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We did: Everything
Sylvia Day, the international bestselling author behind the blockbuster Crossfire series, came to us for a complete brand transformation.
To pivot Sylvia’s image from niche romance novelist into contemporary dramatic fiction writer, we started with comprehensive strategy that guided subsequent creative development, including a new tagline, "beyond words." We then created a new logo, audio branding and visual identity. Our in-house talent worked with a fashion photographer to cultivate an extensive library of lifestyle photography and new author photos. We also established a robust style guide to ensure her brand stays consistent around the world and across media. Read more.
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Having established a refreshed brand for Sylvia, we set our sights on garnering public recognition and bringing fans, old and new, into her world. Our digital strategists leveraged Sylvia’s social media platforms to create opportunities for interaction and communication. Our holiday season hashtag, #12DaysofGideon, was her second highest performing post of the year after the announcement of the fourth book in the Crossfire series.

To give readers a deeper glimpse into her life, our in-house creative directors shot behind-the-scenes footage at our fashion photo shoot, and made a short video with her as she prepared to attend the 2015 MusiCares Person of the Year Grammy Party. These videos, coupled with our social media activations, showed fans a new side of Sylvia Day and established her as more than a writer.

In addition to managing Sylvia’s brand and image, we handled the promotion of the eagerly anticipated fourth installment of the Crossfire series, Captivated By You. Our campaign included print ads, a book launch event, a massive social media campaign, and OOH advertisements in cities across the US. Some of our placements focused on fan reactions to the series, while others focused more on the larger Sylvia Day brand.

Most recently, our team produced a brand video for Sylvia that conveyed the glamour and intrigue of her distinctive style, demonstrating her ability to transcend clichés in romantic fiction. Our audio branding team defined her brand sound and crafted original music to accompany the video.