Task: Develop storytelling strategy.

Strategy: Source, produce, edit creative impactful suite of stories that explain the ACS mission and brand through the people we serve.

Result: Rich content to connect people with the American Cancer Society brand. Storytelling toolkits developed with still images, quotes, written stories, video clips and cut downs for multi-channel use.

CONTENT STRATEGY / BRAND AWARENESS / PHOTOSHOOT DIRECTION / VIDEO DIRECTION

Task: Design an experience that would differentiate the American Cancer Society's Making Strides Against Breast Cancer walk from other organizations in the breast space. 

Design strategy: Create an easily identifiable mark that strengthened the Making Strides masterbrand and cut through the sea of pink surrounding breast cancer awareness.

Idea: Put on Your Pink Bra to demonstrate how an empowering symbol, the pink bra, represents how personal the fight against breast cancer is.

Result: A sea of pink bras across Florida at every Making Strides event and fundraiser. 

COMMUNITY ENGAGEMENT
AND REVENUE
21% more participants
34% more sponsorship revenue
9% more revenue (increase of more than double the national average)

MEDIA
$1.1 million in donated ads and PSAs
208 million earned media impressions
$2.8 million value (advertising equivalency)

BRAND AWARENESS
38% increase of aided awareness, with 65% aware of the brand
56% were aware of the “Put On Your Pink Bra” campaign by the end of the campaign
82% said it was “attention grabbing”
73% felt more positive about ACS after seeing the campaign
50% felt ACS had unique offerings after seeing the campaign

CREATIVE STRATEGY / IDENTITY DEVELOPMENT / BRAND AWARENESS / ADVERTISING: PRINT, TV, RADIO, OUTDOOR / PHOTOSHOOT DIRECTION / ONLINE DESIGN / VIDEO DIRECTION / ENVIRONMENTAL GRAPHICS / EVENT GRAPHICS / COLLATERAL / PROMOTIONAL ITEMS / CASTING / TRAFFIC / PRODUCTION

Task: Design a suite of materials that tells the American Cancer Society story to potential partners with a clear, concise new look. 

Design strategy: Let emotional black and white photography tell the story. Use a contemporary, fresh color palette that enhances the ACS corporate colors. Keep the design clean and easy to read with lots of white space. 

Result: A completely new look for ACS sales materials. A suite of tools staff can use to tell the Society story.  

CREATIVE STRATEGY / ART DIRECTION / PRINT DESIGN / PRESENTATION DESIGN  / PRODUCTION

Designed a suite of banner stands for event and meeting branding. Imagery and messaging integrates with ACS Birthdays brand campaign, Relay For Life, Making Strides Against Breast Cancer and priority programs and services. 

BRAND AWARENESS / ENVIRONMENTAL GRAPHICS / SIGNAGE DESIGN / TRAFFIC / PRODUCTION

My philosophy on logo design: 

1. Simple, readable, sneak-peek into a brand.

2. Convey a sense of emotion and personality.

3. Express the appropriate tone and voice.

4. Flexible, works on different platforms. 

5. Portrays the organization's uniqueness.

CREATIVE STRATEGY / IDENTITY DEVELOPMENT / BRAND AWARENESS /   TRAFFIC  / PRODUCTION

Task: Design an event experience that would motivate Relay For Life and leadership volunteers. 

Design strategy: Integrate the event theme "Ordinary Heroes" into every aspect of the conference. This was accomplished through logo design, staging design, music selection, general session scripts, video, banner stands, decorations, collateral and give-away items.

Result: A fully integrated written and visual theme to inspire Relay For Life and leadership volunteers.  

CREATIVE STRATEGY / IDENTITY & THEME DEVELOPMENT /  VIDEO DIRECTION / ENVIRONMENTAL EVENT GRAPHICS / STAGING DESIGN / AV DIRECTION / PRINT & ONLINE DESIGN / PROMOTIONAL ITEMS / CASTING / TRAFFIC / PRODUCTION

Designed invitation packages for a variety of ACS distinguished events. Each design has a well branded, unique look to provide a distinct look in a saturated non-profit arena. 

IDENTITY DEVELOPMENT / PRINT & ONLINE DESIGN

Design a kit for Walgreens employees and consumers to explain the promotion and why donating to the American Cancer Society saves lives. Each kit was packaged in a box with all pieces needed for the store to be successful. 

DESIGN / PHOTOSHOOT DIRECTION / PACKAGING / PRODUCTION / TRAFFIC

Materials designed to promote and raise funds for the American Cancer Society Hope Lodges in Florida.  

CREATIVE STRATEGY / PHOTOSHOOT DIRECTION / ENVIRONMENTAL GRAPHICS / PRINT DESIGN / TRAFFIC / PRODUCTION

Design a new event mark and suite of materials that visually represent the farm to table event experience.  

CREATIVE STRATEGY / IDENTITY DEVELOPMENT / PRINT & ONLINE DESIGN / PRODUCTION

Fun projects for friends, family, and the American Cancer Society.   

PRINT AND CLOTHING DESIGN

Design updated brand for Wellington Christian School. Created a new logo, website and collateral look. 

IDENTITY DEVELOPMENT / PRINT & ONLINE DESIGN