Welcome our new Creative Director, Isabel Babcock!

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We are excited to announce a new addition to BrandTuitive: this week, Isabel Babcock is joining our team as Creative Director. She comes to us with over ten years’ experience working with clients to craft compelling and strategic narratives that drive successful business outcomes. 

Isabel joins BrandTuitive from KillWolf, where she was Creative Director for four and a half years. Her experience includes stints at The Brand Union as well as at Sterling Brands. She has worked with a diverse roster of clients including Dell, American Standard, Bank of America, Kimberly-Clark, Kraft and Absolut.

Welcome to the team, Isabel!

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The Benefits of Shadowing

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At BrandTuitive, we highly value career development. In alignment with our core value of Fostering Unprecedented Development of People, we work with each member of our team to hone their skills in all aspects of their job. We believe that it is never too early to start learning about the professional world. This is why BrandTuitive welcomed a pre-college student to our office to help him gain valuable real-world experience. 

We were excited to invite a high school student to our office for one week to shadow us. During his time with us, he was exposed to all events happening at the agency, from brand positioning brainstorms to our High Fives at the end of the day. He sat with various members of our team from interns to the president to learn the ins and outs of our agency from multiple perspectives. Our goal was not only to allow him to see how our team functions but also for him to experience what it is really like to work here. He collaborated with us on several projects for clients and the agency itself and was encouraged to actively participate and make a contribution. As his week with us drew to a close, he expressed some of his key take-aways from the experience. 

One of these was how he learned about work culture and how to properly conduct and attend meetings. By observing and participating in several meetings including different people from our office, he learned how each person has their own leadership style. He also expressed his appreciation for our company culture. As a collaborative team, we work together on various projects and expect each person to take responsibility for their contribution. We felt it was important that he understand our values just as the rest of our team does in order to give him the most meaningful experience. 

Hosting a shadow student for a week was not only a positive experience for him but also for our entire team. It gave our junior employees, even the interns, the opportunity to act as managers and work on their leadership skills. For example, all of our interns helped manage him and give insight into their day-to-day responsibilities. They enhanced their management and communication skills and led by example throughout the day. It also provided them with an idea of what it takes to manage someone else. They needed to be clear when they explained their projects and make sure that the student was gaining something valuable from each experience. 

We really enjoyed the opportunity to host a younger individual as he contemplated his own career path. Shadowing at BrandTuitive is a truly special experience that gives us a chance to put our values into practice while developing someone just starting out in their career. 

Brand Communication Tool: Treasury of Knowledge℠


When a business is looking for clients, it’s important that they have the right look, feel and tools to properly display their competitive advantage. This can be difficult for companies that have been in business for a long time; they can start to look dated and behind modern times. This was an obstacle faced by MRCE until we rebranded them and provided them with a powerful, new brand identity.

MRCE is a cutting-edge geotechnical engineering firm specializing in building foundations. Having been in business for over 100 years, MRCE came to BrandTuitive to update their look while still maintaining the reputation the company has built over the years. We were hired to modernize their name, logo, tagline and website to reflect the masterful, technologically advanced geotechnical engineering firm that they are.


At BrandTuitive, we say that we don’t create brands, we reveal them. More importantly, we become so invested with the brand that we recognize powerful marketing tools that give our clients a competitive advantage beyond the initial scope of the project.

Being in business over 100 years, MRCE has access to information that no other firm has. They have technologically advanced in-house laboratories, historic geological maps that show in-depth site history, and they’ve acquired subsurface material from almost every block in Manhattan. Through the brand reveal, we also recognized that the abundance of information that MRCE had acquired over the years could be adapted into a powerful marketing tool. Their masterful knowledge and unique skills allowed us to coin a phrase that succinctly communicates their competitive advantage: The Treasury of Knowledge℠.


The Treasury of Knowledge℠ is not only a collection of all of the information that MRCE has acquired over the years, but it is also how they apply that information. MRCE hires the best and brightest minds who, using their collection of tools and information, deliver masterful solutions to their customers’ complex engineering challenges. This is an invaluable marketing tool for MRCE as clients are made aware of the fact that they will only get this impeccable service and abundance of experience with MRCE. The Treasury of Knowledge℠ powerfully communicates to existing and future customers that MRCE is a masterful geotechnical engineering firm that has the tools and resources to deliver what no other geotechnical engineering firm can.   


Companies should look at how they position themselves in the market and what tools they have at their disposal. In a competitive industry, it is a business’s responsibility to set themselves apart from competitors and communicate their expertise. Knowing what they can do, how to take advantage of their skills and how to relay them to their audience can give a company a powerful marketing advantage and differentiate one company from the rest. 

Campaigns We Love: StreetEasy's "Find Your Place"

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If you’ve ever gone apartment hunting, especially in New York City, you know how hard it can be to find just the right place. Everyone has a list of criteria in their mind for what they want in the perfect apartment whether it’s an elevator in the building, a picturesque view or a location within walking distance from work. Searching for a future home can be an emotional task, especially when nothing seems to fit what you’re looking for.  

A recent ad campaign by StreetEasy, a real estate online marketplace local to NYC, delivers on BrandTuitive’s key idea of the Movie in the Mind. With detailed illustrations and clever copy, the ads are able to tap into the emotions of its target audience: New Yorkers in search of an apartment that fits their wants and needs. Here is why we see this as an example of successful and impactful advertising.

The campaign juxtaposes map-like drawings of New York City with relatable copy to appeal to its target consumers. Aptly named the “Find Your Place” campaign, the ads invite their audience to do just that: find an apartment in their sweet spot in the city. The campaign depicts the search for the ideal apartment through Venn diagrams laid over illustrations of NYC streets, showcasing the genuine considerations that go into finding the perfect place for each person. Through its relatable copy and realistic drawings, the advertisements meet the Movie in the Mind of real New Yorkers, allowing them to picture themselves in their ideal location.

It is clear that StreetEasy understands its audience and their emotions. By including realistic drawings of the city, the campaign accurately depicts the areas that New Yorkers know down to the block, the places where they live and work every day. The copy also speaks directly to the Movie in the Mind of its viewers by showing the real considerations they have while apartment hunting, such as being close to the subway while being far enough that the walls don’t shake. While the captions are funny and can even seem silly, they include aspects that have real importance to apartment hunters. In this way, the campaign shows how personal and special the search for a future apartment should be.

What sets this campaign apart is how it effectively speaks to its viewers and appeals to their emotions, relating to them on a real level. By combining clever copy with precise drawings, StreetEasy is able to communicate the personalized nature of its platform while truly understanding what its target audience desires. 


Grammar Matters: I vs. Me


As a branding and marketing agency, we stress every detail that goes into our work including using proper grammar.

Correct grammar not only defines your work, but it also defines you as an individual. Just like a company has a brand, you have a brand; and you want to be viewed as sophisticated and credible. Grammar plays a significant role in marketing yourself as a polished and trustworthy brand. In this blog, we will address the commonly made grammatical mistakes regarding the pronouns “I” and “me.”

Issue: I vs. Me

People often write in the same way that they speak, and they commonly use “I” and “me” incorrectly. Many people have a difficult time deciding which pronoun to use in sentences referring to multiple individuals.

The rules:

  1. “I” is the subject of a sentence.          

  2. “Me” is the object of a sentence.

  3. You should always be mentioned last on the list.

Incorrect Examples:

1. “Me and Lily are going out for dinner tonight.”  

In this sentence, you are going to dinner with her; therefore, you are the subject. No one is taking an action upon you. Also, the pronoun referring to you should be placed last, after anyone else on the list.  

The corrected version of this sentence would be, “Lily and I are going out for dinner tonight.”

2. “Nancy took Wesley and I to the amusement park.”

In this example, you are the object. Nancy is the subject who is taking you to the park and applying an action on you. “I” is the subject of a sentence, while “me” is the object. Although this seems like such a simple rule, many people tend to overlook it.

The corrected version of this sentence would be, “Nancy took Wesley and me to the amusement park.”

Correct Examples:

  1. Joyce and I had an amazing time yesterday.

  2. Our grandmother knitted Nina and me a beautiful scarf.

  3. After a hectic morning, my colleague, Lucy, and I took a coffee break.

Quick Tip:  

Try taking away all of the other people in the sentence and interchange “I” and “me” to see if the sentence makes sense. The sentence, “Peter and I went to the library,” would be right, because even without Peter, “I went to the library,” is grammatically correct, while “Me went to the library,” is not. 

Grammar is the foundation to writing exceptional copy. Even if you’re not a professional copywriter, author or editor, proper grammar will make you and your work so much more credible.