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David Suzuki’s Queen of Green
While on staff at David Suzuki Foundation, I rebranded David Suzuki’s Queen of Green, the Foundation’s expert on green living and one of their most public faces. The Queen of Green writes a weekly blog, offers tips and recipes, and has regular media appearances. Her recipes and other public materials lacked cohesive, formally executed branding, so when it was time to have a fresh go at the content of her resources, we gave her work a proper identity.
Her green cleaning recipes were the first of her resources to undergo a needed makeover — a transition to her new brand and more consistent copywriting. We introduced a new, more compact format that reduced paper use and offered users more flexibility in terms of where they use and how they access the recipes. We also included a chart to help people make their own recipes by understanding what different ingredients do. (Vinegar really does cut grease, I tried it!) This project was incredibly fun and the response has been positive. In its first two weeks, it achieved nearly 400 downloads, making it the second most popular downloadable resource on the Foundation’s website.
I introduced a branded email header so her monthly digest subscribers get a Queen of Green experience, offering a visual separation from the Foundation’s regular newsletter. Subscribers had a chance to receive a sheet of nine stickers I designed, with eight green cleaning recipes and one blank make-your-own. A tidy combination of ingredients list and recipe, the labels are intended to be affixed to your cleaner’s container, making it easier to make some more when you run out. It also says what it’s intended for and how much to use, so when your significant other who may be clueless to your green god(dess) ways goes to use it (or make some more), they’ll know what to do. The labels are similarly helpful if the home-made product is a gift.
Eventually the rest of her old resources, like the seed paper recipe, would undergo the same branding process.