2017 Communicator Award of Distinction Winner | Logo Design
2017 Communicator Award of Distinction Winner | Brand Identity
Accent Indy is part of a larger organization called the Destination Management Company (DMC) Network, which means their logos are often viewed as a combined lockup. The DMC Network implemented a full rebrand in 2016 and while the fresh, modern update looked great alone… it no longer looked good with the Accent Indy logo. In fact, the two logos combined just showed how outdated the current Accent Indy logo was. So, they wanted a new brand—something modern, professional, and adaptive to this completely separate brand. This full rebrand included a new logo, new website, and implementation of all new marketing collateral.
ENGAGEMENT
Creative Director at Spur Interactiv
Bridgenorth Homes selected Spur as their digital agency and creative consultant in November 2020. We first completed a full website refresh and then moved into an ongoing engagement that included monthly campaign cycles and aimed to increase monthly leads.
By December 2021, we successfully increased monthly social leads by 64% and decreased CPL by $10.92.
VIDEO SHOOT & VIDEO PRODUCTION
Creative Director at Spur Interactiv
Bridgenorth Homes is launching a brand new, first of its kind housing community in Lebanon in 2022. The project is seeking to provide high-style homes at affordable prices, and was primarily developed to target Millennial first-time home buyers.
As part of this initiative, we worked with Bridgenorth Homes to shoot, develop, and distribute multiple promo videos about the project to spread awareness and educate the community. I was in charge of art direction for the video and led creative strategy for the promotion.
PROPOSED CAMPAIGN
Visual Designer at PLAID
We’ve all been there—in a workplace that has no processes, no organization, and too much work to try and establish any of them. That feeling is all too familiar for life sciences labs all over. That’s where Brooks Life Sciences steps in; they are the leading worldwide sample management solutions for life sciences companies.
Brooks Life Sciences came to PLAID looking for a relatable campaign to drive their free one-day assessment promotion. While researching, I came across a reddit thread titled /labrats where people were commiserating over these chaotic, confusing, and sometimes downright gross lab conditions—through humor. So, I created a campaign that commiserates and empathizes with the audience by speaking to the audience how they speak to each other.
IT’S TIME FOR AN UPGRADE. And Brooks Life Sciences can help.
BRAND IDENTITY + WEB DESIGN
ABOUT THE COMPANY:
A small team (a pharmacist, a former collegiate athlete, and a wellness fanatic) came to me in Fall 2019 and said, “We need a logo. We’re launching a supplement company. Oh, and we need a name too.”
One logo, two websites, five (and counting) products, and a plethora of marketing collateral items later — BETTER NU.trition was born.
Better Nu’s mission is simple: to help you and your family live BETTER.
Did you know 90% of Americans are deficient in at least one vitamin or mineral. No matter what your diet is, it’s almost impossible to retain them all daily. Better Nu works through targeted supplementation to replenish these necessary vitamins & minerals.
Feel BETTER. Live BETTER.
The best part? They appeal to kids and families as well. We all know how important vitamins are for growing kids (and how hard it is to get kids to eat things). That’s why this team of 3 dads developed a liquid absorption option — that you can easily drop into their water or juice in the morning.
Kid Tested. Father Invented.
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THE PROJECT:
When discussing the brand, we talked often about how saturated the vitamin & supplement industry is. Let’s be honest, it’s the hot trend right now. So how did this company distinguish themselves? What, in an industry of thousands, was going to make them stand apart? We kept talking about how it was BETTER. The ingredients they use, the method of liquid absorption versus caplets, the results—it was all…. BETTER. And thus, we had the name.
Okay, but how do we make it visually stand out? In my industry research, we looked at as many vitamin & supplement companies as we could find, and noticed one thing: they all had nice, clean designs, but… they all looked the same. A collage-like layout to the websites, muted neutral tones, lots of white space.
So how do we stand out?
We go dark, bold, and in your face. I developed a color palette focused on primarily black & white contrast with pops of color. The colors would each represent different product lines:
RED the party animal: hangover remedies & overall liver support
BLUE the fam: these products are safe for the whole family, from kids to seniors
GREEN the athlete: these are primarily focused on muscle recovery and hydration for everyone from the workout enthusiast to the professional athlete
From this color system, we developed an adaptive branding system for the product packaging where ONLY the dot corresponding with the product line would appear above the logo on the respective products.
We transitioned this color code to the website as well, coloring all links and interactive elements respectively associated with each product. For any interactive element not specifically associated with a product, we alternated the color usage in this order: red, blue, green.
We are set to launch at the end of Summer 2020 and I’m so excited to see how this brand takes off.
MINI AWARENESS CAMPAIGN
We all (in Indy) know it. We all love it. We go there for the mimosas, the avocado toast, the espresso. It’s a go-to brunch spot for most. But did you know they’re open late? AND they have a full bar? I’ll be honest, I’m not sure I knew—and a lot of other Indy natives didn’t know either. So I made this mini awareness campaign, to let Indy know…
Garden Table is more than just mimosas.
DAILY LOGO CHALLENGE
At the beginning of 2020, I challenged myself to do a logo a day. For 365 days. I went strong for almost 50 days. But then… Well, you know. 2020 happened. I will admit, it was a hefty goal, but I am hoping to get it started back up this year, but it was a fun process.
ENGAGEMENT CAMPAIGN
Visual Designer at PLAID
National FFA was looking for a way to engage their 8 million+ alumni; particularly those who had left the FFA in the past with their other high school memories. Ultimately, we wanted to capture their email addresses, so that we could build a relationship and convert them to active alumni members. In order to grab their attention (and emails), the process had to be simple and easy. We had to remind them why they joined so many years ago and we also had to convince them to care; through education of alumni benefits and tapping into nostalgia by to giving them that same inclusive feeling that the FFA gave them so many years ago.
Ultimately, we surpassed our goal by 200% and the number of Check In’s is growing every day. We are one step closer to building that 8 million+ alumni database.
INTERACTIVE ANNUAL REPORT (2018)
Visual Designer at PLAID
Every year, the National FFA Foundation distributes a printed annual report to their donors and sponsors to thank them for their support. Well, they came to find that others were curious about the annual report findings and they also wanted something that was more engaging. So, we built a microsite. With animations and interaction and impact stories; all detailing the amazing impact of the National FFA over the past year.
REPOSITIONING CAMPAIGN
Visual Designer at PLAID
As the lead designer of the Project Brilliant account, I designed everything from web graphics and social posts to emails and print collateral. One pivotal campaign I led was a repositioning campaign for the company; implementing a new tagline. We wanted to accelerate the brand to demonstrate Project Brilliant’s industry leading presence.
This repositioning catapulted to a redesigned website, an increase in presence across all social media, and stronger visuals across both print and digital. We took what was a good brand image and transformed it into an extraordinary brand image.
We Transcended the Traditional.
EVENT BRAND DESIGN
Volunteer Designer at TEDx Indianapolis 2019
As a longtime lover of both TED talks and bringing people together, I was very excited to join the 2019 TEDxIndianapolis team as the lead designer. In this role, I led creative direction and design execution of all marketing materials across various event collateral as well as marketing & communication pieces, from print and digital to on-site and tangible event takeaways.
BRAND IDENTITY
Creative Director at Spur Interactiv
In January 2021, Spur launched a flagship brand: TriAD CTV, the newest Connected TV advertising platform. With access to the all CTV inventory (in one place) and an audience-first approach, TriAD CTV provides a revolutionary solution for agencies & brands.
I led the art direction, creation, and implementation of the new brand and platform launch over the first year on the market. This included a logo design, website, and lead generation campaigns.
