CHALLENGE
In 2017, our aftermarket automotive upgrade parts business expanded from two store fronts to three and the AmericanTrucks brand was born. My team faced the challenge of developing a logo mark and establishing a new brand for a demographic that was 91% male with the majority in the age range of 25-55. My role in this project was to establish guidelines and goals for the development of the brand and lead, inspire and motivate the design team through the creative process. I also collaborated with the UX design team in style guide development for the website which included color palette, font and navigation button testing. I continue to oversee the creative production and development of graphics in support of all marketing channels for this brand.
SOLUTION
Drawing inspiration from some of the leading automotive brands in the industry, we landed on a mark that felt rugged, tough, and classic with a nod to the down-home American, country strong pride. The team designed for mobile first as more than 75% of our customers at that time shopped via their mobile devices. That percentage is larger now. We also kept the growing social media platforms top of mind and developed a social friendly icon as part of the brand system.
RESULTS
We have the luxury of an in-house Photography team that we collaborate with to obtain lifestyle assets that support the marketing channels the team produces graphics for such as email, catalog, website, social media and display advertising. The designers work directly with the photographers by requesting specific seasonal lifestyle photographs that are shot locally and on location and support basic website infrastructure and omni-channel marketing promotions including the catalog direct mail program. We keep the catalog program fresh with updated seasonal assets and advanced Photoshop composite work. Apparel designs are developed and utilized for annual marketing promotions and also added to the website for purchase. Email templates were built to support the promotion and trigger programs and is the most lucrative marketing channel driving the majority of traffic to the website. Since its launch, the AmericanTrucks brand has grown by 250% and continues to gain momentum.
CREDITS
Creative Director, M. Cunningham; Art Director, Laura Snyder; Graphic Designers, T. Baugher, J. Wert, J. Metz, D. Krout, T. de Rouen, P. Owen
CHALLENGE
Turn5, Inc. has seen a steady growth in the aftermarket automotive modification parts business over the past 10 years and the decision was made in 2017 to build a state-of-the-art corporate headquarters to house a growing team. The Creative Director was heavily involved in the planning, architecture and interior design of the building and tasked me in leading the in-house design team to brainstorm and create artwork and environmental graphics that reflected our goals, values and culture as a company. I conducted 2 large brainstorming sessions where all team members presented ideas, concepts and real-world examples of interior design, graphics, artwork, wayfinding solutions and color palettes. From the brainstorming sessions, the Creative Director and I narrowed down the strongest concepts and assigned specific design projects to each designer on the team. I conducted multiple meetings with the Creative Director to review and critique all designs and provided art direction to each designer to advance all artwork to completion and final production.
SOLUTION
As a team we produced murals and signage which showcased our brand, a timeline of the history of the company, original photography of our fleet vehicles shot by our in-house photographers, company core values, conference and huddle room identification and wayfinding signage, breakroom and coffee lounge recreation area graphics, and a customer appreciation wall of customer owned modded vehicles.
RESULTS
The final results incorporated an expanded color palette for the Turn5 Brand and enhanced a large modern office space with bright color, texture and original artwork and design. Once inside the building, I conducted a small focus group with the goal of creating a new tagline to match our growing company. I asked the group to describe what the business does in a short paragraph and trim it down to one short sentence. Guidelines provided when writing were to include a key benefit, be memorable, differentiate our brand from others and impart positive feelings about the brand. After several rounds and presentations to the Creative Director, we settled on Turn5 – Dream. Build. Drive. Turn5 provides the tools and resources to build your dream vehicle. You dream it and we’ll help you make it happen.
CREDITS
Creative Director, M. Cunningham; Art Director, Laura Snyder; Graphic Designers, T. Baugher, B. Carlin, J. Metz, D. Krout, T. de Rouen, P. Owen, S. Neupauer
CHALLENGE
In 2018, ExtremeTerrain acquired a small Jeep accessories and parts company called All Things Jeep. Along with that acquisition came an event called Go Topless Day. This one-day annual celebration boasts 150+ events worldwide, over 20,000 Jeep participants and $120,000 raised in support of local charities. Our goal was to rebrand the event and increase participation by 100% which would equate to 300 host groups. My role in this project was to lead the design team in logo redesign, development of the brand and style guide, design of apparel, promotional marketing materials, micro-website and graphics for social media and email channels.
SOLUTION
The essence of this event involves fun, sunshine, fresh air, freedom and the exploration of nature. This direction drove the design process and my vision for this brand was to incorporate illustration and a bright energetic color palette. It was important to establish that the Go Topless Day event was now owned by ExtremeTerrain and therefore the ExtremeTerrain logo needed to live in harmony with the Go Topless Day logo, but the event needed to stand on its own and look very different from the ExtremeTerrain brand.
RESULTS
The final logo graphically represents a “topless” carefree outdoor event with a bright energetic color palette that incorporates color found in popular off-road nature destinations where an off-roader would eagerly take the top off the Jeep and go for a ride. The juxtaposition of typefaces helps convey a feeling of youth and untamed freedom. Horizontal and vertical versions of the Go Topless Day logo mark were essential due to the variety of places the logo would appear. Icons and natural elements related to jeep off-road enthusiasts were illustrated by one of the designers in-house. Apparel design was a big part of this project as it will help raise revenue in support of the event and is an essential part of the Host Welcome Kit provided to groups who participate.
Promotion for this event is still in progress and the first event under the ExtremeTerrain brand will be held in early April. Participation rates have increased by 60% compared to this time last year. Social media is the primary channel used to promote the event with support through a modest email campaign driving past hosts and potential new participants to the micro-website which lives within the ExtremeTerrain website. I continue to oversee production of marketing material and fill the Lead Designer and Art Director roles for all creative promoting the event.
CREDITS
Creative Director, M. Cunningham; Art Director, Laura Snyder; Graphic Designers, T. Baugher, B. Carlin, J. Metz, D. Krout, T. de Rouen, P. Owen, S. Neupauer; Illustrator, P. Owen
CHALLENGE
The King of Prussia District (KOP-BID) was founded in 2010 to engage public and private partners to collaboratively improve the economic environment in King of Prussia. KOP-BID contacted me to provide graphic design support for their annual report entitled Report to the Community. This project evolved into many others where I provided support for both print and digital marketing channels.
RESULTS
From 2012 – 2017 I designed the Report to the Community with the goal of visually representing economic development, transportation, and demographic metrics in an exciting, vivid and modern approach that helped evoke excitement and support for the organization throughout the community and among the business partners. It was always a true collaboration working closely with the President and Marketing Director to visually execute the vision of the organization and tell the story of a thriving community. In its infancy, I helped design the first pieces of marketing material and signage for the King of Prussia Beerfest Royale and Donnerstag Happy Hour. Now in its 7th year, the event has grown and evolved into one of the top 10 beer festivals in the Philadelphia region. In 2018, I provided graphic design support in the form of stationery design and press kit folders for the King of Prussia Rail Coalition project which is a proposed extension of the Norristown High-Speed Line that, when complete, will provide passenger rail service to King of Prussia.
CHALLENGE
The National Constitution Center is an institution that serves to disseminate information about the United States Constitution through interactive exhibits, theatrical performances, constitutional conversations and debate, education materials and resources for students of all ages. My role at the NCC was Lead Graphic Designer for the Marketing Department. I was tasked with producing collateral material in support of marketing for Exhibitions and Special Programs, Development, Education, and Facility Rentals. The challenge was to maintain consistent branding of the institution across multiple programs and initiatives that came with their own goals around growth, promotion and advancement. Special Exhibitions brought revenue to the organization but always had their own set of graphic standards and guidelines.
SOLUTION
Each Special Exhibition was treated as its own uniquely branded campaign and rolled out accordingly. Special Programs, Permanent Exhibitions and Development utilized the established brand of the Museum which encompassed a demographic ranging from 25-75. Education and Facility Rentals departments were more targeted with a smaller audience specifically geared towards educators, young adults/students and Weddings/Parties and could therefore have a more focused and specific look and feel under the umbrella of the Museum brand.
RESULTS
The Museum brand utilized a color palette and tagline that stayed true to American Patriotism but with a modern edge through brighter hues and modern typefaces. The Visitor Guide doubled as a fold out map and had a built-in panel for daily programming to be printed directly on the brochure. Photography of patrons enjoying the museum experience was an integral piece of marketing collateral produced across all departments. Education materials such as the Trip Planner conveyed a friendly environment that promoted fun and education all in one place. The Facility Rentals book had a modern and elegant look and feel to reflect the caliber of event space and catering options available to party and event planners. The exterior windows and sidewalk banners leading up to building were utilized to showcase the current Special Exhibition as well as visually provide a welcoming atmosphere viewed across Independence Mall.
CHALLENGE
University City District is an organization whose primary mission is community revitalization. Their main focuses are to address crime and public safety, invest in outdoor spaces and commercial corridors and promote job growth and innovation. I was hired in 2004 to join the staff as their first in-house graphic designer. UCD had just rebranded and had a new logo and tagline and a growing list of publications, advertisements and signage needs for support of small businesses, residents and institutions in the district.
RESULTS
Throughout my time at UCD (2004-2007), I designed the University City Report Card – the annual report to the community, the University City | Left of Center Visitor Guide, the University City Ethnic Dining Guide and a quarterly newsletter called The Quest which won a Graphic Design USA American In-house Design Award. I created numerous brochures, digital, and printed ads promoting fundraisers for Clark Park and other public spaces as well as other events such as University City Dining Days, that were new and recurring in the district. Through print collateral and digital and print advertising, UCD promoted the Ambassador Program – a patrol service and crime deterrent that partners with the Philadelphia and Penn Police to offer pedestrian assistance and homeless outreach and the Public Space Maintenance team which was responsible for cleaning and maintaining 160 commercial and residential blocks at that time. My role supported all marketing, communication and fundraising efforts for community activities and businesses advertised in local newspapers, magazines, websites and through UCD's weekly e-Newsletter and website. I worked closely with the Sr. Director of Marketing and Communications as well as numerous community business owners and operators, volunteers, UCD Board Members, and print vendors to produce all publications, advertising, and signage projects. I also attended and volunteered for community events as needed.
