Fashion Gold

Awards season got off to a glamorous start last night with the Golden Globes. Tina and Amy did another fabulous job hosting, but the North Korea gags got to be a bit much. But we’re most interested in the fashion – and there were plenty of winners in that category. Here are our picks for last night’s golden girls, and a few that didn’t shine quite as bright.

HOCBlog-GoldenGlobes15TOP: Julianne Moore, Reese Witherspoon, Emma Stone   CENTER: Dakota Johnson, Diane Kruger, Taylor Schilling
BOTTOM: Felicity Jones, Allison Williams, Kate Beckinsale


TOP: Lana Del Rey, Salma Hayek, Kristen Wiig   CENTER: Lena Dunham, Keira Knightley, Kate Hudson
BOTTOM: Robin Wright, Kerry Washington, Amy Adams




In Tribute

Jeff Hayes, the founder of BTB Fitness, passed away after a long battle with cancer. Jeff was a client, trainer and friend to several of us throughout the years.

52418-15-HOC-Newsletter-Images-Jan20156While we mourn his passing and will miss his energy and zest for life, we feel fortunate to be among the many, many people he touched during his life. He was truly a special person who left a wake of happiness, optimism and encouragement wherever he went. His legacy will continue to ripple outward for years to come.


Park It

Natick Mall, in the suburbs of Boston, has invested heavily in their parking options. They offer over 7,000 parking spaces – most of which are sheltered in multi-level parking decks – as well as Premium Parking and valet parking at three different entrances. Even so, parking remains the number one complaint among shoppers (as it is with most malls). On one hand, that’s good news because it means Natick is doing everything else right. On the other hand, it provides an opportunity to educate shoppers on all the convenient parking choices available to them.

52418-15-HOC-Newsletter-Images-Jan20153We developed this mini-campaign featuring whimsical illustrations to cast parking in a happy, positive light. We also came up with a name for their brand new parking service, One Way Valet (drop your car off with the valet, but pick it up yourself with no waiting). We created in-mall videos, signage and social media content to spread the parking gospel to the masses. Parking may not be the most exciting topic, but this project definitely has a reserved spot in our hearts.