Honoring Traditions with Modern Style: Pawar Inc. uses Alchemy for Logo

1 04 2011
The logo and tagline...

The logo and tagline...

Sometimes Steve has the opportunity to create something really beautiful, and after so many years creating logos for luxury real estate developments, I think it’s kind of a treat for him to do something so diametrically opposite.  In this case, he created a logo for someone we respect and admire, who started her own very niche business.

Amen Pawar-LaRosa is an extraordinary special event planner, and she is now on her own specializing in traditional Indian wedding ceremonies with a contemporary twist — the tagline we developed together is, “Honoring Traditions with Modern Style.” As she describes it on her website, “Our passion is to plan flawless events that reflect the traditions of the families coming together and the present-day trends that echo the style and taste of the bride and groom.”

What she needed was a logo that utilized the traditional color palette familiar to Indian wedding ceremonies, spoke to the aesthetics of wedding planning, and our expectations of what visual elements are associated with marriage ceremonies. One of the most common and iconic symbols of the joining of two people are flowers. In addition, we needed a very stylized way to present her business name, as well as create a mark that would be both memorable and beautiful.

The logo mark...

The logo mark...

The stylized rose that is the center focal point of the logo is rendered in shades of honeysuckle, pink, and fuchsia that are eye-catching and achingly, delicately gorgeous. The feedback from women AND men has been that the colors are “just so beautiful.”

Blooming from the center of the flower is Amen’s logo mark, a “marriage” of the first two letters of “Pawar Inc.”  It was important to give her a mark that could stand on its own for various applications when the full logo, business name, and tagline were not necessary.

I think what Steve created perfectly reflects not only what Pawar Inc. is, but reflects Amen’s personality as well. It is simply lovey to watch her bloom, and we wish her the greatest of success.

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Redfining Glamour: The LadyLash Studios Website Debuts

17 02 2011
The LadyLash.com home page, with slideshow of their work.

The LadyLash.com home page, with slideshow of their work.

Sometimes a project comes along and the client says, “I trust you; be creative as possible; capture our persona.”

These are the projects that allow us to expand the boundaries, show a client in the best light possible, capture the essence of who/what they are, and then take it to the a whole new level.

Mikaela and Georgio Fernandez, of LadyLash Studios, are that client. They trusted us implicitly to interpret who and what they are.

They had no website, and were doing all their online promotion through Facebook and Twitter — in fact, they’re a fascinating case of how best to utilize the tools of social marketing.

But without a website, all those TV appearances, the marketing, the video shoots, and the PR left those interested in buying Georgio’s pro makeup line, Mikaela’s Luster Lash ™ eyelash growth product, hiring them for editorial makeup assignments, or making an appointment for lash extensions, brows, or makeup, looking up phone numbers, sending email, Tweeting, or posting to their Facebook wall.

"The Style" section of the Ladylash.com website.

"The Style" section of the Ladylash.com website.

Today, what they have is a fully functioning e-commerce website that contains all the biographical info, the locations and services offered at their two studios, a news feed comprised of Facebook and Twitter posts,  a video library that includes segments from The Today Show, The CBS Early Show, FOX-TV, local TV, and behind-the-scenes videos of photo shoots with Marissa Hopson, Pantene’s first reality hair star; LadyLash’s first Super Woman, Elisabetta Fantone; their anniversary bash; a shoot for Luster Lash; fashion events at The Ritz-Carlton Palm Beach; and many others.

The e-commerce aspect of the site was of the utmost importance — when you go on The Today Show and talk about your makeup or your lash-growth product, and then no one can find it online, instead having to call your local Delray Beach studio, you’re not maximizing all of your PR and Marketing efforts, and losing potential clients with every appearance and article.

"The Line" section of the LadyLash website.

"The Line" section of the LadyLash website.

Today, LadyLash Studios has a website that is so organically “THEM” that you’d think they designed it themselves, and for us, that is the highest compliment.

Steve created the overall design of the site and every page layout, fashioning high-style slide shows from their work and promoting the services of Mikaela and Georgio, the studio locations, and the professional-quality makeup products “LadyLash by Georgio Fernandez.”

Yes,  I did all the writing, and the site was programmed by Matt Kakuk and LocalManagement.us.

This was a hugely collaborative effort, in that our number-one priority was to be sure that even if you haven’t been to LadyLash Studios, you feel like you’ve been there,  that you’ve met this magnetic husband-and-wife team, that their makeup line is going to be top-shelf, and that they are truly dedicated to changing the face of beauty, one woman at a time.

A product page from "The Line" section of the LadyLash.com website.

A product page from "The Line" section of the LadyLash.com website.





Alchemy’s Transformation of Luka Mineral Cosmetics is Complete!

6 08 2010
Luka Mineral Cosmetics' new brand imprint

Luka Mineral Cosmetics' new brand imprint

Alchemy Communications Group started working with Luka Mineral Cosmetics earlier this year to create a new brand identity, which includes packaging,  labeling, product names, and other facets of  Katherine MacDonald’s professional makeup line, which she developed over three years until she found the right combination of mineral-based cosmetics with the textures and coverage needed for a makeup artist’s line, and also specifically formulated for post-treatment and post-operative skin.

Once the team decided on a logo, it was time for Alchemy to photograph all these new packages and create an e-commerce website that clearly conveyed Luka’s brand identity, and offered Katherine’s  dozens of products for sale to her regular seasonal clients here in the Palm Beaches who want to stock up back at home, plus new customers who will be finding the site through targeting marketing and social media campaigns.

Reflecting Katherine’s playful personality and love of color, the line eschews the usual pro-line matte black packaging for brushed aluminum and a magenta logo. This logo will carry throughout all of Luka’s identity, from media kits, wholesale packages, business cards, stationary, collateral materials and, of course, the website. The website opens with a Java advertising campaign, optimized so it can be seen on PDAs and Smartphones, and not just the web. 

Luka's new e-commerce website

Luka's new e-commerce website

In the upcoming weeks, we will be coordinating a still photo and video shoot of Katherine, with how-to segments and other clips that will be added to the website, and be used as further social media campaigning.

Another view of the Luka website and the Java ad campaign on the home page.
Another view of the Luka website and the Java ad campaign on the home page.

In the fall, Alchemy and Luka will begin ramping up for a PR campaign that will target beauty bloggers, as well as the traditional glossy fashion magazines. There will also be a debut of a special treatment line, known as Luka Rx.





Efficient, Yes; Effective, Not So Much

19 03 2010
Stuck with Blinds

Stuck with Blinds

Today’s Bad Pitch Blog outs a publicist for Blinds Chalet, who has sent 6 pitches to BPB’s author, in spite of being asked not to, since he writes about public relations, marketing, social media, media relations and the various circles with which they overlap. So, why blinds, and why not stop already??

To quote: “And when people take the spray and pray approach to pitching? We actually see some get pissed at US for replying because we’re so off topic. Why would WE bother THEM? Yeah, it’s a fine line between chutzpah and stupidity…

“The pitch proves a point we’ve made all along. Most of the bad pitches are not really bad. The people sending them are just ultimately lazy. Even if Chris is in love with his automatronic spam bot, you’d think he’d be tracking replies.

“If you’re comfortable using e-mail marketing software for public relations efforts, you should be comfortable with being categorized as SPAM, people. And you should not be surprised when off-target media/bloggers/random jerks in your database reply to your emails, and you should always be comfortable with reading replies to email.”

 And taking them off your list already. Thanks for speaking up, Bad Pitch guys.





Another Reason They Call Them ‘Flaks’

8 03 2010
Hitler as depicted by The Bad Pitch Blog

Hitler as depicted by The Bad Pitch Blog

The Bad Pitch Blog’s headline for this one really says it all: “The Bad Hitler Pitch (as if there was a good one).”  Yes, some PR professional in the UK actually pitched a book with this amazingly dense come-on: “What do Andrea Bocelli, Mikhail Baryshnikov, Adolf Hitler and Svengali have in common? At first glance a blind Italian tenor, a Russian ballet dancer, a German dictator, and a fictional hypnotist seem to have little in common, but what they all share is an ability to transcend the ordinary and put their audiences in a trance.”

How offensive is THAT to anyone who lost a family member during the Holocaust, or worse, someone who SURVIVED the Holocaust? As the reporter who received this missive wrote back to the publicist, “Using Hitler in a pitch is the equivalent of tossing a live hand grenade into a crowded room, and that rarely is there an acceptable reason to do so.”

I have to concur on multiple levels that the absolute awfulness and blithe ignorance of this publicist is breathtaking, yet his/her CEO actually tried to defend their position and use of this analogous quartet: “Although considered an unskilled orator, there was something in his cadence and speaking demeanor, some experts believe, that caused this. Hitler most certainly ‘transcend the ordinary.’ Is it ‘ordinary’ to slaughter 6 million people?”

After wiping the latte off my keyboard at the snort of disbelief this breathtaking exaample of bad taste provoked, I was pleased to see the intrepid reporter reply to him thusly: “Really? If by ‘the unexpected ways trances affect our everyday lives,’ you mean, ‘killed off most of my family through mob violence and systematic murder in concentration camps,’ then yeah, wow, that ‘trance’ totally affected some everyday lives.”

Great way to further the reputation of publicists, huh? “Flak” fits this one like a tailored brown shirt.








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