1. Lauren DeCandido
Conceptor Extraodinaire & Copywriter with Flair

2. Lauren DeCandido
Adventures in Idealand
Once upon a time there was a girl named Lauren.
Conceptor extraordinaire and a Copywriter with flair,
she grew up in the small town of Bryn Mawr, Pa.
Then attended school at Syracuse University, “Go Orange!” she would say.
Off to the Big Apple she flew, where she took a big bite!
The city that never sleeps was the loveliest site.
She met prince charming and tied the knot,
They saw Paris, Italy and Ireland and did quite a lot.
Now they are a family with Serena, their baby girl.
Settled in Stamford, living each great day to the fullest as it unfurls.
Here you’ll discover the ideas Lauren created along the way,
as she continues to make brilliant things happen, near and far,
to present day.

3. L a u r e n D e C a n d i d o |Evolution Fresh Aisle Signage
Evolution Fresh Grocery and Natural Channel (Shelftalk Version 01)
Experience Nature
never heated
in pure form
SmartSourceShelftalkSM
XX-XXXXXXXX
Experience Nature
never heated
in pure form
Evolution Fresh Grocery and Natural Channel (Shelftalk Version 02)
SmartSourceShelftalkSM
XX-XXXXXXXX
SmartSourceShelftalkSM
XX-XXXXXXXX

4. L a u r e n D e C a n d i d o |Evolution Fresh Hot Yoga Promotion
breathe in the heat.
with cold-pressed.
Bring this into any
Breathe Hot Yoga Studio and take
EXPIRES 6/1/2013
Visit breathhotyoga.com for studio
locations and class schedules.
$5 Off any class
One voucher per customer, per transaction.
$ 5 OFF ANY YOGA CLASS $ 5 OFF ANY YOGA CLASS
breathe in the heat.
with cold-pressed.
Bring this into any
Breathe Hot Yoga Studio and take
EXPIRES 6/1/2013
Visit breathhotyoga.com for studio
locations and class schedules.
$5 Off any class
One voucher per customer, per transaction.
© 2013 Evolution Fresh Inc. All rights reserved.
$ 5 OFF ANY YOGA CLASS $ 5 OFF ANY YOGA CLASS
Nature knows best. That’s why we don’t heat it.
cold-pressed
never heat pasteurized
ElastiTag® Pat. 7281345, 7640687
Evolution Fresh Experimental Execution (
breathe in the heat.
with cold-pressed.
Bring this into any
Breathe Hot Yoga Studio and take
EXPIRES 6/1/2013
Visit breathhotyoga.com for studio
locations and class schedules.
$5 Off any class
One voucher per customer, per transaction.
© 2013 Evolution Fresh Inc. All rights reserved.
$ 5 OFF ANY YOGA CLASS $ 5 OFF ANY YOGA CLASS
Nature knows best. That’s why we don’t heat it.
cold-pressed
never heat pasteurized
ElastiTag® Pat. 7281345, 7640687

5. L a u r e n D e C a n d i d o |Evolution Fresh Brand Planning Communication

6. L a u r e n D e C a n d i d o |Target Starbucks Anniversary Ad
We love growing with you.
Happy 50th anniversary,
from your friends at Starbucks
®
.
Target opens its
1,000th store
Target exceeds
$50 billion in
annual sales
Target becomes the first
USDA certified organic
product retailer
Target expands
into Canada
Target expands fresh food
offerings nationwide
Starbucks
introduces
DoubleShot®
expresso and
Frappuccino®
Starbucks card launches
Starbucks establishes a
social media presence
Starbucks becomes the
world’s largest buyer of Fair
Trade Certified™ Coffee
Starbucks
launches Free
WiFi in all cafés
20
01
01
02
05
06
08
09
09
10
11
Target opens first location
in Roseville, MN
The Bullseye logo design
is revamped
First $1 billion
in annual sales
First Starbucks opens in
Seattle’s Pike Place Market
79
62
68
71
Target unveils brand promise,
Expect More. Pay Less.®
An English Bull Terrier named
Arielle, appears in his first
television commercial.
First international Starbucks
opens in Vancouver
Updated logo focuses
on the Siren’s Face
Starbucks introduces kiosks
and drive-throughs
Packaged coffee is
introduced in the
United States
8792
96
99
94
99
19
To old friends
doing new things.
1962
1962
1968
1968
1971
1992
1994
1996
1999
2001
2006
2009
2012
1971
1992
1999
2001
1994
2006
2009
1996
Target’s first grand
opening is Roseville, MN
Target becomes the first
USDA certified organic
product retailer
Target unveils brand promoise,
Expect more. Pay Less.®
Starbucks opens first store
in Pike’s Place Market in
Seattle, WA
Starbucks introduces kiosks
and drive-throughs
Starbucks becomes the
world’s largest buyer of
Fair Trade Certified™
Coffee
Starbucks introduces
packaged coffee in the
United States
Target opens its
1,000th store
The Bullseye logo
design is revamped
The new Starbucks logo
focuses on the Siren’s Face
Happy 50th anniversary Target.

7. L a u r e n D e C a n d i d o |”People Makes It Real” Shopper 360 Kick Off
Are you ready for a more
personal relationship
with your favorite celebrities?
Get closer.
Are you ready for a more personal relationship
with your favorite celebrities?
Get closer.
Are you ready for a more personal relationship with your favorite celebrities?Get closer.

8. L a u r e n D e C a n d i d o |Post It! 360 Campaign
Direct Mail
Banner Ad Key Visual / Concept
Social Media
Signage at Shelf

9. L a u r e n D e C a n d i d o |Crest Enamel Shield Magazine Ad & Web Banner Ads

10. L a u r e n D e C a n d i d o |Sparkle Walmart All You Ad
when you purchase any ONE (1)
package of Sparkle®
Paper Towels, 8 Roll or larger.
CONSUMER: Redeemable only by purchasing the specific brand and size. Void
if reproduced, purchased, transferred or where prohibited, taxed or restricted
by law. Any other use constitutes fraud. Consumer pays sales tax. LIMIT ONE
COUPON PER ITEM PURCHASED. RETAILER: Mail to: Georgia-Pacific Consumer
Products LP, CMS, Dept. 30400, 1 Fawcett Drive, Del Rio, TX 78840 to signify
your compliance with our Coupon Redemption Policy and to be reimbursed for the
face value, plus 8¢ handling. Good only in the USA. Cash value .001¢. ©2013
Georgia-Pacific Consumer Products LP. All rights reserved. Sparkle, Sparkle
& House logo, Thirst Pockets, Big Circle Emboss, and the Georgia-Pacific logo
are trademarks owned by or licensed to Georgia-Pacific Consumer Products LP.
Available at your local
Supercenter
MANUFACTURER’S COUPON EXPIRES 12/31/2013MANUFACTURER’S COUPON EXPIRES 12/31/2013
©2013 Georgia-Pacific Consumer Products LP. All rights reserved. All trademarks owned by or licensed to Georgia-Pacific Consumer Products LP.

11. L a u r e n D e C a n d i d o |Glade FSI and Direct Mail
Cashmere Woods
Look for these scents in the Specialty
Fragrance section of the Air Freshener aisle.
©2010 S.C. Johnson & Son, Inc. All Rights Reserved.
Accentuate your
autumn with these
limited-edition
fragrances.
Visit
target.com/coupons
for savings on
Fall Seasonal Fragrances.
Available at Target®
This inviting scent captures
the sensation of being
warmed by a cozy fire after a
long autumn walk.
Country Spice®
Experience the seasonal
scent of pumpkin pie spiced
with a sprinkling of nutmeg
and cinnamon.
®

12. L a u r e n D e C a n d i d o |Seattle’s Best Coffee Target Insert
SBC Publix All The Trimmings Ad (Version 02)
BARCODE
MANUFACTURER’S COUPON EXPIRATION DATE: XX/XX/XX
REDEEMABLE AT PUBLIX STORES ONLY
Retailer: Seattle’s Best Coffee LLC will reimburse you for face value of this coupon plusRetailer: Seattle’s Best Coffee LLC will reimburse you for face value of this coupon plus
8¢ handling provided it is redeemed by a consumer at the time of purchase for the8¢ handling provided it is redeemed by a consumer at the time of purchase for the
brand specified. Coupon not properly redeemed will be void and held. Do not double.
Reproduction of this coupon is expressly prohibited. Any other use constitutes fraud. Mail
to: Seattle’s Best Coffee, PO Box 880212, El Paso,TX 88588-0212. Cash value .001¢.Void
where taxed or restricted. Limit one coupon per item purchased.
BARCODE
MANUFACTURER’S COUPON EXPIRATION DATE: XX/XX/XX
REDEEMABLE AT PUBLIX STORES ONLY
Retailer: Seattle’s Best Coffee LLC will reimburse you for face value of this coupon plusRetailer: Seattle’s Best Coffee LLC will reimburse you for face value of this coupon plus
8¢ handling provided it is redeemed by a consumer at the time of purchase for the8¢ handling provided it is redeemed by a consumer at the time of purchase for the
brand specified. Coupon not properly redeemed will be void and held. Do not double.
Reproduction of this coupon is expressly prohibited. Any other use constitutes fraud. Mail
to: Seattle’s Best Coffee, PO Box 880212, El Paso,TX 88588-0212. Cash value .001¢.Void
where taxed or restricted. Limit one coupon per item purchased.

13. L a u r e n D e C a n d i d o |Starbucks Costco Connection Ad
Say hello to mellow. Indulge in bold.
New
New Starbucks Veranda Blend.™
Whether you prefer a lighter body
or more robust flavors, we have the
Roast You Love Most.
Light, approachable roast
is perfect for summer.
Now available at Costco.®
© 2012 Starbucks Coffee Company. All rights reserved.

14. L a u r e n D e C a n d i d o |Texas HEB Ad
STB-12-099 HEB RG Texas Life Ad (Version 3)
©2012StarbucksCoffeeCompany.Allrightsreserved.
Ease into the morning rush
Starbucks Blonde
®
Roast
Our lighter, less intense roast. Now available at H-E-B.
Pair with your favorite H-E-B bakery item for the perfect start to your morning.
STB
Make today a mellow day
Start the morning deliciously by pairing
with your favorite H-E-B bakery item.
Now Available at
Starbucks Blonde
®
Roast
© 2012 Starbucks Coffee Company. All rights reserved.

15. L a u r e n D e C a n d i d o |Starbucks Reebok Doubleshot Mailer
POWER UPAND DOUBLE DOWN.
S AV I N G S
I N S I D E
©2013NorthAmericanCoffeePartnership.
OUTSIDE
MANUFACTURER’S COUPON EXPIRES XX/XX/XX
Purchase any ONE (1) Starbucks Doubleshot®
15 oz. can, and get ONE (1) FREE
at participating retailers.
(Up to $X.XX Value)
BUY ONE, SHARE ONE
CONSUMER: Only one coupon per purchase. You pay sales tax and/or deposit charge, where applicable.
Coupon may not be assigned, transferred or reproduced. Any other use constitutes fraud. Cash value
1/100¢. RETAILER: We will reimburse you for the face value plus 8¢ handling if you and the consumer have
complied with our Coupon Redemption Policy available at the redemption address. Mail coupons to: NORTH
AMERICAN COFFEE PARTNERSHIP c/o PCC, CMS Dept. 12000, 1 Fawcett Drive, Del Rio, TX 78840. Coupon
Expires: 9/30/13. Offer must be redeemed at time of purchase. Starbucks, the Starbucks logo and Starbucks
Doubleshot® Espresso are trademarks or registered trademarks of Starbucks Corporation. © 2013 North
American Coffee Partnership. All rights reserved. Not redeemable at Starbucks Coffee retail stores.
is a powerful mix of espresso,
B vitamins, guarana and ginseng. Just pick your
favorite flavor and power through your day.
#STARBUCKSDOUBLESHOT
INSIDE

16. L a u r e n D e C a n d i d o |Midwest Dairy Stanchion Sign and Reusable Bag
From our family farm
to your family fridge.
From our family farm
to your family fridge.
Now when you spend $15 on farm fresh milk, cheese, or yogurt, we’ll
Thank You with this Free Insulated Dairy Bag
to keep your dairy staying fresh all the way to your fridge.
KEEP YOUR
DAIRY
BELOW
40°

17. L a u r e n D e C a n d i d o |Martini Rossi Highlight the Night 360
INT_104784_13356
X
3
100%
3”w x 5”h
.000”
.000”
00
C M Y K
PMS XXX or NA
00
INT_104784_13356_MART_
Highlight_Bro.ai
Kathy Oliviera
Linda Cicero
12.14.2010 | round #1 | Tip Brochure | feedback du
INT_104784_13356
X
2
100%
2.5”w x 8”h
.000”
.000”
00
C M Y K
PMS XXX or NA
00
INT_104784_13356_MART_HIGHLT
Nckr_Rnd2.ai
Kathy Oliviera
Linda Cicero
12.14.2010 | round #1 | Highlight Your Night Necker | feedback due: 12.15.10
$3 OffCOSMETICS
When you buy ONE (1)
Martini & Rossi Asti. See
back for details. Good
while supplies last.
H I G H L I G H T
Y O U R N I G H T
$3 OffCOSMETICS
When you buy ONE (1)
Martini & Rossi Asti
0 0 0 0 0 0 0 0 0 0 0 0
Consumer: Limit one coupon per purchase on product specified.Void
if reproduced, transferred, used to purchase products for resale or
where prohibited/regulated by law. Consumer pays sales tax.
Redeemable at participating retail stores. Valid only in the US.
Retailer: Bacardi, P.O. Box XXXXX, El Paso, TX XXXX-XXXX will
reimburse the face value of this coupon, plus 8¢, if submitted in
compliance with our redemption policy, available upon request. Cash
value 1/100th of 1¢. Any use of this coupon not specified herein
constitutes fraud. Expiration date X/XX/XX. ©2011 Bacardi INT
104784
M A N U F A C T U R E R ’ S C O U P O N E X P I R E S X X / X X / X X
PURE JOY FROM ITALY
B A C KF R O N T
INT_104784_13356
X
2
100%
2.5”w x 8”h
.000”
.000”
00
C M Y K
PMS XXX or NA
00
INT_104784_13356_MART_HIGHLT
Nckr_Rnd2.ai
Kathy Oliviera
Linda Cicero
12.14.2010 | round #1 | Highlight Your Night Necker | feedback due: 12.15.10
$3 OffCOSMETICS
When you buy ONE (1)
Martini & Rossi Asti. See
back for details. Good
while supplies last.
H I G H L I G H T
Y O U R N I G H T
$3 OffCOSMETICS
When you buy ONE (1)
Martini & Rossi Asti
0 0 0 0 0 0 0 0 0 0 0 0
Consumer: Limit one coupon per purchase on product specified.Void
if reproduced, transferred, used to purchase products for resale or
where prohibited/regulated by law. Consumer pays sales tax.
Redeemable at participating retail stores. Valid only in the US.
Retailer: Bacardi, P.O. Box XXXXX, El Paso, TX XXXX-XXXX will
reimburse the face value of this coupon, plus 8¢, if submitted in
compliance with our redemption policy, available upon request. Cash
value 1/100th of 1¢. Any use of this coupon not specified herein
constitutes fraud. Expiration date X/XX/XX. ©2011 Bacardi INT
104784
M A N U F A C T U R E R ’ S C O U P O N E X P I R E S X X / X X / X X
PURE JOY FROM ITALY
B A C KF R O N T12.14.2010 | round #1 | Easel Card | feedback due: 12.15.10
When you buy ONE (1) Martini & Rossi
Asti. See specially marked bottles for
details. Good while supplies last.
$3.00 OffCOSMETICS
Cheers to a classy girl’s night in. Dress up, catch
up and light up the evening with Martini & Rossi.
Tips on how to
make your night a
memorable one.
Display and Take One CatalinaNecker Tip Guide

18. L a u r e n D e C a n d i d o |Unilever Universe Event (Graphic Design USA Award 2011)
Unilever. Shaping the future.
In this room theme, we would create a
behind the fabric to give the suggested
appearance of stars, planets etc. The focal point of
centerpiece, featuring intermingling shapes of
globes, stars and the Unilever Vitality logo at the
heart of it all. We would bring in white furniture
accommodate our visitors. This will give the space

19. Where will her story take her next?
See what she can do for you in the
next chapter.
L a u r e n D e C a n d i d o
Conceptor Extraodinaire & Copywriter with Flair
Lauren.DeCandido@gmail.com (C) 1+610+639+4111