PROJECT: Creatively demonstrate how Pitney Bowes Designed solutions could alleviate the challenges of shipping heavy, dense or mixed weight parcels.

GOALS: Build awareness of Pitney Bowes solutions for retailers who may be overpaying with weight-based shipping on heavy dense items. Provide product knowledge resulting in lead generation.

PLAN: Create a high-impact direct mail touchpoint that demonstrates cost savings of sending small heavy, dense, or mixed weight parcels through Pitney Bowes—with an emphasis on “designed” approach messaging. Mail to a curated prospect list (50/send).

SOLUTION: Develop a direct mail "design your own trail mix" kit that centers around the concept of creating the shipping mix uniquely designed for your business. Branded snack components of heavy, light, and mixed weight tell the story of shipping challenges in a unique way.

RESULTS: Positive response leading to an initial $3M opportunity and continued mailings utilizing the creative concept.

MY ROLE: art direction design & copy | concept development | icon/illustration selection & custom creations | design of direct mail elements & digital assets | recommending & sourcing fulfillment supplier

PROJECT: Event marketing campaign, booth and activation for Pitney Bowes at the Shoptalk industry conference, Mandalay Bay, Las Vegas

GOALS: Introduce Pitney Bowes to new retailers or partners; accelerate deal-stage with current high-fit prospects; strengthen and extend existing relationships with current clients.

PLAN: Create broad market awareness of and promote Global Ecommerce designed services (Delivery, Returns, Fulfillment, Cross-Border) to an audience of major retailers and brands. Build awareness and credibility of Pitney Bowes brand in ecommerce space. Drive conversations around opportunities for cross-sell with client. Generate new sales opportunities for one or more solutions.

SOLUTION: Demonstrate how Pitney Bowes is helping brands unpack the post-purchase experience, through a first-of-its-kind installation that takes attendees on an interactive tour of fulfillment, delivery and returns innovations—from the perspective of a customer’s order.

Create added FOMO around the secret speakeasy in the booth giving ample opportunity to promote Pitney Bowes founding in 1920—that same year speakeasies started.

Connect the speakeasy experience to the hospitality party at the Mob Museum of Las Vegas.

PROJECT: Share the Pitney Bowes sustainability story through multiple channels to increase awareness, provide thought-leadership and generate leads.

GOALS: Provide thought leadership. Build awareness for Pitney Bowes sustainability efforts. Generate leads.

PLAN: Create sales enablement tools — presentation deck and cut sheet. Create landing page with lead generation form. Develop a targeted email campaign to reach clients and prospects separately. Utilize paid social to direct audience to landing page and form. Continue contact via direct mail with items that communicate sustainable efforts.

SOLUTION: Build a series of touchpoints (print and digital) with messaging and content showcasing the long standing sustainability efforts at Pitney Bowes. Develop a custom set of sustainability icons for use in creating cohesive campaign visuals. Design sales enablement materials to promote sustainability efforts and tell the Pitney Bowes sustainability story. Direct Mail communicates message through items: Packing material made of plantable box filler perfect for eco-green packaging (seed paper off-cuts reduce waste), Recycled newspaper pencils packaged in an eco-friendly recycled handmade paper sleeve, and a handcrafted from real cedar wood including a tree planted with every purchase.

RESULTS: Provided necessary content for sales organization use. Paid social showed success at driving targets to landing page—resulting in form fills, 700 landing page visits and 30K video views.

MY ROLE: art direction design & copy | concept development | icon/illustration selection & customization | image selection | design of campaign elements (print, presentation deck, email, digital, social graphics & motion graphics, etc.)

PROJECT: Design and promote a multi-page annual guide aimed at helping retailers prepare for holiday e-commerce and shipping.

GOALS: Support position as a knowledgeable industry leader. Increase engagement — site visits and asset downloads.

PLAN: Lean into Pitney Bowes research (findings/data) as valuable content using a series of social creatives driving to pb.com blog with CTA to download the full guide. Develop a look at feel that is flexible for annual production—unique each year, yet familiar and recognizable to the viewer.

DESIGN SOLUTION: Utilize boxes, packages and presents to support a shipping and mailing theme. Use vibrant brand colors to exude energy and visual interest. Create custom illustrations to better communicate content and provide year-after-year design flexibility.
Execute design styling across social and web graphics—the first touch-points promoting the guide—driving traffic to a blog post to download the guide.

MY ROLE: art direction design & copy | illustration selection & customization | cover concept & design | booklet design & layout | social graphics design | production of digital ready graphics

Digital ad packages created to promote Pitney Bowes products and services.

MY ROLE: art direction design & copy | concept development | digital design | photo selection & compositing | production of digital ready graphics | motion graphics

PROJECT: Develop an impactful digital campaign for the MIT Sloan Semi-Annual 25% off sale.

GOALS: Promote new products. Highlight deep bench of resources. Make sales goals for products from MIT SMR store (selling 250 books, 1,300 reprints).

PLAN: Connect with the audience of well-educated professionals in positions of leadership. Elevate the use of campaign theme for stronger and more meaningful messaging to the consumer. Avoid looking like MIT SMR competition. Showcase products. Develop multiple digital touch-points including email (template) with custom sections and alternating hero graphics, animated ads, welcome, disengage, and store ads.

SOLUTION: Execute on the theme of “Managing is harder than ever” by establishing the audience as a management/industry leader with the use of MIT SMR resources. A dynamic color scheme was selected to communicate a position of strength, reliability, and interest & the chalkboard texture and mind-map/icon style drawings were used to connect with the “new resources,” and “actionable frameworks, evidence-based research” identity, of “working out” a problem. Build a more sophisticated look with use of texture and depth.

RESULTS: Planning created a smooth execution process. Sales goals for the promotion were met. Strong creative development lead to considering other A/B testing options for future promotions.

MY ROLE: creative direction | art direction | image & style selection | design | production of digital ready art | motion graphics

PROJECT: Rebrand Perfect Aire 

PLAN: Create the next iteration of Perfect Aire — conceptual and visual — modernizing the look of the company and establishing an approachable voice to reflect the company's personality. Develop a Brand Style Guide for Perfect Aire to follow. Execute the new brand style across all channels ultimately creating deliverables.

SOLUTION: I played a key role leading the development and completion of this project — meeting with company leadership, researching the industry, and reviewing competitors to gain valuable insight that was distilled into contents of the Brand Style Guide. I led the effort, identifying the corporate voice and developing a visual system and components to be used across communication channels. I designed and executed final deliverables in the guide, as well as for channel distribution.

Key actions in my process:

Guiding leadership through the entire process including identifying and promoting the need for change — coaching, distilling information, and presenting the new direction to gain traction and understanding for better execution.

Identifying the voice of the company establishing language, creating written copy, and selecting all imagery.

Researching, conceptualizing, and developing written and visual content throughout the entire guide.

Updating logo with a current type solution and developing primary and secondary forms for execution across marketing and product channels.

Developing a plan using color as a key component to identify product lines across channel deliverables and selecting all secondary brand colors associate with product lines.

Establishing a formula for graphics, patterns, and other components and developing a comprehensive library providing for the creation of fresh iterations of marketing elements over time.

MY ROLE: creative consultation | research | interviews | presentation to leadership and stakeholders | brand development visual & voice | creative direction | execution (copywriting, visual design, conceptual) across all brand deliverables | production

PROJECT: Create videos detailing Perfect Aire products for web and social.

PLAN: Create a social media presence allowing Perfect Aire to showcase product and better connect with consumers. Strengthen brand utilizing social channels and video. 

SOLUTION: Develop video library for sales instruction, purchasing instruction, and product features. Develop an intro sequence standard to all product videos. Utilize brand elements as graphics and video background to reinforce brand recognition.

MY ROLE: creative direction | script & storyboard | video visual content | creative development | video intro sequence creation - brand animation

TEAM: 
• product videography & rough edits: Mid-States Distributing Company, Inc. Team
• product video final edits | Smart Controller video(s) voice-over, rough & final edits: Adam Hofbauer

PROJECT: Create new & redesign existing packaging for Perfect Aire under new brand style guide. Packaging designs were created for 11 product categories with several SKU's in each category. Below is a sample of 3 product lines.

PLAN: Develop a packaging plan that would update Perfect Aire and better display them next to competitor brands while utilizing established brand recognition with current customer base. Provide information that is more customer focused. Give product lines a distinct look while maintaining connection to Perfect Aire brand.

SOLUTION: Designs were developed utilizing style guide components. Product line colors were incorporated to provide easy visual product distinction. Icons, diagrams, and additional photography was incorporated to better tell product story and quickly communicate with the customer. Logo placement and the use of brand colors blue & black was carried over from previous packaging and incorporated in a new way to better transition to the new look.

MY ROLE: brand creative direction | art direction | package design

PROJECT: Develop the brand for The Little Green Pineapple

PLAN: Establish The Little Green Pineapple as a recognizable lifestyle brand. Incorporate client’s input on color and imagery. Consider flexibility needed for future brand growth.

SOLUTION: Developed brand to reflect The Little Green Pineapple as a lifestyle brand. Created assets and look and feel for use in marketing materials with attention to heavy marketing via social media platforms. Provided graphic elements for flexible use in design applications. 

MY ROLE: creative consultation | brand development direction | design execution across all brand deliverables

PROJECT: Develop poster designs promoting featured products in-store.

PLAN: Coordinate look & feel with Ulta Beauty magazine and new brand standards. Elevate in-store product engagement.

SOLUTION: Created colorful energetic graphics that emphasized benefits and features of in-store products. 

MY ROLE: conceptual development | design | production ready files

PROJECT: Develop designs for in-store components of Ulta Beauty’s Gorgeous Hair Event.

PLAN: Coordinate look & feel with Ulta Beauty magazine and new brand standards. Elevate in-store event recognition and presence. Consider options for easier store ops hanging/assembly, and universal sizing to reduce quantity of print variations.

SOLUTION: Integrated elements of the event logo into store signage assets. Developed solutions for stronger main table/front-of-store presence and easier execution—including signage elements that both called out “Beauty Steals” (front table wrap and pedestal), and lighted arch signage that was easier to hang & sized universally for any store configuration reducing required size variations in printing.

MY ROLE: conceptual development | design | die line creation | production ready files

PROJECT: Develop designs for in-store components of Ulta Beauty’s 21 Days of Beauty.

PLAN: Coordinate look & feel with Ulta Beauty magazine, new brand standards, and 21 Days of Beauty assets. Elevate in-store event recognition and presence. Consider options for easier store ops hanging/assembly variations.

SOLUTION: Integrated event assets into all store signage. Developed solutions for stronger event recognition pull through — outside of store, front entry, and throughout store interior. Design plan reduced printed variations with flexible window decal and lighted arch signage that was easier to hang & sized universally for any store configuration.

MY ROLE: conceptual development | design | die line creation | production ready files

PROJECT: Develop end-cap display designs promoting featured products in-store.

PLAN: Coordinate look & feel with Ulta Beauty magazine, store event promotions, and new brand standards. Elevate in-store product engagement.

SOLUTION: Created colorful energetic graphics that emphasized benefits and features of in-store products. 

MY ROLE: conceptual development | design | production ready files

PROJECT: Update/rebrand Kmart Pharmacy logo & style to reflect Kmart's rebranded look & feel.

PLAN: Establish Kmart as the parent brand. Incorporate new Kmart brand colors and more approachable "fun" style without discrediting the seriousness of pharmacy functions. Start a conversation with the Kmart customer.

SOLUTION: Established a relationship between the Kmart parent brand and Kmart Pharmacy & pharmacy programs. Provided a graphic element for flexible use in design applications. Developed creative and copy aligned with the Kmart brand and voice. Developed Kmart Style Guide for use in creating pharmacy related materials.

MY ROLE: Redesigned Kmart Pharmacy logo and Pharmacy Rewards lockups. Developed creative examples, selected and composed photography assets, and designed page layout of the Kmart Pharmacy style guide (to be included in the Kmart multi-department brand guide).

PROJECT: Advanced planning cover concepts for weekly circular flyer.

PLAN: Showcase weekly offers with seasonal theme.
Focus on special offers.

SOLUTION: Create fun on brand layout formula’s for production team to follow with final offers.

MY ROLE: art direction | visual concept development | design & layout

PROJECT: Update/refresh graphics for use in Sales App Tool. 

PLAN: Showcase new inspiration collections. 
Focus on product features.

SOLUTION: Collaborated with fashion design & photography in inspiration board development. 
Selected images and crops that focused on apparel elements.

MY ROLE: art direction | design | photo selection & retouching & compositing | digital production

PROJECT: Promote products and new product lines to increase awareness and sales.

PLAN: Showcase new collections. Focus on product features and benefits. Increase reach to clients/customers through email. Use cross-channel marketing support.

SOLUTION: Created a timed approach to email component to encourage ongoing interest. Collaborated with marketing & photography in the development of sales supporting materials and promotions.

MY ROLE: art direction | design | photo selection, retouching & compositing | animation | print & digital production

PROJECT: Update/refresh annual Uniform Book with a more artistic/sophisticated feel & establish catalog as a stronger sales tool.

PLAN: Show what sets Cintas apart from competitors. Provide elements that reduce sales search time & streamline ordering processes. Support catalog release digitally through website and email.

SOLUTION: Collaborated with multiple departments (Fashion Design, Photography, Marketing) concept to completion. Focused on apparel elements. Featured program inspiration looks. Created infographics to assist with product searches, ordering, etc. 

MY ROLE: art direction for catalog & product photo shoot | custom illustration | design | photo selection, retouching & compositing | prepress for print production | managed color correction process for print | design for web & email graphics

Lakefest designed for Veer "Stunner in the Summer" contest.
Concept developed with a multi-channel support approach.

MY ROLE: art & creative direction | event concept & collateral development | copywriting | custom illustration & use of provided assets | design & layout | website concept & design

PROJECT: Ads and Postcards for trade publications and events announcing Blue Plate's 30 years in Chicago and their partnerships with Chicago venues.

Plan: Focus on space (layout and venue) and Blue Plate plates and presentation. Pair with dynamic images with elegant color palettes. 

SOLUTION: Sophisticated use of white space and contrasting imagery for impact. Copy builds the personal connection and supports image/event relationship.

MY ROLE: art direction design & copy | concept development | design | copy writing | photo selection | print production

PROJECT: Create a branded menu packet for in-house tasting event.

PLAN & SOLUTION: Showcase event theme. Focus on product features.

[ art direction, photo selection, design, event setting photography ]

Multi-week Holiday Campaign across digital, print, and direct-to-target audience channels

Collaborated with marketing consultant from concept to completion on all aspects of campaign.

MY ROLE: art direction | photo selection | design | print & digital production

PROJECT: Update look of event and seasonal advertising. Increase multi-channel presence with coordinated messaging in social and email.

PLAN: Transition Tesori from a heavily illustrated approach to lifestyle photography that is food forward.

SOLUTION: For a smooth transition phase in new photographic approach with illustrated elements and begin to phase out illustrated style. Increase quantity & frequency of social post messaging.

Includes: poster, check folder insert, e-mail, social media for Twitter and Facebook.

MY ROLE: art & creative direction | complete custom illustration | photo selection | design | print & digital production (including email html)

A selection of visual identity explorations and development.