content creation

Dot x Ott

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Services

Brand Design

Marketing

Packaging

Seasonal Provisions + Modern Mercantile

Dot x Ott is a new modern mercantile + purveyor of fresh provisions in Downtown Bakersfield, opening spring 2019. Taking up residency in a vintage brick building, Dot x Ott will serve our Eastchester + Downtown neighbors and will be the first business of its kind in the 18th Street corridor.

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Situation + Strategy

Dot x Ott reached out to Purveyor House when they began the process of opening their shop. With a little less than a year til the doors would open, we hit the ground running as part of the creative team. Purveyor House led branding + marketing in collaboration with interior designer + creative visionary Jeran McConnel of Oleander + Palm.

Dot x Ott is important to Bakersfield because it’s located in a new center of interest downtown—the newly dubbed Eastchester. Across from Cafe Smitten + 17th Place Townhomes, Dot x Ott will fill a huge need for a fresh grocery + eatery in this well-walked area. We used our connections to bring a sense of camaraderie + community, from focus groups with17th Place Townhomes residents to a seamless integration into Second Saturday.

Plan + Implementation

Brand Discovery + Strategy

Our first order of business was to define the direction define the direction of this brand, vision + aesthetic. We took a discovery trip to Los Angeles, Napa Valley + San Francisco to understand the mindset, vision + intention our clients wanted to bring to life at Dot x Ott. During this trip, we gathered inspiration from packaging samples, product offering lists, logo design, spacial flow + overall creative direction that would set the tone for this new brand.

Brand Identity + Design

The owners brought the name Dot and Ott to the table as a nod to their childhood + we loved the nostalgia and ownability of the name from the get-go.  

We decided to use an “x” instead of “+” or “and” to bring a modern touch. The x would become part of the brand’s logo + creative suite. There will be branded items for sale at Dot x Ott when it opens, so we wanted to make the x synonymous with Dot x Ott. Piggybacking on this, our pre-launch marketing campaign was brought to life using a hashtag phrase “#xmarksthedot” + painting the perfect “insta-wall” on the side of the building.

Marketing

To help Dot x Ott reach opening goals, we created a custom marketing and brand development plan based on their brand strategy. This marketing plan took stock of their current position and laid out the specific strategies, guardrails + activities to help them in their success. We launched their website + social media platforms, and we continue to manage the content as they ramp up for opening to ensure everyone knows what is going on behind the scenes.

One of our first marketing pushes was a holiday gift box for Dot x Ott’s first showing at Bakersfield Second Saturday. We produced custom graphics using photography by Oleander + Palm to spread the word, ordering and quickly selling out of over 300 boxes.

As Dot x Ott opened, we helped share their story in a way to spark interest + bring people in to see what they’re all about. We put together a private preview for select members of the community to get a first glimpse before the soft open. From there, we’ve helped build their presence through a customized social media presence that helps invite conversation. We want our guests to feel welcomed even online.

Packaging

For the holiday box, we designed custom packaging that will be a yearly holiday “black label” aesthetic for Dot x Ott moving forward. This process informed the packaging we crafted to hold precious inventory for sale. Come opening, we will have designed custom to-go packaging, private label inventory, branded inventory, tissue paper, tape + stickers.

For opening, we spent time to carefully craft items for maximum branding exposure. From the to-go cups, to the mugs to sip coffee while in store, the brand was there. Stickers featuring the badge are used to seal bread + to-go boxes.

Our favorite part of the branding exercise for packaging was the system created for their raw good private labels. We created a system to help frequent buyers find the item they desire + in a way that is scalable for Dot x Ott.

Signage

For the building’s exterior, we crafted custom signage and had parts repainted + refreshed to bring some modern elements. Pairing black paint with overhead signs + window decals displays different elements of the branding suite while still leaving a bit of mystery as Dot x Ott plans to open in a few short months [with much more to be revealed]!

Results + Transformation

Dot x Ott is now open to high remarks! What was once just a name + a building now has a brand built on strategy, a unique aesthetic + a community minded point of view.

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Dot x Ott

93018th Street, Bakersfield Ca 93301

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Redhouse Beef

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Services

Brand Development

Creative Direction

Website Design

Marketing

Ranch to Table Provisions

Redhouse is a Central California ranch specializing in 100% grass-fed + grass-finished beef. As one of the only direct-to-consumer grass-fed operations here in Bakersfield, Redhouse Beef aims to keep their wholistic mindset at the center of what they do while educating + serving the community.

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Situation + Strategy

President Debbie Wise reached out to Purveyor House to help bring their new beef line to life. She and the Redhouse team had the product, a logo + a really great aesthetic in mind.

From the get-go, Redhouse Beef wanted to ensure their brand reflected an upscale, bespoke + thoughtful tone in every aspect the consumer would see. They practice a wholistic process with their herd in every life stage, and it was crucial that the brand, messaging, graphics + strategy communicate that in a respectful and elegant way.

Plan + Implementation

Brand Discovery + Strategy

Our first order of business was to define the direction this brand, vision + aesthetic based on what Debbie wanted to see. We started with mood boards, showcasing the imagery we would need to capture, graphics we would need to create and how we’d bring their stand-alone logo to life.

Since we began working with Redhouse, we have built out a two-year brand development plan that coincides with their business goals, revenue models and commitment to building brand recognition + devotion.

Brand Messaging

The first step in our work with Redhouse was to sit down and sort through all the messages and pieces of their process that they wanted to communicate. From there, we built a framework to share the Redhouse story in a way that felt comfortable to them. Starting off with this messaging component has been integral to website setup, marketing and even knowing if a new opportunity is in line with their broader brand vision.

Brand Identity + Design

Redhouse had worked on a logo design prior to us coming on board. We helped round it out by solidifying a color palette, choosing complementary fonts + meeting photography needs. From the get-go, Redhouse wanted to invest a lot of effort in capturing their process, product + people in authentic photography. Stock photos just wouldn’t do!

Over the course of working together, we’ve extended this identity into promotional marketing assets, social media posts, informational graphics, packaging + their website.

Website

Redhouse serves their customers primarily through their website. Developing their brand through clear messaging has been a great way to tell their story, capture interest and drive sales through their shop. We utilized SquareSpace to integrate with their Ecwid + Clover point of sales systems for a seamless user experience.

Their website + online shop features photography captured by handpicked local photographers like Oleander + Palm, Lex & Ev, Jonah + Lindsay Photography and Suyen Torres.

Marketing

We have worked with Redhouse to streamline their marketing efforts and ensure they are on-brand + promoting items in a timely way. Each week, we coordinate, design + share unique promotions to drive traffic to their physical location + website.

We built their social media presence on Instagram from less than 300 to now over 2,300 and growing daily. We share newsletters using Mailchimp every week and strive to build a community around ethical processes, shopping local + making healthy food choices.

Working with you on the Redhouse project has been awesome. You are truly talented, and it’s been such a joy for me to watch you bring our brand to life. You listen, and your ideas are on point with our vision. Thank you for all your hard work and creativity, and thank you for being dedicated to our town!
— Debbie Wise, President, Redhouse Beef

Photography

The time devoted to grow, harvest, package + share a product like Redhouse Beef deserves imagery that is upscale and beautiful. In partnership with Oleander + Palm, Lex & Ev, Jonah + Lindsay Photography and Suyen Torres, we facilitated upwards of 6 photoshoots and occasions to capture lifestyle + product imagery to tell the story of Redhouse in a truly authentic way. The photography captured can be seen on Redhouse’s website, social media accounts, marketing materials, collateral + packaging. We leverage these images in designing all of the materials needed to build this brand in a cohesive way.

Results + Transformation

It is an honor to work with Redhouse Beef as their brand grows. From the time we were brought on board with Redhouse, we’ve been able to articulate, apply + share their vision.

We love working with Redhouse Beef and the creative freedom they afford us—from laying out inspirational instagram grids to providing creative direction on photoshoots to writing website copy to joining them for 2019 business planning with the broad team.

We are proactive partners with Redhouse, developing their ideas and providing constant consultation + collaboration to ensure their brand is going in the right direction.

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Redhouse Beef

9649 Enos Lane • Bakersfield, CA 93314

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17th Place Townhomes

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Services

Brand Development

Marketing

Content Creation

Modern Downtown Bakersfield Living

17th Place Townhomes is a modern 44-unit development in Downtown Bakersfield. When the plans were announced, many people were skeptical given 17th Place’s misunderstood downtown location + price. Sage Equities, the property’s developers + managers, reached out to us to craft a marketing campaign that would pique interest, generate leads + create community and long-standing engagement, helping them lease out units as quickly as possible. 

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Situation + Strategy

Sage Equities, developers and managers of the townhomes, needed to get the word out and drive leases as quickly as possible. They looked to us to define their target markets and build photo + video content that spoke directly to them. Our plan also included building an online community to share a positive message about Downtown Bakersfield while promoting the townhomes.

In our target market work, we defined 4 sets of individuals that the townhomes would be perfect for. We chose the one that indexed highest, crafting a campaign geared toward the thirty-something crowd—they are well educated, have great jobs + have lived in other urban environments before coming to Bakersfield.

Our goal is to give our clients a fresh perspective and do the unexpected. We could have built a campaign that was realty-driven, simple and straightforward, but we knew that wouldn’t do this client + the product justice. We were inspired by campaigns in other industries + how they focused on ideal lifestyle goals, story telling + Pinterest-worthy styling—all things that our target market would be attracted to.

PUSH PLAY >> A Day In The Life | Promotional Video | 17th Place Townhomes

Plan + Implementation

Purveyor House provided creative direction + project management, overseeing a grand team of artists for a video promotion shoot that showcased a day in the life of a17th Place resident. During this video shoot, we also captured photography to lay the foundation of the branded campaign across all of their social media channels + website.

In building the 17th Place brand, we set the the tone + messaging to highlight the unique features of the townhomes while sharing the inspiring lifestyle of residents. Our messaging centered around "Modern Downtown Bakersfield Living" and the story of why the developers decided to bring this type of living to Bakersfield, and we focused on building community both within the townhomes and across Downtown as a whole.

Visually, we switched up the brand color to match the signature teal doors. Our goal was to create brand recognition and connection not only online but also as people driver or walk by. 

Results + Transformation

As ongoing partners, we also provide social media management for the townhomes, creating unique content and engaging with their community as it grows. We also produce a feature newsletter that highlights 17th Place residents, their stories and the good work they're doing in our beloved city.

In just six months of working with 17th Place Townhomes, we helped them fill all their open units—a full six months ahead of schedule.  Almost two years after the first resident moved in, 17th Place now has an ongoing waitlist.

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17TH PLACE TOWNHOMES

1001 18th Street, Bakersfield, CA 93301

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It’s a breath of fresh air to work with a marketing professional who understands what we are trying to accomplish and wants to help get us there.
— Austin Smith, Sage Equities & Developer of 17th Place Townhomes
Shannon was a pleasure to work with! She is driven and went above and beyond in providing marketing solutions which far exceeded my high expectations. She has a unique gift to understand high-level strategic marketing all the way down to the details of day-to-day project management, social media engagement and coordination with creatives. I cannot recommend Shannon highly enough!
— Austin Smith, Sage Equities & Developer of 17th Place Townhomes

Be In Bakersfield

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Services

Branding

Web

Program Development

Content Creation

Be In Bakersfield is a grassroots movement + nonprofit that shares the interesting, creative and captivating side of Bakersfield.

As founding members, we helped build a marketing campaign turned movement to rally around the city we call home. From brand identity to creative direction to event planning, Purveyor House’s development of Be In Bakersfield is at the helm of changing the conversation in Bakersfield.

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Situation + Strategy

Bakersfield’s lack of economic diversity + low number of educated professionals make it seem unattractive to the burgeoning creative class. Limited marketing efforts put us at competitive disadvantage when new residents contemplate moving here. When that is paired with a perception of low quality of life by outsiders + a lack of civic pride by residents, the conversation tends to be negative.

Our team used to think that Bakersfield wasn’t where we wanted to be because of its lack of developed creative business opportunities + overall poor perception. We were planning to move to a cool city in a few years because we didn’t see what was right in front of us.

Instead of living in that negative mindset, we chose to start a business in this seemingly “uncreative” town. To our delight, it’s working. There is a tremendous need here for new thoughts, innovative businesses and a positive conversation. It all starts with us residents.  

Back in early 2017, we were brought into talks with folks who believe the same things. It was time to build a platform to share what we knew to be true—Bakersfield is a great place to live, work + enjoy.

Videography by ResCo.

Plan + Implementation

We developed a brand behind the Be In Bakersfield movement, defining the mission, vision + story. Our strategy was to build a marketing campaign to share the experiences we all have—triumph, pushbacks, success, challenges + excitement.

We wanted Be In Bakersfield’s website and social media to be a place of connection + positive conversation, but we also wanted it to be real. It's ok that we have things to work on here in town. That means there are opportunities for growth.

Our plan was simple—create a brand around what we know Bakersfield to be. Be In Bakersfield is a movement that shares the interesting, creative + captivating side of Bakersfield.

Our team has worked tirelessly to capture personal accounts on film and in writing, asking our community to share their vision for the city by filling in the blank: “Be ________ in Bakersfield.” We launched a website, social media presence, events + an ambassador program to connect potential residents to our community.

Results + Transformation

Be In Bakersfield has moved from a marketing campaign to a movement. We see cars with the BKFLD bumper sticker driving around town. We see people posting about their hopes + dreams for their city. Our team is asked to share about this movement to high school students in hopes they come back to town after college or consider staying in town to attend our great university or community college.

One special success we saw was our inaugural event, which happened to be in the middle of summer. The heat didn’t seem to bother many—the event sold out in a few weeks, and over 100 residents joined together to share their Bakersfield stories. It was a time of connection + fun that supercharged the conversation through a thoughtful activity.

We have also leveraged this marketing campaign to partner with financial sponsors in the industries in Bakersfield that benefit from the creative class. These businesses are the ones who hire + retain talented people, and they have a heart for sharing their story. We see this platform as a way to come alongside Bakersfield businesses in their own marketing efforts.

From where we started to where we are today, it’s an inspiring story. We set out to share our perspective + came to find out we weren’t alone. Our community has supported us and, most importantly, shifted the conversation from “we have to be in Bakersfield,” to “we GET to be in Bakersfield.”

We are excited to continue developing this project as we collaborate with even more partners to share this version of Bakersfield. We like to think we’re re-branding this city + think we’re on to something quite big!

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BE IN BAKERSFIELD

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Bakersfield Second Saturday

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Services

Branding

Web

Program Development

Content Creation

Second Saturday brings the community and local businesses together in Downtown Bakersfield.

Second Saturday is a monthly event downtown. We connect with the farmer's markets and businesses open on Saturdays to create a fun, family-friendly experience.

We work with businesses to encourage special discounts, offers or experiences to make Second Saturday an event that is not to be missed.

Every month, we release a new map of downtown the Monday before Second Saturday. The map includes details about all the businesses, farmers markets + events happening so that attendees can plan their route for the day.

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Situation + Strategy

Second Saturday is a community gathering centered around Downtown Bakersfield that launched in October 2017. We partnered with Councilman Andrae Gonzales to revamp the offering, create a brand identity + website and manage all the connection points between organizers + local businesses.  

The main need for this partnership was to find a way to involve businesses, both brick + mortar and vendor-based, by providing an opportunity for them to showcase themselves to the community. 

Bakersfield's growth is contingent on downtown. While there are many places to visit in the area, most people aren't aware of the offerings + events that make Downtown Bakersfield such a great place to spend time. We also need to bring more business downtown. By focusing on the storefronts, we're able to share where they're located and keep them top-of-mind for prospective visitors.

Plan + Implementation

Our first course of action was to craft a strategy that was repeatable monthly, scalable + exciting for the community. We decided to center our offering around a monthly map, released the Monday prior to the event, to gather attention and share details with our community. We invested time to communicate with each business who signed up to create a special offer for attendees of Second Saturday—from a photobooth to 40% off to free accessories.

We designed a website using SquareSpace to communicate our vision, gather email addresses and provide more information for interested businesses. 

We also partnered with Lex & Ev, a duo creative team, to photograph + capture video of our December Second Saturday. We wanted our imagery + video to set us apart from other community events as the top tier of community-oriented marketing + branding. [click here to watch]

Each month, we facilitate sign ups using our website, design custom maps + marketing materials, generate content for our social media channels and advertise so that businesses gain more traffic every Second Saturday.

Results + Transformation

Our community looks forward to this monthly gathering, and it is a great marketing tool for local businesses to leverage. Sign-ups each month exceed our expectations. Our hope is that this event helps foster a positive view of Downtown Bakersfield while boosting the local business economy.

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BAKERSFIELD SECOND SATURDAY

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