— ROLE
Copywriter/Brand Strategist
— TYPE
Brand Strategy, Messaging, Concepting
— TEA M
ADs: Caroline Cummins/Josue Olivas
CD: Alli McFadden
The world’s best beekeepers had a brand that, frankly, didn’t sting. (Sorry, had to). But beneath the surface, these aren't just honey-makers—they’re scientists and world-savers playing a high-stakes game of global survival.
We ditched the sleepy, pastoral aesthetic to build a brand that actually reflects their craft.
Also, I learned a lot about bees. It’s straight Game of Thrones up in there.
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
Research, a discovery call, then even more research. I know that’s how most projects begin, but a niche industry like this demands it. Totally worth it, though. Once I got to writing, I quickly found some ownable territory for OHB. The client quickly noticed that fact when I presented the deck, calling it “poetry.” It’s no Dylan Thomas but …
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
/background(fff)/1100x618.jpeg?auto=webp)
Next stage: defining personas and concepting—working closely with my AD to create a Big Idea that captures the messaging. Knowing OHB is avid about their process, I started with voices that, compared to the competition, sounded anything but sweet, knowing they would stand out instantly. For variety, I also went a softer, lifestyle-esque route. The winner: True to the Hive.
/background(fff)/1100x711.jpeg?auto=webp)
/background(fff)/1100x711.jpeg?auto=webp)
/background(fff)/1100x711.jpeg?auto=webp)
/background(fff)/1100x711.jpeg?auto=webp)
/background(fff)/1100x711.jpeg?auto=webp)
/background(fff)/1100x711.jpeg?auto=webp)
/background(fff)/1100x711.jpeg?auto=webp)
/background(fff)/1100x711.jpeg?auto=webp)
/background(fff)/1100x711.jpeg?auto=webp)
/background(fff)/1100x711.jpeg?auto=webp)
For the final touches, the team fine-tuned mood boards and typefaces, including original names for the brand colors.