The global website for the most iconic brand in whiskey. Authentic storytelling accompanies vivid photography to spotlight a process and history that put Lynchburg, Tennessee on the map in 1866.
Here's to Jack.
FCB Global 2016
Following a homepage redesign in 2011, we were tasked with expanding the look and feel throughout subsequent sections of Hyatt.com. The first to get a refresh was the loyalty program Gold Passport, followed by the Meetings & Events. A few different design concepts shown.
Outside of the dot com experience, we also created some external digital experiences that touted Hyatt’s media gallery and property specific photography with the “Be Here Before You Get Here” campaign.
Redesign of Secret.com. The site refresh was part of a larger P&G framework overhaul that involved many many brands. Secret was one of the first to test out our UX architecture that combined product, commerce and branded content under one flexible template.
Additionally below is some pitch work we did as a part of a more global initiative to give the Secret brand a larger and more relevant voice. We created a multi-touchpoint scroll that detailed a socially driven ecosystem that encourages women to be more extraordinary. The concept of championing what makes women sweat as a positive from a brand that is dedicated to controlling sweat was a powerful idea.
We created a spec manifesto video for the brand tagline of “Take Today” (note: a year before Adidas took the line!)
USAA celebrates those who have served our country and their families by providing the best customer service in the industry. Website redesign and tablet experience.
Critical Mass, 2011
Diners Club International was in need of a fresh, new look to their website that would be flexible enough to serve as a global template for the franchises across the globe. We had a great photographic library that accompanied the new “Belong” branding. We designed fully responsive templates as well as a custom icon suite designed to fit with the Gotham typeface.
FCB Global, 2015
Abbott is essentially the NASA of the health industry. They are dedicated to moving the human race forward and allowing people to realize their full potential through science and thought leadership. These are examples of the work that went into developing the 'life. to the fullest' campaign. Inspirational, personal and revealing.
Everyone knows Mike’s Hard Lemonade, but only those who dabble in hardcore badassery know Mike’s Harder Lemonade. The brash younger brother who dares to take that next step beyond traditional flavor and alcohol content into a world of filled with flamethrowers, ninjas and good one-liners.
We were asked to give the brand a unique voice and point of view that could differentiate it from the competitive malt beverage landscape. We landed on Choose Harder. Those who choose harder, Choose Harder. Make sense? Website re-design, retail activations and games were and still are on tap. Low budgets be dammed.
Responsive website, banner campaigns and various retail activations.
The video that I directed is a case study on the rebranding and website redesign a that came after winning the business. It's a good barometer of what a pitch looks like (below) and what actually gets done... a full year later.
We pitched Northwestern's business school with the idea that they would become the "most socially intelligent" business school in the country. They needed a unique positioning direction as their ranking was slipping over the past few years. You can't out-smart Harvard, out-innovate Stanford or out-nerd UChicago. So play up the strengths of business growth in the modern age through social intelligence and action.
The pitch content focused on a total commitment to celebrating their past "Think Bravely" tagline (which has since been evolved to "Growth Minded"). We presented a large printed scroll with clusters of engagement points that all seamlessly pointed towards a brand that stood for something greater.
Play video for site demo.
A Pro-bono website made for The Blight Authority in Detroit. The site starts off in a dreary, blighted neighborhood. As the user scrolls through, they can read about the process that is used to remove the blight safely and create promise to a once doomed neighborhood. The animation in the background demonstrates how the blight is removed ending with a bright area with potential for regrowth.
2014 - W3 Award winner
A regional physical rehab center that wanted some engaging print messaging developed by two students for free. The human body is a machine, and when it breaks down, you need a good mechanic.
Think of what we do as extending the manufacture's warranty.
When someone's body breaks down, we come in as the repairmen. Because the day a patient is ready to re-enter the world, we want it to be as if they were never here.
For some, the most amazing machine in the world came with a reset button.
In a few seconds, a lifetime's worth of data can be erased by a stroke. But hope never should be. We bring victims back to something even better than just functioning independence.
There's an expiration date for all of us, we just make it negotiable.
Here, we help people learn how to just live again. Because while you can't plan exactly when you'll become a patient, it's our belief that you can certainly plan on how long you stay one.
VCU Adcenter, 2006
The Boater's Boat was a campaign designed to stick out amongst the over-photographed, streamlined and ego driven boating advertising that stained the category for years. It was also the love-child of a super low budget and fledgling company headed for bankruptcy in light of the economic crisis of the day. I feel we constructed a true Hemingway'an approach, effectivley flicking off those on shore.
The Republic, 2008
When United Airlines merged with Continental in 2010, there was some explaining to do to the loyal customers of both brands. When the customer service perception was, how can I put this... unfortunate to say the least, we did some things to try and lessen the sting a bit. The United Hub served as a transition site available to answer any and all questions. Quickly followed by an agent software interface revamp to help create a less barbed airport experience.
Critical Mass, 2011
Fayetteville, North Carolina is an interesting place. Not only is home to one of the largest military installations in the country (Fort Bragg, home of the 101st Airborne), but is also a fixture in American history. This provided much fodder for advertising the town as both a tourist destination and as a place to for our servicemen/women to live.
There are multiple campaigns geared towards the history buff and also a broadcast campaign aimed at increasing the population when the miliary bases begin to relocate families. Great client to work with on what we labeled as "America's Hometown."
The Republik, 2007-2009
Belgium is famous for many things, but none more delicious than beer. When that beer is crafted by Trappist monks, one can only assume a higher power is involved. These monks dedicate their lives to delivering the light from above to the world, and allowing folks to catch a nice buzz. Brewed to the Glory of God.
VCU Adcenter, 2005
We spend a lot of money on golf. Like, a whole lot. But we don't get better. That's dumb. So why not take the time to understand why a beautiful day in nature can be wrought with anxiety. Get to know your game, and fix it. Earn those clubs. Print ads rescued from the bottom of a client trash can.
The Martin Agency, 2006
My brief freelance stint at Tribal DDB in early 2010 delivered the redesign of McDonalds.com. Along with aiding in the construction of many internal banners and full page designs, my main objective was to retouch all the food photography. People can go one of two ways when staring intently at McDonald's food for an extended period of time. I will not divulge the path I took. Either way, I honed my photoshop chops here.
A standalone print ad for a campaign that was halted by a sudden need for cash in the wake of some bad investment practices in 2008. The concept hinges on the fact that Scarab makes the fastest, most badass, most Hulk Hogan owned fishing boat in the industry. Imagine if there was a Formula One pickup truck. That would be a Scarab. The Ultimate Preditor.
The Republik, 2007
French's Mustard is the only true American condiment that belongs on a hot dog. Let's be honest, we all like a good spicy brown, stoneground and occasionally a wasabi based spiced confection on well preserved meats, but when it comes to hot dogs, don't be a jerk.
Let's start off by constructing a mustard mobile to follow around the Oscar Mayer weiner mobile around like a pesky adolescent. Then follow that up with some guerilla hot dog domination.
We had fun in school.
VCU Brandcenter, 2004
Hey, they can't all be 100% complete right? We understand that lots of things are thrown away, repackaged, shot down, too expensive or just one-offs. Some are done to keep the creative wheels greased when locked into a project that just doesn't scratch that particular itch. Why keep them in the dark. Throw them on the back side of your hit record.
Various places, Various reasons, Various years.