Montalto_Portfolio_12

CARMINE MONTALTO INK 33 Hudson Street Unit 2303E Jersey City NJ 07302 917-686-5573 [email protected]

Carmine Montalto Branding + Naming + Copywriting

WHO I AM.

I’m Carmine Montalto. And I am honored to have this opportunity to present my life’s best work. My experiences have engendered three strengths – crafts, really: Branding.

Naming.

Copywriting.

How? Well, to start, I am a linguist. I’ve loved language since I first studied Latin as a teenager. I hold a degree in English – and even taught English grammar for three years. I love to write. I’ve been copywriting for 15 years, non-stop. I’ve created appealing call-to-action headlines for NYC subway campaigns, named hundreds of consumer products, and developed full Web content for several brand projects. I’ve written and honed dozens of brand concepts from their genesis to market launch. And I’ve loved every single word. I am awestruck by our innate desire to characterize things, make them sexy and appealing. To package them in a name: Coca-Cola Blãk. iPod. Facial Fuel (okay, that one’s mine). I love brand voices. To me, the most successful brands – the true culture leaders – are those that speak clearly to their audiences, that beckon and captivate; they’re magnetic, yet surprisingly familiar. They’re trusted and authentic. Like that cool, longtime friend. Brands like that are pretty rare, because a consistent, trusted brand voice takes ownership, commitment and longevity. I have defined, evolved, and vocalized two strong brand voices that I’m most proud of: Kiehl's Since 1851 and the AIDS Rides. They are among my finest career accomplishments. I am humbled to share with you some of what I’ve been creating.


Project: Kiehl’s Dermatologist Solutions Creation OBJECTIVES

Launch “cosmeceutical” sub-brand with strong dermatology credibility. Assure appeal among core and new users without degrading established brand image. Attract upscale customers willing to pay more for advanced skincare.

STRATEGY

Leverage pharmacy heritage and skincare expertise to build credibility. Develop distinct, more authoritative voice with focus on science. Create sense of exclusivity and superior efficacy; “not for everyone.”

WHAT I CONTRIBUTED.

Partnered with Development to create brand positioning, determine exact product mix, and

key communication messages. Wrote master concept; conceived and trademarked a brand name reflective of positioning. Informed by scientific dossiers, I developed an authoritative, intelligent brand voice with

the no-nonsense character of a dermatologist.

Conceived product names which are detailed, and purposefully lengthy – “non-cosmetic”; by 07/2015, there were 20+ products in the range.

To lend credibility, I wrote informative, highly detailed materials reminiscent of those

provided by a dermatology office (e.g. informational prescription pads, straightforward product pamphlets).

Retailer advertising has tenor of a medical journal placement (e.g. Neiman Marcus InCircle

ad).


Kiehl’s Dermatologist Solutions SUB-BRAND NAME + CONCEPT


Kiehl’s Dermatologist Solutions PRODUCT NAMES + PACKAGING COPY


Kiehl’s Dermatologist Solutions NEIMAN MARCUS INCIRCLE AD


Kiehl’s Dermatologist Solutions RETAIL WINDOWS


Project: Living Proof Brand Launch OBJECTIVES:

Define, write and solidify brand positioning for new beauty brand with “prestige science” angle.

Develop and execute brand voice. Create compelling marketing and press materials for launch. Bring brand to life in inaugural retail environments.

STRATEGY:

Elicit buy-in and consensus on positioning among company leadership and Wolff-Olins creative staff to assure successful introduction of brand to press and consumers.

Execute brand voice in new materials – Web, consumer brochure, and press vehicles. Partner with WO creative staff to successfully translate image in launch environments at

Sephora – as well as on QVC. WHAT I CONTRIBUTED.

Wrote strong, cohesive and enticing brand positioning statements in three lengths – long, short, shorter – for use across communications.

Developed a unique, interesting and exciting consumer brochure in partnership with WO

creative – set of cards that tell the brand story from any angle. Work was honored with a One Show Design award which “recognizes that great design has its own place in the business of creative problem-solving.” To be published in the One Show Design: The Year's Best Communication Design.

Wrote and conceived all content for new Livingproof.com Web site.

Strategized with WO creative to conceive and develop Sephora merchandising to bring the

brand to life.


Living Proof

BRAND POSITIONING


Living Proof

CONSUMER BROCHURE CARDS – WINNER “ONE SHOW DESIGN” AWARD


Living Proof

WEB SITE: WWW.LIVINGPROOF.COM


Project: Jurlique Branding OBJECTIVES:

Define, write and solidify new brand positioning. Develop and execute a new brand voice. Create compelling marketing materials that communicate the history, uniqueness and

relevance of the brand. Assure appeal of new product introductions with enticing positioning and product names.

STRATEGY:

Elicit buy-in and consensus on new positioning among company leadership to assure successful re-introduction of brand to press and consumers in global markets.

Hone and execute brand voice in new vehicles – product (names and labeling), Web, marketing and press materials.

Communicate rich company history and unique formula science to bring the spirit of the brand alive for new and existing customers.

Partner closely with Creative, Education, PR, and Marketing to assure consistency of messaging.

WHAT I CONTRIBUTED.

Wrote strong, cohesive and enticing brand positioning statements in three lengths – long, short, shorter – for use across communications.

Strategized and defined key differences for Jurlique brand over competitors. Worked with longtime employees to give life to and vocalize company history, unique

biodynamic farming and science methods, and reconnect with company founders.

Conceived positioning and names for new product and sub-brand introductions. Conceived and wrote content for advertising, press, marketing materials and updated

Jurlique.com Web site.


Jurlique

BRANDING POSITIONING


Jurlique

NEW PRODUCT LAUNCHES


Jurlique

LAUNCH CAMPAIGN


Project: Timex Group Branding OBJECTIVES

Define and bring to life a new identity for the Timex Group corporate entity, separating it from the iconic Timex brand.

Identify audience apart from consumer market for most effective communication. Create broad global appeal for the “Timex Group” brand, leveraging company longevity,

technological innovation and community roots. STRATEGY

Define who Timex Group is today and what its values are; assure their relevance. Focus on specific community and environmental initiatives that position company as a

responsible global organization. Express the uniqueness and luxury appeal of Timex Group brands, among the strongest and

most identifiable in the world of fashion: Versace, Ferragamo, Marc Ecko, Guess, Nautica. Effectively communicate the strength of the organizational structure and its benefits to

individual brand businesses. WHAT I CONTRIBUTED.

Researched and developed all content for new company Web site and corporate brochure. Conceived new company tagline with breadth and appeal to existing and prospective brand

partners. Served in the role of Managing Editor to lead company PR staff, copywriter and creative to

assure quality product with consistent messaging. Set a tone of confidence and strength by heralding company longevity (established in 1854)

and history of technological innovation.

Created and delivered quality, appealing, content-rich materials which set the foundation for a new and cohesive global identity.


Timex Group Branding CORPORATE IDENTITY TAGLINE

TIMEXGROUP Geared to innovate.

TIMEXGROUP Geared to lead.

TIMEXGROUP Geared to win.


Timex Group Branding WEB SITE: WWW.TIMEXGROUP.COM


Timex Group Branding GLOBAL BROCHURE


Project: AIDS Rides + Avon Breast Cancer 3-Day Walks OBJECTIVES

Inspire participation in two inherently emotionally charged fundraising events – Tanqueray’s American AIDS Ride, a multi-city, multi-day cycling event to raise

money for HIV/AIDS; Avon Breast Cancer 3-Day Walk, a physically challenging, yet slow-paced walk to

fund breast cancer research. Urge participants to put aside pre-conceived beliefs and fears about their own abilities to

overcome the physical and fundraising challenges. Create broad national appeal and awareness for the two events.

STRATEGY

Directly address the challenges inherent in each event: the long-term physical effort and high fundraising requirement.

Humanize the events by stressing participation of “people like you”. Touch upon the emotional connection participants have to each cause.

WHAT I CONTRIBUTED.

AIDS Rides:

Led creative team to conceive and develop national brand awareness and recruitment campaigns, including the “I’mpossible” concept.

Wrote all advertising, event marketing and production materials. Partnered with major event sponsors on messaging to assure their buy-in to

campaigns and event messaging. Breast Cancer Walks:

o Led creative team to conceive and develop national brand awareness and recruitment campaigns, including the “You’ve Got 3 Days to Change the World” concept.

o Wrote all advertising, event marketing and production materials. o Partnered with major event sponsors on messaging to assure their buy-in to

campaigns and event messaging.

Created and delivered quality, appealing, content-rich materials which set the tone of the highly successful, multi-city events that continue to raise funds for these causes.


Project: Naming BRANDS: KIEHL’S + LANCÔME + JURLIQUE + STRIVECTIN + PETER THOMAS ROTH

OBJECTIVES:

Create product and sub-brand names which sync with master brand identities and generate strong consumer and press appeal.

Assure brand voice consistency. Entice core and new customers. Generate PR interest and buzz.

STRATEGY:

Draw upon precedent, brand materials, tone of voice, and unique brand vernacular. Stretch brand elasticity to drive evolution. Play off existing product “icons” to create powerful sub-brands.

WHAT I CONTRIBUTED.

Kiehl’s: conceived more than 150 individual product names and several sub-brands over six years.

Lancôme: named products and helped develop concept for the Platinéum sub-brand.

Jurlique: named products; drove project with high-profile celebrity tie-in.

Ouidad: refined voice; named new products and renamed existing products.

AIDSRides: named services and was key player on team that created “I’mpossible” brand

concept.

I managed the trademark process from inception through registration with the ultimate goal of growing brand equity.


Naming

KIEHL’S DERMATOLOGIST

SOLUTIONS (Sub-brand) Product Names Powerful-Strength Line Reducing Concentrate™ Line-Reducing Eye-Brightening Concentrate™ Centella Recovery Skin Salve™ Centella Skin-Calming Facial Cleanser™ High-Potency Skin-Firming Concentrate™ Epidermal Re-Texturizing Micro-Dermabrasion™ Over-Night Biological Peel™ Blemish Control Daily Skin-Clearing Treatment™ Highly Efficient Skin-Tone Corrector™ PETER THOMAS ROTH 24K Gold Lift & Firm Mask Rose Stem Cell Bio-Repair Precious Cream Cucumber De-Tox Hydrating Serum Un-Wrinkle Fast Acting Serum

KIEHL’S Product Names Abyssine Cream™ Cryste Marine Firming Cream™ Brightening Botanical Moisture Fluid Facial Fuel™ “Ultimate Man” Body Scrub Soap™ "Close-Shavers" Shaving Formula #31-O™ Eye Alert™ Creme de Corps Light-Weight Body Lotion Olive Fruit Oil Deeply Repairative Hair Pak™ Superbly Restorative Argan Body Lotion™ KIEHL’S STYLIST SERIES (Sub-brand) Product Names Creative Cream Wax™ Silk Groom Serum™ Malleable Molding Paste™

JURLIQUE Product Names Love Balm™ Purely Age Defying Day Cream SPF 12 Purely Age Defying Treatment Hand Cream

STRIVECTIN

Product Names Advanced Retinol Night Treatment Present PerfectÊ High-Potency Wrinkle Filler High-Performance Booster Oil 360 Tightening Eye Serum


Carmine Montalto Branding + Naming + Copywriting

WHAT I WANT TO DO.

It seems counterintuitive to say I want to keep doing what I do. It lacks ambition somehow. Truth be told, I love what I do. And I’m lucky to have found that early in life. Mr. Aaron Morse, one of the family founders of Kiehl’s once said, “Love what you do. That’s the trick of life. Love what you do, put your heart into it, and you will be rewarded.” When I’m writing for a brand with a soul – with a team of passionate people who are equally committed to their work and to the brand as a whole – that’s when I’m at my best. That’s when I’m inspired to create my best work: some of which I’ve shared with you here. I intend to keep doing it – to keep writing, creating, and enjoying myself. There’s more to me than my work, though. More than my words. And I would be honored to present myself and explore what we can create together. Please do not hesitate to contact me. I thank you. Carmine.

Documents

Montalto_Portfolio_12