The "No More Mr. Nice Girl" campaign was about speed—and flipping a brand on its head. T-Mobile's spokesperson went from girl next door to girl on Ducati. A bright white brand went jet black. This campaign was the beginning of T-Mobile's bold emergence as a challenger brand. I developed the look, directed photoshoots and worked closely with the client to create the brand guidelines that emerged from this successful campaign. The visual exploration and branding discussion during this time set the foundation for the brand's current branding.
Ballpark wanted to transition from targeting famililes to men. This bold masculine look, with slab serif typography and stylized photography, created a guy-centric look. The reinvention of the brand earned a silver Effie in 2013.
Strong Against Cancer: Brand Identity & Integrated Campaign
We built this brand from scratch—from the name to the logo to the look. The muscle flexing pose was instantly recognizable as an iconic element on social media. Team captain Russell Wilson continues to spread the word with the help of other Seattle celebs.
Marry Me in Seattle – LGBTQ Seattle Tourism Campaign
This tourism campaign welcomed LGBT tourists to Seattle, offering an all-expenses-paid wedding to same-sex couples. The weddings took place at iconic Seattle venues, like the aquarium—with the first wedding officiated by Seattle’s first openly-gay mayor. The results were impressive: 938,918 twitter impressions in the first 6 weeks; 6.5 million paid impressions; and 17.5 million earned impressions. But most importantly, four couples who were were banned from marriage in their state, were happily joined in matrimony.
T-Mobile Campaign Idea
This campaign idea used minimalism in the context of chaotic advertising to demonstrate the simplicty (and serenity) of being a T-Mobile customer (back when cellphone contracts were overwhelmingly complicated). This idea never saw the light of day but I always liked the concept.
Mobius Infused Lager
Mobius was my first 'design baby'. I was given full creative freedom and the chance to help launch the world’s first “energy beer”. It was 2005. To differentiate from Red Bull and Sparks, I used bright green to represent energy and black to represent the endless night. (Many years later, Monster Energy Drink would use the same color palette.) Bursting rays were screenprinted on the back of the bottle. Magnified by the liquid, they reinforced the idea of bursting energy.