https://aluciaperaza.com Lucia Peraza Thu, 09 Apr 2026 20:53:23 +0000 https://aluciaperaza.com en https://aluciaperaza.com/Index Sat, 02 Jul 2022 07:17:26 +0000 Lucia Peraza https://aluciaperaza.com/Index https://aluciaperaza.com/Pinellas-County-FL Wed, 11 Feb 2026 23:33:19 +0000 Lucia Peraza https://aluciaperaza.com/Pinellas-County-FL research / brand strategy / creative direction Pinellas County, Florida Come Learn Our Life Language. <img width="2418" height="1880" width_o="2418" height_o="1880" data-src="https://freight.cargo.site/t/original/i/9db3d12f2abd0ac5a27fb43eb31b511fbbfef16ab792ba5e7eb5e52f497129a6/Screenshot-2026-02-11-at-5.51.57PM.png" data-mid="244737262" border="0" src="https://freight.cargo.site/w/1000/i/9db3d12f2abd0ac5a27fb43eb31b511fbbfef16ab792ba5e7eb5e52f497129a6/Screenshot-2026-02-11-at-5.51.57PM.png" /> The Client: Pinellas County is home to many of coastal Florida’s typical vacation destinations, from St. Pete-Clearwater to St. Petersburg.The Situation:In 2025 Pinellas County went up for RFP. They had seen consistent tourism growth since pre-pandemic times. BUT.&nbsp;That tourism growth is concentrated in the typical hotspots.&nbsp; With small towns, beautiful, off-the-beaten-path beaches, and cultural hotspots scattered across the county, visitors that flock to St.Pete are missing so much of what the county has to offer. My team knew our pitch work for Pinellas needed to show how we would draw untapped visitors to undiscovered parts of Pinellas County. The Solution:The first step in developing a speculative strategy for me, is to dive deep into a local’s perspective. I interviewed a few Pinellas residents to identify what makes Pinellas tick. “The communities are very eclectic.” Second, I built a competitive audit to see how and where Pinellas stands out, and develop a new set of brand pillars that differentiate the destination.&nbsp; Pinellas wins by being Naturally Exciting, Culturally Rich, and Communally Invigorating. Finally, I take a broad look at the cultural landscape, developing a strong human point of view to bring it all together. As our day-to-day lives feel more mundane, the drive and desire to experience something new with the people you love is heightened. <img width="1374" height="834" width_o="1374" height_o="834" data-src="https://freight.cargo.site/t/original/i/de096773ee189d27ec48f93b60d90293c7820f4026f2e896c0ae7493dc1d2e50/Screenshot-2026-02-11-at-5.45.41PM.png" data-mid="244736659" border="0" src="https://freight.cargo.site/w/1000/i/de096773ee189d27ec48f93b60d90293c7820f4026f2e896c0ae7493dc1d2e50/Screenshot-2026-02-11-at-5.45.41PM.png" /> My team and I landed on a central truth for Pinellas: It is the only county that can promise a fresh experience every time you visit. This led us to the core strategic direction:&nbsp;“Come Learn our Life Language” an emotionally nuanced, exploratory call to action that encourages visitors to delight in the unexpected. Our creative direction took us far outside the standard tourism box, with abstract, sensory ads that bend meaning into magic; creating a truly ownable language. We leaned on genre-bending activations (like lifesize blindboxes that rewards you with a uniquely Pinellas bit of merch, or scratch and sniff billboards) that cross senses and invite new perspective, showcasing what makes Pinellas county different. <img width="2368" height="1736" width_o="2368" height_o="1736" data-src="https://freight.cargo.site/t/original/i/750468fb4096553db3f27675b2fa525c2d2b6683ccd8ebd019fca476fdb3ef8c/Screenshot-2026-02-11-at-5.53.08PM.png" data-mid="244737269" border="0" src="https://freight.cargo.site/w/1000/i/750468fb4096553db3f27675b2fa525c2d2b6683ccd8ebd019fca476fdb3ef8c/Screenshot-2026-02-11-at-5.53.08PM.png" /> <img width="992" height="1532" width_o="992" height_o="1532" data-src="https://freight.cargo.site/t/original/i/e70194d9a1174ffea1b8612409eb77ce2957e32d52992cc15b5f1e739456a9e0/Screenshot-2026-02-11-at-5.55.10PM.png" data-mid="244737263" border="0" src="https://freight.cargo.site/w/992/i/e70194d9a1174ffea1b8612409eb77ce2957e32d52992cc15b5f1e739456a9e0/Screenshot-2026-02-11-at-5.55.10PM.png" /> <img width="2408" height="1592" width_o="2408" height_o="1592" data-src="https://freight.cargo.site/t/original/i/cf3f1c916412d06f914ac6513efebc7b7f2134f6995d78e4a0203b0c35735f59/Screenshot-2026-02-11-at-5.54.09PM.png" data-mid="244737266" border="0" src="https://freight.cargo.site/w/1000/i/cf3f1c916412d06f914ac6513efebc7b7f2134f6995d78e4a0203b0c35735f59/Screenshot-2026-02-11-at-5.54.09PM.png" /> <img width="2386" height="1590" width_o="2386" height_o="1590" data-src="https://freight.cargo.site/t/original/i/915d90db45a9b9061d60731297b351a30ebf6e222e659b5ea4666eb898f817a2/Screenshot-2026-02-11-at-5.54.28PM.png" data-mid="244737265" border="0" src="https://freight.cargo.site/w/1000/i/915d90db45a9b9061d60731297b351a30ebf6e222e659b5ea4666eb898f817a2/Screenshot-2026-02-11-at-5.54.28PM.png" /> <img width="2412" height="1648" width_o="2412" height_o="1648" data-src="https://freight.cargo.site/t/original/i/09f1ef44e16fb51732b0339d61607b79808fd45cb489979dba43bc528c557b54/Screenshot-2026-02-11-at-5.54.57PM.png" data-mid="244737264" border="0" src="https://freight.cargo.site/w/1000/i/09f1ef44e16fb51732b0339d61607b79808fd45cb489979dba43bc528c557b54/Screenshot-2026-02-11-at-5.54.57PM.png" /> In Pinellas County, our senses speak a different dialect. Here, sight isn’t just what you see. It’s what you feel in a mural’s movement or a slow-burning sunset. Sound bends into art. The rhythm of the waves pulse to the beat of street performers. Language takes on color, shape, and energy. This is a place more about expression than explanation. In Pinellas, art is better than answers. The abstract reveals more than the obvious. True experience comes not from watching but living. This isn’t a place you visit. It’s a place you absorb with every ounce of your being. This is the Pinellas Sense. Come learn our life language. <img width="2364" height="1738" width_o="2364" height_o="1738" data-src="https://freight.cargo.site/t/original/i/375bfbbe29aae74365158cc013f442de35e7cd79560ed9c817879366ca4d9204/Screenshot-2026-02-11-at-5.53.45PM.png" data-mid="244737267" border="0" src="https://freight.cargo.site/w/1000/i/375bfbbe29aae74365158cc013f442de35e7cd79560ed9c817879366ca4d9204/Screenshot-2026-02-11-at-5.53.45PM.png" /> <img width="2362" height="1740" width_o="2362" height_o="1740" data-src="https://freight.cargo.site/t/original/i/b7d65ad297fdb291e5b9d99f66217b37b23306ff4488b96e62440e5d49986114/Screenshot-2026-02-11-at-5.53.31PM.png" data-mid="244737268" border="0" src="https://freight.cargo.site/w/1000/i/b7d65ad297fdb291e5b9d99f66217b37b23306ff4488b96e62440e5d49986114/Screenshot-2026-02-11-at-5.53.31PM.png" /> https://aluciaperaza.com/Part-Time-Beverage-Company Thu, 09 Apr 2026 20:23:54 +0000 Lucia Peraza https://aluciaperaza.com/Part-Time-Beverage-Company research / brand strategy / creative direction Part Time Beverage Co. Pinkies Up. <img width="2308" height="1296" width_o="2308" height_o="1296" data-src="https://freight.cargo.site/t/original/i/cb0edcf14c2b22a1211ff321e26ae0bbe84e9c66ecf602e690a74c6f8d29f263/Screenshot-2026-04-09-at-3.30.23PM.png" data-mid="247011852" border="0" src="https://freight.cargo.site/w/1000/i/cb0edcf14c2b22a1211ff321e26ae0bbe84e9c66ecf602e690a74c6f8d29f263/Screenshot-2026-04-09-at-3.30.23PM.png" /> The Client: Part Time Beverage Co. is a small business based in Tulsa, OK, that produces high-quality canned cocktails, using only the finest ingredients. Its biggest issue? Misconceptions about the category. The Situation:In a sea of overly sweet White Claws and hyper-carbonated seltzers, with national competitors monopolizing shelf space, my team’s job was to build and execute on a strategy that communicates Part Time Beverage’s point of difference to the right audience, making a lasting impact in the category. The Solution:Starting with focus groups and immersive research, I identified the clear differentiator that Part Time Beverage Co. has to offer: Quality cocktails don’t have to break the bank. PTB had a unique opportunity to communicate its dedication to quality to an audience that has champagne taste, on a high-life budget. With a strong understanding of the target audience, and an impactful “Pinkies Up” campaign that would resonate, my team activated across the platforms we knew would be the most impactful: TikTok, Instagram, and Display. Our continuous optimizations kept costs low and engagement high, improving brand recall, driving purchase behavior, and creating social feedback loops to stay top of mind. <img width="1194" height="1190" width_o="1194" height_o="1190" data-src="https://freight.cargo.site/t/original/i/e1a6da5eec0c45a3cd8dc6e4769a364c366aeb4e2334c4b7e7b1f6fc34cdad10/Screenshot-2026-04-09-at-3.16.33PM.png" data-mid="247011791" border="0" src="https://freight.cargo.site/w/1000/i/e1a6da5eec0c45a3cd8dc6e4769a364c366aeb4e2334c4b7e7b1f6fc34cdad10/Screenshot-2026-04-09-at-3.16.33PM.png" /> <img width="618" height="622" width_o="618" height_o="622" data-src="https://freight.cargo.site/t/original/i/b3576580c292542f29473cacbe984c0116d8fa2996fb2b868ea39ad9aa1cdaa6/Screenshot-2026-04-09-at-3.18.49PM.png" data-mid="247011788" border="0" src="https://freight.cargo.site/w/618/i/b3576580c292542f29473cacbe984c0116d8fa2996fb2b868ea39ad9aa1cdaa6/Screenshot-2026-04-09-at-3.18.49PM.png" /> Our social content for PTB created a tongue-in-cheek, aspirational image of the brand, tapping in to trending aesthetics like “old money” and y2k nostalgia to position the brand as the perfect choice for the health-conscious 20-something. With “which PTB are you” quizzes, monthly playlists, and trendy tiktok content, we were able to get 6.1MM Impressions on TikTok in under 3 months, organically. <img width="1160" height="912" width_o="1160" height_o="912" data-src="https://freight.cargo.site/t/original/i/a97601cd4c9e552e977e632663e2cfd833d87eae8ba1c92a052db5f1ed240d9c/Screenshot-2026-04-09-at-3.19.35PM.png" data-mid="247011786" border="0" src="https://freight.cargo.site/w/1000/i/a97601cd4c9e552e977e632663e2cfd833d87eae8ba1c92a052db5f1ed240d9c/Screenshot-2026-04-09-at-3.19.35PM.png" /> <img width="926" height="922" width_o="926" height_o="922" data-src="https://freight.cargo.site/t/original/i/f9cf818dce64388200cd58b5e560e740b29c836d3b4296fb50692f974b2d93fe/Screenshot-2026-04-09-at-3.28.56PM.png" data-mid="247011853" border="0" src="https://freight.cargo.site/w/926/i/f9cf818dce64388200cd58b5e560e740b29c836d3b4296fb50692f974b2d93fe/Screenshot-2026-04-09-at-3.28.56PM.png" /> <img width="688" height="688" width_o="688" height_o="688" data-src="https://freight.cargo.site/t/original/i/430a44a7a3eef61f0ce9e50de7de23c0339bb7c68d3570b4ec6be2cd356bf5c1/Screenshot-2026-04-09-at-3.16.54PM.png" data-mid="247011790" border="0" src="https://freight.cargo.site/w/688/i/430a44a7a3eef61f0ce9e50de7de23c0339bb7c68d3570b4ec6be2cd356bf5c1/Screenshot-2026-04-09-at-3.16.54PM.png" /> <img width="1364" height="1364" width_o="1364" height_o="1364" data-src="https://freight.cargo.site/t/original/i/d8601c9d74a869be3280979bd5726bd539e00e8c4787333b7ce39c3c57a8aa8c/Screenshot-2026-04-09-at-3.16.19PM.png" data-mid="247011785" border="0" src="https://freight.cargo.site/w/1000/i/d8601c9d74a869be3280979bd5726bd539e00e8c4787333b7ce39c3c57a8aa8c/Screenshot-2026-04-09-at-3.16.19PM.png" /> <img width="628" height="630" width_o="628" height_o="630" data-src="https://freight.cargo.site/t/original/i/653d77cd3d4e58bb786ef90693bd0e901c8eb46ebcdcb84f4be7079b77207e76/Screenshot-2026-04-09-at-3.18.33PM.png" data-mid="247011789" border="0" src="https://freight.cargo.site/w/628/i/653d77cd3d4e58bb786ef90693bd0e901c8eb46ebcdcb84f4be7079b77207e76/Screenshot-2026-04-09-at-3.18.33PM.png" /> Our irony-laden, pinkies up messaging captured the social attention of our core audience, and in addition to creating viral moments on social, we successfully positioned PTB as more than a trendy drink: A staple of a carefree, cool lifestyle.&nbsp; <img width="694" height="872" width_o="694" height_o="872" data-src="https://freight.cargo.site/t/original/i/6899dc87e608c1d498eee9c82dda07f04aa38409393d1ab9c4a242bfbd5f6fbe/Screenshot-2026-04-09-at-3.29.19PM.png" data-mid="247011851" border="0" src="https://freight.cargo.site/w/694/i/6899dc87e608c1d498eee9c82dda07f04aa38409393d1ab9c4a242bfbd5f6fbe/Screenshot-2026-04-09-at-3.29.19PM.png" /> <img width="496" height="622" width_o="496" height_o="622" data-src="https://freight.cargo.site/t/original/i/a58aacf5c85e9175daa866663d8d72fda4b77511e0850b17d399f638ddc18468/Screenshot-2026-04-09-at-3.25.54PM.png" data-mid="247011854" border="0" src="https://freight.cargo.site/w/496/i/a58aacf5c85e9175daa866663d8d72fda4b77511e0850b17d399f638ddc18468/Screenshot-2026-04-09-at-3.25.54PM.png" /> <img width="500" height="626" width_o="500" height_o="626" data-src="https://freight.cargo.site/t/original/i/b11e245e27b51692cacdeade41fdc73575efc95bffd5dd3b96ceef185041ac3b/Screenshot-2026-04-09-at-3.26.06PM.png" data-mid="247011855" border="0" src="https://freight.cargo.site/w/500/i/b11e245e27b51692cacdeade41fdc73575efc95bffd5dd3b96ceef185041ac3b/Screenshot-2026-04-09-at-3.26.06PM.png" /> https://aluciaperaza.com/The-Dallas-Morning-News Fri, 22 Nov 2024 15:55:31 +0000 Lucia Peraza https://aluciaperaza.com/The-Dallas-Morning-News research / brand strategy / creative direction The Dallas Morning News “Acknowledge the right of the people to get from the newspaper both sides of every important question." - G.B. Dealey <img width="4344" height="3456" width_o="4344" height_o="3456" data-src="https://freight.cargo.site/t/original/i/8b80890d7070d6877142c1e10fdee540eb9b89c064f82772a9840313810105db/1_FrontWindows.JPG" data-mid="222259533" border="0" src="https://freight.cargo.site/w/1000/i/8b80890d7070d6877142c1e10fdee540eb9b89c064f82772a9840313810105db/1_FrontWindows.JPG" /> The Client: The Dallas Morning News is an historic newspaper serving&nbsp; North Texas since 1885. With diligent reporting, rigorous fact-checking, and engaging writing across breaking news, local politics, business, and entertainment, the paper (now available online and in print) connects North Texas residents to the information they need to understand and explore their community.The Situation: Over the past four years the paper has seen significant and steady decline in unaided awareness, and an increasingly negative Net Promoter Score, especially with regard to trust-worthiness and relevance.&nbsp; However, this decline in trust is not specifically a Dallas Morning News problem. As the social media landscape evolves, and misinformation becomes harder to identify, people are increasingly more hesitant to engage with news, to the detriment of connecting our communities. The Solution:Sometimes big change comes from small realizations. I spent time conducting focus groups with people in and outside of the Dallas Morning News organization, combing over surveys, finding trends, looking at the world around us. But ultimately, the most impactful learning came from the building itself. "Acknowledge the right of the people to get from the newspaper both sides of every important question." A quote from G.B. Dealey that lives on at the Dallas Morning News reminded me of the idea of perspective. Perspective is Power. Knowing what is happening in your community empowers you to be an active participant in it. Shaping your perspective helps you to become a more well-rounded individual. And ultimately, your local paper is your best resource to cultivate and develop your unique perspective. That became the basis for the new campaign for the Dallas Morning News, one built on the foundation of their unique ability to inform the North Texas perspective. <img width="3645" height="2878" width_o="3645" height_o="2878" data-src="https://freight.cargo.site/t/original/i/d5c8b2d1842949300df86030d71ca00cb1aef8f92298e0c6f37f3a9f66f3fc85/1_BrandStrategy_TIH.JPG" data-mid="222260063" border="0" src="https://freight.cargo.site/w/1000/i/d5c8b2d1842949300df86030d71ca00cb1aef8f92298e0c6f37f3a9f66f3fc85/1_BrandStrategy_TIH.JPG" /> My creative partners took this new brand strategy and ran. Ideating on how perspective, hyper-local reporting and a need to increase trust in news could manifest, the team landed on this idea of connection. What does it mean for North Texas to be connected? How does each distinct neighborhood talk and feel? How do we, as the Dallas Morning News, speak the language our audience is speaking? The answer: hold a mirror up to their home—local photographers, local people, and a simple message: This is Home. <img width="2722" height="1168" width_o="2722" height_o="1168" data-src="https://freight.cargo.site/t/original/i/ece73ddd1c3af6385f2cd3c37a30482c5a38615924e2948876226a2256b8b1c0/Screenshot-2024-11-22-at-12.32.06PM.png" data-mid="222259524" border="0" src="https://freight.cargo.site/w/1000/i/ece73ddd1c3af6385f2cd3c37a30482c5a38615924e2948876226a2256b8b1c0/Screenshot-2024-11-22-at-12.32.06PM.png" /> <img width="3977" height="3977" width_o="3977" height_o="3977" data-src="https://freight.cargo.site/t/original/i/8348ea7d23b0e0a567af7a6546ded65533e3be578f7be7f48465bc9f20a3f24e/3_BTS.png" data-mid="222259531" border="0" src="https://freight.cargo.site/w/1000/i/8348ea7d23b0e0a567af7a6546ded65533e3be578f7be7f48465bc9f20a3f24e/3_BTS.png" /> <img width="1868" height="1494" width_o="1868" height_o="1494" data-src="https://freight.cargo.site/t/original/i/248f147d6464a73fd2862ac9250bfee89b38148a9318e48439b264f81b7dc98c/4_stickers.JPG" data-mid="222259520" border="0" src="https://freight.cargo.site/w/1000/i/248f147d6464a73fd2862ac9250bfee89b38148a9318e48439b264f81b7dc98c/4_stickers.JPG" /> <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/617580007ec54c713bd81c4a1a51fe46e0307a3d4b229cfc00688e707d4a4ff2/TDMN_241112_TIH_XInFeedAd_1200x675_DJSober.jpg" data-mid="222259528" border="0" src="https://freight.cargo.site/w/1000/i/617580007ec54c713bd81c4a1a51fe46e0307a3d4b229cfc00688e707d4a4ff2/TDMN_241112_TIH_XInFeedAd_1200x675_DJSober.jpg" /> <img width="1448" height="1640" width_o="1448" height_o="1640" data-src="https://freight.cargo.site/t/original/i/670a69b842b60b3a5969cd8f084330372262c6a4e6bd203fb39b8a6c3e70f62b/Screenshot-2024-11-22-at-12.41.50PM.png" data-mid="222260074" border="0" src="https://freight.cargo.site/w/1000/i/670a69b842b60b3a5969cd8f084330372262c6a4e6bd203fb39b8a6c3e70f62b/Screenshot-2024-11-22-at-12.41.50PM.png" /> “This is Home” became a rallying cry. It connects us. It connects us to each other, the land, our community, and our shared values. The Dallas Morning News is a vehicle for understanding, exploring, and ultimately belonging in the North Texas community.&nbsp; But home isn’t always one thing. The Dallas Morning News produces several special editions a year to cover ongoing topics or rare phenomenons, so we stretched the tagline to create space to talk through the celestial, the difficult, and the emotionally charged, always through the North Texas lens. <img width="1162" height="1690" width_o="1162" height_o="1690" data-src="https://freight.cargo.site/t/original/i/daf1772571367b9c0d7a69224f6d2c7ba0754bcbcf95e0e0df0ad16fa28a370b/Screenshot-2024-11-22-at-12.30.54PM.png" data-mid="222259525" border="0" src="https://freight.cargo.site/w/1000/i/daf1772571367b9c0d7a69224f6d2c7ba0754bcbcf95e0e0df0ad16fa28a370b/Screenshot-2024-11-22-at-12.30.54PM.png" /> <img width="1156" height="1696" width_o="1156" height_o="1696" data-src="https://freight.cargo.site/t/original/i/c8feb9c16ad5c3f51320cdffda406b84c50c5deb6a551bc6732480bc8fccdb20/Screenshot-2024-11-22-at-12.46.43PM.png" data-mid="222260282" border="0" src="https://freight.cargo.site/w/1000/i/c8feb9c16ad5c3f51320cdffda406b84c50c5deb6a551bc6732480bc8fccdb20/Screenshot-2024-11-22-at-12.46.43PM.png" /> <img width="1178" height="1686" width_o="1178" height_o="1686" data-src="https://freight.cargo.site/t/original/i/974f701d574851e038aa9788fa82ce73f4fbf5f3c2d7bd98b81c5a4496dc77e9/Screenshot-2024-11-22-at-12.18.09PM.png" data-mid="222259875" border="0" src="https://freight.cargo.site/w/1000/i/974f701d574851e038aa9788fa82ce73f4fbf5f3c2d7bd98b81c5a4496dc77e9/Screenshot-2024-11-22-at-12.18.09PM.png" /> https://aluciaperaza.com/La-Madeleine Thu, 09 Apr 2026 20:53:23 +0000 Lucia Peraza https://aluciaperaza.com/La-Madeleine research / brand strategy / creative direction La Madeleine Pitch Work Indulge Often. <img width="2001" height="3000" width_o="2001" height_o="3000" data-src="https://freight.cargo.site/t/original/i/d61a39d76b233d3ad3b0e6d2482717743a113baa4204ca9db32baac913a93602/5R1A2847.jpg" data-mid="247014963" border="0" src="https://freight.cargo.site/w/1000/i/d61a39d76b233d3ad3b0e6d2482717743a113baa4204ca9db32baac913a93602/5R1A2847.jpg" /> <img width="2001" height="3000" width_o="2001" height_o="3000" data-src="https://freight.cargo.site/t/original/i/d77117284aaf0289343f7dac3b0b8a96644daa12e0e283ef90e46e72e137bf63/5R1A2840.jpg" data-mid="247014962" border="0" src="https://freight.cargo.site/w/1000/i/d77117284aaf0289343f7dac3b0b8a96644daa12e0e283ef90e46e72e137bf63/5R1A2840.jpg" /> The Client: La Madeleine is an iconic national chain of french fast casual restaurants, with roots in Dallas, TX. The brand brings classic french flavors to familiar and cozy environments, perfect for everyday indulgence.&nbsp;The Situation:Despite it’s prevalence, La Madeleine was seeing falling awareness and a low NPS score. It had still seen high marks for quality and consistency, but with low emotional connection to the brand, it was a perfect time for a refresh. My team proposed a message evolution from being a “convenient” and “consistent” functional brand to creating a strong emotional narrative for the brand. Afterall, the way into a person’s heart is through their stomach! The Solution:Leaning on french attitude and “little treat culture”, I developed a new brand platform for La Madeleine.Indulge, Often.&nbsp; This platform is built on three emotional pillars: Joy, Connection, and Intimacy. Positioning La Madeleine as the solution for food fatigue, and general meal time overwhelm by highlighting their uniquely french sensibility around social dining, simplicity, and care.From there, my creative partners built a cheeky, decadent campaign that highlights the textured imperfections, the communal spirit, and the clean ingredients of this french staple.&nbsp; <img width="3006" height="1680" width_o="3006" height_o="1680" data-src="https://freight.cargo.site/t/original/i/8b37e6d2a0b5ae5c9556c6217dc1d33975be2194a76399849a283c40b1f23b81/Screenshot-2026-04-09-at-4.07.39PM.png" data-mid="247014943" border="0" src="https://freight.cargo.site/w/1000/i/8b37e6d2a0b5ae5c9556c6217dc1d33975be2194a76399849a283c40b1f23b81/Screenshot-2026-04-09-at-4.07.39PM.png" /> There’s magic between each fold of a croissant. Hidden in the rich warmth of a croque madame, there’s something that tells us it’s okay to give into cravings. To laugh with our mouths wide open. To toss our heads back and sigh loudly. To not take life so seriously. Indulge, often. That’s the la Madeleine way. <img width="1074" height="1588" width_o="1074" height_o="1588" data-src="https://freight.cargo.site/t/original/i/fc58432539d6fa33c303639fe31e30195cd222e74e7e603eda2507a07dda42bf/Screenshot-2026-04-09-at-3.10.08PM.png" data-mid="247014864" border="0" src="https://freight.cargo.site/w/1000/i/fc58432539d6fa33c303639fe31e30195cd222e74e7e603eda2507a07dda42bf/Screenshot-2026-04-09-at-3.10.08PM.png" /> <img width="1208" height="1568" width_o="1208" height_o="1568" data-src="https://freight.cargo.site/t/original/i/5ddf59fc342b4a583072585ecd39736a2fb66c495ec7c759cb4189496eee434f/Screenshot-2026-04-09-at-3.09.27PM.png" data-mid="247014865" border="0" src="https://freight.cargo.site/w/1000/i/5ddf59fc342b4a583072585ecd39736a2fb66c495ec7c759cb4189496eee434f/Screenshot-2026-04-09-at-3.09.27PM.png" /> <img width="1214" height="1574" width_o="1214" height_o="1574" data-src="https://freight.cargo.site/t/original/i/7592738934ee1407de21a353a3ac83a809ff8197d263bc45aa74ad25e6768c79/Screenshot-2026-04-09-at-3.09.14PM.png" data-mid="247014866" border="0" src="https://freight.cargo.site/w/1000/i/7592738934ee1407de21a353a3ac83a809ff8197d263bc45aa74ad25e6768c79/Screenshot-2026-04-09-at-3.09.14PM.png" /> <img width="1222" height="1584" width_o="1222" height_o="1584" data-src="https://freight.cargo.site/t/original/i/b34e497555ae457f920b87fdb9b9a6fcaba162450a1fb318a7e0ba9581d21887/Screenshot-2026-04-09-at-3.10.45PM.png" data-mid="247014863" border="0" src="https://freight.cargo.site/w/1000/i/b34e497555ae457f920b87fdb9b9a6fcaba162450a1fb318a7e0ba9581d21887/Screenshot-2026-04-09-at-3.10.45PM.png" /> Beyond a beautiful brand campaign, myself and my team developed a social strategy, messaging guidelines, and audience targeting profiles to counter the falling awareness of the brand and reframe its offering where audiences are searching most.&nbsp; <img width="3002" height="1676" width_o="3002" height_o="1676" data-src="https://freight.cargo.site/t/original/i/34f03eabb02ac38c0ca1e1e72066534e9707833143e70e065d9eabd3b2b07f82/Screenshot-2026-04-09-at-4.08.01PM.png" data-mid="247014942" border="0" src="https://freight.cargo.site/w/1000/i/34f03eabb02ac38c0ca1e1e72066534e9707833143e70e065d9eabd3b2b07f82/Screenshot-2026-04-09-at-4.08.01PM.png" /> https://aluciaperaza.com/Ascend-Dallas Mon, 18 Aug 2025 19:29:59 +0000 Lucia Peraza https://aluciaperaza.com/Ascend-Dallas research / brand strategy / naming / creative direction Ascend Dallas A Collaborative for Generational Change. <img width="2182" height="1228" width_o="2182" height_o="1228" data-src="https://freight.cargo.site/t/original/i/f3b49bed67b77825437c33cf9021db4c8e24e2746a982dd2687d8d8f8beb32fd/Screenshot-2025-08-18-at-2.45.26PM.png" data-mid="237163705" border="0" src="https://freight.cargo.site/w/1000/i/f3b49bed67b77825437c33cf9021db4c8e24e2746a982dd2687d8d8f8beb32fd/Screenshot-2025-08-18-at-2.45.26PM.png" /> The Client: Community lies at the heart of this organization. Originally named WiNGS (Women in Need of Generous Support), Ascend meets women at critical points of change in their lives, (such as after the birth of a child, or times of economic change) and provides a supportive community learning environment that holds each individual accountable for her own growth — developing a network of financially savvy, future-minded individuals. While its original brand was developed in a donor-focused silo to gather funds quickly, the women who participate in this program are truly its center, and they deserved to be represented positively by this organization.The Situation: How can we develop a new name and brand for WiNGS (Women in Need of Generous Support) that honors the autonomy, effort, and fortitude of its program participants, and calls attention to the longitudinal benefits cultivated by the nonprofit and its community? The Solution:Rather than creating a brand that appeals to donors, I spoke directly with program participants and facilitators to understand the successes and opportunities they have achieved through the organization to capture the feeling one gets when engaging in the services offered by Ascend (formerly WiNGS). In one-on-one interviews and group workshops, themes of uplifting autonomy, and support without strings emerged quickly. Collaboratively, we came up with a framework that would guide our naming brainstorm. This framework balanced four categories of organization names: US / YOU / PROGRAM / OUTCOME Using this framework, in partnership with my creative team, we came up with around 120 different names to test with the client, ultimately landing on the name Ascend Dallas, and the tagline “A Collaborative for Generational Change”. <img width="5692" height="3200" width_o="5692" height_o="3200" data-src="https://freight.cargo.site/t/original/i/ecd039353c7c483954be0b04970bb3cde1a23851486c99c1ab4969487d83bce0/WiNGS-Names.png" data-mid="237164907" border="0" src="https://freight.cargo.site/w/1000/i/ecd039353c7c483954be0b04970bb3cde1a23851486c99c1ab4969487d83bce0/WiNGS-Names.png" /> Armed with a new brand strategy and a new name, my creative partners set out to build a brand system that would feel joyful, electric, and community-oriented. Bright, vibrant colors, a clean and flexible identity system, and a photographic style guide that showcases real participants lay the stage for a rallying cry that members would be proud to shout from the rooftops. <img width="2274" height="1266" width_o="2274" height_o="1266" data-src="https://freight.cargo.site/t/original/i/3357fc06dd7b6635982292ee0d282dd4d2fa06ec8192cbe85144fa8dff5543af/Screenshot-2025-08-18-at-2.56.24PM.png" data-mid="237163785" border="0" src="https://freight.cargo.site/w/1000/i/3357fc06dd7b6635982292ee0d282dd4d2fa06ec8192cbe85144fa8dff5543af/Screenshot-2025-08-18-at-2.56.24PM.png" /> Ascend Dallas is the only organization that operates as a catalyst for success in motherhood and financial stability by meeting women where they’re at in critical points of change, from their first pregnancy to their first house, to provide a dynamic, supportive community learning environment that holds women accountable for their own growth. Ascend is developing a network of financially savvy, future-minded individuals who own their own power through cultivating deep, interpersonal relationships to enact generational change by providing highly curated programming to the Dallas community that supports women through the execution of their goals. <img width="2184" height="1216" width_o="2184" height_o="1216" data-src="https://freight.cargo.site/t/original/i/83e614074fefc2c7554fd8606f7a8c07fdbecea9f8ba3bc3ac03d8926e0bbad9/Screenshot-2025-08-18-at-2.45.51PM.png" data-mid="237163706" border="0" src="https://freight.cargo.site/w/1000/i/83e614074fefc2c7554fd8606f7a8c07fdbecea9f8ba3bc3ac03d8926e0bbad9/Screenshot-2025-08-18-at-2.45.51PM.png" /> <img width="1630" height="1178" width_o="1630" height_o="1178" data-src="https://freight.cargo.site/t/original/i/e46d0ef36dc8464e45ab7de1bd99e6105d38fb026d7e58fd8f2ca7fbd6a4e4aa/Screenshot-2025-08-18-at-2.38.35PM.png" data-mid="237163703" border="0" src="https://freight.cargo.site/w/1000/i/e46d0ef36dc8464e45ab7de1bd99e6105d38fb026d7e58fd8f2ca7fbd6a4e4aa/Screenshot-2025-08-18-at-2.38.35PM.png" /> <img width="1368" height="786" width_o="1368" height_o="786" data-src="https://freight.cargo.site/t/original/i/827a1fd3167dabae8df83d5167654ce5e214d20b96f1970e6bf3785e627fed0f/Screenshot-2025-08-18-at-2.38.57PM.png" data-mid="237163704" border="0" src="https://freight.cargo.site/w/1000/i/827a1fd3167dabae8df83d5167654ce5e214d20b96f1970e6bf3785e627fed0f/Screenshot-2025-08-18-at-2.38.57PM.png" /> <img width="2280" height="1280" width_o="2280" height_o="1280" data-src="https://freight.cargo.site/t/original/i/31de13cd0a0ad6cdb5ae51ca935f825062f48e446aaf8978a9ddd548dc32f82d/Screenshot-2025-08-18-at-2.56.45PM.png" data-mid="237163786" border="0" src="https://freight.cargo.site/w/1000/i/31de13cd0a0ad6cdb5ae51ca935f825062f48e446aaf8978a9ddd548dc32f82d/Screenshot-2025-08-18-at-2.56.45PM.png" /> https://aluciaperaza.com/International-Leadership-of-Texas Wed, 11 Feb 2026 22:59:14 +0000 Lucia Peraza https://aluciaperaza.com/International-Leadership-of-Texas research / brand strategy / creative direction International Leadership of Texas Others Before Self. <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/aff5f2fc632c86a3c6c64b53a8b14750754ace4e57ba3c7f3a409c80ea913ee2/ILTX_20250310_FBCarousel_HS_3.jpg" data-mid="244734028" border="0" src="https://freight.cargo.site/w/1000/i/aff5f2fc632c86a3c6c64b53a8b14750754ace4e57ba3c7f3a409c80ea913ee2/ILTX_20250310_FBCarousel_HS_3.jpg" /> The Client: International Leadership of Texas is a public k-12 charter school with locations across Central and North Texas, Arkansas, and Oklahoma. They offer a rigorous, tri-lingual education, with a focus on servant leadership, globalism, and discipline.The Situation: Public schools are in trouble. Families know it. Students feel it. Educators see it. The model is buckling. And yet, most k-12 charter school messaging feels like it’s selling to everyone and no one. International Leadership of Texas, a charter school with locations across North Texas, has put a stake in the ground for what it stands for: Others Before Self. A motto that communicates their ethos of global perspectives, servant leadership, and discipline. The Job? To connect like-minded students and families to their educational goals by positioning ILTexas as the boldest response to a broken system. The Solution:Working with students reminded me just how hopeful the world can be. In the focus groups I conducted, the most impactful learning was just how driven and dedicated the students were. They advocated for the strengths of the organization, but weren’t shy to share what they weren’t happy with (way beyond school lunch quality, by the way). Their persistence and resolve shapes the school from the ground up. "As an Immigrant I have a right and a reason to change the world" A quote from one student in particular showed me the type of student this charter system was truly built for: kids with real-world dreams. This insight was the starting point for a new brand strategy that would attract families and students that thrive in rigorous environments. <img width="641" height="143" width_o="641" height_o="143" data-src="https://freight.cargo.site/t/original/i/8c24165578b44c4caee00fa6961c5eeeb68afbb18dd01696b28d45595db7294b/Button.png" data-mid="244733772" border="0" src="https://freight.cargo.site/w/641/i/8c24165578b44c4caee00fa6961c5eeeb68afbb18dd01696b28d45595db7294b/Button.png" /> My creative partners built a campaign around this one central truth: Dreams don’t wait around for the system to fix itself. They demand more. From the student. From the family. From the school. Our campaign, What Dreams Demand, reframes ILTexas not just as a school, but as a launchpad for any student willing to do the hard work of becoming great. Through bold, emotionally-charged storytelling and clever media strategy (from paid social to OOH to video), We position ILTexas as the place for families who don’t want the easy road. They want the right one. With a focus on language immersion, character building, and 1-on-1 mentorship, this campaign gives students, and their parents, a clear message. If your dreams are serious, you belong here. <img width="4390" height="2927" width_o="4390" height_o="2927" data-src="https://freight.cargo.site/t/original/i/4792d786284721a2c74d48a989413df83515f507ee3c2ac6c3fccf1885590621/ILTX_20250917_Billboard_Refresh_2.png" data-mid="244733774" border="0" src="https://freight.cargo.site/w/1000/i/4792d786284721a2c74d48a989413df83515f507ee3c2ac6c3fccf1885590621/ILTX_20250917_Billboard_Refresh_2.png" /> <img width="2550" height="3300" width_o="2550" height_o="3300" data-src="https://freight.cargo.site/t/original/i/113ab3639d535af7186a27c2088f07b08dd7ff468b32e420e25529a331bb92bf/ILTX_20250218_Dreams_Print_8.5x11_Opt2.png" data-mid="244733779" border="0" src="https://freight.cargo.site/w/1000/i/113ab3639d535af7186a27c2088f07b08dd7ff468b32e420e25529a331bb92bf/ILTX_20250218_Dreams_Print_8.5x11_Opt2.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ffda7f98456305277a801f558e3fcf289eecd8b1156caad70a3c70cf4d347b51/ILTX_20250324_IG_SingleImage_1080_2_ESP.jpg" data-mid="244733777" border="0" src="https://freight.cargo.site/w/1000/i/ffda7f98456305277a801f558e3fcf289eecd8b1156caad70a3c70cf4d347b51/ILTX_20250324_IG_SingleImage_1080_2_ESP.jpg" /> <img width="1015" height="1087" width_o="1015" height_o="1087" data-src="https://freight.cargo.site/t/original/i/1aefa18f03332537f548c9ad48e96cfad39ff08e4cd251d711ceea6d39d2d047/ILTX_PrintAdMockup.png" data-mid="244733775" border="0" src="https://freight.cargo.site/w/1000/i/1aefa18f03332537f548c9ad48e96cfad39ff08e4cd251d711ceea6d39d2d047/ILTX_PrintAdMockup.png" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/e6b4ec008f6ff699a6a5025f6bbddef18624379ee87807108e782bd282807a33/ILTX_20250324_FB_SingleImage_1080x1920_2_ESP.jpg" data-mid="244733776" border="0" src="https://freight.cargo.site/w/1000/i/e6b4ec008f6ff699a6a5025f6bbddef18624379ee87807108e782bd282807a33/ILTX_20250324_FB_SingleImage_1080x1920_2_ESP.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/06fac0ca9ca4dbccf8c3f12e258fc4dd74e81ec211ac70d54b39dd0cb1a167b0/ILTX_20250310_FBCarousel_HS_1.jpg" data-mid="244733780" border="0" src="https://freight.cargo.site/w/1000/i/06fac0ca9ca4dbccf8c3f12e258fc4dd74e81ec211ac70d54b39dd0cb1a167b0/ILTX_20250310_FBCarousel_HS_1.jpg" /> https://aluciaperaza.com/Old-Town-School Sat, 02 Jul 2022 07:17:27 +0000 Lucia Peraza https://aluciaperaza.com/Old-Town-School research / brand development Old Town School of Folk Music “The Old Town School of Folk Music teaches and celebrates music and cultural expressions rooted in the traditions of diverse American and Global communities” <img width="600" height="600" width_o="600" height_o="600" data-src="https://freight.cargo.site/t/original/i/7b91a25f266d257d3a979048473aefc31cde7ac62c89b2c848c2ecb1d2e088ef/F-Animation.gif" data-mid="146888667" border="0" src="https://freight.cargo.site/w/600/i/7b91a25f266d257d3a979048473aefc31cde7ac62c89b2c848c2ecb1d2e088ef/F-Animation.gif" /> The Old Town School brand is friendly, accessible, and fosters a sense of equality and togetherness. They focus on peer-to-peer learning, group improvisation, and frequent community events that bring people of all walks of life together to celebrate music and movement. The foundation of the organization lay in the philosophies of the folk movement which is inherently political, with specific emphasis on unity and fairness for all.&nbsp; Most of the founding members of The Old Town School were political activists and the school is adamant about keeping with this activist legacy.This proposed redesign for Chicago’s Old Town School of Folk Music identifies the school as a community of unique individuals, as opposed to just a music school. It is a dynamic identity made up of a container mark with an everchanging letter ‘F’, for folk, which alludes to the philosophies of the Folk Movement: activism, community, and equality. <img width="2176" height="1346" width_o="2176" height_o="1346" data-src="https://freight.cargo.site/t/original/i/bb151c3f594e0eed03e96ce0d65585f8e7c642cb1c6926b2ad516294bd2ff9bd/Screen-Shot-2020-02-09-at-11.25.41-PM.png" data-mid="146888640" border="0" src="https://freight.cargo.site/w/1000/i/bb151c3f594e0eed03e96ce0d65585f8e7c642cb1c6926b2ad516294bd2ff9bd/Screen-Shot-2020-02-09-at-11.25.41-PM.png" /> The mark, in action, takes on color based on which department of the school is being represented.For example, in the instructor and faculty business cards, each instructor can choose their favorite ‘F’, and then their card will show that ‘F’ in the colors of their department (guitar, ensemble, wiggleworms, or dance+movement). All administrative staff has a pattern of ‘F’s on their stationery, printed in black on recycled paper, in keeping with the political nature of the brand. <img width="3508" height="2480" width_o="3508" height_o="2480" data-src="https://freight.cargo.site/t/original/i/edff7650cca34d3fe296c1d44eac14a91c54586d99d83386c068f517d71ae1d6/SHOW-POSTERS-UPDATED-copy.jpg" data-mid="146888643" border="0" src="https://freight.cargo.site/w/1000/i/edff7650cca34d3fe296c1d44eac14a91c54586d99d83386c068f517d71ae1d6/SHOW-POSTERS-UPDATED-copy.jpg" /> <img width="1030" height="890" width_o="1030" height_o="890" data-src="https://freight.cargo.site/t/original/i/16d77138365bebec10881ab95333559f832bcfa0bfc79be390e54eb0202c64f8/Screen-Shot-2020-02-09-at-10.54.06-PM.png" data-mid="146888641" border="0" src="https://freight.cargo.site/w/1000/i/16d77138365bebec10881ab95333559f832bcfa0bfc79be390e54eb0202c64f8/Screen-Shot-2020-02-09-at-10.54.06-PM.png" /> <img width="3866" height="3000" width_o="3866" height_o="3000" data-src="https://freight.cargo.site/t/original/i/c3d8a940daf175223a2fbc144d3822f75ed21762dcf8f51b95cbfa2d1a27650a/WEBSITE-OTS-copy.png" data-mid="146888648" border="0" src="https://freight.cargo.site/w/1000/i/c3d8a940daf175223a2fbc144d3822f75ed21762dcf8f51b95cbfa2d1a27650a/WEBSITE-OTS-copy.png" /> The container is also used in promotional material to showcase performances and shows put on by the school. The notion of creating show posters that would act as an actual aesthetic keepsake, as opposed to simple marketing material, was also crucial to preserve the legacy of the brand. These items could very well become a collectors set. Finally, an updated and simplified website was necessary, as their current site is not particularly well-organized or accessible. This update includes the proposed branding, but also simplifies the site by nesting information under the specific branches of the school, so the user is only searching information that is specific to their desired courses. View the full research document here. View the full design document here. https://aluciaperaza.com/PPL-People Sat, 02 Jul 2022 07:17:27 +0000 Lucia Peraza https://aluciaperaza.com/PPL-People research / brand development / brand growth PPL People You need ppl for that. <img width="1542" height="1100" width_o="1542" height_o="1100" data-src="https://freight.cargo.site/t/original/i/94d9c41043cfedeff8bd702bfab243644392b5f6d42685f580bd241ce415d689/Screen-Shot-2022-07-02-at-4.12.34-AM.png" data-mid="146890339" border="0" src="https://freight.cargo.site/w/1000/i/94d9c41043cfedeff8bd702bfab243644392b5f6d42685f580bd241ce415d689/Screen-Shot-2022-07-02-at-4.12.34-AM.png" /> PPL is a sprint-based business consulting firm operating in Tulsa, Oklahoma, which focuses on creating meaningful and sustainable change in their client’s organizations, in a friendly and approachable manner. With regular check ins and quick turnarounds, they work with their clients to hit their desired outcomes. They put the fun back in fundamentals, bringing their clients easy-to-use tools and guides to optimize their work environment without pretension. Identity Marks <img width="900" height="300" width_o="900" height_o="300" data-src="https://freight.cargo.site/t/original/i/495f7f0b58d92c4fbd46fddf33f967552dc6970b791f3004911c3f9621bf1426/PPL-MARK-SET-01.png" data-mid="146925697" border="0" src="https://freight.cargo.site/w/900/i/495f7f0b58d92c4fbd46fddf33f967552dc6970b791f3004911c3f9621bf1426/PPL-MARK-SET-01.png" /> <img width="612" height="792" width_o="612" height_o="792" data-src="https://freight.cargo.site/t/original/i/57bef565549d918b0afee115558a8f9e0e5f158a7482338b93617f40f6d21052/CONTACT-IMAGE-01.png" data-mid="146925605" border="0" src="https://freight.cargo.site/w/612/i/57bef565549d918b0afee115558a8f9e0e5f158a7482338b93617f40f6d21052/CONTACT-IMAGE-01.png" /> <img width="518" height="267" width_o="518" height_o="267" data-src="https://freight.cargo.site/t/original/i/686bffd30241957003483f1d465293fb6a989b0d627142c23d1760bf5779adbd/PPL-MARK-SET-03.png" data-mid="146925681" border="0" src="https://freight.cargo.site/w/518/i/686bffd30241957003483f1d465293fb6a989b0d627142c23d1760bf5779adbd/PPL-MARK-SET-03.png" /> Favicons <img width="312" height="301" width_o="312" height_o="301" data-src="https://freight.cargo.site/t/original/i/7728acd2e6de4dfc7132639fd27513385272530b5f6db06c394a6245f780763f/PPL-MARK-SET-08.png" data-mid="146925682" border="0" src="https://freight.cargo.site/w/312/i/7728acd2e6de4dfc7132639fd27513385272530b5f6db06c394a6245f780763f/PPL-MARK-SET-08.png" /> <img width="327" height="301" width_o="327" height_o="301" data-src="https://freight.cargo.site/t/original/i/9157b0cca80ab80fdd2dfcd3fc812351cd8064b976d309f39be6756ba5075d79/PPL-MARK-SET-07.png" data-mid="146925692" border="0" src="https://freight.cargo.site/w/327/i/9157b0cca80ab80fdd2dfcd3fc812351cd8064b976d309f39be6756ba5075d79/PPL-MARK-SET-07.png" /> The mark I designed for ppl. is clean, approachable, and simple. Business with a smile was the name of the game, so why muddy the waters? Similarly, the brand’s core color palette is a neutral beige, and a warm black, to emulate the corporate language of their field, but with a friendly, approachable twist. <img width="5101" height="3300" width_o="5101" height_o="3300" data-src="https://freight.cargo.site/t/original/i/4f7f5e82ce5e8dfec2b5fa98e4f1c7615e445bd80e61bb38ee0fdab69fab6689/PPL-CONSULTING-MOODBOARDS-06.png" data-mid="146928399" border="0" src="https://freight.cargo.site/w/1000/i/4f7f5e82ce5e8dfec2b5fa98e4f1c7615e445bd80e61bb38ee0fdab69fab6689/PPL-CONSULTING-MOODBOARDS-06.png" /> Brand Collateral <img width="1498" height="1946" width_o="1498" height_o="1946" data-src="https://freight.cargo.site/t/original/i/529df30e1ff1c382f32a98edd74f45f59b59e45fd42c38291c9cb3c8a2b536d3/Screen-Shot-2022-07-02-at-5.40.41-PM.png" data-mid="146926055" border="0" src="https://freight.cargo.site/w/1000/i/529df30e1ff1c382f32a98edd74f45f59b59e45fd42c38291c9cb3c8a2b536d3/Screen-Shot-2022-07-02-at-5.40.41-PM.png" /> <img width="1506" height="1952" width_o="1506" height_o="1952" data-src="https://freight.cargo.site/t/original/i/e04ab5f4d816fe4a74089cc899468f6d3c97456109d1e326eda98465f1696a89/Screen-Shot-2022-07-02-at-5.44.43-PM.png" data-mid="146926061" border="0" src="https://freight.cargo.site/w/1000/i/e04ab5f4d816fe4a74089cc899468f6d3c97456109d1e326eda98465f1696a89/Screen-Shot-2022-07-02-at-5.44.43-PM.png" /> <img width="2500" height="1930" width_o="2500" height_o="1930" data-src="https://freight.cargo.site/t/original/i/3f7cf26eb57ac87d033cf13e71c4fa9220444530e80db7ca4daaf9b68f00dbe1/Screen-Shot-2022-07-02-at-5.37.01-PM.png" data-mid="146926052" border="0" src="https://freight.cargo.site/w/1000/i/3f7cf26eb57ac87d033cf13e71c4fa9220444530e80db7ca4daaf9b68f00dbe1/Screen-Shot-2022-07-02-at-5.37.01-PM.png" /> <img width="1506" height="1956" width_o="1506" height_o="1956" data-src="https://freight.cargo.site/t/original/i/353697421af7dbf1f1c52cecad084b6874156ffae081b251bd131496846bd38b/Screen-Shot-2022-07-02-at-5.38.28-PM.png" data-mid="146926053" border="0" src="https://freight.cargo.site/w/1000/i/353697421af7dbf1f1c52cecad084b6874156ffae081b251bd131496846bd38b/Screen-Shot-2022-07-02-at-5.38.28-PM.png" /> <img width="1508" height="1954" width_o="1508" height_o="1954" data-src="https://freight.cargo.site/t/original/i/5175ae30e415f285386f9980f11448a14f7226b3f117d3b228519ebbd0c0a1e2/Screen-Shot-2022-07-02-at-5.39.19-PM.png" data-mid="146926054" border="0" src="https://freight.cargo.site/w/1000/i/5175ae30e415f285386f9980f11448a14f7226b3f117d3b228519ebbd0c0a1e2/Screen-Shot-2022-07-02-at-5.39.19-PM.png" /> Brand Awareness/Growth Each week, as part of the marketing guide I set forth for ppl., they put out an article with a free download, as a lead generation tool. In exchange for their emails, visitors to the site would receive business advice and guides, as well as being subscribed to ppl’s email list, which by the time my contract ended, had grown from 0 to over 2,600 subscribers and potential clients.&nbsp; <img width="3000" height="1501" width_o="3000" height_o="1501" data-src="https://freight.cargo.site/t/original/i/676837b5607d34c7672e5135dbf5cd4ec3b2e658232dd56a7fce674b67ff2956/Situational-Leadership-01.png" data-mid="146925668" border="0" src="https://freight.cargo.site/w/1000/i/676837b5607d34c7672e5135dbf5cd4ec3b2e658232dd56a7fce674b67ff2956/Situational-Leadership-01.png" /> <img width="3000" height="1501" width_o="3000" height_o="1501" data-src="https://freight.cargo.site/t/original/i/4a76b96492dc5605b4f5fe16cbcd76f678933524fe7749a5911589dce0591ce6/Better-Together-01.png" data-mid="146925658" border="0" src="https://freight.cargo.site/w/1000/i/4a76b96492dc5605b4f5fe16cbcd76f678933524fe7749a5911589dce0591ce6/Better-Together-01.png" /> <img width="1826" height="908" width_o="1826" height_o="908" data-src="https://freight.cargo.site/t/original/i/b7d5630904c5ba3793b3ffb0f9bab27f7f2539226e46ee1758b5bf916527b4c8/Screen-Shot-2022-07-02-at-6.20.29-PM.png" data-mid="146927474" border="0" src="https://freight.cargo.site/w/1000/i/b7d5630904c5ba3793b3ffb0f9bab27f7f2539226e46ee1758b5bf916527b4c8/Screen-Shot-2022-07-02-at-6.20.29-PM.png" /> Finally, at the beginning of each month I worked with ppl. to put out a playlist that corresponded with their monthly intentions article. This strategy highlighted the friendly, people-focused approach to business that the ppl. team based their brand on. It also gave the team a great cross-platform marketing tool, with high levels of engagement on their social platforms at the time - leading to an average following increase of 15 people on Instagram specifically with each post. <img width="1952" height="1954" width_o="1952" height_o="1954" data-src="https://freight.cargo.site/t/original/i/44a0cdde5c7f093eae6e7dd18c45f18516ab1e40f1643e93a861b9e738bf4035/Screen-Shot-2022-07-02-at-5.41.47-PM.png" data-mid="146926057" border="0" alt="9 to 5" data-caption="9 to 5" src="https://freight.cargo.site/w/1000/i/44a0cdde5c7f093eae6e7dd18c45f18516ab1e40f1643e93a861b9e738bf4035/Screen-Shot-2022-07-02-at-5.41.47-PM.png" /> <img width="1954" height="1948" width_o="1954" height_o="1948" data-src="https://freight.cargo.site/t/original/i/3b89338e2bfa614d2e38a176ed0738e89eac7c94cecbaa1b3c45f94d993ac0a2/Screen-Shot-2022-07-02-at-5.41.16-PM.png" data-mid="146926056" border="0" alt="badass broads" data-caption="badass broads" src="https://freight.cargo.site/w/1000/i/3b89338e2bfa614d2e38a176ed0738e89eac7c94cecbaa1b3c45f94d993ac0a2/Screen-Shot-2022-07-02-at-5.41.16-PM.png" /> <img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/3279e51c5cdde39848897ff9f5ed63d02872abbdf4fbd12df0355c5d6dff5c22/playlist-workspace-01.jpg" data-mid="146927793" border="0" alt="let's celebrate" data-caption="let's celebrate" src="https://freight.cargo.site/w/1000/i/3279e51c5cdde39848897ff9f5ed63d02872abbdf4fbd12df0355c5d6dff5c22/playlist-workspace-01.jpg" /> https://aluciaperaza.com/Bad-Faith-Catering Sat, 02 Jul 2022 07:17:27 +0000 Lucia Peraza https://aluciaperaza.com/Bad-Faith-Catering research / brand development / brand growth Bad Faith Catering Bad Faith is a Tulsa-based punch catering company, with a laser-focus on high quality, but accessible mixed drinks. <img width="2240" height="1556" width_o="2240" height_o="1556" data-src="https://freight.cargo.site/t/original/i/8e1830e7ded2012babb78f985c88e5ce75d94b48ab249fb54472ab17f47bb69a/Screen-Shot-2022-07-02-at-4.16.50-AM.png" data-mid="146890376" border="0" src="https://freight.cargo.site/w/1000/i/8e1830e7ded2012babb78f985c88e5ce75d94b48ab249fb54472ab17f47bb69a/Screen-Shot-2022-07-02-at-4.16.50-AM.png" /> Jean-Paul Satre’s most famous example of the philosophy of bad faith is the cafe waiter who plays at being a cafe waiter. He illustrates this concept by saying: “There is no doubt I am in a sense a café waiter—otherwise could I not just as well call myself a diplomat or reporter? But if I am one, this cannot be in the mode of being-in-itself. I am a waiter in the mode of being what I am not“ This is where Bad Faith catering got their name. In a twist of irony, the owners of Bad Faith genuinely are what they do. Creating and serving specialty craft mixed drinks brings the two owner operators so much excitement, and I wanted to bring that excitement to their brand. Identity Mark <img width="3001" height="3000" width_o="3001" height_o="3000" data-src="https://freight.cargo.site/t/original/i/6c122440b38c721d53e78e783cb921d100c8865013c63051d27478edec483f7e/BAD-FAITH-LOGOS-06.png" data-mid="146928618" border="0" src="https://freight.cargo.site/w/1000/i/6c122440b38c721d53e78e783cb921d100c8865013c63051d27478edec483f7e/BAD-FAITH-LOGOS-06.png" /> <img width="3001" height="3000" width_o="3001" height_o="3000" data-src="https://freight.cargo.site/t/original/i/a8ff867c29a1d905f028dc332e3e00675b5bff957b22836c1114f39a4df3be0a/BAD-FAITH-LOGOS-09.png" data-mid="146928621" border="0" src="https://freight.cargo.site/w/1000/i/a8ff867c29a1d905f028dc332e3e00675b5bff957b22836c1114f39a4df3be0a/BAD-FAITH-LOGOS-09.png" /> <img width="3001" height="3000" width_o="3001" height_o="3000" data-src="https://freight.cargo.site/t/original/i/6a3e57cddc882c21e734c50205c5069ba6c10de6501ec18706c8f1ee8b800c71/BAD-FAITH-LOGOS-08.png" data-mid="146928620" border="0" src="https://freight.cargo.site/w/1000/i/6a3e57cddc882c21e734c50205c5069ba6c10de6501ec18706c8f1ee8b800c71/BAD-FAITH-LOGOS-08.png" /> <img width="3000" height="3000" width_o="3000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/b6e36573b5f50c4b81aab01e98d74cc0a4b3dd1a24ffded482f93cbe1298bd13/BAD-FAITH-LOGOS-07.png" data-mid="146928619" border="0" src="https://freight.cargo.site/w/1000/i/b6e36573b5f50c4b81aab01e98d74cc0a4b3dd1a24ffded482f93cbe1298bd13/BAD-FAITH-LOGOS-07.png" /> The mark itself is bold, playful, and alludes to the process of crafting a mixed drink, with the dripper hidden within the ‘B’ of Bad Faith. Color Palette and Typefaces <img width="3001" height="2101" width_o="3001" height_o="2101" data-src="https://freight.cargo.site/t/original/i/8e9702c09649eede34ebe647e0276671bf307ff687bb7f27cd6f833d3c5d7170/BAD-FAITH-BRAND-IDENTITY-05.png" data-mid="146928941" border="0" src="https://freight.cargo.site/w/1000/i/8e9702c09649eede34ebe647e0276671bf307ff687bb7f27cd6f833d3c5d7170/BAD-FAITH-BRAND-IDENTITY-05.png" /> The color palette comes from Bad Faith’s favorite spirits, such as the vibrant green-ish yellow of absinthe, and the bright red of aperol. The type is bold, and clear, in order to stand out against the various brands that Bad Faith uses in their drink-making process. <img width="2494" height="1746" width_o="2494" height_o="1746" data-src="https://freight.cargo.site/t/original/i/d6d14d735deb2b35262bb746c9612de678b00af5619fc1a3dd41c29fe531c2d6/Screen-Shot-2022-07-02-at-7.03.40-PM.png" data-mid="146928622" border="0" src="https://freight.cargo.site/w/1000/i/d6d14d735deb2b35262bb746c9612de678b00af5619fc1a3dd41c29fe531c2d6/Screen-Shot-2022-07-02-at-7.03.40-PM.png" /> <img width="4501" height="5625" width_o="4501" height_o="5625" data-src="https://freight.cargo.site/t/original/i/a7b10cbfc2a6248bb75922ee9d397cbc4644f3d5440b481a7010d7c2d36ba07d/BF-INSTA-POSTS-02.png" data-mid="146928600" border="0" src="https://freight.cargo.site/w/1000/i/a7b10cbfc2a6248bb75922ee9d397cbc4644f3d5440b481a7010d7c2d36ba07d/BF-INSTA-POSTS-02.png" /> <img width="4500" height="5625" width_o="4500" height_o="5625" data-src="https://freight.cargo.site/t/original/i/84cb33d9ac8a1c685c49b561133471f8f9d878035f3b6beb78dbdd1b6c80bb03/BF-INSTA-POSTS-01.png" data-mid="146928599" border="0" src="https://freight.cargo.site/w/1000/i/84cb33d9ac8a1c685c49b561133471f8f9d878035f3b6beb78dbdd1b6c80bb03/BF-INSTA-POSTS-01.png" /> <img width="4500" height="5626" width_o="4500" height_o="5626" data-src="https://freight.cargo.site/t/original/i/27bca99df59e40684752acd27a67bacbbabd80fc192e59b5047ace65ed38df0e/BF-INSTA-POSTS-03.png" data-mid="146928601" border="0" src="https://freight.cargo.site/w/1000/i/27bca99df59e40684752acd27a67bacbbabd80fc192e59b5047ace65ed38df0e/BF-INSTA-POSTS-03.png" /> &nbsp; <img width="2252" height="1572" width_o="2252" height_o="1572" data-src="https://freight.cargo.site/t/original/i/96479603fb180f17ae1d231797712e1a12102b87cfb5a886c72d0681ff666b79/Screen-Shot-2022-07-02-at-7.12.51-PM.png" data-mid="146928936" border="0" src="https://freight.cargo.site/w/1000/i/96479603fb180f17ae1d231797712e1a12102b87cfb5a886c72d0681ff666b79/Screen-Shot-2022-07-02-at-7.12.51-PM.png" /> <img width="2246" height="1572" width_o="2246" height_o="1572" data-src="https://freight.cargo.site/t/original/i/175eab505ea1e8d8033ade88a1e80f169d82502ceb728376b1025185eb8a1bc5/Screen-Shot-2022-07-02-at-7.13.55-PM.png" data-mid="146928937" border="0" src="https://freight.cargo.site/w/1000/i/175eab505ea1e8d8033ade88a1e80f169d82502ceb728376b1025185eb8a1bc5/Screen-Shot-2022-07-02-at-7.13.55-PM.png" />