OBJECTIVE: Total Brand Rejuvenation- Make the USPS relevant again.
TARGET AUDIENCE: Two segments:
(1) Currently Dissatisfied Users: Men and women, ages 35-65years old, HHI 50k and up users who occasionally and/or regularly send mail. This group of people enjoys sending and receiving mail but they recognize that the services provided by USPS are out of date and that their ability to address concern is vacant.
(2) Non-Users: Men and women, ages 18-35 years old, HHI 40k and up. They currently don’t use the postal service because it doesn’t fit into their busy lifestyle. The services provided by USPS are irrelevant to these users as their daily lives revolve around digital content.
INSIGHT: Research found that the USPS faces problems that are mostly internal. The USPS needs to update their services to the current millennium.
REASONS TO BELIEVE: USPS offers the only parcel mail service in the United States. Only the USPS can deliver to every household in the nation, to the extent that two addresses in the United States still require delivery by a donkey. USPS has the largest network in the USA.
BIG IDEA: As Simple As Possible. The USPS needs to refresh, restore, and renew their brand in the eyes of consumers by making all of their services as streamlined and convenient as possible.
In the equestrian world, horse and rider are unified partners. The saddle is their truest connection. Stübben saddles will strengthen this bond and show riders that if they expect to go far, they'll go together.
OBJECTIVE: Create awareness that Stübben sells the highest quality saddles on the market as well as empowering riders to better their skills and take the next step as a rider by buying a Stübben. By purchasing a Stübben, their riding and connection with their horse will improve in quality.
TARGET AUDIENCE: Men and women, English horseback riders. Ages 18-30 yrs old. Making 100K and up. Willing to pay more if they believe the quality of tack will improve their skills as a rider. Have been riding 5+ yrs. Ride at a higher level, compete in shows, own their own horses and \/or farms, ride 5+ times a week.
INSIGHT: In the equestrian world, horse and rider are unified partners, and the saddle is their truest connection.
REASONS TO BELIEVE: Stübben offers custom saddle fittings and high quality products.
BIG IDEA: Go together. Stübben saddles connect horse and rider in a way not possible with other saddles thus strengthening the bond between the two and bettering skills overall. If horse and rider expect to go far, they'll go together.
OBJECTIVE: Great Clips is a hair salon franchise with over 3,000 locations in the US. To be successful, it must compete with other franchise chains and with individual local salons. The purpose of this advertising effort is create a print campaign to differentiate Great Clips from other chains, and make it seem more like a local salon.
TARGET AUDIENCE: Men and women ages 25-45 in mid-sized metropolitan areas. HHI <$100K. Education: some college. Looking for a new hairstyle and/or stylist. Disappointed with their current hair salon.
INSIGHT: Customers don’t want to spend $100 for a haircut or go to some fussy salon.
REASONS TO BELIEVE: You don’t get the same haircut as every other customer- you get a style that’s as unique as you are. Every cut is and original.
BIG IDEA: Great Clips genuinely cares about your haircut and your experience. The ClipSide is the opposite of every bad hair experience you’re used to and above all else it is personal to each costumer. Each costumer will enjoy the experience as well as the results of their new haircut
OBJECTIVE: Create a social media campaign to celebrate National Bologna Day to remind people about a childhood favorite food, and create a spike in sales of Oscar Mayer Bologna.
TARGET AUDIENCE: American men and women. Ages 25 - 45 years old, smartphone owners, active in social media, users of Instagram, Facebook, Pinterest, Twitter and Tumblr.
INSIGHT: Parents love playing with their kids and sharing on social networks about it. Every parent wants to be the “Cool Mom” or “Cool Dad”. They want to share their memories and nostalgia with their children. Seeing images of childhood favorite food inspires nostalgia.
REASONS TO BELIEVE: Oscar Mayer has been a part of millions of American kids' childhoods.
BIG IDEA: Its Okay to Play, It’s National Bologna Day
1 month prior to National Bologna Day (NBD), Oscar Mayer will launch a microsite for the “Okay to Play” campaign in honor of NBD. The site will outline the idea of the event and give parents ideas how to participate with their kids.
2 weeks prior to NBD, Oscar Mayer will begin to launch the National Bologna Day “Okay to Play” campaign through web banners on sites moms frequent such as EverydayFamily.com and Parents.com, as well as having popular food bloggers such as “The Pioneer Woman” and “The Full Plate” participate in the campaign. They will encourage moms to take part in NBD on October 24.
Simultaneously, Oscar Mayer will post branded content on their Instagram, Facebook, Tumblr, and Pinterest pages encouraging participation in NBD.
On National Bologna Day, Oscar Mayer will repost participants images on all social networks to keep encouraging the play. At the end of NBD Oscar Mayer will award one lucky family a trip to Bologna Italy, the home of bologna.
Photography: Timothy Hutto
OBJECTIVE: Design a brochure with notable information about revolutionary typographer, Herb Lubalin, as well as a poster design to promote the event, 'A Revolution in Typographics' at SCAD to commemorate his impact on design.
AUDIENCE: SCAD students and staff, ages 18-60.
SCAD National Student Advertising Competition* Campaign for Glidden Brilliance paint sold at Walmart. I served as the producer for the television spot as well as fulfilling other roles on the team. *Winner, 2nd Place, at regional NSAC competition in Jackson, MS in April 2013. Silver ADDY 2014.
OBJECTIVE: Raise brand awareness and consideration of Glidden Brilliance Collection at Walmart.
TARGET AUDIENCE: Three segments, as defined by client:
(1) Renting DIY shoppers
(2) Current Walmart paint shoppers
(3) DIYers shopping Walmart home
INSIGHT: Our research revealed that all three are primarily interested in the euphoric feeling of accomplishment that comes with completing a DIY project and the need to get that feeling at a low price.
STRATEGY: Convince DIYers that Glidden at Walmart makes it possible to achieve a sense of accomplishment at an affordable price.
The rest of the campaign may be viewed here.
OBJECTIVE: Redesign the I Made This! website to reflect a more accurate depiction of the brand and bring more awareness to the studio.
TARGET AUDIENCE: Current customers, people looking to paint pottery in Downtown Frederick, MD, Ages 8-50yrs.
View it here
OBJECTIVE: Create a logo for Olay Fresh Effects- Fresh on the Scene Event promotion with Teen Vogue.
TARGET AUDIENCE: Females ages 16-25 years old. Festival goers. Girls who follow fashion blogs.
EVENT AND USE: Teen Vogue teamed up Olay and celebrity style blogger Jenn Im to promote the newest line of Olay products at Lollapalooza. The logo was used for gift with purchase totes given to consumers, as well as other collateral at Lollapalooza. Teen Vogue then ran a series of ads based on the event. Jenn Im also promoted the campaign through social media. The logo has been used on promotional material in Teen Vogue magazine in the February 2014 and June/July 2014 issues.