Melissa Weinberger

Working with Zoe Design Works under the direction of the UMass Amherst Isenberg School of Business, the assignment was to create a compelling visual and narrative presentation for an audience of prospective graduate students. Isenberg was specifically hoping to attract older students, so the piece needed to have a maturity and worldliness that spoke to the lifestyles of people who were not only looking for a high-quality business school, but also seeking a livable, cosmopolitan community where they could enjoy an active social life, raise a family and maintain a connection to larger urban centers. We delivered a modern, stylish, in-the-know package of cards highlighting the cultural advantages of the Pioneer Valley and the attributes of the Isenberg school; an award-winning piece that helped redefine the Isenberg brand.

Yankee Candle Company's ongoing evolution from beloved, locally grown enterprise to billion dollar global brand makes it an interesting assignment. As the company transitioned to a new corporate family, there was a lot of change to navigate, while at the same time, a need to maintain the consistency of the brand's voice for both US and European markets, all while addressing the challenges of the changing retail landscape.

Working with Chicago-based Edel Partners, Hyatt requested materials to introduce a worldwide re-branding and renovation. With the rise of boutique hotels, Hyatt looked to elevate its properties, amenities and luxuries, while staying true to the chain's stolid but reliable reputation. Print and postcard campaigns targeted upscale travelers, such as fashion industry insiders, wine connoisseurs and business travelers by calling out high-end details, amazing locations and gourmet dining rather than points programs or savings packages.

Working with a creative team under the direction of fashion retail luminaries Jenna Lyons and Mickey Drexler, the assignment was to redefine the iconic J.Crew catalog for a male audience, translating the brand's easy, contemporary coolness to a consumer who would rather not put a lot of time, thought or money into his wardrobe. The catalog was one component in a large campaign that aimed to define J. Crew's male brand as its own entity, rather than as a side note to the women's collection. It was developed to coincide with the opening of The J.Crew Mens Shop, a boutique designed exclusively for the male customer in a refurbished bar that had been a Tribeca landmark. To capture the classic-modern theme, we put together a book of timeless staples and versatile basics and delivered it with just the slightest tinge of authoritative direction.

As cable began to face competition from alternative service providers, Time Warner Cable found itself needing to creatively dig deep in order to convince New Yorkers, the most diverse, opinionated and option-laden audience in the world that Time Warner "got" them. By partnering with HBO, a network in the process of building a reputation for creating the era's most original and provocative programming, we created a campaign that highlighted endearing New York "characters" and the HBO programming that speaks to their lives.

A hybrid of members-only social club and laptop-laden coffee shop, NeueHouse set out to elevate the concept of the co-working space. With its magnificent architecture, artisanal snack bar and roster of curated events bringing together artists, writers and film makers, it has quickly become a choice spot for jet-setting freelancers to get their schmooze on. After the success of its New York location, NeueHouse looked to open an outpost in Los Angeles and needed an updated, streamlined website that enticed potential members to visit the space. I worked with them to distill the essence of NeueHouse, hone the language and produce a minimal, yet informative, web presence.

Nickelodeon had recently launched The N, a new channel targeting finicky tweens with shows that went beyond Dora and Spongebob. In order to connect with this new audience, we partnered with Aeropostale, retail stalwart of malls throughout the United States and Canada, to develop and distribute a 'zine that incorporated characters and plots from The N's lineup. We created features and stories based on coming-of-age tv classics like My So-Called Life and Degrassi and delivered them with a pop-punk sensibility that was accessibly cheesy and just a little subversive.

Despite its phenomenal architecture, incredible food scene and remarkable theater tradition, Chicago isn't exactly a top destination in February. Starwood Hotels, which owns six properties in the city, partnered with Midwest Living magazine to create a campaign specifically for hardy midwesterners. The ad didn't try to sugarcoat the fact that winter in Chicago is bone-chillingly cold, while asking and answering the question "How many reasons do you need to visit Chicago this winter?"

As the publisher and editor of Edible Pioneer Valley, I oversaw all aspects of producing a quarterly magazine: editorial content, design and layout, advertising and marketing strategy, website and social media maintenance, events planning and execution, bookkeeping and accounting, and even delivery and distribution. The magazine earned accolades, had an enthusiastic readership and cultivated a core base of faithful advertisers. Alas, the combination of economic recession and new motherhood made it impossible for me to continue to devote the required amount of time and energy to this very ambitious project; I ceased publication in early 2011 and it is currently under new ownership.

When In Demand decided to expand their offerings beyond movies and pay-per-view events, they sought out a unique voice to introduce their original programming suite. Working with the Senior Vice President of Marketing & Creative, I developed web content and marketing materials for a roster of programming created for the affluent 25-45 year old male.  In Demand's original shows blended high-end tastes with low-bro’ sensibility, and they needed their marketing materials to combine just the right amount of upscale sophistication with down and dirty fun.

At the dawn of the high speed era, in the dark ages before speedy downloads and Wifi, most people's web surfing sessions began with the shrill squeal of a telephone modem and the proclamation that "You've Got Mail." It's hard to believe now, but when Time Warner Cable introduced their cable modem, branded with the beloved Road Runner, people did not rush to install it. As part of the creative marketing team at Time Warner Cable, I concepted, wrote and collaborated on the design of a print campaign introducing Road Runner in the pages of Time Life magazines, including Entertainment Weekly, Sports Illustrated, People and Business Week.  The ads were specifically tailored to the content of each publication and called out benefits that would resonate with its readers.

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What could be more exciting than creating a brochure for a contest fulfillment agency; the people who make sure the fine print contains all the necessary legalese, the red tape stays untangled and the game stays clean? Chicago-based MRI specializes in keeping all eyes fixed on the prize and not on the potential mishaps and mix-ups that could occur along the way. They needed something simple and catchy that would appeal to businesses by demonstrating how critical MRI's supporting role is to successful promotions. And, since we were dealing with contests and sweepstakes, it also needed to be fun. We created a piece based on pop-culture's most famous sidekicks that managed to present otherwise dry information in a punchy and lighthearted way.