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Making Special Events More Special: The Healer Project

What can you do to make a special event even more special?

That was the question when we worked on “The Healer Project” this past fall. The Healer Project was a truly unique three-week event hosted at four breathtaking locations in New York, Connecticut, Florida and the Bahamas. Made by Mantra, in partnership with Mandara Spas and other sponsors, put on this series of events, which were presented by visiting yogi master Guru Made, and sought to spread peace and well-being to participants through various energy and yoga healing courses.

HGD created an event website for this “happening” that captured the essence and spirit of Guru Made himself and the radiance of the locations that were hosting. We worked closely with Mandara Spa (whose exquisite spas played host to the events in Orlando and the Bahamas) to develop a look that reflected their pre-existing brand, palette and photography, as well as the fresh and airy quality of this special event.

Additionally, we helped design collateral for the event including signage, print materials, e-vites, yoga mats and a tote bag filled with goodies like hair clips and stickers. This special tote was the perfect way for guests to take their experience with them long after the event concluded.

We here at HGD were honored to work on such a fun and distinct project, and loved the idea of a website that was created with the sole purpose of promoting and reflecting a specific event, while still keeping true to the brand it represents. We can’t wait to work on another event website!

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Copywriting on Any Budget

Everything is copy.

No, I’m not talking about the 2015 documentary about the late, great Nora Ephron*, but rather the fact that everything contains a message, whether written or visual.

When starting a project, one of the most important steps is determining what copy you will need.

Here are some factors to consider…

  1. Basics: What information does the end-user (client/customer/government) need in order to understand your message? You want them (the customer) coming back for more of whatever you provide, not left wondering what exactly that may be. So, make sure you not only have all the important stuff, but that it is clear as well.
  2. Space: How much room do you have? Depending on the platform, you can sometimes get creative by including inserts, links or other inventive measures to provide more information. (We love coming up with fun new ideas!)
  3. Extras: This includes “nonstandard” copy such as blogs and email blasts. Although they aren’t part of the packaging/marketing copy, they are a pivotal part of new marketing. These platforms have the power to attract visitors when connected to social media and keep current customers coming back for more.

Once you’ve determined what copy you are providing, you need to determine who will research, compose and review the material. The decision to have this done in-house or by an outside agency is often determined by available personnel and budget. At HGD we provide the whole spectrum of copywriting and editing—from simple line editing before design and release, to the whole writing process. We have done everything from composing catalog copy from scratch to line-editing “About Us” pages.

Whatever your needs, we can help make sure that you get your message across clearly.

—Isabel Corona, Social Media and Content Writer at HGD

*A must-watch by the way.

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TED Talk: Taking Inspiration from Mess

Creating something good out of a mess can be difficult… but the advantages to our problem-solving are immense.

In this TED Talk, Tim Harford tells the unusual story behind the best-selling solo piano and Jazz album of all time. The artist, Keith Jarrett, created a breath-taking experience, one that is still being enjoyed some 41 years later, out of a less than ideal situation.

What we can learn from Jarrett’s performance, and the other examples Harford provides in his speech, is that approaching a problem from a different angle has unforeseen and often extraordinary consequences. Stepping out of our comfort zone can do wonders for our work!