Meet Natalie Bonelli: Our Branding Maven Behind Your Favorite Brands
Objective:
Prior to joining Moxi, our branding maven Natalie Bonelli was busy at work crafting brilliant campaigns and taglines for Canadian Based Ever Bamboo. Upon being hired to oversee a rebranding effort, Natalie got to work.
Strategy:
She created a story board centered around the passion and purpose of the company and it all started with a powerful call to action tagline "Rethink The Stink." From there, the focus was on the 'why' and the mission of Ever Bamboo and helping consumers understand that they have a choice when it comes to life's stinky stuff focusing on the Three R's: Rethink, Reuse, Recycle after ’stuff’. By focusing on the Three R’s - Ever Bamboo was able to drive home its call for sustainability.
Results:
A 2.3% sales spike and after the rebrand - a coveted spot on Dragon's Den after 3 failed attempts. The campaign was a call to action and awareness and turned Ever Bamboo into a household hero.
Natalie Bonelli's creative genius shone through in her work for L'Oréal. Prior to joining Moxi, she was tasked with penning the tagline for Pureology Refresh and Go Dry Shampoo, a superstar of an 8-product launch for the brand's clean line. The tagline she crafted, "Your In-Between Clean," is now used globally in print, retail displays, marketing, and sales.
Additionally, Natalie was hired to write 8 witty taglines for the "Mirror Cling" campaign, launched to market 8 new products for the Pureology Style and Protect Collection. The assignment required her to write these one-liners from the perspective of the product speaking to the client, convincing them in a funny, witty, and charming way why they needed each product in the line.
These taglines not only described the purpose of each product but also emphasized why its use was imperative to the client. Natalie's ability to create memorable and engaging copy that was both funny and cheeky is evident in her work.
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