Pat McGrath Plans Book

Course: Writing for Advertising

One of my favorite courses I've taken in the PRSA Concentration was Writing for Advertising, where we chose a brand to analyze and developed a comprehensive plans book detailing creative strategies, situational analysis, goals and objectives, and an executive summary. For my project, I chose Pat McGrath Labs as my brand, focusing mainly on reestablishing its core brand identity, and how to reconnect it back to its original artistic philosophy after a decline in quality and customer excitement. The plans book also outlines strategies and tactics to reaffirm the brand’s position as a unique hybrid of luxury, artistry, and innovation.