branding & campaigns

HGTV HOME COLLECTION

We worked with our Consumer Products & Global Licensing division to develop the branding and style guide for a new retail lifestyle brand – the HGTV Home Collection. From furniture to home and seasonal décor, the brand was positioned as a key partnership opportunity for large clients such as Wayfair and National Tree.

LARGER THAN LIFE MARKETING CAMPAIGN

Working with an outside agency, I developed the branding to support our new sales positioning – Larger Than Life. This messaging was reflected at the core of all client-facing materials, including trade ads, go-to-market presentations, and posters in our suite at CES. Big and bold, this campaign set out to showcase our extraordinary talent and a portfolio loved by so many unwavering superfans.

DISCOVERY ENGAGE BRAND DEVELOPMENT

Discovery Engage, a new advanced advertising audience-targeting platform, was challenging to explain to our sales organization and clients. I presented the idea of developing a new brand identity and visual aesthetic with simplified messaging to help it become easier to understand. We designed a series of avatars from scratch to represent the many different audience segments one could reach, and I partnered with Epipheo to create a successful and “engaging” explainer video for the platform.

SHARK WEEK x DUNKIN DONUTS

Possibly my all-time favorite project and “claim to fame” – I developed a custom Shark Week life-preserver donut for a 2-year partnership with Dunkin Donuts. Outtake ideas included jelly-filled “chum bites”, a glow-in-the-dark cup for a new dark roast coffee, and a Dunkin-inspired dunk tank for our annual Fin Fest event. We also pitched the idea for a “Take a Bite, Take a Pic” social contest where consumers submit photos of themselves enjoying the donut.

INTERNAL REBRAND & POSITIONING

I spearheaded the development of an internal rebrand and team positioning to showcase my department’s services and help promote our vast capabilities.  This was part of an effort to evangelize our work and cast a greater spotlight on my team and their incredible talents. This included creating a new name that encapsulated the depth and breadth of what our department did and a new logo with a supporting visual identity.

SALES TRAINING SUPPORT

As our sales team embarked on an uphill mission to onboard the organization to SalesForce, I oversaw a campaign to help make the training process more fun and approachable. I worked with my team to develop a series of posters and rewards-based badges to recognize certain milestones.