THE FREEDOM TO BE YOURSELF

For over ten years, the Cruisers Yachts brand was a head turner. Photoshoots, web updates, digital launch campaigns, dealer meetings, catalogs, and boat show materials were the annual norm. But it was the transformation of their logo, and overall brand style and voice that made the difference in the seascape.

In a down market for the industry, Cruisers had the confidence to look to the future and develop new concepts, elevate their products and confirm the stability of their relationships with their Cruisers community. Much of it due to a clear picture that the boater saw more of themselves in the brand and the moments that meant the most onboard.

UNLEASH AMAZING - Best of Show _ 2019 Higher Education Marketing Awards - A campaign centered around the student and everything they could become is within them today. A St Cloud State education will embolden them to make their mark on the world.

The Challenges

With declining enrollment and the lack of a clear identity, St. Cloud State University turned to BVK to help them find their voice.

Because it had no solid positioning to guide messaging and communication, St. Cloud State fell behind both larger universities and comparable mid-sized schools for preferential applications.

How could we show that this school was no mere fall-back option, but rather the ideal place where individuals could discover their true selves and shape their future?

The Solution

After spending time on campus with students, faculty and alumni, we recognized that St. Cloud State is a place of incredible talents, passions and dreams that are, in a way, hidden and waiting to be unleashed on the world. So we tapped into the power of that word. Soon, Unleash Amazing became the promise and the goal of everyone on campus.

Staff knew their objective with each student was to help them find and follow their unique path. Students knew there was something within them of value that was worth working for, and which St. Cloud State could help them achieve. Husky athletics even had a bold new rallying cry that was on-brand in both a literal and figurative sense.

The campaign connected with audiences through television, out-of-home, digital and social channels. The creative spoke to students in a fresh, unexpectedly aspirational way that commanded attention and gave the university must-see status. It no longer spoke or acted like a second or third choice school.

Unleash Amazing gave the St. Cloud State family a renewed sense of pride and established a platform that helped them start telling their story in a purposeful new way.

A unique partnership - We developed the platform, style, and energized St. Cloud State’s marketing department. Their graphic designers would complete any collateral and roll the look and language into everything created on campus, in recruitment, and online.

At a time when the word “Mexico” brought fear and unsafe ideas to travelers, we proposed an idea to take the focus off the country and onto the key destinations themselves and on the moments experienced on vacation.

Real-time and recently uploaded video of experiences, the weather, wildlife, friends made, provided the fun and connection to the destination that proved that NOW all was safe and enjoyable. Interviews with chefs, sharable content, live feeds, all fair game.

We proposed that all of the destinations Funjet Vacations traveled to would have their own page but all destinations would connect through the navigation.

Within this platform, an experiment for One Camera, One Day would be produced. One small digital video camera would be shared with a visitor for a day. They would record their experiences and a producer would retrieve it at the end of the day and edit a video to be uploaded within 24 hours. Proof that TODAY, all was safe and enjoyable in Mexico.

Sadly, never produced.

The latest in Samsung ultrasound technology promises more clarity in areas technicians could never see before. Hera W10 sees beyond the shadow of bone, the intricacies of blood vessels and more. Precisely why I call this one “see-through”.

Charged with finding the best way to connect to sonographers and perinatologists, decision makers in the technology purchase, we developed a position and striking visuals that inspired requests for demonstrations. The result matched the sophistication and new age style of the awesome innovations known from the Samsung brand.

Top care in the nation deserves an elevated style. Since 2017, working with Moffitt Cancer Center has inspired me to give my best every day. to follow their brand theme: Your Courage Inspires Ours.

Big jobs require big, reliable equipment. No one wants to work around downtime for maintenance or repairs. Citgo’s HD formulations push the limits of time between drain intervals so your machine will be on the job, not on hiatus.

See yourself on the water. Little brother to the yacht, the Sport Series line up came on the scene promising to push the limits of performance, with styling and reliability that puts your freedom first. A brand promise the stands out in a crowded sport and tow boat market.

Cruisers yachts marketing team always appreciated fine print for their catalogs. The sport series catalogs played along.

360° of Learning - 2012 Best of Show - Higher Education Marketing Awards

UW–Green Bay had a very little brand recognition in the Wisconsin public university system. It needed a brand and voice that would be noticed.

The campaign, “360 Degrees of Learning,” was born of the multidisciplinary approach to education the university embraced, and the sense of awakening the students experienced to seeing and understanding their world.

Despite a modest budget, BVK produced a comprehensive campaign including TV, radio, outdoor, online and print. UWGB’s communication and marketing staff worked with BVK to extend the campaign to all aspects of its work—campus signage, the website, recruitment materials and more. It was enthusiastically embraced because it resonated with students and parents.

Weary commuters may dream of their hard earned vacation days. In this Union Station takeover, commuters were beckoned to Rock, Funjet and Roll. Hard Rock Hotels let-loose vibe and Palace Resorts calming atmosphere partnered to appeal to the senses of diverse vacation needs.

A rare, high-visibilty opportunity to exercise the campaign featuring the Funjet brand used as a verb.

You can’t see it, smell it, or taste it. But this environmentally friendly lubricant is there, keeping machines running smoothly throughout food processing and manufacturing operations.

Video, print, email and digital marketing were employed to reach purchasing officers. The simple illustration style was intentionally colored to the brand palette and brought to life in a Rube Goldberg / Mousetrap kind of process. And there was a lot of entertainment in the animated digital renders.

Mystik Lubricants are a synthetic blend that enthusiasts swear by. The brand was given an edge, more machismo to show that the liquid was manufactured to test the limits.

At UHS we know what it’s like to be in your shoes, so we’re bringing more conveniences and better care to match your pace.

Completely odorless, tasteless, and free from any harmful elements, this lubricant for manufacturing, food processing and marine use is hard to detect. But this white paper sculpture advertising is getting noticed.

What’s more revolutionary than beds in boxes? How about one that you customize to your sleep preferences, any night of the week?

Brand the new concept to a trendsetting market who isn’t shy about doing things their way, where and when they want to.

Who wouldn’t want to work for a travel company? Especially one who looks out for their employees as much as their travelers, even when a hurricane is blowing through.

I ask all my friends for advice on where to go and stay. Funjet Vacations engagement strategy involved the first travel company to launch an Insider program complete with spokespeople and the search for the Ultimate Insider.

Over a hundred videos were created to highlight the opportunities not found in the catalogs. Funjet’s Insider brought authenticity to the experience and acted as that friend with all the best advice.

Before you celebrate all your child has to become, the choice for how to bring them into the world is paramount. In an effort to call attention to the exemplary prenatal care and birthing center at Lehigh Valley Health Network, a visually stunning campaign was created using backwards motion and sound design.

Certainly shifts the focus from of what’s to come to more of what today can be.

Kids will be Kids multimedia campaign featuring digital, outdoor and television ads. Children in situations that make you grin and groan.

Elsevier, one of the premier healthcare test preparation programs who works directly with hospital systems, called upon BVK to brand their service. True to their promise, the work was elevated to a higher consciousness.