Whenever I am in discussion with someone and tell them what I do, the first question is usually “Can you tell me more about Marketing By Way of Lifestyle?”

Lets start with marketing. There are all kinds of depths we could explore with its definition, but in short marketing is defined as the action or business of promoting and selling products or services. Simple enough, right?

Marketing By Way of Lifestyle does the following:

1. Defines the lifestyles your brand is suitable for
2. Sells the lifestyle your consumers can achieve by aligning themselves with your brand

Instead of focusing solely on the product quality and how its offerings can solve someone’s problem, marketing by way of lifestyle strikes a chord with the lifestyle individuals most identify with. Sometimes this view is the individuals current lifestyle, but more commonly it is the lifestyle one hopes to achieve.

Appealing to a lifestyle is the reason people buy into Starbucks, Whole Foods, premium liquor, luxury vehicles, and overpriced headphones. Sure, the quality is acceptable or better, but its the way you feel after buying into the brand that is equally as important, if not more.

I have promoted and hosted plenty of events, but this has to be one of the most turned up events that I have been behind. A BEAUTIFUL crowd + BOTTLES + FAULTLESS venue = Rx Recess at Vida. #NeedRecess?

Friday, March 2 2012 I took 1000 party goers to the TOP of the TOP. The rooftop of Charlotte’s entertainment capital during  CIAA weekend.

This past month I have been extremely busy planning for my big CI 2012 party weekend. This is my third consecutive year participating in the tournament weekend of events and each year I’ve progressively increased my presence:

• 2010 – Saturday Dayparty at Black Finn
• 2011 – Friday Dayparty at The Epicentre Rooftop + Saturday Day Party at Black Finn
• 2012 – Friday Dayparty at The Epicentre Rooftop + Friday Night at Wild Wing Cafe at The Epicentre + Saturday Dayparty at Vida at the Epicentre + Saturday Night at Wild Wing Cafe at The Epicentre

Planning four events is exactly what you’d think it would be: exciting, stressful, rewarding, and consuming. From 3am creative sessions to spending 3 days attempting to render a demanding motion graphic for the event video trailer. This is what I do. I eventually got the video rendered and every other task checked off. Purchase your tickets here.

2012 Dayparty event trailer

Party Flyers

I recently(i.e. this morning) completed a logo and light identity project for Attentis.

The company offers coaching and support regarding behavioral patterns. The logo concepts provided were based on the human touch, which offers reassurance, intimacy, comfort, which were all brand properties. In the selected logo, the T’s both represent individuals joined by touch.

After a few clients asked about my design style and more specifically my process, I decided to spend some time creating a graphic that detailed the process from concept-to-creation.