity of the design and functionality while highlighting some of the benefits of choosing bobble.
Print Photography: Mark Eliason
Print Photography: Mark Eliason
Print Photography: Mark Eliason
Online Interactive Web Banner Photography: waterbobble.com
Online Interactive Web Banner Photography: waterbobble.com
Mobile Application Photography: Mark Eliason
Faux Tan
SUNLESS TANNING LOTION Girls between the ages of 15-17 go to a tanning salon regardless of the risk factors of indoor tanning. While many already use the Bare Escentuals cosmetic line, most are not aware that Bare Escentuals offers a sunless tanner. Solution: Use witty headlines and simple layouts to speak directly to the audience, referencing the factors to lead to their quest for bronzed skin.
Outdoor Poster
Cunard
LUXURY OCEAN LINERS Despite its rich heritage in the ocean lining category, Cunard finds it difficult to stand apart from its competitors. Solution: Highlight the unique adventures and discoveries travelers will experience aboard a Cunard ocean liner.
There was a day, not so long ago when a ship was the one thing that connected continents. Tackling oceans and parting straights, ships were the shining beacons in the night, even brighter than the stars. There was a time when ships inspired people to explore the world and its abundance of rich culture. Some ships, we think, have lost their way, forgetting what is real and golden about ocean travel. And some people, it seems, have forgotten what it means to truly explore the world, their lives becoming an endless knot of commitments and obligations. A voyage is so much more than a means of transportation. It’s about experiencing a culture that is more colorful than your wardrobe. It’s about discovering the perfect place for a spontaneous dance on a starlit beach. It’s about finding the answer to a question you’ve always had. A voyage is about discovering who you are meant to be.
Composer James Horner Album Titanic Song Southampton
Print Art Direction: Liz Gardner Photography: Curtis Johnson
Print Art Direction: Liz Gardner Photography: Curtis Johnson
Mobile Application The Cunard Concierge Art Direction: Kelsey Eliason
Art Buddies
CREATIVES HELPING KIDS ArtBuddies pairs professional creatives and designers with at-risk kids from Whittier Elementary School in Minneapolis, so the kids can learn stability, leadership and the power of their voices. While its cause is noble, ArtBuddies lacks awareness beyond the local design community and needs monetary donations. Solution: Juxtapose images of harmful objects with a different artistic medium, speaking to the way ArtBuddies changed a child’s perspective and outlook.
We are for the underdog. We are for the kid who doesn’t have a mama. We’re for the ones who eat hamburger helper every night. Without the hamburger. Because we can introduce them to a world they never knew was possible. A world of doors without locks and the freedom to explore. Creativity can only happen in a safe environment, and creativity is the one thing that will keep humanity alive. We connect the creative who is further along the path with the creative that didn’t know there was a path to follow beyond drugs and violence. Raise your voice for the underdog. That’s what we do. Artist Mumford & Sons Album Sigh No More Song The Cave
Print Art Direction: Liz Gardner
Webpage Photography: Artbuddies.org
Kiehl’s
CREME DE CORPS MOISTURIZER In an oversaturated market of luxurious moisturizers, Kiehl’s Creme de Corps has trouble differentiating itself from the competition. Solution: Use quick, cheeky headlines equating the moisturing to currency because of its incredible richness.
We are human. We don’t hide from sunshine and adventure. We won’t stay tucked away inside a small, dark room for more than a few ticks on the clock. We live, we breathe, we play. We have felt the thin air at the summit of Mount Hood and the warm wind of a thousand-mile motorcycle tour of the United States. We have been, will be, love being weathered and worn, but never worn down. We feel the constant tug forward in life, not to simply enjoy the ride, but to make it our own. What can hold us back? We are unstoppable.
Artist Radical Face Album Ghost Song Welcome Home
No, you cannot wire transfer moisturizer.
Creme de Corps U N S N O B B I S H L Y
R I C H
C R E M E D E C O R P S . C O M
I apologize, but we don’t insure moisturizer.
Creme de Corps U N S N O B B I S H L Y
R I C H
C R E M E D E C O R P S . C O M
Sorry, I can’t accept moisturizer as collateral.
Creme de Corps U N S N O B B I S H L Y
R I C H
C R E M E D E C O R P S . C O M
This book was set in two typefaces. Archer Pro is a slab serif developed by Hoefler & Frere-Jones for Martha Stewart Living. It is reminiscent of early typewriter faces, making it a fitting font for a writer. Gotham Rounded is a sans serif developed by Hoefler & Frere-Jones. Modeled after signs on buildings and designed with a technical side built in, it plays well with brainiacs, but also takes it easy with the fun crowd.