BookRenter’s Voice & Online Communications

Recently, Minty Fresh was brought in to help textbook rental pioneer BookRenter.com explore and develop an official brand voice that they could all write to so that their messaging could be more consistent. Also, they wanted the way that they sounded to be more reflective of who they were as a company. These are fun … Continue reading

The Power of a Public Manifesto

This project began as part of a re-branding effort for the dynamic athletic training brand, TRX. The question: what do we actually stand for? The short answer was that they stand for movement and the relentless pursuit of your goals. The products and training modalities that TRX sells are all about moving your body in … Continue reading

Newspaper Campaign: Yahoo! Hot Jobs

Brand Video: TRX “Who We Are”

TRX is a dynamic functional training company started by a former Navy SEAL Squadron Commander Randy Hetrick. While he was in the field fooling around with some parachute webbing and rubber boat tools in an effort to figure out how keep his body fit, he stumbled on what has now become one of the premier … Continue reading

Bringing Brands To Life With Content

Many businesses, designers, and marketers often take a, “type goes here,” approach to their communications. And when they’re done with a piece, it certainly does look and sound done. Sometimes it’s even flawless. But the question is, “Does it work as well as it should?” Nope. Most of the time they’ve grossly under-resourced, bumbled or … Continue reading

TV.com: Get More Into The Shows You’re Into

This spot was originally created to run all over Times Square in NYC. Obviously, it needed to be visually arresting to catch the attention of tourists walking around in one of the most visually stimulating places on earth. So I came up with this idea of a woman physically getting into a television. I even … Continue reading

Chow.com: A Different Take On Food

Chow.com is an online food and lifestyle site that thinks of itself as the Rolling Stone Magazine of its genre. They do profiles on the marriage of bacon and chocolate, they have cheeky shows with names like “You’re doing it all wrong” and offer provocative how-to’s like how to make sexy drinks for Valentine’s Day. … Continue reading