Berkshire Hathaway Luxury Collection
Luxury Redefined, It's in the Details
The Brief
Design a complete marketing campaign through storytelling that includes captivating photography and multi-sensual designed collateral that yields a ROI for Berkshire Hathaway.
Formulate ideas for concepts that pair with the Redefined Luxury tag line and align with the brand.
Research includes market trends, competitors, and techniques.
Exploration should result in potential deliverables and concept themes.
Deliver all assets and branding guide within five weeks.
The Personas
Four personas were created to represent the target demographic Berkshire Hathaway was looking for. (1) Extravagant Bachelor (2) Old Money Connoisseur (3) Sophisticated Travelista (4) International Family Man
First Soft Pitch
After three different concepts were developed, they were presented to Berkshire Hathaway for further exploration. This was a very thorough process with all stakeholders involved since this campaign was to define the success of Berkshire Hathaway for the upcoming year. The concept that was decided on was "Luxury Redefined, It's In The Details"
Hit the ground running...
After our concept was decided on we needed to get started on deliverables. We had three weeks left to complete the entire Berkshire Hathaway campaign. This included all branding elements, photography, social media packages, and a new website and mobile app.
The campaign imagery was finishing up, so we were able to begin piecing together the branding elements and guidelines for Berkshire Hathaway. Since the concept depended on capturing the details of luxury homes, we decided to extend that into the packaging of a new Berkshire Hathaway packaging line.
Completing the campaign
In the final presentation, we delivered a new catalog of photography, a custom scented and branded candle to supplement an entirely new brand of stationery—newly branded magazines, a website, mobile app, and billboard campaign. It was the fastest 5 weeks of my life, but I had some of the most fun in my design career working with this client.
