Working with executive leadership, I led the partner agency and internal creative team at North Carolina’s state-wide public media network, UNC-TV, to launch an entirely new brand: PBS North Carolina.
We rebuilt the entire brand identity from the ground up, reimagining the brand mission and vision, along with the personality and how it came to life. From on-air and digital elements to support graphics and communications, every aspect of the brand was transformed.
Adoption of the PBS brand was a natural evolution, bringing immediate equity from one of the most trusted brands in the United States and clarity of the services we offered. The goal: to reinforce our mission of providing transformational experiences, trusted content, and educational resources to all of North Carolina.
Brand Strategy, Branding, Creative Direction
Brand Video
On-Air Elements
After UNC-TV rebranded to PBS North Carolina, I led the creation and launch of an awareness campaign inviting viewers to follow their curiosity to discover the personal stories, inspiring programming, and unbiased perspectives of PBS North Carolina.
The campaign was brought to life through a range of media, from broadcast to print, digital to out-of-home.
Brand Strategy, Creative Direction, Art Direction, Copywriting
Broadcast
Digital Display
Out-of-Home
At PBS North Carolina, I led branding and rebranding of numerous regional and national productions, some with over 20 seasons on-air. We developed strategic direction and key messaging for each show, resulting in fresh branding that fosters engagement, connects with existing audiences, and sparks curiosity with new viewers.
Creative Direction, Strategy, Art Direction, Copywriting
We’ve all had moments of realization when something isn’t quite right. This is especially true for projects around the house. This campaign recognizes that and positions Lowe’s as the solution, while also carving out a nice space in contrast to their main competitor, Home Depot.
As a bonus, this work showcases the move by Lowe’s to bring more creative work in-house, as we streamlined our budgets in 2018.
Creative / Art Direction
LOWE’S PRO SERVICES, CASE STUDY
In 2018 we set out to rebrand the way Lowe’s is viewed in the eyes of the professional customer.
The goal? To make Lowe’s a legitimate destination for the Pro customer while working to distinguish ourselves from the competition and capture market share among builders, tradespeople and repair/remodelers. Our research told us that while some professionals already visit Lowe’s, a large number were simply unaware of the offerings or don’t consider Lowe’s to be pro-friendly.
Our new “Pros in the Know” brand platform educates the target audience by focusing on our current proof points. It also celebrates the professional’s on-the-job wisdom through the idea of “know how” and works to bring grit and authenticity back in to our retail space.
To bring our campaign to life we commissioned photographer Jonathan Chapman to capture images that tell the honest story of actual professionals in a fresh, editorial way. This rebranding effort also includes a pro-focused, national broadcast commercial. The spot was cast with actual trade professionals and tapped social media pro-influencer Jordan Smith as on-set advisor and talent.
Branding Platform, Strategy, Creative, Art & Photo Direction. Broadcast
Online display ads
Never before has a project made me feel quite like this one. I worked as creative director, co-producer and co-director on this labor of love crowd funding spot for the Elma C. Lomax Organic Incubator Farm. With the help of local resident musician, Scott Avett, we were able to send a message that resulted in meeting the fundraising goal of $25K in under 30 days, with a total of over $30K.
Creative Direction, Production, Directing, Writing
We’ve all felt the calming effect when watching videos of things being constructed, fitting together and enjoying the perfect order of a completed project. What better format to showcase the end benefit of Lowe’s home improvement projects. Created as six second bumpers, don’t blink or you’ll miss them.
Creative / Art Direction
2018 saw the birth a partnership between Lowe’s and of one of the best-known tool brands of the last century. We needed a way to connect with the core Craftsman consumer, and let them know their beloved tool brand has a new home.
Creative / Art Direction
Sometimes the smallest of projects give the most inspiration. These were created for my local farm-to-table grocer for print and retail posters.
Art Direction, Copywriting
These quick online spots are served up based upon consumers previous search criteria. The goal? Connect online shoppers with Lowe’s by offering relevant, fun narratives of why you should “Start with Lowe’s” during your next home improvement challenge.
As a bonus, this work showcases the move by Lowe’s to bring more creative work in-house, as we streamlined our budgets.
Creative / Art Direction, Copywriting
We helped LeBron James launch his unique line of children’s furniture and stand out from the rest by pitting him against other room-theme experts. This integrated campaign features national broadcast and behind the scenes web films that show what it takes to compete on the grueling room-theme circuit.
Art Direction
The Fall of 2015 saw the launch of Lowe's into the NYC market— One in Chelsea, and another in the Upper West Side. With an understanding of New Yorker's limited square footage and frequent relocations, I worked alongside agency partners to create a campaign which spoke directly to the needs of city-dwellers. Cab toppers, Bus Shelters, and Direct Mail, combined with Man-on-the Street online videos and animatronic window installations resulted in a true take-over of the NYC street scape.
Brand Management, Creative Direction, Photo Direction
Designed to help tone your muscles as you walk— the New Balance toning collection needed a campaign to help tell this story.
Art Direction, Photo Direction
The Best for Babes organization needed a smart, fashionable campaign to help break the stereotypes associated with breastfeeding. This provocative and refreshingly honest approach to breastfeeding proved to successfully cheer on, coach and celebrate all moms without pressure, judgement or guilt.
Art Direction, Copywriting
No one likes to be lured in with one price only to be stuck with another price that is higher and annoying and has no intentions of ever leaving your side. This campaign personifies this feeling that we have all unfortunately experienced.
Art Direction
Cigars are all about flavor. Winchester needed a campaign to show off their newest cigars while building mystique and intrigue around each blend.
Art Direction, Illustration, Retouching
