Partnering with select colleges, Blueprint (also called Blueprint Admissions) provides pre-college summer programs dedicated to introducing high school students to college-level coursework in exciting subjects, to the college admissions process and to a fun, supportive group living experience that fosters personal growth and development. BIG’s scope of work included both brand identity and messaging development. First and foremost, we eliminated the use of legacy identities (Blueprint Admissions) and introduced a singular name for the program: Blueprint Summer Programs.

When BIG began its assignment, we discovered that the LACEF identity was fractured in as many pieces as platforms on which it was presented. Descriptions of LACEF’s mission and purpose differed as presented on the L.A. County Office of Education Web site; the Blue Sky Meadow Web site, dedicated to one of LACEF’s signature programs; the L.A. County Outdoor Science School; the LACEF Web site itself, which was called lacefkids.org; not to mention materials which were directed to current and potential donors.

BIG employed our proprietary Brandstorm process to thoroughly explore the current positioning of LACEF, the brand’s perception among partners and community organizations as well as its aspirational direction. Through extensive meetings with LACEF executive staff and the Board of Directors, BIG quickly assessed the key, defining characteristics that create the LACEF brand DNA. We also determined that the key features given priority by the Board and executive leadership were absent from LACEF’s existing platforms.

Gardein’s new consumer campaign encourages Angelenos to Cheat

BIG launched an integrated marketing campaign throughout the greater Los Angeles area for the vegan consumer packaged foods brand Gardein, inviting people to reduce meat consumption, or rather “Cheat on Meat.” BIG plastered the “Cheat on Meat” message on the airways, out of home, in print, online and on the ground, directing consumers to a dedicated “cheat on meat” website at which visitors could download coupons, register for the “cheat and win” contest, submit meatless recipes and share personal “cheater” stories. Branded food carts and trucks designed to sample and sell hot and tasty Gardein favorites, patrolled LA’s most fashionable streets and set up shop outside of high volume Whole Foods Markets.

cheatonmeat.com

As the account coordinator, Claire provides project management support by working directly with clients and coordinating the internal design team. Claire creates and implements social media plans, creates project estimates, and schedules meetings. She also plans and procures targeted media placements for clients.
Claire holds a B.A. in Sociology, and a minor in Applied Psychology from the University of California Santa Barbara. She also studied art history and Italian while living abroad in Florence, Italy.

Prior to joining the BIG team, Claire worked in consumer/lifestyle and entertainment public relations. While living in Santa Barbara, she volunteered at a number of non-profit organizations including the Dream Foundation, where she planned activities and fundraisers for terminally ill adults. Claire has also volunteered for One Laptop Per Child, African Schools of Kenya, Trevor Project, and Make-A-Wish Foundation.
In her free time, Claire enjoys yoga, running, hiking, and cooking.

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Samantha Levy has worked in brand marketing for more than 15 years with major motion pictures studios, digital publishers and advertising agencies. She’s managed campaigns within consumer packaged goods, film, television, recreation/parks, retail and healthcare.

Since joining Big in 2010, Samantha has overseen production and project management for all of BIG’s clients including Shakeys’s Pizza, Cottage Health System, Doctors Medical Center and the Foundation for Jewish Camp to name a few.