https://sophieblubin.com/portfolio daily 0.75 2020-11-24 https://sophieblubin.com/portfolio/uber monthly 0.5 2020-11-23 https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f613ff55865a04564ae6c95/1600388803309/shield%25252Blogo.jpg Portfolio - BRAND LEADERSHIP https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6140442ffba521e2457d96/1600388803316/Net%252Blogo.jpg Portfolio - BRAND LEADERSHIP https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f61402c038ef679ebb3d2ba/1600388803313/circle%25252Blogo.jpg Portfolio - BRAND LEADERSHIP https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6aaaa705f6a055f5c8a793/1605075111011/shield+interface.png Portfolio - BRAND LEADERSHIP - In-app recognition Drivers who opt to receive this additional training will be visibly differentiated in the app with the Uber Shield badge, and a statement about their experience with the program. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6aab704ea81677b47d1394/1600826238777/shield+opt+in.png Portfolio - BRAND LEADERSHIP - Putting riders in the driver’s seat Riders can opt to be matched with Shield Drivers only, incentivizing drivers to complete the program so they won’t miss out on rides. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f66a570f6f62d6a7875f080/1600563258326/Shield%2Bcar%2B2.jpg Portfolio - BRAND LEADERSHIP https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6aacf3a1caaf0042e3a47c/1600826624140/circle+notification.png Portfolio - BRAND LEADERSHIP - Six degrees of separation Uber will alert riders when their assigned driver has driven a friend or acquaintance of theirs. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6aae5fd17cb05cb1443335/1600826984336/circle+review.png Portfolio - BRAND LEADERSHIP - The comfort of a referral Uber will display review and rating details from friends and contacts to put anxious riders at ease before they get in the car. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f66a8668975d6731c40f4ad/1600564419511/circle+quotes.png Portfolio - BRAND LEADERSHIP https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f66acf56875941e58d214a8/1600564565912/Net_Safe-Havens.jpg Portfolio - BRAND LEADERSHIP https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f66b869f6f62d6a78779770/1600582635753/Net_Bar.jpg Portfolio - BRAND LEADERSHIP - Systems in place Uber will give women discreet codes and protocols for informing staff that they need help, such as a code drink to order at a bar, giving women the relief of knowing they always have someone on their side. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f66b8daeb716a35bc2c4d59/1600569484927/girl+waiting+for+uber.png Portfolio - BRAND LEADERSHIP https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6786db057cc94200015ac9/1600623378156/Net_Decal.png Portfolio - BRAND LEADERSHIP - Ultimately, Uber Net aims to show non-Uber riders that the brand’s commitment to women’s safety extends beyond the car. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6aaf40c1a4e465a68700fa/1600827211310/Net+map.png Portfolio - BRAND LEADERSHIP - Help is on the way Uber Net partner locations will populate in the app’s map, so users can plan safe walking routes knowing they will pass participating businesses. This transforms Uber into a tool women can use to walk home safely, with the potential to pull non-riders onto the app! https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6ab136db675467a684cb56/1600827764567/bumble.png Portfolio - BRAND LEADERSHIP - Get the word out Creative ways to reach non-riders, such as partnerships with dating apps like Bumble, will encourage users to schedule dates at Uber Net partner locations, so they will have an escape plan should they need it. https://sophieblubin.com/portfolio/listerine monthly 0.5 2020-11-12 https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f78e3504f06e87905b7b459/1604125048032/chart+copy.png Portfolio - RESEARCH DESIGN - Establish consumer need We spoke with current and former braces-wearers and their parents to understand the worries and frustrations of wearing braces. Our interviews illuminated three chief complaints: mouth/canker sores, pain, and worst of all: food particles getting stuck in braces. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f78e378bb9a9f741d4e0759/1604125048035/correlation.png Portfolio - RESEARCH DESIGN - Gauge interest level We saw positive correlations between a participant having a concern, and valuing product benefits that would address that concern. And when asked outright if they would be interested in a mouthwash designed for braces-wearers, 60 percent answered yes! https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f78e9213a3d8f5ec6d5151c/1604125048038/orthodontist.jpg Portfolio - RESEARCH DESIGN - Identify key players Listerine would need a plan to introduce this new product and integrate it into adolescents’ routines. Orthodontists, who establish their patients’ oral care routines, could be a great place to start. The parents we interviewed largely trust products and routines recommended by their child’s orthodontist, which is significant because they are the ones making household purchases. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f8920aa1a8ea23bbd72da53/1604125048041/kids+exercising.jpg Portfolio - RESEARCH DESIGN - Think long term We learned that most routine behaviors can become long term habits if practiced consistently for several months; the younger the child, the more likely this is. Furthermore, over a quarter of brand preferences formed before the age of 18 persist into adulthood. This was powerful data that underscored the importance and potential of Listerine reaching an adolescent audience. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f8284aaf2adc66c1692c25c/1604125048044/48721002163_1890abb6bc_o.jpg Portfolio - RESEARCH DESIGN - Provide recommendations The outcome of our preliminary research did support our initial hypotheses: that this product has substantial potential to increase Listerine’s market share and create lasting brand loyalty among adolescents. Based on the observed need and high interest level, we recommended that Listerine further invest in research and development for a mouthwash designed for braces-wearers. https://sophieblubin.com/portfolio/rollingstone monthly 0.5 2020-11-13 https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f67c0e1f6f62d6a788e9832/1602648137887/Asset+16%404x.png Portfolio - BRAND REPOSITIONING https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f67c297eb716a35bc42e7a1/1602648137891/sam-browne-IlZJ6d8mpM8-unsplash.jpg Portfolio - BRAND REPOSITIONING - A distinct music culture Rolling Sounds would be a place for these new artists to collaborate with each other and be mentored by known musicians. The label will nurture new and diverse talents to build a music culture ownable to Rolling Stone, making it the place people go to discover new music. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f67ca0928978b1bff204382/1602648137895/Asset%2B14%25404x.jpg Portfolio - BRAND REPOSITIONING - Discovery delivered An accompanying subscription service, Rolling Sounds Singles Club, would give people access to exclusive music by up-and-comers from the label on 7” vinyl records, delivering the excitement of discovery to subscribers. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f67cc60c9621301a213c014/1602648137898/a.jpg Portfolio - BRAND REPOSITIONING - An insider’s voice To help Rolling Stone differentiate its voice and content, we proposed content partnerships with smaller niche magazines that would imbue the publication with diverse and unique perspectives. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f680a07d45f307089c3d149/1602648137904/Asset+18%404x.png Portfolio - BRAND REPOSITIONING https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6809ce0587154ff89147fc/1602648137901/Asset+17%404x.png Portfolio - BRAND REPOSITIONING https://sophieblubin.com/portfolio/graduatethesis monthly 0.5 2020-11-13 https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6bdd67db716b0185d7cde6/1600917272959/sidewalk+walking+logo.png Portfolio - GRADUATE THESIS https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6ac2f0c1a4e465a6897347/1600832251758/pledge+2.png Portfolio - GRADUATE THESIS - Make it official Making an initial commitment is critical to achieve behavior change. By signing the Sidewalk Pledge and setting a goal for monthly local spending, people can take the first step toward shopping local more frequently. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6a8e1070642b5e901fc2a9/1600818721057/card-1.png Portfolio - GRADUATE THESIS - Put your money where your mouth is As part of the pledge, people will commit to have a set amount transferred monthly to the Sidewalk Card, a prepaid card that works at local businesses only. They also can opt to round up non-local purchases and have the amount sent automatically to their card. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6d529016b1837090bb61cc/1601000091283/Screen+Shot+2020-09-24+at+10.14.04+PM.png Portfolio - GRADUATE THESIS - A visible commitment People who sign the pledge will receive a reusable tote bag, which makes their commitment visible to others and instills accountability. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6ae43ece463301f59eaa13/1600840794439/Landrys.png Portfolio - GRADUATE THESIS - Front and center To reinforce what people like about shopping local–the sense that they’re supporting real people–the names and faces of store owners are prominently displayed, along with owner bios. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6bd21e24617575728f4005/1600901687858/Tally+you.png Portfolio - GRADUATE THESIS - The quantified self People will be able to see how close they are to reaching their monthly local spending goal, and watch their progress over time. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6bd292f98ae83091f2ad86/1600901786808/Tally+team.png Portfolio - GRADUATE THESIS - Friendly competition Tally will show how peoples’ local spending compares with their friends and family, leveraging the power of social influence. People can form teams and compete, using gamification to create an enjoyable user experience. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6bd5f824617575728fcc1f/1600902667883/Tally+community.png Portfolio - GRADUATE THESIS - A shared goal People can also watch how close their town or city is to its Community Goal, and see how their spending has contributed. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f6d4962d003d43e0dd09ef1/1600997769802/shop+where+you+matter+sign.png Portfolio - GRADUATE THESIS - Facts that hit home Many know that shopping local is beneficial, but don’t understand why. Locally customized content educates people that their money goes further when it’s spent in the community—which means more money for local jobs, parks, roads, schools, and charities. https://sophieblubin.com/portfolio/peloton monthly 0.5 2020-11-12 https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f87a6b5e1931443e325901a/1602725629206/Intro.gif Portfolio - BRAND EXTENSION https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f8928a8acd2fc474d223b86/1602824388387/Bike.png Portfolio - BRAND EXTENSION - A new point of view Peloton enthusiasts and adventure lovers will discover the world on new, mobile bikes, and find a new community along the way. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f8a82bee7155637856f886d/1602912968564/pexels-dorothy-castillo-2270328.jpg Portfolio - BRAND EXTENSION - Uncharted territories From a business perspective, Peloton View will introduce new international markets to the Peloton brand, laying the groundwork for future growth. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f8a810165766217551700e6/1602912785541/Showing+At+Home.png Portfolio - BRAND EXTENSION - Removing geographical barriers User Generated Content filmed on the tours will be uploaded to the Peloton app, allowing home riders to take virtual rides all across the world. Allowing the greater Peloton user base to experience Peloton View will connect the rider community despite distance, and encourage home riders to consider a Peloton View trip in the future. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f8a833a766f8c0c967dea79/1602990202788/v.png Portfolio - BRAND EXTENSION - Why bike tours? As restrictions lift, many people will be looking for a safe way to travel. But beyond the pandemic, the bike tourism industry is expected to grow substantially in the coming years: from an estimated 29.2B in 2020 to 34.6B in 2027. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f8bba7b1caa082825158737/1602992768478/46366212392_e3430d57c9_c.jpg Portfolio - BRAND EXTENSION - Complementary demographics We saw many similarities between bike tourists and Peloton riders-similar levels of education, income, and average age, not to mention the same drive to incorporate fitness into their everyday lives. This told us that the Peloton customer would be likely to consider bike tourism, if they haven’t already. https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f8e03f565cbdd30ce76b111/1603142691110/36739712226_dfbdbd59a9_c.jpg Portfolio - BRAND EXTENSION - Harnessing brand power While there are a number of players in the high-end bike tour market, none are internationally-known, beloved brands like Peloton. We saw an opportunity for Peloton to use the strength and power of its brand to become a leader in the bike tourism industry and expand its fervent community. https://sophieblubin.com/portfolio/100dayproject monthly 0.5 2020-11-12 https://sophieblubin.com/portfolio/trendforecasting monthly 0.5 2020-11-13 https://sophieblubin.com/portfolio/writing monthly 0.5 2020-12-14 https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5fbb6a198aa7f2271db3d7a7/1606118069610/olsen+twins.jpg Portfolio - WRITING - The Olsen twins https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5fbb6da6a4ebbd103bd2f7bf/1606118829305/chip+and+jo+3.jpeg Portfolio - WRITING - Chip & Joanna Gaines https://sophieblubin.com/home daily 1.0 2021-05-28 https://static1.squarespace.com/static/5f543ffe6b708446acb6ecb8/t/5f98f29d610e232f7273ccd6/1603859108109/2016+head+shot+small.jpg Home