Client: bace build
Role: Creative Director and Copywriter
The Name: Nostalgic, rugged, and rich in history, it has a distinct tone of 1950s Hollywood with a touch of mid-century modern aesthetic. Designed by A.J. Warner, the original Rochester City Hall was built along the North bank of the Erie Canal(now Broad Street), hence "ford" as part of the name. Every limestone slab, window pane and stairway railing speaks to the lost beauty of gothic architecture.
Manifesto: strength / history / geographicWe are restoring the soul of a structure with a storied past. Seeing beauty in age and embracing imperfections. Curating an aesthetic that causes you to stop, take notice and to appreciate the timeless familiarity. Discover how residence, business and after-hours are brilliantly integrated.
The Logo: An expression of the building's iconic architecture through hand drawn ink illustration featuring a blend of shadow and line, thick to thin and Kinfolk typeface to complement. It all comes full circle with the "signature" style typeface for "the" to balance the refined with the rugged.
Client: ASCO
Role: Art Director, creative concept and hand off to end execution.
Starting from the brief, we needed to come up with a new campaign that would drive awareness in optometry as a career option and increase enrollment to optometry schools.
Their choice: Optometry gives me life.
The idea: Our passions drive us in life, get our hearts racing, fill us with energy and determination. They give us purpose. For current STEM students this is found through improving patients lives, matching their ambition with potential and getting the most out of their life. Optometry is unique in that it delivers on all of the above—providing people with opportunities to grow their career and live the lives they’ve always wanted.
The target: College juniors currently enrolled in STEM programs.
The design: As a general goal, we want all of our designs and creative to stand out amongst the noise and catch your eye. This was especially critical here as we knew our audience would be inundated with recruitment materials from various STEM programs. At its core, this concept is built on the idea that optometry is more than a career—it’s a lifestyle. To deliver on this promise, we need to feature real optometrists who are living proof of this and tell their stories.
One aspect of optometry that makes it so appealing is how it provides the ultimate work/life balance without sacrifice on either side. Looking at the posters, our featured optometrists exude confidence. The bright pops of color and lens flare provide energy and a youthful touch, which connects with our audience. The type is set in on an angle in proud proclamation of what they have achieved and how they have made a significant difference in not only their lives but the lives of their patients.
Client: Abbott
Products: Similac Soy and Similac for Spit-up
The target: Parents with formula fed babies experiencing discomfort or those looking for alternatives to milk-based formulas
Role: Creative Direction, Illustrator, Video Direction
Videos will run on YouTube channel, Similac.com
Client: LensCrafters
What was created: Tactics, experiences and social posts in continuation of the 2016 campaign.
Role: Art Director, brief to concept to execution
Digital Display: Working from the brief with a copywriter, we prepared three digital signage concepts built on the See. Good. Daily. campaign messaging and sales support of daily disposable contact lenses. They chose Go-Pro style.
The idea: Seeing good through the eyes of another transports you into their world, their perspective. A view into a life refreshed and free.
20 second spot execution: A curated series of Go-Pro style clips designed to tease the senses, bookended with functional product benefits we capture the viewer eye and pull them in through emotive scenes.
6 second bumper execution: Provoking a step closer by the viewer by masking type with video, after holding for a second, the type expands, revealing a cozy view inside a tent.
Where were they used: Three sizes for each video were developed and on display in Mall walkups.
Role: Art Director, from brief to concept to execution
Direct Mail to optometrists: Working from the brief with a copywriter, we concepted two tactics to communicate the 2017 See. Good. Daily. message to inspire LensCrafters affiliated Doctors and staff about the benefits from daily disposable contact lenses.
The idea and execution: Let’s celebrate all the good every day, a set of high-quality prints set in a notched wood block inspire ODs. The series of photos consist of a careful selection of See. Good. Daily. imagery along side Refresh your world daily messaging. Inside the package, we included a note for ODs on how to create more of their own prints through Artifact Uprising.
Role: Art Director, execution
Facebook post execution: Building off of the previous campaign, visuals were selected with care to ensure they adhered to the See. Good. Daily. brand. They needed to compliment but in a refreshing and new way. Here, a new approach is taken where the word “Good” is removed and is implied through hand selected stock imagery.
Client: Fannie Mae
Chosen concept: it’s home. made.
The idea: Using what is familiar, an exploration of a comforting line that dissects the tension the what and the why. Making a bold statement on the creation of these homes and the surprising features that await.
Results:
2x industry standard for display ad click-through rates
6x increase in search term usage within category*
1 in 4 site visitors connected with manufacturers directly**
70% site visitors will consider a future purchase***
Role: Art Director, storyboarding, editing director
Video: Facing the stigma of Manufactured Homes head on, we demonstrated the unexpected craft, durability and care of how these homes are built. In addition to sharing the surprising features of manufactured homes, we highlight what’s at the heart of this campaign—the lives lived within them.
While this was intended to be live-action, we were limited to still images which our team captured at a shoot. In order to capture all of the heart and impact described above, it was imperative that our music track evoked a toe-tap, head-bob. Each message revealing crescendos with a stop-motion series emulated a live-action clip. This along with the music brought a percussive energy to the piece that connected with and captivated the audience.
Videos ran on YouTube, Instagram, Facebook and campaign landing page.
Role: Art Director, execution
Instagram Stories and Display banners: We used the inherent swiping interaction within Instagram to reveal a split view of the “home” and “made”. This remained as an animation within the banners.
Awards:
Home. Made.
Best Financial Services Integrated ad campaign
2020 Internet Advertising Competition
Home. Made. Landing Page
Best Financial Services Website
2020 Internet Advertising Competition
*Google search terms
**Google Analytics
***site exit survey results
Client: bace build
Role: Creative Director and Copywriter
The ask: Develop a brand identity for upscale lofts in newly renovated buildings along the Fairport canal. This brand must appeal to those seeking vibrancy of canal living without the burden of owning a home. Living here provides modern aesthetic and views of the historic Lift Bridge. Not only is it one of the most unique bridges in New York State, it is the only one in the world built on a bias. This is just the start of what makes this location "one of a kind”.
The name: Geographic identification can at times be the perfect fit for a name, especially when the location rolls off the tongue. The properties are positioned along the corners of Roselawn and West, which compels illustrative themes all on its own. However, we wanted to create a design system that could pair the location with a logo in a holistic manner.
The Banks captures the spirit of the canal and the land on which the property resides. Sophisticated and refined with a classic touch, it speaks volumes to character of the brand. Remaining succinct, it can be paired effortlessly with the location in specific instances: The Banks at Roselawn and West.
The logo: Drawing upon the brand’s clean, minimal aesthetic, we designed a logo with the Lift Bridge as a focus. Its angles are truly a work of art. When reviewing existing brands it became clear they only represented the profile view. We decided to capture a view that could be seen only when walking across the bridge.
Recognizable at any scale, the logo highlights appreciation for architectural design and breaks the mold of what exists in the marketplace. By cropping in close, we create a physical mark that easily translates into a stamp.
Much like Fairport, the typeface carries a hint of history with beauty in the details. Strong but delicate, it was particularly selected for the tangents of the “K” in both upper and lowercase, they conjure a notion of waves lapping at the water.
Client: Fannie Mae
Role: Art Director, from brief to concept to execution
There’s an abundance—and contentious—history regarding Native Americans and landownership. That’s why it was imperative our creative be received as humble, genuine and honest. We set out to cultivate a new chapter in the Native American homeownership story, one that focused on resilience and a bright future.
Working with a copywriter, we developed two concepts for client to choose from.
Their choice: We Thrive.
The idea: Working hand-in-hand with lenders and TDHEs, Fannie Mae is committed to fine-tuning the very best, robust mortgage solutions for native communities. It is our belief that in the end, tribes can say it with pride and confidence–we thrive.
The execution: Strategic insight revealed the benefit of showcasing all three specific geographic regions. Through a masked graphic treatment of the photography, we avoided being overly specific to one over another. This treatment functions as a smart use of photography and represents a roofline, a dream of homeownership. It extends across the printed materials as a visual element that guides your eye across the designs and even translates into a graphic pattern.
Client: Capital One
Role: Art Director, execution
The idea: Utilizing a pre-determined theme from the client, I worked with a copywriter to develop messaging and a distinct look and feel that speaks to a specific group seeking to take the next step as business owners.
The execution: A curated library of stock imagery was collected to match the Capital One brand and connect with their specific audience. We knew from the brief it was vital that the imagery be authentic with genuine human moments. The work would fall flat if these came across stuffy, overly slick or posed. The final suite of imagery speaks to the commitment of the Capital One brand and the passion, dedication and innovation of the small business owners.
Client: Joel Barrett
Role: Creative Director and Copywriter
For a local small business seeking to stand out in a highly competitive market of construction, renovation and development, they needed a beautifully simple and striking Brand. Visually and phonetically it resonates with the core of who they are; designers and builders with a keen eye and subtle nordic influences.
Client: Compeer Rochester
Role: Art Director, storyboard and animation
What exactly does Compeer do for our community? How do I get involved?
Story and concept design execution using kinetic typography to evoke a personal response and generate excitement.
Client: Volkswagen
Role: Art Director, brief to concept to execution
Idea: A comprehensive and integrated learning solution that begins with pre-event communications to excite participants about the Volkswagen Jetta Hybrid and prepare them for the event.
Event design: Dedicated 60% of instruction time behind the wheel of the Jetta Hybrid and its competitors to effectively demonstrate the fast-yet-efficient Jetta Hybrid is best in class. Present a fast-paced, competitive feel that includes an ongoing Leader Board to be updated after key rotations; it also awards a “grand prize” to the winning pair during each event.
Client: Pandora radio
Role: Execution
What was created: Electronic and print materials to support corporate rebranding across the nation. Exploring the values and strengths that are the foundation of the Pandora Brand; one-on-one scenarios, activities and personal reflection offer a unique on-boarding experience.
Client: Aroque Apparel
Role: Art Direction, execution
Aroque Apparel features high-end gear and clothing for the everyday adventure all the way to professional athletes. Working with owner and entrepreneur Joel Barrett, we utilized guerrilla marketing to spread the word. Utilizing assets from an Aroque photoshoot in the abandoned Rochester Subway, I created illustrated silhouettes of the models to be used on a t-shirt.
Seeking to continue the concept of raw alongside modern, real, approachable, the idea of graffiti and "making your mark" began to grow. The illustrated would have the look of someone applying the design via spray paint to the shirt. We also planned to create a large scale template to then spray paint the design in various locations around the city.
