One Planet. One Ocean. One Promise.

We live on a planet with one big beautiful ocean.

We are inextricably linked to the sea. And it is as alive as we are.

So is the passion of one conservation organization,  my client, Sailors for the Sea. Founded by philanthropist and environmentalist David Rockefeller, Jr., this organization is a collective rallying cry for the sailing and boating community—as it navigates a new course toward ocean health.

As  president and creative director of firefly 180 marketing, I am deeply honored to be part of the creative and strategic evolution of this extraordinary organization.

Brands tell their stories in many ways. Logos, taglines, websites, brochures, events, social media and more. Working in collaboration with Sailors for the Sea, we are exploring them all.

There’s a powerful story about a little boy who finds thousands of starfish washed up on the sand. He begins to throw them back one by one. When he’s asked how he can make a difference, he answers that he can make a difference to the one he holds in his hand.

This much is true. Whether it’s the collective light of fireflies, or the action it takes to save one living thing, we as individuals and organizations are powerful beyond measure. After all, the inner light of starfish nestled on the sea floor is just as brilliant as luminous stars in the night sky. At Sailors for the Sea, we are navigating toward the light.

Lisa Proctor is the president and creative director of firefly180 marketing—a global and mobile branding and advertising agency that specializes in working with businesses and organizations that are passionate about creating positive change in the world.

 

 

 

Navigating Brands.

As I prepare to move my office from the lakes and rivers of Minnesota to the salty seas of Santa Barbara, California, I’m also navigating the evolution of brands. And on this Turkish yacht anchored in Newport, Rhode Island, I’m harnessing the creative winds of change for an extraordinary ocean conservation organization, Sailors for the Sea.

Founded by David Rockefeller, Jr., Sailors for the Sea educates and activates the boating community toward healing the ocean.  And who better to lead the charge then those who experience first-hand the challenges the ocean now faces. Whether that means eliminating trash and plastic waste, reducing chemical toxicity, or fighting climate change and ocean acidification by lowering our carbon footprint, there are virtually limitless actions big and small we can all take to be part of the solution.

At firefly180 marketing, we chart the course for brands that effect positive change. It’s a collaborate process that is much like sailing. We scan the horizon for current markets and consumer or constituent perceptions, we assemble the right team to sail the ship and through brand architecture, messaging strategy, web design, content, grassroots engagement, ads, graphic design and more—we fill an organization’s sails to get them where they want to go— fast.  And always by having fun.

As businesses, we head into the unknown and deep into exploration every day.  It’s when we keep our eyes to the stars and our feet firmly planted, that we continue to chart new courses—discovering new adventures daily, along with rich rewards.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a global and mobile branding and advertising agency that specializes in working with businesses and organizations that are passionate about creating positive change in the world.

 

 

 

Birds of a Feather & Marketing

Spring is here and the birds are back. So am I as I practice King Pigeon pose in the midst of tiny green shoots and buds.

There is a season and rhythm to life and work. And now is the time for light and awakening. We are not separate from nature. So by listening and tuning into the season, we can reflect it back in all that we do. In this way, our work opens sleepy eyes—and our creativity sparks.

As president and creative director for an advertising and marketing agency that works with businesses and organizations that effect positive change, work is in full swing. My team and I are now deep in the process of evolving a brand for a global ocean conservation organization—and days and nights have been as full as the moon tonight. We’ve developed new brand architecture, a new logo, tagline, print collateral, website, ads and more. All is new, budding and emerging…like spring.

When I founded firefly180 marketing, it was with the clear knowing that each of us as individuals—and as businesses, can do good in the world. That our sparks—collectively and as individuals bring forth light. I’ve been blessed with seeing tangible proof for more than 20 years, as I’ve lead in the creative space of building brands that spark change.

Today as the Earth warms, sap runs and sun shines, I dedicate my King Pigeon to all the like minded birds (and businesses) who get up every morning and spread their wings. They say birds of a feather flock together and I’ve found this to be true.  Because, it’s together that we learn to fly.

Lisa Proctor is the president and creative director of firefly180 marketing—a global and mobile branding and advertising agency that specializes in working with businesses and organizations that are passionate about creating positive change in the world.

 

 

Mermaids, Marketing and Work as Art.

 I was born in Santa Monica and learned to swim in the ocean.  I have always been convinced that I was a mermaid.

As a girl, I would cross my ankles in salt water and wait for the moment my gangly legs would transform into a graceful tail. I still do.

While walking along the beach in Santa Barbara, I came across a street (or sand) artist  who made his living by making mermaids.

And I realized that I make my living in much the same way. As president and creative director for an advertising and marketing agency that specializes in working for clients who make change in the world—I make art.

While my medium is different…words, type, graphics, social media strategies, web design, ads and brand architecture—it is art all the same.

My art is like sand. Brands are always changing. Time and market conditions wash away old campaigns and strategies much as the sea does with sand sculpture. The beauty is, there is always new art waiting to emerge. Just like my mermaid tail.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a global and mobile branding and advertising agency that specializes in working with businesses and organizations that are passionate about creating positive change in the world.

Marketing—An Expanded View

Pretty much the last time I rode a horse, it was attached to a pole in the parking lot of a grocery store. That all changed in Argentina a few days ago.

As a guest at a 20,000 acre ranch worthy of JR Ewing, I spent hours galloping through fields of wheat and cattle. As I looked out at the green expanse below and  the endless sky above,  I celebrated the total joy of trying something new. Feeling the brush of grain against my feet. And surrendering to beginner’s mind, loving the fact that even though I don’t know how to ride—my horse did.

As the head of a Minneapolis-St. Paul based advertising and marketing agency that specializes in working with mission-based businesses, non-profits, sustainable companies, yoga studios and alternative healing practitioners, I know how easy it can be to get stuck behind a desk. Or in a boardroom.

That’s why firefly180 marketing is mobile and global. My office can be as small as my 11-inch Macbook Air and as big as well…the Argentine sky. When I travel, I take my clients with me. And they love seeing the world. So do I. As I gain perspective, so do they. As I explore unchartered territory, the discoveries are reflected back into the accounts I lead. Every taste, touch, sound and new friend I make adds dimension to advertising strategy, LOHAS (Lifestyle of Health & Sustainability) branding, website design, brochures, ads and brand positioning.

While we live on a small planet, the experience is limitless. The more of our authentic selves that we bring to work, the better, more creative, more award-winning the result. So I invite you to step out beyond your office. Get out of your comfort zone. Play. Take risks. And even if you simply try a new food, ride the experience like the wind.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.