“To stand out, you need to step back and come up with a brand story that consumers will want to stop and listen to”

The Anelis Group’s creatives were a perfect match for Calmin’ Ground, and it was rewarding to see how things were starting to come together. Having evolved from mood boards through photo shoots and more, Calmin’ Ground was inching its way closer and closer to an exciting new reality, one that couldn’t come fast enough for the Lowensteins.

Stage 5: Content Creation Featuring The Anelis Group

With the components for Calmin’ Ground coming together smoothly, it was time to move on to the next phase of the project — putting together the many pieces of the puzzle in the best way possible. Taking the reins firmly in hand, The Anelis Group helped the Lowensteins blaze a trail by creating messaging that would work across a variety of platforms and would tell Calmin’ Ground’s story in a unique and creative way through words, pictures, and video.

What’s the Story?

While some Anelis Group clients just want a 45-minute brand marketing audit and walk away with some quick tips to help grow their businesses, others come seeking campaigns to make them stand out from the crowd. As the Anelis Group’s creative director, Elisheva Perlman oversees each campaign every step of the way, and once the creative foundation has been laid, many important decisions need to be made as the project moves on to the content creation stage.

“Content creation is how you tell a story in simple form,” notes Elisheva. “Once you figure out your target market and what you want to tell them, you need to figure out what kind of message, language, photos, videos, and ads will connect with that audience. After that, you need to adapt that content to fit the media being used. Oftentimes, the language you use for print ads isn’t what is needed for social media. Similarly, a photo that works on a website won’t necessarily work on a digital banner.”

One of the most difficult parts of creating a brand story? Getting a client to settle on a single well-defined message. Often, clients want to piggyback multiple ideas onto a campaign, and Elisheva and her team encourage them tighten their focus, an effort that is surprisingly challenging.

“We push them to say no, explaining that less is more,” says Elisheva.

A big believer in emotion, Elisheva often turns to humor, inspiration, motivation, and education to spark a concept that will pop, although it is crucial to remember that even a “wow” idea is wasted if it doesn’t help achieve a client’s goals. While the formula requires plenty of work, lengthy meetings, and thought-provoking questions, the Anelis Group’s team goes all out to make sure that every campaign shines.

“There are a lot of companies out there who do phenomenal work, and each one has a specific area of focus,” says Elisheva. “Many times, I will refer clients to another company that I feel will do a better job in creating their campaign. Just recently, a company came our way looking to create packaging for a food product. I knew the biggest help the Anelis Group could give that specific product would be as a consultant. I referred them to an excellent firm that was well-suited to execute their vision for the branding and packaging, and we stayed on the project in the capacity of consultant.”