LAURA CIOFFI Account Planner / Creative Strategist
CIOFFI : chaw - fee (pron.) It’s like “coffee” with a “cha”
Contents Where I’ve Been
Page 5
Who I am
Page 7
Case Studies UNICEF
Page 10
A&W
Page 12
Lyft
Page 14
The Orange Chef
Page 16
Industrial Design
Page 20
Resume/Contact
Page 22
“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.”
– Albert Einstein
Where I’ve Been
Basically... I’ve worked for Santa. I pitched toy ideas to clients at a toy invention company called Big Monster Toys. I have also worked on the corporate side of toy design at TOMY International. My job was to think of toys that children haven’t even wished for yet. I pitched toy ideas to Hasbro, Mattel, and Disney.
Laura Cioffi // lauracioffi1@gmail.com
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“Where’s your will to be weird?” – Jim Morrison
Who I Am
Everyone has quirks and insights unique to themselves. Here are some things about me:
I love to travel and have been fortunate enough to be able to visit Italy, Paris, Switzerland, Malta, Australia & New Zealand. I am always eager to plan another trip.
I made it to the front page of Reddit with this drawing and sold prints to other Redditors. I “slept� on the street in NYC for over 24 hours in order to get standby tickets for Saturday Night Live.
I collect records and shot glasses.
I have taken classes at the Second City and hope to take more. I enjoy improvising as a creative outlet that relies on nothing but my own ingenuity.
I love French Bulldogs and will own one someday.
Laura Cioffi // lauracioffi1@gmail.com
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“Curiosity about life in all of its aspects, I think, is still the secret of great creative people.”
– Leo Burnett
Case Studies These are 4 case studies completed while at the Miami at School in San Francisco. The Orange Chef and UNICEF were pitched to real clients. I have included one industrial design project to further illustrate my thought process and ability to find insights.
Successfully pitched account for possible launch early 2014.
UNICEF OBJECTIVE
PROBLEM
Promote #ChildrenofSyria to educate Millenials about what is going on in Syria.
People are unwilling to believe they can help the lives of one million children.
BACKGROUND
INSIGHT
A civil war has been going on in Syria since 2011. Over two million people are in refugee camps in other countries. UNICEF reports that around half of these refugees are children. UNICEF is providing clean water, food, shelter, education, and medicine to the refugees.
One million is a number that is incomprehensible.
TARGET “Passive Philanthropist”: 18-35 yo. Men and Women. Worldwide Demographic.
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Laura Cioffi // lauracioffi1@gmail.com
STRATEGY Create a low-barrier way for the “Passive Philanthropist” to support the children of Syria by showing them the true scale of one million.
IDEA One million “Selfies for Syria.”
CREATIVE Digital Microsite Snapchat
Event Marathon
The snapchat is a 10 second video featuring 100 selfies and would say, “it’d take 10,000 of these snaps to see every child refugee of Syria” in order to demonstrate the scale of this issue.
One million selfies printed at 2.25” lined up would run the course of 26.2 miles.
Laura Cioffi // lauracioffi1@gmail.com
11
A&W Root Beer OBJECTIVE
PROBLEM
Grow the root beer category to double the market share of A&W in 3 years in the soft drink category.
Root Beer and the A&W brand are losing significance amongst Americans in a declining category.
BACKGROUND
INSIGHT
A&W was founded in 1919, and is the leading brand of Root Beer in the world. It is currently mostly purchased by older adults who give it to their children. Soft drink sales are decreasing due to healthy eating trends. Now, they are being consumed as a treat.
‘Prideful Youths’ are nostalgic of “the good ol’ days.”
TARGET “Prideful Youths” Men and Women, 20-28 yo.
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Laura Cioffi // lauracioffi1@gmail.com
IDEA Revive a memory with every sip.
Old
CREATIVE Redesign Logo & Can
Traditional
New
Old The user can tear out the ad and create the nostalgic item with step by step instructions on the back side. New
Laura Cioffi // lauracioffi1@gmail.com
13
Lyft OBJECTIVE
PROBLEM
Drive awareness of the unique experience with Lyft.
People are hesitant to drive with a stranger and do not view it as an exciting opportunity.
BACKGROUND Founded in 2012, Lyft has striven to create a more social and fun experience for drivers and passengers in order to develop a sense of community among its rideshare service.
INSIGHT ‘Young Explorers’ are used to constant entertainment. “Getting ready to go out is exciting, but the way there is a downer.”
TARGET Young Explorers: 18-25 yo, men and women, urban living.
IDEA Lyft makes life an ongoing adventure.
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Laura Cioffi // lauracioffi1@gmail.com
CREATIVE Out of Home Bus Terminal
Experiencial Lyft Bus
The Lyft bus would be in high traffic areas to take people to popular events happening in each city. Each passenger gets a card encouraging them to follow Lyft on Twitter.
Laura Cioffi // lauracioffi1@gmail.com
15
The Orange Chef OBJECTIVE
PROBLEM
Increase product education and awareness of PrepPad and the Counter Top App with digital media.
There is a negative association with food tracking.
BACKGROUND Self proclaimed as a “smart cooking company,” The Orange Chef seeks to develop the kitchen as a place of confidence and discovery by providing consumers with innovative kitchenware. They are launching their first smart product and app, Prep Pad + the Counter Top App.
TARGET “The Cool Mom”: 40s, stay at home mom of young kids. “The Amateur Cook”: 25-35 yo, educated and early adopter. “The Nutrition Nut”: 25-35 yo, highly educated, health conscious.
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Laura Cioffi // lauracioffi1@gmail.com
INSIGHT It is overwhelming to consistently make good choices in the kitchen.
IDEA PrepPad is your empowerment in the kitchen. With PrepPad, consumers will easily have the information they need to make the right choices for a better lifestyle.
CREATIVE Digital - Web Banner Ads Interactive Microsite
Become a Full Scale Kitchen Master Boost your meal IQ with our interactivel Prep Pad experience. Choose from a variety of ingredients to see how diffferent foods work together. Create balanced meals, expand your flavor profile, and empower yourrself in the kitchen with more meal options.
The microsite would feature a demonstration of the Prep Pad and Coutnertop App in use so that users understand how it works and how beneficial the real-time information is.
Carbs 30g | 97%
Total Calories
Total Calories
0
Fruits
Veggies
Grains
Dairy
Meat/Fish
Complete Meal
Drag...
Treats
Protein 1g | 3%
Barcode
Fruits
Veggies
Grains
Dairy
Meat/Fish
110
Treats
Barcode
Complete Meal
Drop!
Play
Laura Cioffi // lauracioffi1@gmail.com
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“The design is done when the problem goes away.”
– Jason Fried
Industrial Design Case Study This is a project completed while studying Industrial Design at the University of Illinois. It demonstrates my ability to find and solve problems, discover insights, and think strategically. To view the full study and more industrial design projects, visit laura-cioffi.com.
Award Winner
International Housewares Association OBJECTIVE
PROBLEM
Design an innovative housewares product that combines function and flair.
People lack the confidence to cook in the kitchen when things are troublesome and messy.
BACKGROUND
INSIGHT
Each fall the International Housewares Association holds a design competition for students around the world. Entries include a detailed process book from the research phase all the way through final modeling and solution explanation.
‘Amateur Cooks’ love products that make cooking simpler.
TARGET “The Amateur Cook”: 25-35yo, less experienced cooks who are still learning and use recipes with specific ingredient amounts.
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Laura Cioffi // lauracioffi1@gmail.com
IDEA A cutting board with a removable measuring flute.
CREATIVE Cutting Board “Beck”
Laura Cioffi // lauracioffi1@gmail.com
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LAURA CIOFFI
lauracioffi1@gmail.com | (630) 240–9012 Laura-Cioffi.com 1436 Frenchmans Bend Drive Naperville, IL 60564
WHERE I’VE STUDIED
WHERE I’VE WORKED
Miami Ad School, San Francisco Account Planning Bootcamp, October – December 2013
TOMY International, Oakbrook, IL Consumer Support Intern, May 2013 – Aug 2013 • Produced toy demonstrations and instructions to advertise products on distributor’s websites. • Analyzed products for manufacturing flaws and designed solutions. • Created documents and diagrams of products for manufacturing. • Actively participated in group brainstorms for new toy concept ideas.
The University of Illinois at Urbana–Champaign BFA in Industrial Design, May 2013 Accademia Italiana della Moda, Florence, Italy Industrial Design Intensive Program, Summer 2011
WHAT I CAN DO Internal Problem Analysis Innovative Problem Solving Qualitative + Quantitative Research Project Management Insight Driven Strategy Storytelling Brainstorming Creative Direction Public Speaking External Microsoft Office Keynote Adobe InDesign Adobe Illustrator Adobe Photoshop
Big Monster Toys, Chicago, IL Industrial Design Intern, May 2012 – Aug 2012 • Conceptualized toy designs to meet clients’ specifications. • Created working prototypes of ideas for presentations and demonstrations. • Presented final product to clients. Young Life, Naperville & Wheaton, IL Freelance Branding Designer, Mar 2009 – Present • Designed yearly flyers and promotional materials. • Created silk screen t-shirt designs to promote the weekly “clubs” and yearly summer camp. School of Art + Design, Champaign, IL Lab Assistant, Jan 2011 – May 2013 • Instruct students in proper of use machinery, photography and computer equipment. • Oversee computer lab and solve software and hardware issues.
CIOFFI : chaw - fee (pron.) It’s like “coffee” with a “cha” WHERE I’VE BELONGED
WHAT I’VE WON
Industrial Design Society of America UIUC Chapter Vice President, Mar 2012 – May 2013 • Organize professional events for students. • Give direction to public relations officers. • Promote events and design event posters. Promotions Coordinator, Sept 2011 – Mar 2012 • Design flyers to advertise and promote upcoming events. • Update calendar with event information. • Advertise events using social media.
Winner, Most Creative Winner, Best Design Process IDSA St. Louis Fusion Design Competition, Sept 2012
American Advertising Federation Art Director, Oct 2012 – May 2013 • Create print advertisements, logos, and promotional material for local businesses. • Effectively brainstorm with a team about creative executions. Young Life Team Leader, Sept 2010 – May 2012 • Organized outreach work, planned events with high school students, while managing a team of 12 college leaders. Leader, Sept 2008 – Sept 2010 • Organized and ran events for high schoolers. Mentored 10 students. Habitat for Humanity Volunteer, Mar 2009 and 2010 • Renovated homes in Charleston, SC and New Orleans, LA during Spring Break week.
Honorable Mention International Housewares Association Design Competition, Jan 2012 Highest Award Discarded to Precious Design Competition sponsored by IDEO and UIUC’s College of Engineering’s Technology Entrepreneur Center, Apr 2011
WHAT I LOVE French Bulldogs Settlers of Catan IPAs Homemade Salsa 30 Rock Improv Comedy Reddit Secret Santa Mountains Records Live Music Traveling
laura-cioffi.com