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BRAND STORIES EDITORIAL VOICE CHARACTER DEVELOPMENT

STEVE ADAM KINGlEADING BRANDS TO NEW PLACES

STEVE A. KING [email protected] 913.626.9172 Linkedin.com/in/steveaking

with uncommon words & Ideas


I’m a creative team leader who helps you get to what’s vivid and true.

As co-founder of 5 POINTS (a lifestyle brand reinventing Hallmark Inc. for a new generation), I led workshops where shoppers could craft their own personal statements ... or "Word Sel�es." My favorite comment from a participant:

“You’ve unlocked something in me I didn’t know was there.”

Getting to that amazing place drives everything I do ...

A strategist who crashes myth with marketplace. An author of trend-forward editorial, inspiring purchases by inspiring people. A character developer who �nds the right personalities to express the truth of a brand.

INNOVATION LEADER5 POINTs - A CREATIVE UNION


2013 to 2016:

Co-founder of a lifestyle brand (designer goods and maker experiences) that reinterprets Hallmark for a new generation by inspiring men and women 18-34+ to tap into and share their creativity. Crashed Hallmark’s brand foundation with trend-forward experiential retail and the maker movement at successful pop-up events and temporary stores in Kansas City, San Francisco, and Los Angeles. Earned high tra�c, passionate shopper feedback, and sales ABOVE industry averages for specialty stores. (ALL revenue was incremental for Hallmark since this shopper didn’t come into Hallmark stores!)

BRAND STORYtranslateD hallmark for a new generation

MAKERACTIVITIES

creative

SELFEXPRESSION

genuine

COMMUNALSPACES

emotionally relevant

CREATIVELIFESTYLE

life a�rming

MEMORYKEEPING

the very best

Goal: Update Hallmark’s resonant brand foundation for a new generation of consumers.I proposed �ve simple and powerful words - MAKE, SAY, SHARE, LIVE and KEEP - to put a current spin onHallmark’s �ve brand attributes: Creative, Genuine, Emotionally Relevant, Life-A�rming and The Very Best.


What I did:

These �ve points guided the creation of all products and experiences, keeping us on brand.

5 POINTs ZINE WINNER: NATIONAL GOLD “ADDY” AWARD

Goal: Tell the 5 Points story in a unique, highly engaging and keepsakable way that would inspire an “inner circle” of passionate fans to become brand champions.I conceived, championed , and wrote for a 52-page publication that goes deep into the essenceof each of our points through original creative content and introduces new characters and collections.5 Points Zine won a 2015 National Gold Addy Award and became a bestselling product in our stores.Also served as the perfect promotional tool to give to potential business partners.

BRAND STORY

Co-creator: Johnny Dawbarn I Art Director: John DunneEditorial Director: Tommy Donoho I Editor/Lead Writer: Brian Huther


What I did:

1

created trend-forward editorial establishing 5 Points' "Casual Mythic" voice

Pictured here: Words by S.A.King I Visual design: John Dawbarn & John Dunne

EDITORIAL VOICE

MAKEwhat hasn’t

been yet

say sharE live keepsomething

vivid and trueparts of thesame dream

like the truthis on us

this futurememory


What I did:

I wrote de�ning copy and enlisted some amazing word talents to create our brand voice.Goal: Give 5 POINTS a timeless vibe reminiscent of Nike, Levi’s and Apple:Avoiding the extremes of snarky and lofty, but speaking powerfully to people just starting out in life.

EXAMPLES OF MY WRITING ON TOP-SELLING APPAREL AND HOME ACCESSORIES

Sold in pop-up shops and events in Kansas City, San Francisco, and Los Angeles as well as online.My words appeared on a wide range of limited edition designer goods, including apparel,home furnishings, poster prints, creative tools and more.

EDITORIAL VOICE


What I did:

SHOPPERS HAVE A STRONG PERSONAL RESPONSE TO MY WORDS

I’ve been grati�ed to see my editorial repeatedly instagrammed and tweeted by shoppers who responded personally to the messages on the products they purchased ... often using my wordsas a springboard for their own creative dialogues.

EDITORIAL VOICE


What I did:

popular “wordshops” help FANs take creative liberties

I originated and led creative workshops where shoppers learned to craft their own personal mantras or “wordsel�es.” Guided by my techniques, participants built on the words of others ... sharing in the creative process in a fun and accessible way. (Afterwards, they could also purchase a lasered wood wall hanging of their words.) Favorite participant quote:

EDITORIAL VOICE

“You’ve unlocked something IN me I didn’t know WAS THERE!”


What I did:

PARTNERED WITH ARTISTS TO BRING ORIGINAL CHARACTER STORIES TO LIFE

Goal: Build product collections around emerging artists with distinctive visions and voices. (Products based on the story - not the other way around!) I led story development, concept & product editorial, signage, digital content, and social media to engage our audience with unique new character stories.Wanderlust Sloth: the only sloth who comes down from his branch to chase something amazing in the distance. (creators: Samantha Lewis & Brian Huther)Pineapple Bandits: dreamlike fruit who bring us “the gems” of moments we lock away. (creator: Allie Rotenberg)

Map of sloth’s journey—my concept & editorial Coasters—my editorial

CHARACTER DEVELOPMENT


What I did:

previously at hallmark

Co-led creation of character-based product collections that took Hallmark humor beyond cards and strengthenedrelationships through shared laughter.

CREATIVE STRATEGIST: HUMOR PLATFORM

Led reinvention of Hallmark’s premiere humor line through new partnerships (The Simpsons, Chris Rock), sound cards, expansion of hoops&yoyo and more. Won widespread media exposure and trounced competitors.

CREATIVE DIRECTOR: SHOEBOX CARDS

Wrote product so successful it still sells well in cards and gifts today. Led writers to evolve their styles. Led initiative to create a proprietary method ofcreative analysis that is still in use today.

WRITER/WRITING MANAGER


What I did:

STEVE A. [email protected] 913.626.9172Linkedin.com/in/steveakingFollow me on instagram @ sak_words

nOW, LET’S TOGETHER

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