For over a decade, I worked in advertising agencies and design studios in the US. I worked for Leo Burnett, Digitas, Energy/BBDO, Cramer-Krasselt, Colossal Squid, etc. I worked alongside some of the best people in class, made some amazing friends, learned a ton.
Here is some of the work we did.
Baird & Warner Campaign
Baird & Warner is a long-time established real estate agency in Chicagoland since 1855. They wanted to appeal to a younger generation of customers and agents. We helped them refocus their advertising campaign and elevate their existing “easier” message into a brand platform. We established a foundational brand strategy and voice, then rolled out the refined campaign to print and outdoor, followed by social videos and posts for each channel.
The six social videos were shot over two hectic studio days and the social campaign continued for years after our initial rollout.
Allstate Insurance proposal tool
Allstate wanted to deliver a personalized online proposal to its customers that would encapsulate the offer alongside many value-added offers, tools and tips for better coverage. Over two years, we developed, tested, adjusted and maintained the tool, until it was ready to fully launch state-wide. The tool was promoted with emails, landing pages and social channels.
United States Gypsum campaign
USG launched an innovation that changed the entire construction industry - a residential drywall that was 30% lighter than traditional panels. We created a successful launch campaign that spoke specifically to commercial contractors by using dramatic iconic imagery to tell the story of what this new portfolio actually meant to them. And we blanketed their dealerships with messaging and support to clearly communicate the benefits of this commercial breakthrough.
This also launched a revisit of USG’s logotype. After a year of development, we successfully launched the new logo.
Hannah’s Bretzel Branding and Space design
For five years, I lead the branding for this first-in-class fast-food restaurant in Chicago. The first to offer organic, whole grain, locally-sourced ingredients, free of chemical additives and absolutely über-tasty food options for breakfast and lunch.
Once the first two restaurants were success, we opened three more within two years and I helped design the space and produce all the signage and marketing elements.
Potash Corp. eKonomics app
Fertilizer company PotashCorp had to convince farmers to continue to use its product, even when times were tough. Telling customers they needed potash - a soil nutrient made of potassium - wasn't enough, the company needed to show them. And advertising could only do so much.
The result was economics (K is the symbol for potassium in the periodic table of elements), a website and mobile app that uses ROI calculators, infographics, videos and other data to help farmers see the benefits of buying potash. Because soil and weather conditions vary by geography, app was customizable with real-time data, it gave growers the sense of what would it be if they purchased potash.
