Promotion for Honeywell's annual sales meeting. Instead of using tired, old imagery of the destination; the creative team opted to go for a more in-your-face, confrontational theme of "Are You In?" The unique take on the event resulted in more interest and a 50% boost in attendance.
Sales collateral and website for a proposed, new line of business for Hyatt hotels. Targeting traveling troupes, road productions and touring musical groups as an underserved market segment; Hyatt planned on engaging this unique customer base. To appeal to the tour manager and performer alike, a gritty documentary style approach was adopted for the look and feel – while still keeping in line with Hyatt's brand standards.
After buying out a competitor, Aramark rebranded it's healthcare services as Aramark Healthcare Technologies, making them the number one independent healthcare technology service provider in the nation. Instead of taking a more technological approach to the rebrand, we decided that focusing on the human element was more inviting and appealing.
Due to a merge between the two largest chronic wound healing clinics in the country, a new brand was in need. Utilizing the real-life stories of patients, along with the visual metaphor of black and white morphing into color to represent healing and wholeness, a successful and emotionally impactful brand was born.
Promotional and sales support materials for a rugged smartphone launch from Kyocera. Targeting small businesses, construction, landscaping, medical, police and fire departments – all areas where a rugged phone is needed – workplace hazards became the primary focus. Icons were designed to highlight the various hazards the phone can conquer, which eventually morphed into additional icons to highlight the phone features. Conquer your every workday became the tagline and theme.
Cardinal Path, a national web analytics and consulting company, was in need of a senior designer to head the design and production of their advertising, sales collateral, digital and white paper materials. Reporting directly to the CMO, I had the pleasure of redesigning all of their pieces – creating a clean, consistent, systems look to everything while still keeping in line with Cardinal Path's brand standards.
As the first (and only) in-house art director for SRAM Corporation, a leader in the cycling industry, I oversaw the branding, promotion, marketing and creative direction of the company during a period of explosive growth.
The over arching theme of "We'll take you there" as an ad campaign can be utilized for multiple applications. It can be applied to aspirational, lifestyle-oriented advertising, which is represented here. "We'll take you there" can also be used for a more hard-sell, retail-specific approach, calling out specific equipment and gear sold by REI than can literally get you there.
Partnering with AAA, Hyatt tasked Arch Advertising to create a 360 campaign to promote family-friendly road trips to Hyatt properties. Keeping in line with Hyatt's brand standards, these were the initial concepts.
Yes, a brand is more than just a logo. With that said, a logo is a key component to capturing and evoking the essence of a brand. Plus they're a lot of fun to create!