Blender Workspace
OVERVIEW
Blender Workspace is an established luxury co-working space located at the heart of Madison Avenue in New York City.
The Charles was tapped by founders Scott Sassoon and Amro Qaddura to re-envision the company’s brand position and narrative, in addition to revamping Blender’s website and digital presence.
SERVICES
Art Direction, Design, Lifestyle, Strategy, Web Development
WEBSITE DESIGN AND DEVELOPMENT
The Charles created a dynamic digital experience by organizing the brand’s existing web content into a clean, and more visually direct approach for the user journey.
Inhouse
OVERVIEW
The Charles created a strategic brand look and feel and established a style guide that carried across web and collateral, helping InHouse look its best at every user touchpoint.
SERVICES
Art Direction, Lifestyle, Web Development
WEBSITE DESIGN AND DEVELOPMENT
The Charles created a simplistic digital experience through a long-form scroll, making the user journey direct and clear.
Armand de brignac
OVERVIEW
Tasked with strategizing social media executions utilizing both existing and newly created media assets, The Charles created a detailed narrative breakdown that led to our creative execution of the brand campaign.
SERVICES
Content Strategy, Digital Marketing, Luxury, Photography, Social Media
SOCIAL MEDIA
The Instagram page was built to utilize grid art without sacrificing engagement for the individual posts in feed. This was accomplished by using short stills at the beginning of short, engaging videos as “covers”, enabling the grid and feed posts to appear different.
887 %
Increase in the organic engagement rate YOY.
32 %
Increase in followers YOY.
VISUAL NARRATIVE
Through bold visual expressions and narratives alluding to "living in gold" we saw tremendous increases in social engagement for the brand.
D’ussé
Content and Social Agency of
Record for the esteemed
cognac brand for 2019 and
beyond.
OVERVIEW
The Charles has partnered with Bacardi and Roc Nation to provide support for the release of VSOP and XO on the North American market.
SERVICES
Art Direction, Brand Development, Branding, Content, Content Creation, Content Strategy, Copywriting, Design, Luxury, Photography, Production, Social Media, Strategy, Visual Design
ON DATA AND ANALYTICS
The Charles undertook an in-depth data and analytical discovery exercise in order to better understand the cognac industry, D’USSÉ’s target audience, the competitive landscape and audience digital engagement. The resulting information informed our tactics and enabled us to create a robust creative strategy and content strategy.
CREATIVE STRATEGY
Tasked with strategizing social media executions utilizing both existing and newly created media assets, The Charles created a detailed narrative breakdown that led to our creative execution of the brand campaign.
Aveda Nutriplenish
OVERVIEW
The Charles brought strategy, creative and content production to Aveda’s iconic brand for their biggest product launch to date.
SERVICES
Art Direction, Content Creation, Content Strategy, Copywriting, Luxury, New Projects, Paid Media, Paid Social, Work
CREATIVE
The Charles created custom content to bring to life the narrative pillars and create a word that engages all the senses.
82 %
AVERAGE CLICK RATE
271 %
AVERAGE ENGAGEMENT RATE
SOCIAL MEDIA
The global Aveda account
CREATIVE
Combining the power of art, science, and nature, The Charles brought Aveda a series of engaging paid and organic social assets.
STRATEGY
The Charles also was responsible for Nutriplenish launch customer relation assets, bringing strategy and next-level visuals to Aveda’s emails, landing pages, PDPs and blog posts.
CREATIVE
The Charles also produced internal-facing content, to help Aveda share their plan for Nutriplenish’s omnichannel launch to partners and stakeholders.
Aveda
OVERVIEW
The Charles has partnered with Aveda to bring strategy, creative and content production to the iconic brands’ digital world. Starting with the iconic Sap Moss duo.
SERVICES
Art Direction, Content Creation, Content Strategy, Copywriting, Luxury, New Projects, Paid Media, Social Media, Types, Work
CREATIVE STRATEGY
The Charles focused on bringing Aveda’s mission of care to the forefront to prove sustainability is the new luxury. Inspired by the freshness and splendor of nature, we created an elegant visual world suitably matched for digital and social engagement.
STRATEGY AND CONTENT PRODUCTION
We broke through the category to showcase the brand’s original visionary DNA. By demonstrating Aveda’s innovative formulations and natural performance, our goal was to insert Aveda into the heart of the conversation – connecting wellness, beauty, and sustainability.
Threaded
OVERVIEW
The Charles performed an intensive deep-dive into Threaded’s target audience, through our third party data strategy. From there, we were able to identify distinct audience personas, drivers and channels for engagement and conversions.
SERVICES
Content Strategy, Copywriting, Digital Marketing, Digital Strategy, E-commerce, Insights, Lifestyle, Paid Media, Paid Social, Photography, Production, Programmatic, Social Media, Visual Design
Our objective was to test and learn about different targeting segments and understand more about which content types resonated with their prospective third party and first party data sets.
Paulina Kolavo, Media Strategist
DRIVEN TO CONVERT
Using the content strategy and visual brand narrative as the foundation, we designed and composed compelling content for a multitude of channels, enabling the Threaded Home brand persona to shine through each channel.
EMAIL NEWSLETTERS
We created flexible newsletter templates that align to the campaign creative and brand initiatives.
Omega
OVERVIEW
The Charles partnered with luxury Swiss watchmaker Omega to bring relevant, millenial-inspired content and creative production to its digital world.
SERVICES
Art Direction, Content, Content Creation, Content Production, Design, Photography, Production, Social Media
THE CONTENT STRATEGY
The overarching objective has been to ensure that digital content is relatable to a millennial audience.
“It’s been crucial for us to maintain the prestige heritage of the brand, while communicating authenticity to the audience. In our experience, relatable lifestyle scenarios are key drivers of the highest engagement for a Gen Y audience.”
Ben Zacaroli, Content Producer at The Charles
OMEGA HOLIDAY 2019
To deliver on the overall strategy of authenticity, the 2019 holiday campaign depicted elevated and intimate lifestyle scenarios (a dinner party, shopping, relaxing), without relying on the typical tinsel-strewn, ornament-heavy visuals.
The Charles’ content strategy enables the brand to
show related products in a timeless and culturally
appropriate setting.
EMAIL MARKETING AND SOCIAL MEDIA
Select content has also been created for digital marketing pieces.
Hard Rock Quiz
The Charles was tasked to raise
brand awareness for Hard Rock
Hotels, riding the momentum of Hard Rock International’s Big
Game halftime commercial.
OVERVIEW
In just one week, The Charles strategized, designed, and developed a ‘Live like a Legend’ Quiz. A mobile-friendly quiz, supported with a comprehensive digital media plan.
SERVICES
Copywriting, Design, Digital Marketing, Hospitality, Paid Media, Paid Social, Social Media, Strategy, Technology, Web Development
THE GAME
‘Gamify the Big Game’ – With a total of 20 questions focused on music, extravagance, and luxury, each time the quiz is taken 10 questions are randomized.
11 %
Email Capture Conversion Rate
71 %
Quiz Completion Rate
REVENUE GOALS
To date, the quiz has been a smashing success. The quiz has since been optimized to improve social sharing, user retention and we will be rolling out an A/B test with the goal of increasing the email capture conversion rate.
“Our goal was to grow Hard Rock’s CRM list and enhance our retargeting capabilities for paid media. The team’s ability to execute quickly has proven The Charles’ capability to design & develop solutions that delight users and outperform client’s KPIs.”
Josh Currie, Executive Producer
Dusse Holiday
The esteemed cognac brand partnered with us to re-energize the brand for social audiences
OVERVIEW
We find the light in D’USSÉ, and embrace the Holiday Season of celebration through cognac’s universal appeal.
SERVICES
Art Direction, Brand Development, Content, Content Creation, Content Strategy, Copywriting, Design, Luxury, Photography, Production, Social Media, Strategy, Visual Design
“We all have different ways of lighting up our night, but we all share the same way of enjoying the light.”
VISUAL DIRECTION
SOCIAL CONTENT STRATEGY
The Charles created a detailed narrative breakdown that led to our creative execution of the brand campaign.
SOCIAL STRATEGY
The inclusion of Global Brand Ambassador Sullivan Doh in the creative process was important for relevancy in the cognac market, as well as building authentic engagement with the audience.
CREATIVE STRATEGY
The season of celebration consists of key moments. We highlighted each one of these moments with a unique still life scene.
