Launching Manifest Boston
In early 2020 the creators of HubWeek made the decision to build an umbrella brand to sit over the HubWeek Festival and a selection of new product offerings. The goal was to expand the brand’s reach and impact while pursuing their mission of being the voice of the New Boston.
I worked closely with brand and design experts to:
Define the new brand’s name, mission, and vision.
Create a fresh visual identity with a new logo and complete brand guidelines.
Launch the new brand through a coordinated multi-channel rollout.
Build and execute a comprehensive 2020 marketing plan including the brand’s first editorial calendar, a new digital approach, and a more engaging web experience. Then, quickly pivot that marketing plan during the Covid-19 pandemic to stay relevant and growing.
Initiate and deploy an overhauled email newsletter (the HubWeekly).
The Results
84%
Increase in newsletter click-through rate
2.5X
More web visitors & new web visitors
20%
Growth in email subscribers
“Olivia is a confident, strategic, creative marketing leader who is all ALL IN on everything she does. She thinks three steps ahead on every project she is on. She delivers ideas and plans before you even knew you needed them. And, she has perfected the art of data and ideas. Her ability to come up with ideas that deliver results, and have fun while she's at it, make her invaluable. She is truly the best.”
— Jen Reddy, President
Creative Direction: Olivia Loycano
Design: Courtney Schwabe
Logo: Adam & Co.
HubWeekly Copywriting: Lindsay Gearheart