BoS (formally Bank of Springfield) wanted to generate awareness for their brand as they expanded into a new market. “Bank Boldly” was their tag line, so we created a visually bold campaign that used a combination of bright colors and 3D graphics to tell the story. Our goal was to get attention, then position the bank as a financial parter that can help you achieve your goals.
I wrote and collaborated on the creative direction for this Dynamite Coffee video. As part of a pro bono creativity exercise, we were free to develop the Dynamite Coffee brand from scratch.
With a name like Dynamite, we didn’t want to mimic the sleepy acoustic feel of other coffee shops. We decided upon a mid-century modern design style, set to big-band jazz music. The up-tempo rhythm lended a fun, “caffeinated” feel to the spot. We are very pleased with how this turned out and hope it sets the tone for future Dynamite marketing efforts.
In the spring of 2017, STIHL launched a new line of battery-powered equipment, The STIHL Lightning Battery System™. I was part of the launch campaign, writing the microsite (STIHLbattery.com) , many of the videos, print ads and in-store marketing materials.
in 2016, a supplements startup came to us in need of branding. They were calling themselves “VEINZ” at the time and wanted a new name and brand image. Their USP? They actually put ingredient dosages on the bottle.
Nearly all supplement companies keep their ingredient dosages a secret, claiming that information is proprietary. In reality, it’s often a cover to hide how little of each key ingredient they put in their products.
I knew that transparency was a key component of the brand, so I created the name “Clean Victory” and built a brand that was sophisticated, modern and confident. You can see their products and brand story at CleanVictorySupplements.com
Since Vast launched in 2014, I have been central to the company’s advertising. Here are a few highlights from my work with Vast, including TV, print, direct mail, digital banners, website creative and more. See the website at VastBroadband.com
For about a year, I was involved in a large-scale rebrand for The Bank of Missouri. This corresponded with a new website, which launched in May, 2017. As part of the rebrand effort, we developed a brand style guide for internal use, helping the bank bridge the gap from local operations, to a single marketing voice across all their branches.
Every month, the Kenny Rogers Children’S Center in Sikeston, MO treats over 500 children with developmental disabilities. They offer physical therapy, occupational therapy, cognitive therapy and more – and they do it all for free. They rely on donations to provide these outstanding services, the majority of which arrives during their annual telethon.
The challenge presented to us was that their telethon was not making an impact. People just don’t watch telethons anymore. We proposed that instead of focusing on the telethon, their advertising should focus on donations, which people can make throughout the year. We produced video, digital and billboards that ran during the weeks leading up to the telethon.
Health180 from Mitchell Insurance is a co-op insurance plan that pools together small businesses and provides additional healthcare service, including screening, advocacy, specialized provider pricing and re-insurance.
If none of that sentence made any sense to you, then you can begin to understand the communication challenge I faced.
Healthcare is complicated enough when you’re covering yourself. When you’re a business? Things enter a whole new world of complexity and regulation. Mitchell Insurance was looking to offer something unique to business owners – something that will save them money while keeping their employees covered as much as possible.
Visit MichellHealth180.com to see how I tackled this complex service message.