Parents as Teachers is an international nonprofit aimed at helping caregivers better understand and connect with their child’s early development. With a global affiliate network and research-based curricula, Parents as Teachers is a recognized leader in early childhood development, but the brand had become stagnant over the years. Audiences weren’t understanding the big picture of what Parents as Teachers is all about, so UPBrand stepped in to help.
Project Service: Campaign Development
The Quiet Man
The Quiet Man is a traditional Irish whiskey inspired by one man’s storied career tending bar. With a rich story and smooth taste, distributor Luxco turned to UPBrand for help bringing this brand to market.
Dos Primos Tequila
Founded by renowned country music artist Thomas Rhett and his cousin Jeff Worn, Dos Primos Tequila is a fine sippin’ blanco made for sharing with those who know you best.
Thomas and Jeff wanted a tequila brand that married Mexican tradition, southern sensibility, familial bonds and a love for the outdoors. So, we created a brand persona that gave spirits like bourbon and Tennessee whiskey a run for its money — a pure tequila perfect for passing around the campfire.
Ranken Technical College
Ranken Technical College, offering a robust vocational education across various trades, is so much more than textbooks, lecture halls and general education. It’s a lab, a training facility and a workshop designed to get students to work.
Like most technical colleges, Ranken is perceived by some as being an inferior educational route compared to a traditional four-year university. While they wanted to overcome that perception, UPBrand decided to dig into that hands-on training that separates Ranken from traditional educational routes.
BJC Employer Brand
It’s not just a world-class healthcare system. It’s the largest nonprofit employer in the region. And with a limited talent pool to recruit from, how do we help BJC stand out as not only the biggest, but the best employer? How do we translate world-class care to world-class careers?
The organization was mainly known by its many disparate parts – clinics, hospitals, outpatient facilities and more. The community didn’t fully understand or appreciate that BJC was the connection between these entities. So, as part of a strategic transformation into one integrated healthcare system, BJC asked us to help them define their renewed, integrated BJC employer brand to set context for the new culture, more deeply engage their existing 30,000 team members, and to attract new talent.
Exotico Tequila
Exotico is an award-winning, 100% blue agave tequila—a fun, social brand that brings excitement and mystery to any situation and raises expectations of what tequila should be. With limited distribution, it struggles with awareness in a saturated market.
Exotico Mistico Film Contest
As a growing brand, Exotico Tequila’s goal is to create opportunities for meaningful fan engagement — beyond traditional likes, comments and tags — in the social space. And, as a tequila that wants to own the spooky season, we developed an edge-of-your-seat experience for our thrill-seekers: a scary film contest that brings original short stories to life on the silver screen.
Each year, we put our twisted minds together and invent new ways to pit these terrifying tales against each other in a battle to the death. The results? More views, more engagement and more sleepless nights. Every. Single. Time.
El Mayor Tequila
El Mayor is a handcrafted tequila grown in the highlands of Jalisco and aged using processes perfected by four generations of González family distillers. Time and again, El Mayor has earned its place as a premium tequila through awards, accolades and innovation. But with dated branding and a new expression launch on the horizon, El Mayor needed a sophisticated digital facelift to stand out in the extraordinarily crowded tequila market.
IMC Outdoor Living
IMC Outdoor Living, North America’s leading producer of recycled rubber landscaping products, challenged UPBrand to raise awareness and drive purchase of its rubber mulch products at Home Depot and Lowe’s. Since IMC had already cornered the recycled rubber mulch market with a handful of retailer-specific brands, our main task was to convert wood mulch users with a category sell.
First, we needed to establish a messaging platform for the category that touted the primary benefits of rubber nugget mulch and would encourage wood mulch users to switch. We validated this positioning with a national online survey and used the platform to develop our creative strategy – what wood mulch users care most about and what could allay their barriers to switching.
During our research, we also identified the top four digital platforms where mulch users and landscape enthusiasts spent their time. By identifying specific psychographic profiles, we were able to deliver the right message, to the right consumer, at the right time.
Missouri Historical Society
Founded in 1866 “for the purpose of saving from oblivion the early history of the city and state,” the Missouri Historical Society has been leading a tireless crusade to enrich our community and remind us of our shared past with its three monumental locations of learning spread across the St. Louis area: the Missouri History Museum, the Library & Research Center and Soldiers Memorial Military Museum.