YASUKE AUDIOWORKS

THE PROCESS

Yasuke Audioworks is easily the most ambitious company I have worked with. While the actual creative and marketing work was fairly straightforward, the major challenges always came down to navigating a start-up environment. Due to many delays with the flagship unit manufacturing, I developed a strategy to create an exciting and compelling brand environment without actually having a product to showcase to the audience. What was there, however, was a young entrepreneur who was willing to provide me details on his dreams, goals, and inspirations.

One of the most important lessons I have learned with this work experience is that growth is just as important as profit. Often, we see conversions in only a financial sense, and yes, that’s lovely, but isn’t a company so much more than that? Converting someone to an idea, a lifestyle - building loyalty, support, and networks - can come before, during, and after financial success. In fact, in an age of increasing social awareness and sensitivity, this mindset is absolutely vital to the health of a brand and needs to be accounted for when developing marketing strategies. Luckily, good business ethics and community care were built into the brand the day I began developing the guidelines and SOP.

Leading many projects, I delegated work and stewarded the collaborative spaces between my associates and myself as the creative director. A large part of my work with Yasuke Audioworks was developing the sister department, Yasuke Studios, that focuses on the lifestyle aspect of the company. There, at the helm, I worked with the founder to develop a marketing strategy that merged influencer marketing and in-house content creation, as well as strategy and design for apparel and accessories. Outside of this, I have served as a pitch, script, and content writer and editor, and video production coordinator. I also provided the creative direction for the company website and managed and monitored all marketing efforts.