Blog Posting: Get to the Point.

Pinecrest is a gathering place for like-minded creative people who value the ideas of conservation, preservation, restoration and good taste. These concepts are epitomized by the vintage travel trailers Pinecresters own and enjoy. There is a special element of "recycled eco-chic" which is at large in the park, and with that sensibility there is also an emerging community.

At Pinecrest, living well doesn't mean having a lot of money. Living well means cooking with friends, spending time in nature, having room to breathe and perhaps an occasional moment of tranquility. But more that that, Pinecrest is a work in progress. Blending old ideas with new: solar power, camp fires, swimming, yoga, napping, music, board games and conversation are all a part of the mix.

Pinecrest is unique because it is a "members only" retreat, with room to spread out and the freedom to make your space your own. It has one of the largest, cleanest solar-heated pools in all of Southern California. Pinecrest is a safe place, where members may come to find personal solitude or bring their friends and family to enjoy quality time together.

But best of all Pinecrest is an evolving community, and the evolution is you!

This blurb about Pinecrest was constructed to do several things.
1: Provide information about what Pinecrest is.
2: Identify who the desired client base is.
3: Outline "what you get" as a member
4: Put the proper spin on the the resort's new brand direction.
5: Present ideas about value and quality.

Biographies: What to leave in, What to leave out.

Editor Ann Keniston
Ms. Keniston received a Bachelor of Science from Emerson College in Boston, Massachusetts. She began her editing career working on commercial and music videos alongside some of the industry’s top editors, including Eric Zumbrunnen and Tom Muldoon. Her first break was as the additional editor on the feature URBANIA. From there Ann went on to edit the critically acclaimed documentary series SENIOR YEAR for PBS. Ann has edited several pilots and TV series for MTV, VH1,the BBC and the Oxygen Network. Ann was introduced to Hungry Yak Productions through her work on THE RELUCTANT DOMINATRIX. This is her first feature.

Writing bios is never easy. That's why it is good to have a professional look it over, truncate, edit and punch it up a notch.
On this project, the GOD'S WAITING LIST press kit, I re-wrote the bios of everyone who was anyone on the cast and crew so that each would be similar in tone and size.
The disparity in content provided was vast. In some cases out dated bios, press clipping and resumes were included, others provided only the skimpiest of details hand written on a scrap of paper, which meant online research was conducted to fill in the blanks. From too much info, to not enough, putting it all together takes time and discretion.

Mastey Product Descriptions: A fine art.

Description:

Traité sulfate-free moisturizing shampoo cleanses without compromise. A unique cleanser that treats your hair as gently as you would treat your skin, this nutrient rich cream restores moisture, shine and health to hair with a mild formula naturally derived from essential amides and esters. This makes it ideal as a head-to-toe cleanser that leaves both the hair and skin soft, supple and moisturized. The lipid-based cleansing system creates a gentle lather that balances moisture the natural way, leaving hair softer and airy with a reflective, natural shine that prevents dryness.

Traité is unique - unlike other "sulfate free" shampoos it contains no polyethoxylated detergents, sulfosuccinates, sarcosinates, glucosides or polystyrenes. It’s cleansing system is powered by a 93% pure moisturizing cream. Vitamins A, B5 & C, lipids, rice protein and minerals provide comprehensive replenishment for proper nutrient and moisture balance. With Anti-Oxidants, Traité and all Mastey hair care products help maximize the life of hair color.

Working directly with the Mastey family was a special oppurtunity.However, because they were immersed deeply in the technology of this high quality product and the day to day operations, it was important to get them to step back and see the big picture: The new Mastey brand.

Another aspect of writing the Mastey product descriptions was making clear the distinctions from one product to the next. Considering that there are multiple conditioners, cleansers (the word shampoo was avoided) and other hair treatment products, differentiating and glorifying was most essential.

Framing negatives in a positive light.

make yourself at home.

the mornings are longer here, more peaceful, more calm.

let the outside world drift away. here you are encouraged

to make this space your own: read beside the enormous pool, stretch, relax, breathe. no phones. no interruptions.

remember what it is like to hear the sound of silence.

this is a classic desert hotel.

Timo worked with Palms owners David & Cindy to resurrect this dusty old motel into an international hipster hang out. Transforming the menus, influencing the interior design, lighting, art installations and even building the entire brand through media outlets, web design and brochures.

"Romantic Writing" Without the Shmaltz.

Specializing in Romance.

We take your love very seriously at L'Auberge Del Mar. That's why we have an on-site Director of Romance to oversee all things romantic and share a wealth of ideas with brides and grooms to be. Our Director of Romance creates the stage for engagement proposals, plans unforgettable anniversary celebrations and tends to special touches for romantic getaways.

Whether it's placing rose petals on a turned-down bed, planning a private dinner in our poolside cabana or skywriting a love message over the ocean, our Director of Romance is just one of the reasons couples return to L'Auberge Del Mar to make more memories.

Finding the right words to describe the services of a hotel re-inventing itself was a challenge. L'Auberge of Del Mar wanted to retain its elegant angle but lose its frumpy reputation. The finding the balance between hip and wholesome was key. At the Rabuck Agency we created the entire repositioning package, of which the new imagery and updated language was key.

Backup. Recovery. Archive. It's What We Do.

When confronted with the task of creating a tag line for a company that does so much in a field that is both technical and data based was daunting. Surveying the landscape for clues was useless as most other companies in this emerging market were mixing their message beyond recognition or over-emphasizing the technical jargon.
By simplifying Quantum's core services to just three words,"Backup. Recovery. Archive" Elliott provides the reader with some much needed parameters as to the nature of the expansive business. A good start. However, there were lots of different companies at that time dabbling in various aspects of this business, some doing it better than others. By stating quite simply, in plain, unapologetic English, "It's What We Do.", identified Quantum, once and for all, as the expert who specializes in protecting your priceless data.

Copy by Timo Elliott while at The Rabuck Agency, Los Angeles 2004