Working alongside VibeLab, an international nightlife and culture consultancy group, I helped develop the brand and communication strategy for the Creative Footprint.
Founded by global nightlife politics leaders Lutz Leichsenring and Mirik Milan, The Creative Footprint is a data-driven research project that studies creative spaces and communities to examine the cultural value and impact of music and nightlife in the city.
The project's methodology goes beyond economic impact, prioritizing original content, interdisciplinary connections, and cross-functional spaces for thriving local scenes.
Develop a brand, voice and communication strategy for a Red Bull-funded project that combines data and underground culture in an engaging way that can resonate with city government departments.
Create a brand that is:
Bringing this seemingly conflicting points together—data & creativity, serious and fun/cool—was the central challenge of the Creative Footprint, and we spent a lot of time looking at hip non-profits that worked in the arts, and the data driven editorial of The NY Times for inspiration.
The pitch that I developed landed the major sponsorship with Red Bull, and subsequently brought Jagermeister, Absolut, and other brands on as participants.
I was the first outside team member to help Lutz and Mirik with the project, and played a key creative and operational role in the project in Berlin and New York City. The project has since been hosted in Tokyo, Stockholm, Sydney, and Montreal, and the original brand continues to deliver the requisite cool-serious tone to achieve its goals of advocating for nightlife culture at the city level.
I helped us secure coverage about the project in the New York Times, The Guardian, Curbed, Resident Advisor, Business Insider and Billboard.
