BXP - April 2017 - 6

6

FROM T HE EDI T OR

DISCOVERING THIS YEAR'S
MAKEOVER CHALLENGE STAR
This issue, we're happy to bring back an old favorite, the Makeover Challenge. One of the community's most
favored editorial projects, there was no question that we needed to carry over the blue-sky contest to Brand
Experience magazine.
This year's competition, we will be working with a longtime reader Ellie Thomas of Huber Winery. The 2017
Makeover Challenge is sponsored by Sun Chemical. Caps57, again, has offered its prototyping services to the
competing agencies.
Thomas was excited to be part of the academic exploration because of her belief that design is an
omnipresent and powerful force behind just about every experience a consumer has with a brand. She
notes that she approaches everything in her life with a fascination for the design behind the product and is
constantly picking apart end products to discover the design strategy behind them.
Thomas is also excited to show others in the company what's possible with more resources-both time and
people-when developing new brands and creating new designs. Not to mention curious about how the
different agencies will approach the project. "This is a good opportunity to see something that I've made, be
made over," Thomas eagerly remarks.
The timing's perfect to spotlight Huber Winery's Starlight Distillery business, she adds, because the spirits
business is growing rapidly but it is also fairly new, unlike the fruit wine business. That's not to say that the
business is nascent. Starlight Distillery was founded more than a decade and a half ago, but that's young
compared to the rest of the business. Huber Winery is a seventh-generation farmer-first business, which
traces its roots back to Simon Huber who started growing fruit in Southern Indiana in 1843, committed to
agriculture, grain to glass, vineyard to bottle.
Thomas will have the opportunity to work with three different agencies
this year, from varying firm size; and backgrounds, including one known
for its work in the very hot pet market. The editorial team is especially
excited about the cross-pollination of ideas to come.
Learn more about the agencies from their profiles, starting on page
25, and be sure to mark your calendars for August, when we will
feature the redesign concepts in the August issue of BXP.
Sincerely,

Linda Casey
EDITOR-IN-CHIEF

A PR IL 2017

|

BRAND EXPERIENCE



Table of Contents for the Digital Edition of BXP - April 2017

Bxp - April 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Spicing It Up
Going High End
Makeover Challenge 2017
Using Design to Engage From Screen to Shelf
The Debate
The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
Index of Advertisers
The List
BXP - April 2017 - Intro
BXP - April 2017 - BB1
BXP - April 2017 - BB2
BXP - April 2017 - Bxp - April 2017
BXP - April 2017 - Cover2
BXP - April 2017 - 1
BXP - April 2017 - Contents
BXP - April 2017 - 3
BXP - April 2017 - 4
BXP - April 2017 - 5
BXP - April 2017 - Editor’s Letter
BXP - April 2017 - 7
BXP - April 2017 - The Scene
BXP - April 2017 - 9
BXP - April 2017 - 10
BXP - April 2017 - 11
BXP - April 2017 - 12
BXP - April 2017 - 13
BXP - April 2017 - Chief Experience Officer Series: Spicing It Up
BXP - April 2017 - 15
BXP - April 2017 - 16
BXP - April 2017 - 17
BXP - April 2017 - 18
BXP - April 2017 - 19
BXP - April 2017 - Going High End
BXP - April 2017 - 21
BXP - April 2017 - 22
BXP - April 2017 - 23
BXP - April 2017 - Makeover Challenge 2017
BXP - April 2017 - 25
BXP - April 2017 - 26
BXP - April 2017 - 27
BXP - April 2017 - 28
BXP - April 2017 - 29
BXP - April 2017 - Using Design to Engage From Screen to Shelf
BXP - April 2017 - 31
BXP - April 2017 - 32
BXP - April 2017 - 33
BXP - April 2017 - The Debate
BXP - April 2017 - 35
BXP - April 2017 - 36
BXP - April 2017 - 37
BXP - April 2017 - 38
BXP - April 2017 - 39
BXP - April 2017 - 40
BXP - April 2017 - 41
BXP - April 2017 - 42
BXP - April 2017 - 43
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BXP - April 2017 - 45
BXP - April 2017 - 46
BXP - April 2017 - 47
BXP - April 2017 - 48
BXP - April 2017 - 49
BXP - April 2017 - 50
BXP - April 2017 - The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
BXP - April 2017 - 52
BXP - April 2017 - 53
BXP - April 2017 - 54
BXP - April 2017 - Index of Advertisers
BXP - April 2017 - The List
BXP - April 2017 - Cover3
BXP - April 2017 - Cover4
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