Laura Cioffi Strategic Portfolio

LAURA CIOFFIAccount Planner / Creative Strategist

CIOFFI : chaw - fee (pron.)It’s like “coffee” with a “cha”

ContentsWhere I’ve Been

Who I am

Case Studies

UNICEF

A&W

Lyft

The Orange Chef

Industrial Design

Resume/Contact

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“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.”

– Albert Einstein

Laura Cioffi // [email protected] 5

Basically... I’ve worked for Santa.I pitched toy ideas to clients at a toy invention company called Big Monster Toys. I have also worked on the corporate side of toy design at TOMY International.

My job was to think of toys that children haven’t even wished for yet.

I pitched toy ideas to Hasbro, Mattel, and Disney.

Where I’ve Been

“Where’s your will to be weird?” – Jim Morrison


I love to travel and have been fortunate enough to be able to visit Italy, Paris, Switzerland, Malta, Australia & New Zealand. I am always eager to plan another trip.

I made it to the front page of Reddit with this drawing and sold prints to other Redditors.

I “slept” on the street in NYC for over 24 hours in order to get standby tickets for Saturday Night Live.

I love French Bulldogs and will own one someday.

I have taken classes at the Second City and hope to take more. I enjoy improvising as a creative outlet that relies on nothing but my own ingenuity.

I collect records and shot glasses.

Everyone has quirks and insights unique to themselves. Here are some things about me:

Who I Am

“Curiosity about life in all of its aspects, I think, is still the secret of great creative people.”

– Leo Burnett

These are 4 case studies completed while at the Miami at School in San Francisco. The Orange Chef and UNICEF were pitched to real clients. I have included one industrial design project to further illustrate my thought process and ability to find insights.

Case Studies

10 Laura Cioffi // [email protected]

UNICEFOBJECTIVEPromote #ChildrenofSyria to educate Millenials about what is going on in Syria.

BACKGROUNDA civil war has been going on in Syria since 2011. Over two million people are in refugee camps in other countries. UNICEF reports that around half of these refugees are children. UNICEF is providing clean water, food, shelter, education, and medicine to the refugees.

TARGET“Passive Philanthropist”: 18-35 yo. Men and Women. Worldwide Demographic.

PROBLEMPeople are unwilling to believe they can help the lives of one million children.

INSIGHTOne million is a number that is incomprehensible.

STRATEGYCreate a low-barrier way for the “Passive Philanthropist” to support the children of Syria by showing them the true scale of one million.

IDEAOne million “Selfies for Syria.”

Successfully pitched account for possible launch early 2014.


CREATIVE

Digital MicrositeSnapchat

Event Marathon

The snapchat is a 10 second video featuring 100 selfies and would say, “it’d take 10,000 of these snaps to see every child refugee of Syria” in order to demonstrate the scale of this issue.

One million selfies printed at 2.25” lined up would run the course of 26.2 miles.


A&W Root BeerOBJECTIVEGrow the root beer category to double the market share of A&W in 3 years in the soft drink category.

BACKGROUNDA&W was founded in 1919, and is the leading brand of Root Beer in the world. It is currently mostly purchased by older adults who give it to their children. Soft drink sales are decreasing due to healthy eating trends. Now, they are being consumed as a treat.

TARGET“Prideful Youths” Men and Women, 20-28 yo.

PROBLEMRoot Beer and the A&W brand are losing significance amongst Americans in a declining category.

INSIGHT‘Prideful Youths’ are nostalgic of “the good ol’ days.”

IDEARevive a memory with every sip.


CREATIVE

RedesignLogo & Can

Traditional Print

The user can tear out the ad and create the nostalgic item with step by step instructions on the back side.

Old

New

Old

New


LyftOBJECTIVEDrive awareness of the unique experience with Lyft.

BACKGROUNDFounded in 2012, Lyft has striven to create a more social and fun experience for drivers and passengers in order to develop a sense of community among its rideshare service.

TARGETYoung Explorers: 18-25 yo, men and women, urban living.

PROBLEMPeople are hesitant to drive with a stranger and do not view it as an exciting opportunity.

INSIGHT‘Young Explorers’ are used to constant entertainment.

“Getting ready to go out is exciting, but the way there is a downer.”

IDEALyft makes life an ongoing adventure.


CREATIVE

Out of HomeBus Terminal

ExperiencialLyft Bus

The Lyft bus would be in high traffic areas to take people to popular events happening in each city. Each passenger gets a card encouraging them to follow Lyft on Twitter.


The Orange ChefOBJECTIVEIncrease product education and awareness of PrepPad and the Counter Top App with digital media.

BACKGROUNDSelf proclaimed as a “smart cooking company,” The Orange Chef seeks to develop the kitchen as a place of confidence and discovery by providing consumers with innovative kitchenware. They are launching their first smart product and app, Prep Pad + the Counter Top App.

TARGET“The Cool Mom”: 40s, stay at home mom of young kids. “The Amateur Cook”: 25-35 yo, educated and early adopter.“The Nutrition Nut”: 25-35 yo, highly educated, health conscious.

PROBLEMThere is a negative association with food tracking.

INSIGHTIt is overwhelming to consistently make good choices in the kitchen.

IDEAPrepPad is your empowerment in the kitchen.

With PrepPad, consumers will easily have the information they need to make the right choices for a better lifestyle.


CREATIVE

Digital - WebBanner AdsInteractive Microsite

Total Calories

0

Boost your meal IQ with our interactivel Prep Pad experience. Choose from a variety of ingredients to see how diffferent foods work together. Create balanced meals, expand your flavor profile, and empower yourrself in the kitchen with more meal options.

Become a Full Scale Kitchen Master

Drag... Drop!

Fruits Veggies Grains Dairy Meat/Fish Treats Barcode

Total Calories

110

Carbs30g | 97%

Protein1g | 3%

Complete Meal

Fruits Veggies Grains Dairy Meat/Fish Treats Barcode

Complete Meal

Play

The microsite would feature a demonstration of the Prep Pad and Coutnertop App in use so that users understand how it works and how beneficial the real-time information is.

“The design is done when the problem goes away.”

– Jason Fried

This is a project completed while studying Industrial Design at the University of Illinois. It demonstrates my ability to find and solve problems, discover insights, and think strategically.

To view the full study and more industrial design projects, visit laura-cioffi.com.

Industrial Design Case Study


International Housewares AssociationOBJECTIVEDesign an innovative housewares product that combines function and flair.

BACKGROUNDEach fall the International Housewares Association holds a design competition for students around the world. Entries include a detailed process book from the research phase all the way through final modeling and solution explanation.

TARGET“The Amateur Cook”: 25-35yo, less experienced cooks who are still learning and use recipes with specific ingredient amounts.

PROBLEMPeople lack the confidence to cook in the kitchen when things are troublesome and messy.

INSIGHT‘Amateur Cooks’ love products that make cooking simpler.

IDEAA cutting board with a removable measuring flute.

Award Winner


CREATIVE

Cutting Board“Beck”

LAURACIOFFI

[email protected] | (630) 240–9012 Laura-Cioffi.com1436 Frenchmans Bend Drive Naperville, IL 60564

WHERE I’VE STUDIED

WHAT I CAN DO

WHERE I’VE WORKEDMiami Ad School, San FranciscoAccount Planning Bootcamp, October – December 2013

The University of Illinois at Urbana–ChampaignBFA in Industrial Design, May 2013

Accademia Italiana della Moda, Florence, Italy Industrial Design Intensive Program, Summer 2011

InternalProblem AnalysisInnovative Problem SolvingQualitative + Quantitative ResearchProject ManagementInsight Driven StrategyStorytellingBrainstormingCreative DirectionPublic Speaking

ExternalMicrosoft OfficeKeynoteAdobe InDesignAdobe IllustratorAdobe Photoshop

TOMY International, Oakbrook, ILConsumer Support Intern, May 2013 – Aug 2013• Produced toy demonstrations and instructions to advertise products on

distributor’s websites. • Analyzed products for manufacturing flaws and designed solutions.• Created documents and diagrams of products for manufacturing.• Actively participated in group brainstorms for new toy concept ideas.

Big Monster Toys, Chicago, ILIndustrial Design Intern, May 2012 – Aug 2012• Conceptualized toy designs to meet clients’ specifications.• Created working prototypes of ideas for presentations and demonstrations.• Presented final product to clients.

Young Life, Naperville & Wheaton, ILFreelance Branding Designer, Mar 2009 – Present• Designed yearly flyers and promotional materials. • Created silk screen t-shirt designs to promote the weekly “clubs” and yearly

summer camp.

School of Art + Design, Champaign, ILLab Assistant, Jan 2011 – May 2013• Instruct students in proper of use machinery, photography and computer

equipment. • Oversee computer lab and solve software and hardware issues.

WHERE I’VE BELONGED WHAT I’VE WON

WHAT I LOVE

Industrial Design Society of AmericaUIUC Chapter Vice President, Mar 2012 – May 2013• Organize professional events for students. • Give direction to public relations officers. • Promote events and design event posters. Promotions Coordinator, Sept 2011 – Mar 2012• Design flyers to advertise and promote upcoming events. • Update calendar with event information. • Advertise events using social media.

American Advertising FederationArt Director, Oct 2012 – May 2013• Create print advertisements, logos, and promotional material for local businesses. • Effectively brainstorm with a team about creative executions.

Young LifeTeam Leader, Sept 2010 – May 2012• Organized outreach work, planned events with high school students, while

managing a team of 12 college leaders.

Leader, Sept 2008 – Sept 2010• Organized and ran events for high schoolers. Mentored 10 students.

Habitat for HumanityVolunteer, Mar 2009 and 2010• Renovated homes in Charleston, SC and New Orleans, LA during Spring

Break week.

Winner, Most CreativeWinner, Best Design ProcessIDSA St. Louis Fusion Design Competition, Sept 2012

Honorable MentionInternational Housewares Association Design Competition,Jan 2012

Highest AwardDiscarded to Precious Design Competition sponsored by IDEO and UIUC’s College of Engineering’s Technology Entrepreneur Center, Apr 2011

French BulldogsSettlers of CatanIPAsHomemade Salsa30 RockImprov ComedyRedditSecret SantaMountainsRecordsLive MusicTraveling

CIOFFI : chaw - fee (pron.)It’s like “coffee” with a “cha”

laura-cioffi.com

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Laura Cioffi Strategic Portfolio