National Geographic teamed up with American Express, Partners in Preservation and Day One Agency to help promote the National Parks across the nation and celebrate their 100th anniversary. A hashtag was defined to leverage sentiment and extend the reach across multiple channels, #voteyourpark.
20 National Parks across the nation agreed to take part in a race to gain $2 million in funding by allowing the public to vote for their favorite park. In order to do so, we needed to spread the word to bring awareness to the campaign and get the people voting.
I was tasked to define the branding and messaging and create a social/digital campaign that promoted the hashtag. Campaign assets were needed for each park in order to leverage them on their own social channels. We created a series of posters based on the WPA(Works Progress Administration) illustration style that the government originally created to promote the parks almost 100 years ago. We also defined a month long content strategy that seeded out these assets through various organizations and channels.
The results? Over 1 million votes were cast in support of our nation's parks.
Design & production
Branding & Messaging
YouTube wanted to create brand advocacy through engaging the top content creators on the platform and giving them a token of their appreciation.
Day One Agency came up with an idea that recognized the creators' art and the impact they have made. They went to their actual fans of the content to share positive comments from the creators' videos, in order to help inspire them to keep creating. And of course, show them how much they are loved and appreciated.
Many popular illustrators were hired to create an original portrait of each of the over 150 creators that the book would be sent to. The portrait of the creator would be featured on the front cover of the book.
I was tasked to define the branding, design and structure/flow of the book, as well as create impactful packaging to bring an element of surprise and delight to the creators.
Art Direction & design
Planning, structure & strategy
I had an opportunity recently to take a little road trip. I was living in New York at the time and was getting pretty homesick for my home state of California.
During this time, I noticed in my industry that many companies were veering away from traditional advertising in favor of honest, engaging, fun, shareable content created on a daily basis. I wanted to explore this format for my own personal brand by telling a story documenting a turning point in my life.
I decided to take a month long cross country road trip and document my experiences, thoughts and inspiration in the form of writing, video, photography and illustrations. I serialized the content by releasing one post per day, creating a storytelling aspect to my travels that my friends can tune in to on a daily basis.
Macallen gave us the task of extending the reach of their new campaign and create noise around the brand.
Our main concept was based around the idea of distractions. In today's society, we have an information and content glut, we are tied to our devices, relying on them to give us our daily fix of news, gossip, entertainment, noise. We are distracted from the real world around us and would like for you to turn off, sit down, have a drink and experience the real world, real conversations, reality.
With this concept, we wanted to help the audience cut the cord and make real moments happen outside of their newsfeed. The Room 6 app puts the power of time back in your hands and opens up the possibility of real life moments.
Art Direction & design
Strategy & Concept
Get Old, a program that celebrates getting old and works to erase the stigma around aging and the elderly. Four people of various ages were selected to tell their story about how they want to get old. Video content and billboards were created around these stories. Users can add their story and read articles about aging well at GetOld.com.
I was tasked to create a 360 degree marketing campaign for Homejoy, targeting their LA market. The campaign was to be seasonal, launching on the first day of spring in Los Angeles, I was asked to define the concept around these boundaries.
One major hurdle of this project was the deadline. The entire campaign was to be concepted, produced, and launched within one month. Knowing this, a photo or video shoot was out of the question and stock photography would be too general for their needs. So I defined the concept around a simple graphical style based around short, impactful headlines and iconography.
The concept was based around this idea: Homejoy will give you more time enjoying the things you love to do and less time worrying about your home. Homejoy had purchased 20 billboards throughout LA, so I wanted to create a series of 4 billboards around this concept with a different activity on each billboard, and the payoff line being, “More Spring, Less Cleaning”.
Lazar Partners is a New York based PR firm specializing in healthcare clientele. The company was in need of a complete rebrand from the ground up. I was tasked with defining the logo, look and feel, brand guidelines, brand strategy, voice, collateral materials, and website.
“Catalyzing Connections” was defined as the tagline, which informed the content of the logo. Lazar Partners is the catalyst that builds these connections which allows their clients to grow in the right direction. A calm, cool color palette and a soft, simple sans serif font was selected along with photography that defined the lifestyle and image of the company and its clientele.
A responsive website was built that kept the focus on their client relationships and niche within their industry. This site was also created as an introduction to broaden their reach beyond their existing client base, so the company’s services were clearly displayed up front and defined by iconography. I wanted the company to start to become a source of expert advice for their defined niche, so a twitter feed was added to the homepage to keep the conversation fresh. A blog with longform articles and fresh content related to their industry niche will be added in the future.
Highlights from 3 months of content creation for Revlon's online presence.
For the upcoming Adobe Summit event, Adobe requested a shareable, social component integrated with the event experience. Working with Razorfish, multiple concepts were proposed, but we decided on a concept that would add value for the company in the longer term, something that could be repurposed for future Adobe events and enhance the experience overall. We called this experience "Summit Alive".
A living, breathing heartbeat of the Summit, visualized through shareable content and data, streaming live from event attendees and speakers. This heartbeat is formed in real-time, living on a timeline and color coded by industry.
Unique and measurable data points are gathered throughout the span of the event, that can be leveraged to define conference trends which the attendees and Adobe itself can leverage in the future.
Through this content curation platform, Adobe is positioned as a brand with unique, timely and engaging content, and on the forefront of industry trends.
Outside of events on the microsite, the heartbeats are turned off with exception of the Adobe wave (since this is content they can control throughout the year). The microsite evolves into a newsroom of sorts, which tracks trends in the industry through news articles, social content collected from fans of the brand, and Adobe news and social content.
Shape What's To Come is an online community where women around the world could connect with peers and mentors to share their goals and dreams, inspire each other and grow.
Hemophilia Lead, a program that gathers thought leaders and mentors from around the world to assist in creating a community around young men with hemophilia.
View live site at hemophilialead.net
Highlights from a year as Art Director for the Dove Social media program
The AIGA San Diego Y-Conference is a two-day design conference held annually in San Diego. Well-known designers from around the country are invited to speak on design related topics.
The official website for Go Red For Women, a program designed to provide support and guidance for women suffering from heart disease and heart-related ailments. The site redesign was built around the concept of continual content curation, serving up fresh, inspirational and informative content daily. Sponsored by The American Heart Association.
Album art created for a San Francisco based jazz band.
Marshalls Fabulous Found, a digital/social campaign concept focused around defining that fabulous moment when you find that one perfect outfit.
Road Trip Nation, A program where customers are involved in the creation of content while on the road, sharing stories, photos and videos on an ipad in the rental car. This content can be viewed through an online hub.
An extension of OreIda's "Imitaters" campaign, The Search For The Imitaters is a film noir style mystery that allows the Oreida facebook community to catch each "Imitater" based on hidden clues found somewhere online.
Copy by Kristen Diederich
Edelman.com was created around the idea of continual content curation, which keeps the site refreshed with engaging, shareable content on a weekly basis.
Based off the series of dolls from Moxie Girls, Moxie Magazine is a program that allows the user to create their own online magazine that can be shareable with friends. A series of backgrounds, headlines, patterns and accessories could be placed within a layout of the magazine. And of course, the dolls themselves!
All men live by an unofficial set of rules. What are yours? Fun, shareable content created by the Dove Men + Care community.
How much water would you save if everybody started showering together? Start Showerpooling and find out!
A west-coast based stone veneer manufacting company for residential and commercial use.
A complete rebrand of Redland Clay Tile, an all-natural clay tile manufacturer with locations across the west coast.