Director of Brand Strategy
Creating elegant, honest and sustainable brand strategies for organizations with heart and purpose.
I take a humanistic approach to my work and process, focusing on relationships, research and insights; I strive to partner with brands and organizations that seek to make a difference in the world and our collective future.
Expertise: Brand Strategy, Brand Building Workshops, Brand Messaging, Brand Story Development, Brand Review
Selected clients & projects
Featured project
World Organisation for Animal Health
The World Organisation for Animal Health (WOAH) is the global authority on animal health. It has been at the forefront of controlling animal diseases for almost 100 years.
Project
WOAH is an influential, globally respected institution, virtually unknown to the general public and often confused for a rescue organization. The objective of the project was to define an updated positioning strategy and master narrative to direct the rebranding exercise (conducted by Decimal Studio).
Approach
The brand strategy and narrative were built around the concept of “Interdependence”, highlighting elements of knowledge and action to clarify the organization’s value proposition as well as the full extent of the impact it has on the world.
Portfolio upon request, hello@lauracasinelli.com
Core Services
Brand Strategy
I believe Brand Strategy is an art and should be carefully crafted, honest and circular.
A Brand Strategy uncovers a brand’s true capabilities and translates them into actions, products, services and ideas, providing clear and actionable direction for how a brand should behave in all its applications.
Brand Building Workshops
Over the course of one to three sessions, we dive deep into an organization and uncover insights, insufficiencies and possibilities. These workshops produce a thorough strategy—harnessing all the organization’s internal knowledge—that addresses the present situation, clarity on direction and a plausible way forward.
Brand Messaging
A messaging framework keeps messaging on brand and in line with strategy, effectively bringing together voice and personality into meaningful and consistent copy across all the brand’s platforms and touch-points.
Brand Story Development
A brand story is unique to a brand and its audience; it helps brands and organizations better understand their own narrative, it outlines meaningfully and clearly a brand’s characters, personalities, interest points, and evolution.
Brand Review
A brand review considers both the brand’s and the audience’s viewpoints in terms of resources, value, awareness, deficiencies, narrative, culture and attitude. The result is an extensive document containing all the relevant dimensions of the organization and ways to realign with the core of the brand.