Yoshikazu Suzuki-Lambrecht Portfolio

8/12/2019 Yoshikazu Suzuki-Lambrecht Portfolio

1/13

Brand Strategist + Strategic Planner

Yoshikazu Yoshi Suzuki-Lambrecht

[email protected]

(last update: 3/18/2014)


2/13

The Restful Jaw Company is a St. Paul-based dental equipment startup. They

manufacture the Restful Jaw, a one-and-only external jaw support device

clinically proven to reduce jaw pain and fatigue during dental procedures.

BACKGROUND/PROBLEM.

Soon after the company was established, I was asked by the co-founder of

the company to assistance in brand development and marketing.

APPROACH.

Brand and marketing strategy development efforts launched with a

formal initial assessment. Upon a series of workshops and constituent

interviews, company core values were identified, and the mission

statement was formally drafted.

Then, a comprehensive situation analysis was conducted using a

mix of methods and tools including the SWOT and PEST analyses,

identification of Critical Success Factors, Unique Selling Propositions,

five forces, and target audience identification and market

segmentation.

Based on these insights, collected by primary and secondary market

research, a brand positioning statement and key brand strategies were

articulated to create the corporate identity. This was then distilled into

a corporate brand logo.

Based on the above, cross-media marketing and advertising materials

(e.g., website, brochures and product videos) were conceptualized,

designed, and produced.

In addition, sales and investor strategy is currently under

implementation in collaboration with business consultants and

attorneys.

RESULTS.

The product successfully launched and debuted at the 2012 Star of the North

Convention by the Minnesota Dental Association.

Client: The Restful Jaw Company, LLC.

URL: http://www.restfuljaw.com/

Services: Brand strategy, brand planning, business strategy, social media

strategy, creative direction and project management.

The Restful Jaw Company


3/13

Print Ad:

Hello happier patients.

RestfulJaw.com/GDpreorder

introducing the

Goodbye jaw pain.

More than 18 million U.S. adults experience jaw pain and discomfort from even routine

dental procedures. Were here to change that.

Meet the Restful Jaw The latest innovation in dental comfort technology.

Clinically proven to significantly reduce jaw pain and fatigue, it supports the jaw to help

prevent jaw locking, overextension and TMJ disorders. The Restful Jaw can decrease

treatment breaks and delays, improve jaw stability, enhance precision work, and maximize

practice efficiency. Its ideal for any long or complex dental procedures.

Simple, durable, comfortable, noninvasive and universal fit. Thats true competitive edge.

Dental treatment is now easier, faster and more Restful.Preorder your Restful Jawtoday.

Website

Mobile & Tablet


4/13

Naviyas Thai Brasserie is an award-winning Thai restaurant in Linden Hills,

Minneapolis. The neighborhood gem is known for their savory, authentic

and healthy Thai cuisine.

BACKGROUND/PROBLEM.

The owners of the restaurant approached me in need for a new website.

However, upon discussion, a lack of solid and clearly articulated brandidentity quickly revealed. Thus, a comprehensive brand strategy, re-

branding, and website redesign was implemented.

APPROACH.

Brand planning began by a formal situation analysis combining SWOT

analysis, identification of Unique Selling Propositions, five forces,

website traffic analysis, and target audience identification and market

segmentation.

Based on these insights, collected by primary and secondary research,

a brand positioning statement and brand concept were formulated.

This was then distilled into their new brand logo.

Based on the above, a total website redesign was conceptualized,

designed and implemented.

In addition, social media marketing strategy was also formulated and

suggested to the client.

RESULTS.

Website traffic increased by 43%, mostly attributed to iOS traffic that

was previously lost due to the old flash-based website.

One month after the new website launch, restaurant Facebook page

Likes increased by 198%, and reviews on UrbanSpoon and Googleincreased by 1-2%.

More than dozens of customers visiting or ordering carry out after

seeing the beautiful food on your new website.

Client: Naviyas Thai Brasserie

URL: http://naviyas.com

Services: Brand strategy, brand planning, social media strategy, creative

direction, and project management of identit y redesign, photography, and

website development.

Naviyas Thai Brasserie Old Logo:

Redesigned Brand Identity:


5/13

New Website:

Old Website:


6/13

BACKGROUND/PROBLEM.

Suntory Holdings Ltd., the Japanese distributor of Pepsi,

was in need for an interactive campaign to increase

awareness of a new product line of Pepsi called Pepsi NEX.

APPROACH. Based insights and data provided by the client, the

campaign target audience and key personas were

defined.

Secondary market data analysis revealed that

interactive games were promising vehicles to

(1) engage with the target audience, and (2) create

high-reach content through social sharing.

Based on the above, a game concept was created

to communicate the refreshing taste of Pepsi in an

engaging, addicting and sharable way.

Based on the game concept, various tactics such

as a global score ranking system and sharable blog

widgets were conceptualized.

RESULTS.

Game drew significant traffic from the core target

audience, and also from global audiences via blogs

and online flash game websites.

The popularity of this game sparked the production

of three more sequels by the same client.

Awards: Silver Award, 2008 Asia Pacific Advertising Festival

Clients: Suntory Holdings Ltd., Pepsi Co.

Demo video URL: http://youtu.be/YXy3PnyPDes

Services: Digital campaign strategy and planning.

Pepsi: Fly NEX Jet!


7/13

BACKGROUND/PROBLEM.

Just three months before the 2008 Formula 1 Japan Grand Prix race, Toyota

was seeking for an interactive campaign to promote and celebrate their F1

racing team, which is a relatively unpopular sporting event in Japan.

APPROACH.

Market research revealed a major campaign obstacle among the keytarget audience: Lack of familiarity of the rules and experiences of F1

racing.

Based on market insights, and discussions with the creative team,

personification of F1 racing was proposed as a creative concept.

F1 racing was transformed into a marathon, a much familiar sport to

the Japanese, and was executed as a stopmotion short movie.

The stopmotiom movie also contained three interactive mini flash

games that illustrated the core features and rules of F1 racing. The

players performance on these games determined differnet scenarios

and outcomes of the stopmotion movie.

Raw sound assets from F1 racing cars were recorded and implemented

through out the content to deliver excitement and humor.

RESULTS.

Despite the tight prodction schedule, a full scale, multiple ending

stopmotion movie with three flash games was successfully rolled out.

The unique visuals and simple interactive games attracted sizable

traffic prior to the 2008 F1 Japan Grand Prix.

Awards: Finalist Certificate, 2008 New York Festivals

Client: Toyota Motor Company

Services: Campaign strategy, planning, and creative direction of the

stopmotion movie and mini flash games.

Toyota F1 Virtual Racer


8/13

BACKGROUND/PROBLEM.

Ann Lambrecht Jewelry reached out to me to help start a new chapter

in their business: Selling online.

APPROACH.

Primary assessment, comprised of indepth interviews with AnnLambrecht and secondary analysis of customer reviews and

testimonials, was conducted to accurately define and articulate

the Ann Lambrecht Jewelry brand.

Key target audiences were defined through situation analysis,

including competitior analysis, product pricing, identification of

USP, and core brand statemenet.

Based on the above, key UI/UX, e-commerce website design

concepts, and CRM strategy was defined and implemented.

RESULTS. Successfully boasted clients online presence while gaining a

more refined brand identity.

Immediate profitability first month sales marking 200% ROI.

With the help of CRM campaigns, the site continued to generate

robust revenue for four consecutive years until business closure.

Client: Ann Lambrecht Jewelry

URL: http://annlambrecht.com/

Services: Strategy, planning, creative direction and implementation

of digital branding, e-commerce website development and email

marketing.

TESTIMONIAL.

It was an absolute pleasure to work with Yoshi. His ideas are

innovative and forward thinking. He handled the branding of my

entire website, communicated with the staffs, and provided them with

all of the details so that the website came together effortlessly! I onlyhad to do what I do best, which is to create the jewelry.

Ann Lambrecht Jewelry


9/13

BACKGROUND/PROBLEM.

Blackjove is a Minneapolis-based fashion consulting

service. In launching their new business, Blackjove

approached me to create their new website.

APPROACH. Considering that the business was a blank and

clean canvas, much time was devoted to the initial

assessment and understanding of their company

mission and vision.

Competitor and market analysis clarified their USP,

competitive advantage, and key target audience.

Based on the above insights, a design concept that

best boasts their brand and key competancies was

ideated, articulated, and implemented.

RESULTS.

The website functions as a key channel of press update,

inquiry and lead generation, contributing to increasing

awareness of their fast growing business.

Client: Blackjove

URL: http://blackjove.com/

Services: Planning and website development.

TESTIMONIAL.

I have worked with Yoshi on multiple projects, and he

is always thinking ten steps ahead. He is motivated, hard

working, and very communicative. Yoshi has successfully

created clean and concise websites for me that are not only

visually appealing but easy to understand and update on

the back end. I will happily contact him for any digital and

strategy needs in the future!

Blackjove


10/13


11/13

Foursquare is one of the worlds most popular location-

based social networking website for mobile devices.

BACKGROUND/PROBLEM.

At the time, Foursquare was rapidly expanding to the

Japanese market on all platforms. However, the translationand localization efforts were yet in its earlier stages.

I reached out to the Foursquare team to see if they were

in need for any localization and translation help. They

quickly replied and assigned me as one of their few Trusted

Reviewers.

APPROACH.

I quickly made myself familiar to all aspects and

platforms of the Foursquare apps.

Based on my knowledge of the Japanese language,and experience in UI/UX design, I led a key role in QA

of Japanese localization for all Foursquare platforms.

The American Foursquare experience was seamlessly

delivered to the Japanese users.

RESULTS.

Foursquare continues to expand their presence in the

Japanese market as one of the leading location-based SNS.

Client: Foursquare

URL: http://foursquare.com, http://ja.foursquare.com

Services: Japanese localization of Foursquare apps on

multiple platforms.

Foursquare


12/13

Seesmic was a San Francisco bases tech start-up and a

suite to simultaneously manage multiple social network

accounts.

BACKGROUND/PROBLEM

Seeing much upward potential in their product and theirJapanese localization efforts, I reached out to the Seesmic

team to see if there was any need for help. They quickly got

me on board with their localization projects on multiple

platforms including the web, desktop, iPhone and Android

versions of Seesmic.

APPROACH.

As one of two main localization staffs, I transformed the

experience of using Seesmic to the Japanese audiences

through translation and UI/UX testing.

RESULTS.

Seesmic reached more than 1 million users worldwide by

March 2010, and was later acquired by HootSuite in 2012.

Client: SeesmicServices: Japanese localization of software in multiple

platforms.

Seesmic


13/13

NewsCred, a New York based online media startup, is one

of the worlds leading content marketing and syndication

platforms.

BACKGROUND/PROBLEM.

In expanding their business to the Asian market, NewsCredwas in need to translate their business card into the

Japanese language.

APPROACH.

localization and translation services for one of the most

important business tools: Business cards.

Through strategic typographic choices and end-user

testing, I modified their American business cards to better

integrate with Japanese business customs while preservingtheir core brand identity.

RESULTS.

Their new business cards contributed to the bridging of

international business relationships between New York and

Tokyo.

Client: NewsCred

URL: http://newscred.com/

Services: Japanese localization and translation.

NewsCred

Yoshikazu Suzuki-Lambrecht Portfolio

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