Business education is a notoriously difficult topic to depict. With both the learning and the outcomes being somewhat intangible, the business of storytelling requires creativity.
Getting started, the team and I wanted to approach the content and design in a way we hadn't before. Considering the teen demographic and how they consume information, we approached the process as though we were creating for the web. We used various content types, lengths, and writing perspectives. Students participated in the process and offered advice to incoming freshmen. We repurposed student blogs and stories, pulled from social media, and gathered career information. We also created a top-10 list, made infographics, and enlarged the physical scale for a more immersive experience.
The result was a single piece that captured the positivity, variety, and energy of the community, presented within a strong and clean new visual language—one that has since translated to other tactics and programs.
A five-piece brochure series and a class profile sheet reside in the back cover pocket folder, and a smaller travel version of the viewbook was created to support the admissions team as they travel the country, meeting with students.
Our BBA admissions team holds yield events in various cities across the U.S. each year. Their purpose is to engage and persuade the brightest minds to choose Ross, and the events occur just before a student makes their final choice of school in the spring.
"Celebrate" congratulates prospective students on their admission and invites them and their parents to a celebratory dinner. Once at the event, Ross-branded swag is given away, students mingle, and connections are made.
The design and material quality of the pieces promote the brand and school spirit with a level of refinement appropriate for a program of it's high national ranking.
4c Digital on an Indigo press with Ice Gold Curious Metallic card stock and envelopes.
Web Demolition & Remediation
To give your client a little TLC, sometimes you have to start with TNT. This company of engineers, architects, constructors and scientists had a website with over 100 primary navigation items, main content four levels down, static content overlap, and many broken links. Full demolition was required, and they needed to rebuild on a solid content management system.
The process of site remediation involved taking a full inventory: finding and filling gaps in content and assets, studying audiences, and nailing down marketing objectives. The findings rolled into how the site architecture was reimagined, functionality determined, and how the design evolved.
Dividend is a publication that the content team and I create twice a year for Michigan Ross alumni. It's a value-add for alums and a way for the school to report out and inspire former students with news about their alma mater and their classmates.
The design for each content type holds from issue-to-issue. Much of the visual language is in alignment with the Ross brand standards, although there's more leeway for creativity and expression due to internal audience and the nature of the content. We include school updates, faculty research and awards, alumni feature stories, cover story, Q&As, class notes, facts and figures, and other article types.
These internationally acclaimed IP law partners protect the rights of people with ideas and inventions, but they were being out-branded and out-advertised both here and abroad.
What they needed was a design refresh and messaging to match their character.
To begin, their wordmark was simplified and a new stationery system and corporate brochure were created. Their lawyers have varying expertise with different law bodies around the world, so features were created for each and positioned in the brochure's pocket folder and used online.
Because inventors are their primary audience, GLB&F's strong sense of ethics and desire to protect, paired with their great ability, led to the concept of chivalry. Using this in an historical sense with iconic imagery, but applying a contemporary feel to the design, allows them to live in both spaces at once. The large imagery and simple type offers more visual impact and memorability, wherever in the world ads are placed.
Haworth / RBB
To launch a furniture product system, designing promotional materials that fuel interest without cluttering the showroom is a must.
These designs allow products the space they need to shine while emphasizing the vibrant color options available within the furniture design system. Online, Haworth dealer web templates immerse users in a vast realm of possibilities with use of large environmental imagery.
The Reside/Beside/Belong furniture system is part of a larger system with interchangeable features, call Integrated Palette, which can be found below.
Snacks for the Inner Child
Naturebox is a real innovator In the highly-competitive and saturated snack food market. To help further their growth, I studied the current positioning and visual identity in search of ways to differentiate.
To do this, I walked the aisles of retailers, ordered competitor offerings, visited websites and signed up for emails. I considered a logo redesign and vetted various illustrative directions for their products. In short, I looked at innumerable ways to "box" nature to give this brand a life of its own.
Ultimately, their logo rationale held up, so I supported it with golden ratio forms from nature, a vibrant color palette, and wholesome and playful animal illustrations. Each element was explored and developed with care and rationale. Playful and vibrant characteristics, including a "Nutritionist Approved" smile on each package, relate the unique contents of each package.
Beyond the visual design, the idea that each character could be supported by unique, playful copy seemed like an interesting way to approach brand personality for online engagement. Sprouting from product naming, flavors and features, I created a voice and narrative for each, as well as the personality of a "Really Nice Nutritionist" and a product MC.
Lone Star Snack Mix: (cue trail song)
We call it “Lone Star Snack Mix,” but we should have called it “You’ll Never Be Alone Star Snack Mix.”
Crack that bag, and don’t be surprised when four of your amigos show up with sleeping rolls, a mule, and a map of the Rio Grande’s lower canyons.
But go with it. Be a friend. Hit the open road, and bring your harmonicas.
This mesquite-seasoned mix of golden nuggets, almonds, cashews, and peanuts, is hardy as a cowpoke—with more chipotle kick than that mule of yours. Whoop-Ti-Ya!
The Haworth Collection is a select group of high-end, Italian furniture designs that span 100 years of design innovation. Each piece has a high level of material quality, craftsmanship, and design sophistication, so the same had to be true of accompanying marketing materials.
The notecards use Cranes' highest quality letterpress sheet for its unmatched dimension, tooth, and quality. Four Polaroid transfer notebooks commemorate the Collection with their use of form, function and hand-made quality—a collection for the design collector.
Other materials included a $100/per unit swatch box for interior designers, spec sheets and sell sheets, and various promotional materials.
To promote sales and capture customer information, this Saucony sweepstakes engaged people in the store and online.
In the store, customers were informed of the sweepstakes by large posters and "shoe danglers". When a customer tried on the Guide3, both they and the store employee received gamecards with unique registration numbers. With each gamecard came the opportunity to win prize online.
The core message developed was, "Try on to Triumph", a simple and effective solution that was both instructional and emotional.
Following the Saucony brand standards, the large poster was established first and elements of the design were carried through to other pieces.
Campaign items included a large in-store display, a small poster for employee participation, perforated gamecards with unique registration numbers, a shoe dangler, a :30 TV spot concept, and landing pages for customers and employees.
This 800+ page Drupal site was designed in collaboration with Behavior Design and the marketing team at Michigan Ross. The process took nearly two years and involved 100+ stakeholders to assemble and review content, provide information and feedback, and determine governance.
My role in the process was lead designer, although this was truly a team design effort. I helped to establish the look/feel; plan the type, form, module, and navigation strategies; and helped populate many pages during the initial design phase before launch.
In the years following launch, the team and I have worked to refine design elements, add modules as needed, and ultimately prepare for the next evolution of design.
Exlax makes the cut
Cargo Heavy Duty
Cargo Heavy Duty provides 24/7 emergency roadside assistance to large trucks and trailers. My part in the redesign of their website was to provide my team with headlines and imagery that communicated the company's key offerings.