Client:
Informa Markets: Licensing Expo
What I did:
Campaign Ideation + Creative Direction + Copywriting
The Challenge:
Transform Licensing Expo’s brand language and messaging to more closely align with what the licensing community stands for, and help people better understand what licensing means to drive engagement and increase event registration.
What We Learned:
The brands we love are a part of who we are. From our loyalty to sports teams, to our favorite movies and TV shows, brands have the power to inspire us, to open up new worlds, and to define generations. This human connection to brands is at the heart of why licensing exists.
The Creative Solution:
It Starts Here - the passion, the heart, the loyalty consumers feel towards the brands they love, starts with a licensing deal planned at Licensing Expo. We partnered with some of the largest brands like Barbie, Hotwheels, Rolling Stones, The Met and more, to feature real examples of brand extensions and licensing deals, and used powerful yet simple copy to show how the brand deals that shape our world, start at Licensing Expo.
The Result:
• Over 344,000 impressions
• Over 70,000 video views across platforms
• Over 3,600 new social followers across platforms
• 28% Increase in event attendance 2023 vs. 2022
• 31% Increase in retailer attendance 2023 vs. 2022
• 36% Increase in email registrations 2023 vs. 2022
”What this campaign did was really capture what licensing is all about. In fact, we loved it so much that we’re going to use a version ourselves at Licensing International, because it’s such a powerful story and it’s so well told” - Steve Manners, Head of Global Marketing at Licensing International
Client:
Informa Markets: Natural Products Expo East
What I did:
Campaign Ideation + Copywriting + Production
The Challenge:
Drive event registration with messaging that clearly articulates the commercial value of the event, while also highlighting the conscious nature of the companies who attend and exhibit.
What We Learned:
The natural, organic, and conscious consumer package goods (CPG) industry is driven by entrepreneurs and innovators with a vision for doing good in the world. They understand that in order to make an impact, their business also needs to be successful. The companies may only attend one or two events per year, so they expect a unique experience and good ROI.
The Creative Solution:
Grow for Good - Using video, digital advertising, and onsite signage, we helped the Natural Products Expo East team craft a campaign that truly resonated with members of the conscious CPG industry. In the campaign tagline “Grow for Good”, the words “for good” imply a double entendre of both growing in service to a brand’s mission, as well as the finality of the growth. Once you’ve grown this much, it sticks, it’s for good. We also engaged the audience socially by having people share their “for good” reason for coming to the show to grow.
The Result:
• Over 30,000 video views across platforms
• Average 3.9% engagement across platforms
• Over 400 first time exhibitors
• Over 16,000 registered attendees
Client:
Informa Markets: Digitally Enabled Events
What I did:
Campaign Ideation + Copywriting + Production
The Challenge:
Engage event customers and increase platform adoption by showing how powerful digital enhancements can be for in-person events.
What We Learned:
Informa Markets’ customers were not understanding, nor were they motivated by terminology like “smart events” or “hybrid event”. This caused customers to miss out on features designed to increase their ROI.
The Creative Solution:
Digital Extras campaign - Provide Informa Markets’ teams a suite of tools that cut directly to the point…These “extra” features are simply digital tools to make the event experience better, and who wouldn’t want that? The word “extra” was used to describe benefits like “extra access” to people and information, and “extra time” to plan your event. Using conversational language like “extra awesome” built trust and created a memorable experience for event customers.
The Result:
• Deployed for events like: Informa Markets Engineering West, Natural Products Expo West, and Aviation Week Network’s MRO Americas
• Events saw an average of 30% increase in platform registration and adoption across attendee and exhibitor audiences
Client:
Informa Markets: Natural Products Expo West
What I did:
Campaign Ideation + Song Writing + Production + Direct
The Challenge:
Natural Products Expo West is the largest (and most fun) event for all the amazing natural and organic product brands. In an age where too many event videos are simply broll and obvious testimonials, we wanted to create something that not only communicated the festival vibes of the event, but did it in a way that cut through.
What We Learned:
When listening to attendees, we learned that they felt that so many of the experiences, interactions, business, and memories, were things that only happened at an event like Expo West. What people experience at the show, just can't be replicated at other events.
The Creative Solution:
Only at Expo - What medium captures a fun, feel-good, community-driven event better than a song? Think Disney meets the office. Whimsical music, meets funny moments. Working in tandem with the marketing team at Natural Products Expo, we wrote an original song with lyrics inspired by all of the things you can experience "only at expo".
Featuring actual members of the natural products community, with a special appearance by none other than Mike Dirnt (the bass player for Green Day). We filmed each portion of the video over three days at the event, and our team turned the edit around on-site so the team could release it on the final day of the show.
The Result:
• Over 30,000 video views across platforms
• Average 3.9% engagement across platforms
• Over 400 first time exhibitors
• Over 16,000 registered attendees
Client:
Brick House Clothing Co.
Industry:
Retail, Fashion
Work:
Identity Design, Branding, Print
I was hired to design the brand concepts for a startup clothing company in Denver, Colorado. Brick House Clothing Co. provides modern and stylish bespoke men's apparel in boutique stores. The dominant shapes in the "brick" pattern suggest a hidden "h" while the strong structural shapes convey strength and quality.
Client:
Long-tail edge
Industry:
Technology Consulting
Work:
Identity Design, Branding, Print
Long-tail edge is a technology consulting company located in Northern Colorado specializing in Mac computers and operating systems. Their goal is to help clients get the most out of their technology and empower them to embrace solutions that increase productivity and business processes.
Long-tail edge hired me to create their logo and branding, along with their print collateral. As a new technology business, it was important to them that their new logo look modern, but also represent their experience and ability to built trust with their customers.
I chose the color blue because it is bright and appealing but also conveys trust and experience. The pin-wheel shape is similar to the icon used by Mac to show that information is loading. This helps convey the educational nature of their services, while providing a simple and effective visual mark that is easily recognizable and memorable.
Client:
3 Painted Ladies
Industry:
Retail, Home Improvement, Recycling
Work:
Identity Design, Branding, Videography, Motion Graphics
3 Painted Ladies was started by three environmentally conscience women in Northern Colorado. They recycle good, used latex paint and convert it to quality recycled paint.
I was hired to create their signature brand mark and print collateral, promotional video and also assisted with creative direction for their product line of paints.
Their earthy color pallet of teal and tan work together to communicate their modern, yet green friendly personality, without using the traditional “bright green”. Instead of trying to work in the recycling symbol directly, I played off of it by adding an upward arrow to the very important “3” symbol. The “3” recycling symbol, functions as their brand icon, quickly identifying them in a crowded marketplace, without the need for their full written name.
Client:
3 Painted Ladies - "Earth Girl Paint"
Work:
Identity Design, Branding, Packaging, Print, Creative Direction
Earth Girl Paint is the nature friendly, 100% recycled product of Northern Colorado based company 3 Painted Ladies.
Along with helping to craft their company brand, I was also fortunate enough to help them craft their product brand.
I created their typographic logo along with product cards, web and print advertisements and their packaging design. I chose a youthful and earthy lavender color to compliment the teal and tan of the 3 Painted Ladies brand. The consistent use of the two typefaces also ties this product brand to the parent company brand effectively.
Lastly, I provided creative direction for their first marketing campaign “Save your paint, save the world”
Client:
Triple Crown Dental Laboratory
Industry:
Dental, Medical
Work:
Identity Design, Branding, Print, Website, Creative Direction (All work done while employed as Senior Graphic Designer at AMG Creative)
Triple Crown Dental Laboratory is a full service dental prosthetics lab with a focus on customer experience and technology. Founded in 2010 by owner Adam Ben-Zev, Triple Crown integrates CAD/CAM technology to produce a more precise fitting dental restoration with more lifelike esthetics.
As Senior Graphic Designer at AMG Creative I was tasked with completely overhauling their existing brand, which was almost nonexistent. After an extensive research session with the client, I discovered that the biggest differentiator was their focus on building strong relationships with their customers.
They asked us to make them seem like the "friendly lab" so we chose a bright orange for their signature brand color. This not only helped to convey their bright personality, but also helped to set them apart from the overused "blues" and "greens" commonly found amongst the competing brands in their industry.
The mark itself is a simple yet clever symbol created by combining the shape of three crowns. When combined, they take on the appearance of a sun, or light burst, further reinforcing their brand personality, while the negative space in the center creates a triangle that points upward, alluding to how they grow relationships and elevate the dental practices they work with.
Client:
Wallabee Weddings
Industry:
Wedding Planning
Work:
Identity Design, Branding, Print, Social, Web, Creative Direction
Founded in 2015 by interior designer Paula "Wallabee" Crosse, Wallabee Weddings combined a lifelong love of interior design with a passion for event planning for Paula.
Paula hired me to create her brand identity, printed collateral and assist in the implantation of her brand across her social media channels and website. I also assisted in the creative direction for the creation and naming of the Wallabee Wedding service packages.
As soon as I heard the name, I knew that actually showing the image of the wallabee would be an important and effective way to present the brand in a likable and memorable way.
Paula was very clear about her desire for a teal or light blue for the brand color. The visual mark combines two important elements. The "blossom" shape around the wallabee was created by integrating the shapes of two "w"'s from the business name. By rotating the pattern around, the shape took on the look of a bridal bouquet, while creating the perfect container for the signature element in the logo...the wallabee.
Keeping the wallabee simple, created a symbol that worked well at smaller sizes, while careful positioning of the ears and tail gave the wallabee more feminine characteristics. This along with the color helps it appeal to her largest audience...Brides!
Client:
Laughing Buddha Comedy
Industry:
Entertainment, Performing Arts
Work:
Identity Design, Branding, Print, Signage
Operating in the heart of New York City, Laughing Buddha Comedy provides educational opportunities for stand-up comedians. LBC also hosts a series of open mic nights, and industry showcases featuring names such as Janeane Garofalo, Gilbert Godfried and Louis C.K.
Laughing Buddha Comedy hired me to complete a full re-design of their existing logo. They explained that they had never been able to quite capture the perfect image of laughing character of buddha.
I knew that if we got the expression in the face correct, that it had the potential to be the perfect stand alone brand mark for LBC. I combined many references of buddha and illustrations of people laughing to reach the final illustration. The red buddha head.
Leveraging a more vintage typeface along with the detailed arrangement of each word, helped to establish a unique and pleasing final formation of the name. By stacking the words, we make the best use of space for the long name, while the treatment of the word "comedy" resembles a sign "milar" commonly found at comedy clubs and theaters.
Client:
Master Agent
Industry:
Outsource Customer Service, Technical Support
Work:
Identity Design, Branding, Print, Digital (All work produced while employed at Senior Marketing Designer at Center Partners. This was brand produced in conjunction with Heather Tel of Trinket Design Co. )
Master Agent was the name given to a group of customer support representatives within Center Partners that handled several different "call types" instead of only handling a single call type like the traditional agent, thus coining the phrase "Master Agent".
When launching the group, there was an emphasis on completing their rigid "quality checklist" to ensure premium service on every call. Taking this into account, I worked alongside my junior designer to create a mark that combined the "M" from the group name, and the check mark to reinforce their focus on completing all of the quality steps on their checklist.
The "M" acts as a stand-alone mark and can be used on things like badges, social media pages and company intranets to identify the brand without the need to use the entire name.
We created collateral, promotional items like shirts and backpacks, as well as styled the login screens for the company intranets which agents used to access customer information when handling phone calls.
