Make Welcome The Wild

boneyard sunrise

A while back we had the incredible opportunity to reimagine the branding and website for our friends at Coastal Expeditions. Our first meeting with husband-and-wife owners Chris and Kari Crolley was full of all the energy and excitement we hope for and seek out in clients. A few days after that initial meeting, Kari stopped by our office with a box . Inside it was a universe of things: sharks’ teeth, shells, dried plants and sea life, maps, animal skulls, postcards, and ephemera of all kinds. It was like a museum exhibit out from behind the glass, a work of art, and a deep look inside Kari and Chris’s hearts, minds, and souls. As we stood in amazement, pulling things out of the box, and naming them, Kari smiled and said, “I want you to make our website out of this box.”

I will always remember the power of those words and that gift.

In the work we do, we sometimes forget about the immense trust people put in us — to tell their stories, to rethink and reshape their brand, marketing, and businesses. When Kari gave us that box, to me she was saying, “Here is our livelihood, our passion, our family: please take them and us where we need to go.”

What an honor.

As I often do, I wrote a manifesto for Kari, Chris, and their incredible team: a story that speaks to more than just what and how they do what they do, but why it matters.

We study Lowcountry tides, flora, fauna, and history. We explore. Make maps and routes. Care for our guests. Refine our skills. Nurture our fleet. Feed our curiosity and sense of adventure. And work always in service of the natural, the mystical, and the magical.

We can’t summon the sunrise or sunset. And while we can’t beckon the blue heron, the osprey, or the dolphin, by virtue of our lifelong fascination and love for them, we find the route to be in their company, again and again. Which makes us devoted students of a particular discipline. Practitioners attuned to a particular frequency. Guides on a particular journey. Called to safely and securely put people in the path of beauty; then, step back, and witness what unfolds.

What moves you? When, or how will it manifest, we can’t predict. Is it sunlight shimmering along the water’s surface? Paddling toward your own strength? An ancient shark’s tooth in the palm of your hand whispering of millennia? The rush of air through a pelican’s wings as it takes flight?

Only you may know in that instant – when you move outside yourself – and into the wideness of the universe. On a soulful journey to become more than just aware of the beauty around you, but part of it. So that seeing a dolphin rise in the water beside you is no longer just a personal, glorious sight, it’s an exchange between another life and yours, a story to share, a feeling you can’t quite name. We believe that’s the exact place where want and wish fall away – and awe and wonder are revealed.

To us, that’s the connection we’re born for – the stimulation we long for. It’s the stuff of earth and sea and stars. Of people and animals and plants. Of natural and human history entwined. The understanding of our precious smallness in the largeness of the world and the rhythm we do not make, but are made of.

That’s the gift, and it belongs to all of us.

Coastal Expeditions
make welcome the wild

Gallery

Read label. Drink wine. Repeat as needed.

About 95% of the work I do is for the web, and I love it. But, as a writer and lover of books and words on paper, print projects hold a special in my heart. Perhaps even more exciting are the opportunities when I get to help create something that exists out there in the world. Product, people, product!

My talented Blue Ion friends called on me a while back to help with the renaming, new identity, and website for a Napa Valley winery. The new identity included new labels for the wine bottles, and I was psyched. Remember, I’m a reader and a writer, which means I’m also one of those people who actually reads packaging, labels, invoices, etc. Let me just say: a little humanity or humor on any of the aforementioned pieces can make a huge difference in the customer experience. Promise.

The larger website for Mira Winery  is still in development, but friends, the wine bottles have arrived! And I could not be more jazzed with the results. Major kudos to the Blue Ion team (shout outs to Katie, Josh, David and Robert) for the beautiful design, and stay tuned for the website awesomeness to come. Here then, is the back label of Mira Chardonnay.

Marketing Mount Pleasant

A few weeks back, my pals at Blue Ion and Gil Shuler Graphic Design asked me to help craft a brand story about the town of Mount Pleasant, South Carolina. As some of you know, Mount Pleasant has been in the midst of a strategic marketing initiative to enhance and grow the community.

Armed with some heavy-duty resident research and strategic planning, Blue Ion, Dean Foster, Gil Shuler and I went to work to craft creative to support the initiative. After much discussion, Gil put together a super sweet logo. I crafted the story below. Many thanks to Dean Foster for sharing his thoughts and insights and always, to Blue Ion and Gil. Big squeeze.

One last thing: Yes, I am a born and bred New Jersey girl writing about the Lowcountry of South Carolina. But let me just say: duh, I’m a writer, that’s what I do. And two, for a year and a half I lived in a quirky apartment on Shem Creek in Mount Pleasant. I cannot tell you exactly what that time and those long walks through the Old Village did to me, but perhaps it’s evident in the words.

To understand Mount Pleasant is to intimately know the water – the ebb and flow of the tide. The marsh creeks and rivers that surround us. Living here means  measuring time and joy by the water. Is it high tide? Can we take the johnboat out? Here, water is sustenance – shrimp boats at dawn, crabbing off the dock, the day’s catch being hauled in. It’s the taste that lingers on your lips after day is done.

Mount Pleasant is an idealist. Our strong neighborhoods are built from generations of strong neighbors – folks who work hard, whose children play with yours, who say “hey” when they see you, who gently guide even the most confused tourists to the beach. Our solid schools are crafted by a close-knit community of teachers, citizens, parents and children.

Mount Pleasant is borne of the land and water. Protecting them is part of who we are. Not just because our shrimp are caught in local waters or our tomatoes grown on local vines. Not just so that our children and grandchildren have them to enjoy, but because this kind of raw beauty, this rich history and culture has a harmony to it we strive to emulate. The land and water have a life well beyond ours and are at their best when shared.

Mount Pleasant tells a great story – from Sewee Indian to Capitan O’Sullivan, from dirt road to highway, from inlet to open sea, to “talkative” wood floors and tin roofs to fisher monger to physician. There is a gift for conversation here, an ease of sharing, which brings with it the ability to question, listen, entertain and lend a needed hand. Some say it’s Southern hospitality. The stuff of beloved novels or bedtime stories. To us, it’s simply a way of life. The sweet life.

Check out the video Blue Ion and friends put together based on the copy here.