Rochester Institute of Technology

Increasing the graduation rate. One student at a time.

We were asked by the Rochester Institute of Technology (RIT) to develop a brand that clearly communicates the benefit of GEAR UP to four key audiences: Students, Parents, Educators and the Community. RIT GEAR UP engages students in their future, providing them with fun and educational opportunities for today, while preparing them for tomorrow. Through once-in-a-lifetime experiences, leadership training, personalized mentoring, tutoring, and college and financial aid planning, we ready the City of Rochester’s class of 2020 students, and their families, for a bright future.


Boulter Industrial Contractors

You only turn 125 years old once, right?

More than a century ago, there was a fast-growing market that needed ice to keep meat and produce fresh throughout the day. As their demand for ice grew, transporting it became a challenge. Thomas W. Boulter found a solution – a way to move the massive ice blocks safely across town each day. Since then, Boulter has been finding ways to move the impossible. They've grown in size and reputation. Added people, technology, services, expertise, and exceptional clients. When you say “impossible” they see “possible.”

This year we created a celebration to tell Boulter’s compelling story at this incredibly significant time in history. We’ll document the company’s transformative impact on the world over the past 125 years by highlighting what makes it distinct and its people successful. It is an ode to the past. A look to the most promising future.

Rochester Regional Health System

We transformed the way a hospital fundraises.

The lifeblood of Rochester General Hospital and its affiliates, fundraising done by the Foundation largely relied on the individual efforts of a small staff and mix-and-match campaign support. A robust, resource-full website became the centerpiece of successful fundraising efforts, surrounded by social media support, collateral, events, direct marketing, and an emotionally, materials-charged, campaign video. 

In support of the brand new RGHF website, and as an integral part of the face-to-face fundraising efforts of the Foundation staff, a series of brochures were developed to use as presentation support pieces, featuring department-specific donation needs and Grateful Patient stories.



Helping protect sensitive data. Wherever it may roam.

The security of your computer or network is only as good as the software that protects it. Since 1983, Brite has provided essential computing infrastructure, IT services and data network security to support the critical business applications and fundamental needs of its customers. They also focus on building relationships and delivering cutting-edge, industry leading products.

We created a new thought leadership website and produce direct mail campaigns that solidify Brite's brand as the leader in the marketplace.

Boy Scouts of America

The values that legacy teaches.

We all have a legacy. It could be musical, athletic, artisan, adventurous, or academic. It could be steeped in bold leadership, humble volunteerism, or confident independence. Regardless, each legacy is unique. From parent to child. Family to family. Generation to generation. We can trace the path of curiosity, ability, accomplishment, and spirit that delineates our legacy’s path. The values that legacy teaches. And the mark that those values make on our lives.

These values are found within every Troop, Pack, Venture Crew and Explorer Post throughout the Seneca Waterways Council of the Boy Scouts of America. Handed down, carefully taught, celebrated, and lived-by. They are the path of our rich Scouting legacy and the foundation for the Scout Law.  The 2014 annual report and poster series featured the stories of five Scout families and how their legacy is making a very real difference in our larger community.

Winner of four Rochester Advertising Federation (RAF) American Advertising Awards (ADDY).
Best in Photography: Photography Series
Gold: Public Service, Annual Report,
Gold: Elements of Advertising, Photography
Public Service, Poster Series

90.5 fm WBER

It's music. It's concerts. 
It's very easy to step up and help.

90.5 fm WBER is a listener and school district supported non-commercial alternative radio station owned and operated by the Board of Cooperative Educational Services. Serving the Rochester and Western New York area since 1985, as a real life training ground for students interested in the television and radio broadcasting arts.

The station has limited funds for marketing and survives on the passion of its listeners to help spread their brand promise of the "Only Station That Matters".


Winner of several Rochester Advertising Federation (RAF) American Advertising Awards (ADDY).

Gold: Indie Poster (Special Recognition for Illustration)
Silver: Ingrid Michaelson Concert Poster
Local Show Poster Project

Worm Power


It's like a party in your plants.

Worm Power engaged Brandtatorship to develop a new web presence. Within the development of the website, the project expanded to repositioning of the Worm Power brand.

We redesigned their logo to convey the result of Worm Power, while providing a sophisticated identity. We’ve also continue to execute category based sell-sheets, event invites/signage, point of purchase promotions, packaging, custom photography, direct mail, self-promotion materials & field signage, manage their social media and hosting the maintenance of the website.


It’s time to put some horsepower behind your paperwork.

DealerDOCX is the Cloud-based document management expert that makes it simple to securely maintain all important documents electronically. Launch materials include collateral, signage, print ads, direct mail and a new website.

Lake Beverage

It was time for the "Bud Guys"
with a perception problem to
get a new brand.

For decades, Lake Beverage has had a logo that catered to the beer giant, Anheuser Busch, and (by the client’s admission) resembled “Laverne & Shirley”. During that time the landscape of the beverage industry evolved significantly. While there is still a call for “big beer,” there’s now a significant shift in taste for regional and local craft beer, as well as wines, spirits, sodas, and teas. Lake Beverage realized that their brand was no longer representative of who they are as a company, or representative of their diverse beverage portfolio.

    We started with a brand workshop to identify exactly who Lake Beverage is and what they believe in. From that workshop we generated a brand position and manifesto—their company’s rallying cry—followed by a new logo that better embodies their position as a distributor that doesn’t simply bow to AB (although, if you look – the King of Beers still has its crown in place). To close the loop, we developed full brand guidelines, including how their brand is carried out on everything from biz cards and letterhead to shirts, hats, and pint glasses to their trucks and building signage.


    FUEL 2015: Igniting Creativity & Craft

    The brief: make an image for a calendar based on one word.

    Our word: colorful

    Rather than produce the expected visual representation of color, we decided to subdue the visual and bring color to life in the mind with words. A true collaboration between words, design and photography, the palette for the poem was handcrafted from reclaimed wood and metal pipes and then stained.  

    The final image was featured in the May spread of the 2015 Cohber Fuel calendaer with a custom finish of a metallic print to highlight their capabilities.

    Winner a Rochester Advertising Federation (RAF) American Advertising Awards (ADDY).
    Gold: Advertising for the Arts & Sciences, Illustration

    Causewave Community Partners

    Helping the community.
    One call at a time.

    We can outline impressive data, statistics, and results all achieved on a modest budget, and we will. But we want to start by illustrating this campaign's return on investment another way:

    One day the AdCouncil of Rochester (now Causewave Community Partners) received a phone call from a distressed woman who was seeking help for someone close to her. Earlier in the day this woman had seen a full-page Early Help Seeking ad in the Democrat and Chronicle, was deeply affected by what she saw and read, and felt compelled to call. Unfortunately, the phone system at her place of work did not seem to permit an outbound call to 2-1-1. After several unsuccessful tries, and seeing the Ad Council logo at the bottom of the ad, she decided to call their office directly instead.  

    When she saw the ad with the fragile man curled up on the large bed and read the accompanying copy, she realized, “Oh my god. He reminds me of my son.”  She explained to the AdCouncil staff that her son had recently lost his job, was in a car wreck, walked with a cane, couldn’t pay his bills, and was becoming increasingly depressed. She had grown very worried about him but didn’t know where to turn.

    Then she saw the ad, felt some hope, and took the next step of calling, and now her son is getting connected to the help he needs.

    Above and beyond data on impressions, page views, or other response benchmarks - how many times do we wonder if our work and efforts are actually having a real impact on people's lives? It's phone calls like this that answer that question, and reinforce exactly the kind of return we hope for.


    • Since the launch of the campaign on Feb. 11, 2015, the 2-1-1 call center has seen an 8.6% increase in calls over the same period in 2014, indicating that nearly 65,000 calls were received from February - November.
    • The website has also experienced positive traffic with nearly 4000 sessions in 10 months.  
    • In 2015, Early Help Seeking Summits were held in 4 counties (Monroe, Ontario, Wayne and Livingston) for nearly 80 participants representing 30 different service agencies.  Additionally, participants were provided with access to an online toolkit containing campaign resources; analytics show that over 100 participants have availed themselves of this resource already. 
    • In conclusion: In-kind marketing and media value over $215K and a total spend of 20K = 975% increase. 


    Last year Joe’s 40th birthday fell on Black Friday. The day after Thanksgiving. THE BLACK FRIDAY 40TH BIRTHDAY was TRULY A SOCIAL OCCASION. 

    He didn’t want a surprise party. No black balloons, streamers and oh-so-funny over-the-hill jabs. Instead, He wanted to experience his 40th birthday through the eyes of his friends and family…and wanted to use the power of social media to make it happen.


    On 11- 29 - 2013, people were asked to take a picture of what they saw at any one point in their day. Then, he asked that they upload the photo to their social media outlet of their choosing (Facebook, Twitter, Instagram, Pinterest, blog, etc.) and include the hashtag #mayernik40. Photos could also be sent directly to me via email or text. These captured moments became a social media snapshot of Joe’s birthday celebrated with friends and family—and a handful of complete strangers. 

    A page on the Brandtatorship website was created to collect the submissions.  Visitors could view, tweet, share, comment, and see what others had posted throughout the day in real time. 


    Visitors spent an average of over 5 minutes on the page. Site traffic on the more that tripled, spanning multiple countries and 51 cities across 17 states. Over 200 photos were submitted from all over the world, each picture telling a unique story. Far better than any present purchased on Black Friday. 

    After his birthday, all the photos were collected to create a commemorative poster that is now hanging in his home and our agency. The poster is two sided: the front features every photo submitted, and the back has the corresponding names of those that submitted and which social media outlet they used. 

    A digital version of the poster is also online.  Users can click on individual photos for a closer look or cycle through the gallery. They can see who submitted photos and how. Users can also share these photos through social media. Site stats outline trends from the submitted photos and provide additional insight into the poster. 

    Winner of a Rochester Advertising Federation (RAF) American Advertising Awards (ADDY).
    Gold: Integrated Campaign.

    Winner of a District 2 American Advertising Award.
    Integrated Campaign.

    Boy Scouts of America

    Celebrating the 100th Anniversary of the Eagle Scout.

    2012 marked the 100-year anniversary of the Eagle Scout Award —a milestone we helped the Boy Scout’s Seneca Waterways Council celebrate by highlighting five of their Eagle Scouts (three of the newest and two of the oldest), the values they embody and how those values have become a part of the fabric of their lives.

    For the Annual Report, we photographed them with their sashes—each hand-stitched collection of merit badges as unique as their own fingerprint—and told their stories in exactly 100 words each.

    A poster series was created to support the campaign as well. All of the copy found in the Annual Report and poster series emulates the embroidery found on Boy Scout badges and patches, and the final Annual Report’s themselves were stitch-bound.

    Winner of four Rochester Advertising Federation (RAF) American Advertising Awards (ADDY). Gold: Annual Report, Gold: Poster Series, Gold: Photography Campaign, Silver: Campaign

    Winner of three District 2 American Advertising Awards.
    Gold: Annual Report, Silver: Poster Series, Silver: Integrated Campaign