BRANDING
Purposeful branding is at the core of my work. Who is the audience? What are their sensibilities? What is the intent of the piece or campaign? Before I get going on any project I ensure that I thoroughly understand its goals. Only then do I apply the appropriate branding approach. Though aesthetics should strike an emotional chord, form should never override function — meaning the purpose of the asset(s) at hand. My portfolio showcases work that I have conceived and executed against as well as projects over which I have led, lending creative direction for both art and copy along the way.
Tech Data’s Loyalty Rewards program explainer brochure targeting mid- to large-scale IT resellers. Print production techniques included metallic foil on the cover, metallic ink on inside pages, clear varnish on section headlines and vellum sheets as section dividers.
Credits: Creative direction, art direction, print direction, graphic design, copywriting
This internal agency campaign used a tongue-in-cheek approach plus no-frills photography and comic art to strike a chord with team members in order to motivate them to apply a higher degree of ownership/accountability throughout projects across the organization.
Credits: Art direction, graphic design
Print, digital and environmental for an internal promotional campaign. The winner of the highest sales of Dell products was awarded VIP passes to Tech Data’s Dell Bowl ⏤ a sales-incentive program. Limousine service was included as part of the award.
Credits: Creative direction, art direction, graphic design
Three-dimensional direct mailer urging CIOs and CTOs to arm their sales force with Lenovo’s Thinkservers products. The CTA pushed for them to order a risk-free, 10-day trial of the server demo kit for their sales team to use in customer pitch meetings.
Credits: Creative direction, art direction, graphic design, copywriting
Direct mailer targeting technology resellers. The goal was sales conversion of Cisco Services that resellers could then upsell to their customer. The mailer urged the audience to visit the “Meet the Moores” website and employed an advent-calendar type device to intrigue customers as to how the campaign related to the technology services offered by Cisco.
Credits: Art direction, graphic design
Elegant conference agenda for top-growth technology provider customers. The theme “Partnering for Peak Performance” reflected the mountainous environment in which the conference took place, Tucson, AZ. Print production techniques included tape binding using a strip of cloth fabric, a die-cut silk cover and vellum sheets as section dividers.
Credits: Creative direction, art direction, print direction
Digital internal agency newsletter highlighting quarterly wins and employee celebrations.
Credits: Art direction, graphic design
Holiday self-mailer promoting Lenovo client devices to technology solution providers. Print production included a snowflake-inspired die cut and clear varnish finish to accentuate the products on promotion.
Credits: Creative direction, art direction, print direction, graphic design
Time-sensitive 3D mailer aimed at Lenovo technology resellers. I utilized a die cut of an hourglass to convey the time-sensitive nature of potential income loss.
Credits: Art direction, print direction, graphic design, copywriting
