Employer's Guide to Bradford Goodwin

7/28/2019 Employer's Guide to Bradford Goodwin

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Copywriter Across DividesSeven years experience in advertising, PR, and social media marketing has taught me

to write across divides to get results that make everyone pulse. I speak fluent German

and have a lifelong passion for Berlin that once earned me a nomination for a Fulbright

research grant to view street art through the eyes of Walter Benjamin.


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Who I Am

At 18, I made a one-page zine and passed it out at random on streetcorners. The many handwritten letters I

received in response showed me that writing matters.

Now a Europe-based copywriter and conceptioner, I am still answering those letters. And still striving to write

the rainbow that makes people stop in their tracks and view the world in a new light.

Relevant Work Experience

COPYWRITER, TEXT & CONCEPTS, CORPORATE CREATIVE SERVICES, D. SWAROVSKI KG; WATTENS,

AUSTRIA OCT 2007-PRESENT (SABBATICAL SINCE JANUARY 2013)

I write for print, digital and online and serve on the editorial board for 1895 magazine(circulation: 30,000).

! Helped build Swarovskis social media profile from the ground up as writer for Facebook, Twitter,

and Google+. Swarovskis Facebook page currently boasts more than 3,500,000 likes.

! Independent research, writing, and content management for Swarovski internal website

! Co-developed apps, including Swarovski Refract app

! Authored film spots, PR films, and training materials in English and German

! Devised campaign concepts, including Lovlots relaunch and naming of flagship products

Education

Master of Arts, Bowling Green State University, Bowling Green, OH German Studies, 2006

Bachelor of Arts, University of Southern Mississippi, Hattiesburg, MS German/Russian (Minor: English), 1999

Training

Certificate, ADC Masters Seminar, Berlin Editorial & Stor ytelling, 2011

Certificate, Werbe Akademie, WIFI Wien Werbekonzeption/Werbetext 1, 2009

Diploma, WiFi, Salzburg Business German (Wirtschaftsdeutsch), 2006

Additional

Created and hosted radio show (Uncommon Threads) on Austrian station FREIRAD 105.9 (Jan 2010-Dec 2012)

Nominated for Fulbright Research Grant, Bowling Green State University, 2006

Outstanding written and spoken German

References

Steven Barthelme, Director, Center For Writers, Department of English, University of Southern Mississippi, 118

College Drive, Box #5037, Hattiesburg, MS 39406-000, Tel.: +1-601-266-5211, E-Mail: [email protected]

Kristina Notch, Strateg ic Operati ons Manager, D. Swarovski KG, 29 West 57th St., 11th Floor, New York, NY,

10019, Tel.: +1-401-369-5390, E-Mail: [email protected]; Beana Bern Photography:

http://beanabern.com!

Bradford Goodwin

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Copy

ADVANCED CRYSTAL Leaflet for SWAROVSKI ELEMENTS

Swarovskis 2012 rollout of a lead-free crystal formula was a sea change in

the DNA of the brands core product. ADVANCED CRYSTAL raised a

question: how to announce the upgrade without devaluing the brand for

past buyers? My answer resulted in this leaflet, the core of the marketing

campaign.


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Copy


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Copy

CREATE YOUR STYLE Magazine 2012, Sound Issue

The 2012 issue of the annual magazine for DIY design with

Swarovski Elements explores crystal's connection with music in

general as well as its role in the contemporary scene.


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Copy

PearlsinBlue,bracelet

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INNOVATIONS | CREATE YOUR STYLE Magazine | 4140 | INNOVATIONS | CREATE YOUR STYLE Magazine

LINE EXTENSION 16MM 5811

in the new color Crystal Petrol Pearl

This extension of the 16 mm Crystal

Pearl line gets a glossy glam-up in thenew Petrol color. Its sleek, industrial

chic fuses flawlessly with modern

fashion, accessories, and jewelry.

GRAPHI

CPEND

ANT6

685

Thisdynamiccrystalpendantmerges

minimalistleaningswiththekindsof

ornateorchestralflourishesonemight

comeacrossinaDJremixofadisco-pop

classic.Sharpandeffortlesslyseductive.

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FLAT BACK NO HF 2058

New color/effect: Denim Blue and

Crystal Antique Pink

Shoegazing types will be mesmerized

by these two gorgeous new effects for

Flat Back No Hotfix and other crystal

innovations. Their appeal, however, is

universal like rock n roll itself.

CLASSICSQU

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NEWEFFECTANTIQUEPINKmostimportant:6040,6228,6656,6260,

6261,6262,6264Thesamevintagerosyshadethatsparkles

intheXILIONHeartupgrade(seeabove)nowputsapoetictingeinourotherproductgroupsaswell.Becauseeverythinglooksmorebeautifulwhenviewedthroughrose-coloredglasses!

EXTENSIONS SQUARE BEAD

DOUBLE HOLE 8X8MM 5180

These double-hole Square Bead exten-

sions thread together uniqueness and

versatility. The two holes mean more

creative options the rounded corners

mean magic plain and simple.

RHOMBUSPENDANT6320Tradeinyourrectanglesforthehypnoticangularityofthisnewpendant,whichiscracklingwithparallelograms!Perfectforputtingpunctuationindanglingsparklingcreationsofeverypersuasion.

Wildhearts,necklace

Learn more

about this years

innovations online


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Copy

1895 Magazine

I got quite a schooling in journalism over the six years that I served

on the editorial board of Swarovskis employee magazine

(circulation: 33,000). The work shown here is a small sample.

Fashionology 31

At first glance, the weedy William Goodman also known as Enhanced

Mixture, for his tendency to mix paint with media ranging from varnish to

acetone to bodily fluids appears to be little more than a dreamer with a

milkshake moustache who just managed to doodle his way though high

school. Gaze upon this 26-year-old a bit longer, however, and you may

mistake him for a visionary, possibly because of the look in his eyes, which

more often than not are saucer-wide with enthusiasm.

Two of an un-kind

Though he may lack an art degree, there

is one thing Goodman has in abundance:

energy. His nervous exuberance is

echoed in his creations. Playful and

radiant, Goodmans works burst with

dichotomies of desolation and hope.

Fellow Mississippian Ginger Williams,

now collaborating with Goodman in Paris

on a series of works inspired by their

stay, shares her friends affinity for fashion

and design. The arched eyebrows that

frame her portraitists gaze, however,

suggest that she takes his zest for the

modern in slightly more measured doses.

If the two are unaware of this dynamic,

it is probably because they have both

been busy struggling to meet deadlines

on the requests for paintings that have

flooded their websites since their

participation in the touring exhibit

Katrina Remembered: Six Mississippi

Artists, which donates profits to artists

affected by the 2005 storm.

In the US, both artists are making

formidable splashes. Goodman, for one,

seems happy with this fact. One of his

strengths is his ability to connect with

clientele from the most diverse

backgrounds without losing an ounce

of charm. Along with Williams and ahandful of others, Goodman has helped

re-establish the Fondren district as the

cultural heart of his native Jackson. Not

content to just paint for a living, he lives

and breathes his art every single day as

a full-time artist.

Whether in homage or sabotage,

Goodman, who tends more toward the

tough talk of daily life than the refined

speech of the runway, alludes to fa shion

with every brushstroke. He finds his art

most interesting, however, once he

has passed it on to the viewer for

interpretation. They see things I never

intended, he says. I learn f rom them.

In interpreting my work through their

own experiences, they are making art

out of my art, which is awe-inspiring.

Williams, on the other hand, is fascinated

by the interaction between a design

and the human wearing it. The level

of the models eyes or the curve of a

shoulder becomes an integral part of

the design itself, which is just an empty

vessel. (A conclusion she reached

while looking at early designs by Jean

Paul Gautier hung on mannequins for

display, Goodman adds). Look out for

more from this duo in the near future. bg

GINGERWILLIAMS, BROWNCOAT

WILLIAMGOODMAN,AUTUMNDREAMS

GINGERWILLIAMS ANDWILLIAMGOODMAN, STRIKE

STYLE IS SUPERIOR TO FASHION. IT IS STIMULATEDBY FASHION AND TAKES ITS IDEAS FROM THERE,

WITHOUT COMPLETELY TAKING THEM ON. NOBODY WITHA SENSE OF STYLE WOULD RADICALLY CHANGE THEIR WAY

OF DRESSING JUST FOR THE SAKE OF FASHION. WHATDIFFERENTIATES STYLE FROM FASHION IS Q UALITY.GIORGIO ARMANI

Fashionology 37

Hats off to those who can tower above the rest without first donning headgear.

On the other hand, what could be more dispiriting than a world of bare-headed

saints? Historians differ on which came first, the hat or its wearer. In my own

case, it is likely that without the occasional hat bucking its brim to slap me

smack in my perceptive faculties, I would rarely notice people at all.

A hat by any other name

My passion for hats began in childhood,

on Saturdays spent fishing with my

grandfather on a pond behind his home

in Dublin, Georgia. Fishing itself didnt

interest me much, but Papa, as his

grandchildren called him, always brought

along a cooler packed with peanut-butter

sandwiches and cans of orange soda

pop. During our long hours on the water,

I spent more time watching Papas hat

bob in the breeze, in awe of the sheer

existence of the man perched beneath

it, than eagerly eyeing the sinker for the

moment some big catfish would tug it

hook-and-line beneath the waters surface,

jerking Papa and me into a para llel

universe of excitement and adventure as

we battled the fish for its right to exist,

independent of our evening meal.

That war rarely required fighting and Papa

died years ago, but my love for him lives

on, in part, in my penchant for headwear.

From him, I learned to see the hat not as

a mere accessory to the crime of fashion,

but as a multifaceted, functional extension

of ones personality, a character piece

that protects, projects and shelters,

keeping as much in as it keeps out. A

shoe, as it were, for humankinds most

prized and perhaps most dangerous

possession its thoughts.

If the clothes make the person, then the

hat, no doubt, makes the outfit. Hats are

flatterers: when worn well, they not only

bring out the best in a face, but also cast

shadows that make onlookers quake

withc uriosity. In an age of abundant

information, hats offer an air of mystery

and a shelter from the harsh rays of

realism, which are known to accelerate

the aging process and damage the spirit.

Some things a sense of wonder and a

flair for romance, for example are best

kept under ones hat.

Although they have not been worn

universally since the 1920s, it is unlikely

that hats will ever truly fall out of fashion.

Whether worn for physical or mental

hygiene, as a political statement, a formal

accessory, a practical necessity, or for

lack of a better idea, hats are the fine

china on the spinning potters wheel

of the human figure, changing forms,

fashions and functions across eras

as they adapt to the needs (and

measurements) of the people who

wear them.

From tricorne, bicorne, chapeau claque,

capotain or cowboy, to top, cok e, bowler,

beaver, barett, or borsalino; from sombrero

and sugar loaf to fez, fedora, panama,turban, tweed, trilby, or derby, only one

thing is sure: a hat by any name is better

than none at all. Bradford Goodwin

The rush of power to the head is not as becoming as a new hat.

Helen Van Slyke

MY NEW SLOGAN IS: THE MOREYOU CONSUME, THE LESS YOU THINK.

VIVIENNE WESTWOOD


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Copy

Dazzling 41

Jewels

Danielle Steel

A journey through five even tful decades,

Jewe ls is the s tory of a fam ily whose lives

are in terwoven in the fabr ic o f history.

On the eve of her 75th b irthday, Sarah

Whitf ield s tands atthe w indow of her

cha teau in France, wa iting for her fam ily

to join her. Her memories take her back

to the 1930s in New York ,to her ear ly

marriage and her subsequen t shame ful

divorce.

Dell, 2007

ISBN: 9780440243977

A F raction ofthe Whole

Steve Toltz

Martin Dean spen t his li fe analysing

absolutely everything,from the benefits

of suicide to the v irtues of strip c lubs , and

passed on h is wisdom to h is son, Jasper.

Once his father is dead, Jasper is ab le to

look back at his life and rea lise that despite

the psychological abuse,the ir time together

was a great adventure .

Spiegel& Grau, 2008

ISBN: 9780385521734

Freakonomics: A Rogue Economist

Exploresthe Hidden Side of Everything

Steven D. Levitt, Stephen J. Dubner

Freakonomics are atthe heart of

everything we see and do and the issues

tha t worry us: from parenting , crime ,

sport, politics, obesity, deception ,fear

and even tra ff ic jams . Ask ing provocative

and profound questions aboutthe way we

live and the motives behind our ac tions ,

Freakonomicslooks atthe world from

an unusual ang le and reaches some

astounding conclusions .

Harper Collins, 2006

ISBN: 9780061242700

1. Pink F loyd s Sh ine On You Crazy D iamond is long enough

to wrap around twice , and lovely enough to warrant repeated

listens .

2. TV on the Radio glimmer with 24-carat op timism in

Golden Age.

3. Frank Sina tra & An ton io Carlos Jobim have the world on

a bossa-nova string in Baub les, Bang les & Beads.

4. The Apples in S tereo remind us tha t our thoughts are the

most precious jewe ls of all in the psychedelic Sh ine

(In Your M ind) .

5.A Carrotis as C lose as a Rabbit Comes to a D iamond, say

Cap tain Beefheart & the Magic Band in an instrumen taltha t

is as c lose as rock comes to perfec tion .

6. The queen of Pau l Simon s heart has D iamonds on the Soles

of Her Shoes or are they Swarovski crystals?

7. The Zheng lu tists of A Jade Chain s trum the ir way to a p lace

Above the C louds, where Chinese hakkamus ic

re igns supreme.

8. My Brightest Diamond mourn a lost love in I Had a Pear l.

9. Aphex Twin cu t a stone to sparkli ng perfec tion in

Yellow Calx.

10 . The Hold Steady mine gems from double en tendres in

Yeah Sapphire .

11 .T. Rex reveal wha t J.R.R. Tolkien would have been like as a

rock star in Jewe l.

12 . When Maria Ca llas debuted in La Gioconda, her costume

jewell ery was as s triking as her incredible talen t. Ac t II finds

her reciting Il Rosar io.

13 . Sergio A lvarez makes earr ings shimmer effortlessly in

Los Aretes.

14 . Sonny Charles & the Checkmates p ledge to give a B lack

Pearl a chance to sh ine .

15 . Isaac Hayes shaven head, sunglasses and love of gold

jewell ery made an immed iate impression ,though brillian t

ear ly recordings like Precious , Precioustook longer to

ca tch on.

16 . Mott the Hoople wan tto pry Momma s L itt le Jewelfrom

the chest.

17 . Br ian Eno invites us on an amb ien t romp Among Fields

of Crystal.

18 . Iron & W ine trade a beau ty queens crown to a White Tooth

Man for a wad of already-spent cash.

19 .Pearls on a Stringf inds Ryan Adams strung out on

loves charms.

20 . KRS-One expounds on the h idden sting o f ma ter ialism in

B ling B lung .

BOOKTIPS

1895playlist:

JEWELLERY


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Copy

FANTASTIC FLOWERS Brochure and Catalog

I wrote a series of haiku poems to accomany the visuals of the six

limited-edition jewelry pieces that Andre Putman designed for SWAROVSKi

CRYSTALLIZED in 2009 (two of which are shown here).

Breeze-trembled

Zinnias bright blossoms

Scatter butterflies

ZINNIA CUTCOLOUR: CRYSTAL SILVER SHADE

ORCHID CUT

Sunrise beheld

In the blush

Of an orchid's blossom

COLOUR: CRYSTAL GOLDEN SHADOW


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Concept

1088 Chaton Naming

I devised a name and conceot fior Swarovskis top-sell ing B2B product, which was

launched in conjunction with the company founders centennial birthday.

page 1

1088: Naming

Approach: Natural Science

In keeping with Swarovski's technological expertise, SWAROVSKI

ELEMENTS put serious scientific muscle into making the 1088. The

accomplishment is akin to the discovery of a previously unknown chemical

element or mineral substance: a technical breakthrough with all the allure of

a magic trick.

XILITE

X=ILION The first letter indicates the cut's link to the

XILION product family. The ending in '-ITE'

(derivation from the Greek word for 'stone'frequently used to name minerals, e.g. adamite,

gyrolite, hematite, etc.) gives it technical allure

the cool elegance of a rare stone.

Another bigbreakthrough for

crystal's first family

Fashion's pioneers do it again! Swarovski

bridges the gap between science and the arts

boldly going where no geologist has gone

before.

Between invention and

discoveryPuts the spotlight on Swarovski's history as a

company on the crossroads of creativity and

technical mastery.

Nature's jewel unearthed The Earth's palette of creative materials

expands by a whole dimension the perfect

platform for Advanced Crystal. In the same way,

the "lite" suggests sustainability the leaving of

a lighter footprint on our ecosystem. What could

be more 'A.C.' than that?

Massively marketable Think "Periodic Table of the SWAROVSKI

ELEMENTS!" The potential for imaginative,


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PRHeartschallenger Initiative

IWhen the electropopgroup Heartsrevolution partnered with Swarovski for the launch

of their first full-length album, I spearheaded the PR campaign.


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Bra or oo win

Honors


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Sureas

youre

born!


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My Family Tree

Type to enter text


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Documents

Employer's Guide to Bradford Goodwin