STEPHEN LACKEY

Aquation Water developed a new line of water that features additives for healthy teeth. The project scope required a new name that appealed to females with families, shared the positive effects of the water on teeth, and inspired fun and flavor. The name I created for them is "The Smile Formula". I further cemented the overall brand with a mix of technical and marketing copy for the retail packaging.

Positions:

Project Manager, Copywriting, Branding

This 2017 Addy Award Winning look book features a mix of brand and technical copy meant to sell the various marketing opportunities inside and outside the Music City Center. The copy needed to provide all of the necessary technical information about the marketing opportunities inside the complex as well as define the advantages of marketing in the Music City Center.

Positions:

Copywriting, Branding

The Mainstay Restaurant needed branding that represented the new establishment as a trendy, hangout space, not just a sports bar. I worked with the designer to develop a logo that makes the new restaurant feel a part of the current community. Finally, a tagline was needed that helped combine custom cocktails and chef driven food with a hangout space, and it had to be no more than three words! I eventually developed "Cocktails & Commons" for them. The tagline is featured as part of their logo and all branding materials.

Positions:

Project Manager, Copywriting, Branding

Piccolo Marketing needed a new brand name that properly represented their focus on small business, personal service, and a humble approach to what they do. Within the scope they referenced Yelp and Google as inspiration and the wish to have a single word name. I focused on the word "small" and eventually recommended the word piccolo, which means small in Italian. In the logo design I recommended all lower case to make the firm feel approachable and humble.

Positions:

Project Manager, Copy-writing, Branding

H&S Bagels brings New York City hand-rolled bagels to Nashville. The shop required complete branding from the name to logo design, social media strategy, website, and menu development.

The owner wanted to bring family elements to his brand as well as focusing on the hand-rolled aspect of his bagels. He has two children, Hector and Sarah and he wanted them featured in the branding. So I settled on H & S Bagels. Spelled out in the URL and on social media the name reads "hands". This naming gives us an opportunity to tell the story of hand-rolled bagels and family every time the name of the shop is discussed. I worked with a designer to utilize the client's preferred colors to develop a logo that feels very "NYC Deli". Finally I worked within the client's budget to develop a strategy for retail packaging that continues to focus on handmade and family owned. The website, developed in Wordpress is still a work in progress. Finally as the shop was being built out I developed low-fi social media teaser videos to promote the opening of the shop.

Positions:

Project Manager, Copywriting, Branding, Video Production

For CE Tools I scripted, produced, shot, and edited a demonstration video for their patented new chalk line tip. They wanted the video to market the product to contractors as well as quickly show how to use it.

Retail Packaging Copy

Packaging for the chalk line tip needed to sell the premium nature of the product as well as define how to use it. The instructions had to be extremely brief, and very clear. A series of bullet points memorably define the SNAP BACK advantage. Finally the tagline I added quickly defines the product to regular users of traditional chalk line tips: "It snaps back, so you don't walk back". This copy was also repurposed for the website and other marketing materials.

Positions:

Project Manager, Copywriting, Video Production

I worked with this client to develop a documentary style marketing video for use with her own clients and for the gallery social media. The video needed to bring her personality to the forefront while also showing her work.

I produced and shot the video, developed the interview questions with a focus on bringing all of the client required information into the project, I executed the interview, and handled all aspects of post-production.

Positions:

Producer, Director, Writer, editor

I worked with the client and a PR firm to develop a series of testimonial style videos featuring veterans sharing their experiences dealing with PTSD. The goal of the videos is to raise awareness and for fundraising.

I was responsible for virtually every aspect of this project from developing the interview questions, producing the videos, and handling all areas of post production.

Positions:

Producer, Director, Writer, editor

Kristine Kabbes & The Skallywags needed a promotional teaser for an upcoming album release. The video features the lead singer discussing the new album, specific songs, and the band.

Positions:

Producer, Director, Writer, editor

Working in the creative space as well as the marketing industry has allowed me to bring something new and fresh to both areas. This reel features television work in Haiti, award winning short films, product videos, testimonials, and award winning documentary feature films. I can tell your story in an engaging and memorable way that will ensure that the copy I write or the videos I produce meet and exceed your goals.