Design Assistant

George Crichlow

*** ***** ****** ****** - *** *R - Brooklyn, NY 11217 -

917-***-**** - **************@*****.*** - @george_crichlow -

http://flavors.me/georgecrichlow

skills

Brand Architecture, packaging, innovation, identity,

Strategy: expression, naming

Culture + Customer journeys, persona creation, trend

Media: analysis, cultural insight, new media

Research: Competitive intelligence, web analytics, sentiment

analysis, ethnographies, focus groups

experience

Design Watson A design and branding studio

Freelance Clients include: Keo

Digital

Strategist, DESIGNING A WEB EXPERIENCE:

New York, NY Challenge: Develop a web strategy for multiple target audiences

08.10 - 08.10 Insight: All audiences have three common basic needs

Approach: Define what's special about the brand and define the

appropriate media channels

Deliverables: Mock-up wireframes and a marketing plan

Blue Marlin A BRAND DESIGN AGENCY

Freelance Clients include: Confidential

Brand

Strategist, LANDING BIG IDEAS:

New York, NY Challenge: Define an in-store experience for a private label brand

08.10 - 08.10 Insight: The client underutilized their biggest assets (color and

category expertise)

Approach: Define what the world needs and what's special about the

business

Deliverables: Brand architecture, competitive audit, brand values and

two defined business opportunities

Euro RSCG A global health network

Life 4D Clients include: Sanofi-Aventis, Rethinkinsulin.com, Whyinsulin.com

Freelance

Digital SHIFTING PERCEPTION:

Strategist, Challenge: Change doctors perception of insulin treatment

New York, NY Insight: Prescribing insulin sooner can increase patient health and low

06.10 - 07.10 doctor's cost

Approach: Develop interactive tools to engage and educate doctors

Deliverables: Interactive data charts, patient discussion guide and

interactive tool recommendations

Wolff Olins CREATING BETTER REALITIES, NOT JUST A NICER IMAGE

Strategist, Clients include: AOL, MapQuest, Microsoft, Hasbro, Target, Starbucks,

New York, NY Hawaiian Airlines, Mercedes-Benz

08.07 - 06.10

SHIFTING A BRAND POSITION:

Challenge: Define a handle for a phone category

Insight: Consumers didn't understand what software on a phone meant

Approach: Identified software as a category. Frame the challenges,

scoped solutions

Deliverables: A brand descriptor, brand guidelines, applications for

advertising, retail, websites, blogs, etc.

DEVELOPING A LINE EXTENSION:

Challenge: Re-establish coffee as an energy drink

Insight: Consumers wanted sustained functional energy

Approach: Explore coffee traditions, global energy rituals, brand

attributes + consumer insights

Deliverables: Definition of opportunity. Three brand extension concepts,

a global ingredients library

CREATING A NEW CATEGORY:

Challenge: Create new levels of growth for a private-label brand

Insight: Customers wanted to feel good about making value purchases

Approach: Re-position a value driven category with a single premium

brand offer

Deliverables: Portfolio optimization, brand name, brand identity,

packaging, brand messaging

CRAFTING A CORE BRAND IDEA:

Challenge: Develop a core idea to guide the design of a user interface

Insight: Technology gets in the way of the creative process

Approach: Reframe "productivity" as a creative process served by a

creative class

Deliverables: A core brand idea, brand manifesto, design principles for

UI, packaging guidelines, retail strategy

RE-INVENTING A BRAND IDENTITY:

Challenge: Create a new visual identity to inspire a UI overhaul

Insight: Maps and directions are no longer enough, the experience of the

journey is key

Approach: Develop a brand story informed by design, competition

and technology

Deliverables: A design brief, a new brand identity, design guidelines

for UI, brand applications

AKQA DEVELOPING BRAND EXPERIENCES THROUGH TECH SOLUTIONS

Account Clients included: New York Jets, Coca-Cola, Smirnoff, Comcast, Martin &

Planner, Osa, Xbox

New York, NY

07.05 - 07.07 REDEFINING AN AUDIENCE:

Challenge: Make the best destination sports website for multiple

audiences

Insight: Fans wanted to be closer to the game

Approach: Create a two-tier approach to navigating content (general to

specific)

Deliverables: A new UI, a revamped e-commerce site and a mobile strategy

ENGAGING AN AUDIENCE:

Challenge: Create an engaging web experience

Insight: The unofficial story of the founder, marked the rise of vodka

as an American icon

Approach: Transform an original spirit into a cultural icon

Deliverables: A new brand website, mobile phone app, consumer seeding

strategy

EXTENDING A BRAND CAMPAIGN:

Challenge: Extend a campaign idea into an immersive online experience

Insight: People no longer make the distinction between real and virtual

content

Approach: Tell the individual story of characters from the

campaign and place them on real job board sites

Deliverables: A seeding strategy, an immersive website

G2 Worldwide A key organizer on a global team

Assistant Clients included: Adobe

Account

Executive, CUSTOMER RETENTION:

New York, NY Worked with a bi-coastal team to launch a global campaign. Executed

11.04 - 06.05 online and offline deliverables for multiple business units within

Adobe.

BBDO Proximity A member of a small team working on a big account

Assistant Clients included: British Telecom

Account

Executive, RELATIONSHIP MANAGEMENT:

New York, NY Proposed new methods to reach B-to-B managers using direct and online

03.04 - 09.04 channels.

5050 APPAREL A student interested in finding better ways to improve people's lives

Founder / CEO, Clients included: Avon, Georgetown University, Columbia University

New York, NY

11.99 - 07.04 PRODUCT DEVELOPMENT:

Identified a need for functional summer headwear. Designed and tested

prototypes. Sought out strategic partners in NY and LA. Identified

manufacturing partners overseas. Developed a business plan. Pitched to

venture capital boards.

education

Georgetown University, Washington, DC

September 1999 - May 2003

McDonough School of Business, Bachelor of Science

achievements

Google Mentorship Program - MAFA Scholar - INROADS Scholar - NCEYE

Entrepreneur of the Year - Columbia University Venture Capital Grant - NFTE

Scholar

the rest of the day

My Motto: "Try to learn something about everything and everything about

something." - Thomas H. Huxley

Swimming Lessons

August '05 - Present

Traversing the city for cool stuff and general people watching

Cool Hunting

Dec '09 - Present

Learning the principles of Buddhism from a Shaolin monk

Kung Fu

December '08 - Present

Trying to put on 20 pounds of muscle to stave off the winter cold

Weight Training

Jan '09 - Present

A city kid interested in learning how to surf but needs to learn how to

swim first

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