Branding, Marketing & Digital
Creative Direction | Copywriting | Video
This is not your typical client. The folks at Buffalo Construction, Inc. come to work with passion for all they do, and every ounce of devotion is matched with carefree fun. All of this intensity comes through in the company’s culture, but the brand was underwhelming and the messaging didn’t live up to the hype. OOHology worked through a full rebrand with Buffalo, and I’ve led the herd’s account every step of the way.
Buffalo came into OOHology with high expectations. There was a lot at stake, as Buffalo is known for working with the best restaurant concepts in the country but when potential clients were checking out their brand, they lacked the same feel-good presence. Our team did a full discovery before jumping into the branding.
Now, I’ve written dozens of hours of copy for Buffalo, but I actually didn’t write their branding. I served as Creative Director on the project, working with another copywriter at that time (I’ve since taken production over). In addition to identifying the herd’s core personality, we also created messaging for all the company’s target industries.
Serving as Creative Director, I worked with a user experience (UX) designer, web designer and multiple developers to bring this website to life. We had fresh, beautiful branding to pull from, but the trick was with the UX: Buffalo built its name on its restaurants, but has made great headway into several other verticals. We had to build the site in a way to highlight the restaurant work, but also ensure it could support the other verticals without seeming lopsided.
As you can see, we did that with a very clean interface that breaks out the verticals into subgroups. The site brought in several nice touches, such as the drawn highlighter marks on the verticals on the homepage. The site is fully-responsive, too, allowing Buffalo’s sales team to pull the site up onto tablets or smartphones and walk potential clients through their portfolio.
I wrote all of the case studies and bios, which might not sound fun at first, but remember – these guys aren’t your typical construction company. They let me run with their voice and tone, and we really had fun with this. For a few examples of the bios, see Andy, Brett and Scott – for the case studies, see Buffalo Wild Wings, El Camino and Yard House.
Today I still write all of Buffalo’s new team member bios and case studies, along with coordinating and art directing the photoshoots for the case studies.