As a vital component to introduce the 2016 uniform redesign, the Join the Evolution campaign was developed to generate engagement from the millennial demographic and to stimulate the passion of an existing fan base.
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CREDIT: GRAPHIC DESIGN/CLUBHOUSE CONFIDENTIAL
A collaborative effort between the D-backs and MLB to stimulate engagement from the millennial demographic. With input from Majestic, New Era, and Nike, the project included the implementation of innovative design elements including dye-sublimation printing of a pattern on the jersey, pant and cap, a more athletic cut reflecting the silhouette of the modern ballplayer, and half stripes on the sleeves and pants. Other elements of the uniform 'evolution' include a revised wordmark with increased arch, customization to the proprietary D-backs font, and an update to the original snakehead logo, resulting in 7 distinct uniform combinations to be worm throughout the season..
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CREDIT: GRAPHIC DESIGN/CLUBHOUSE CONFIDENTIAL
The National Geographic Explorers Festival is the Society’s signature event, bringing together innovative scientists, conservationists, explorers, educators, storytellers, and change makers from around the world to share their discoveries, insights, and solutions for creating a more sustainable future. It is held annually in June at the National Geographic Base Camp headquartered in downtown Washington, D.C. The Creative Design & Brand team concepts the yearly branding of the convening, collaborating with both internal and external partners to produce high level deliverables across multiple platforms. The 2020 event was paused due to the global pandemic, and the 2021 version was 100% virtual. In 2022, the annual endeavor resumed with a hybrid model.
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Marketing campaign developed to promote the 2015 regular season. The concept was derived from an expression used among the players and coaches during spring training in reference to the goal being to reach the post season. A neutral gray texture background was implemented into the design so that team colors and photography would exhibit the most visual impact.
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CREDIT: GRAPHIC DESIGN/CLUBHOUSE CONFIDENTIAL
Each year, the National Geographic Society presents its most prestigious awards to innovative and inspiring trailblazers who are making astounding contributions to science, conservation, education, technology, and storytelling. In 2021, due to the pandemic, recognition was awarded virtually. A virtual presentation was created so that our audience could stream the events live globally.
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Each year, season ticket renewals are relied upon to provide significant revenue. Whether ticketing is targeting new or current fans, providing sales with innovative packaging and presentation tools is imperative to marketing the team for the coming season. Along with the multitude of signage, print, digital, outdoor and social ads, an inspired design of the tickets provides fans with a lasting keepsake of historical games.
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CREDIT: GRAPHIC DESIGN/CLUBHOUSE CONFIDENTIAL
Marketing campaign developed for a popular local gourmet grocer, Newport Avenue Market, located in Bend, Oregon. This "We're Know It Alls" campaign was voted a 2017 National Grocers Association Creative Choice award winner, recognized as the best marketing and merchandising programs in the grocery industry. Consistently voted "Best of" in the community for over 20 years, ownership has a preference for quirky, and this campaign based on their employees being "experts" in their respective departments does not disappoint.
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Integrated campaign development created for Saxon's Fine Jeweler's, Bend, OR. The client requested that we target to a millennial demographic who reside in the area for quality of life and an active outdoor lifestyle. Campaign focused on significant life moments such as engagements and weddings and to promote a new line of custom designed jewelry.
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CREDIT: PHOTO/VIDEO DIRECTION/EVERY IDEA TEAM
Man-Saver, the manufacturer of the Post-Driver, a hydraulic tool targeted to farmers, ranchers and wineries that lessens the manual effort to install fencing, requested a refresh of their current campaign that would target the "modern farmer", incorporating headlines, copy and images that spoke their language.
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CREDIT: CONCEPTING/COPYWRITING/EVERY IDEA TEAM
During my tenure as Creative Director of the MLB franchise, Clubhouse Creative, our in-house agency, produced over 1,500 annual projects for 25 internal departments. Daily collaboration was required to craft original content and assets that provided the organization with the marketing tools required to generate fan engagement, increase attendance and contribute to an improved fan experience.
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CREDIT: GRAPHIC DESIGN/CLUBHOUSE CONFIDENTIAL
Collaborating with Special Projects, I assisted in the development and branding of a new fan experience at Chase Field, The Draft Room, that allowed guests to enjoy a venue serving local and regional craft beer offerings. The venture was highly successful during its inaugural season and plans were being discussed to expand and renovate the space further.
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CREDIT: GRAPHIC DESIGN/CLUBHOUSE CONFIDENTIAL
Building on previous success in the gourmet grocery space, a new franchise called My Fresh Basket, was opening their flagship market in Spokane, WA, and requested assistance with their launch into the highly competitive industry.
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Allied Beverage Tanks, a prominent designer of custom brewing and distilling systems for the craft beverage industry around the globe. They heavily rely on branded initiatives in the marketplace to outpace their competitors.
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Acorn Market was branded with the intent to franchise and provide credibility. Their identity is readily scalable and they have since moved to a larger location to accommodate their success.
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The FBI National Academy Associates is a non-profit organization, associated with the FBI, and targeted to law enforcement professional around the globe. Members are graduates of the Academy, which is based in Quantico, VA. The Association produces a bi-monthly magazine, The Associate, along with other print, digital, web and trade show initiatives requiring consistent branding and design.
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As Director of Marketing for Sunshine Retirement Living, I was able to develop a strategic plan that initiated a digitally-focused transformation and refresh to the initiatives employed in the marketing efforts of over 20 senior living communities in the company portfolio.
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In a collaborative effort to pitch a cookbook concept to Kix Brooks, of the highly successful country music duo, Brooks & Dunn, an original layout and designs were created that would set the project in motion to benefit the Monroe Carell Jr. Children’s Hospital at Vanderbilt.
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Rosewood Corporation, known for its luxury brand of hotels and resorts, wanted to rebrand its ranching operation. Focused on the production of high-end Wagyu beef, the identity of Rosewood Ranches was created, paying homage to their Texan heritage.
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A sample of some recent projects, either in process or recently completed.
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Cascade Sotheby’s International Realty, with 10 offices across Oregon and SW Washington, over 265 associates and recorded transactions totaling over $1.3 billion. As Content Marketing Manager, I established brand and campaign standards, and developed strategic creative initiatives built around copy, print, digital, web and social.
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