B2B
I bring over 10 years of experience working with top B2B companies developing brand marketing materials for print, digital platforms, websites, and events. Some of my notable clients include:
- Oracle
- Resolution Health
- 3M
- Anthem Blue Cross
- Xtime Automotive (Saas)
- UNFI (CPG)
- Kodak
- BJ's Wholesale Club (B2B Division)
- Axsys Technologies (See featured case study below.)
- Crabtree & Evelyn (See featured case study below.)
- The Hartford
- UVEX Sports
- Vanguard Sailboats
BJ's &
Capital one
As the leader of internal and external creative development at BJ's, I played a crucial role in collaborating with Capital One and an external branding agency to develop a cobranded credit card program. Through qualitative research, brainstorming, and collaboration the card's name, artwork, and rebranding were finalized.
We implemented various initiatives to create anticipation for the new card and drive engagement among current and potential cardholders. Promotions were launched, including special rewards and engaging sweepstakes. Our goal was to acquire new customers and encourage increased usage, showcasing the value of the BJ's & Capital One partnership.
Through these efforts, we successfully developed and launched a compelling cobranded credit card, generating excitement and engagement from members. In the first week marketing efforts drove over 200% more activations and 8x applications than anticipated, and continues to exceed performance forecasts.
Credits: Art Direction: Julia O'Brien and Kayla Thompson
Copywriting: Kim Sellon
crabtree & evelyn
As part of my role at Crabtree & Evelyn, I recognized the untapped potential of C&E's wholesale division. I was able to provide the initiative to elevate the division's creative marketing, which had previously taken a backseat to retail in-store promotions. Initially, I led the redesign of the seasonal product catalog, which received remarkable success and was subsequently implemented globally across teams in Australia, Canada, EMEA, and Hong Kong.
I was able to then spearheaded the development of additional creative materials to enhance the brand's wholesale presence. This included creating a seasonal Look Book, designing retail signage, crafting custom trade show window and signage displays, conceptualizing email campaigns, social media content, video creative, and optimizing packaging.
To streamline operations and maintain consistent branding across multiple trade shows held throughout the year, I implemented efficiency measures. This involved creating signage kits, establishing sell sheet templates, and defining advertising and social media best practices.
Because of these efforts, the Crabtree wholesale division underwent a remarkable transformation, solidifying its position as a key driver of the brand's success in diverse markets.
Axsys Technologies
This project was visual undertaking to create compelling brand work that emphasized the extreme and vital nature of Axsys' expertise in surveillance cameras, imaging systems, and motion control technologies for military ground, marine, and aerial vehicles.
My role as art director was aimed at creating a visually stunning website and compelling marketing materials - including an annual report, advertising, and sell sheets - that showcase Axsys as a leading manufacturer of precision optical components and systems.
Through engaging content and striking visuals, we established a powerful online presence and reinforced their reputation as a trusted provider in the military sector.
Moments
campaign
In response to the global pandemic, BJ's created a campaign that conveyed empathy for individuals and families, while striking a balance between promoting new memberships and demonstrating BJ's concern for the world's ongoing events.
I was the thought leader and art director behind the "Moments" campaign , which showcased families creating memorable stay-at-home experiences, with emphasis on the value that a BJ's membership can provide for families. The concept was born from the chaos of daily life during the pandemic, where families were struggling with remote work and schooling while coping with quarantine. Despite the challenges, these moments in time were cherished, and the campaign aimed to capture them. The campaign came to life in social media, web pages, display ads, and direct mail.
The evolution of the Moments campaign resulted in a more lighthearted tone, using humor to acknowledge the chaotic nature of pandemic isolation, in what we call our "We Got You" campaign. Through all of life's disheveled moments, BJ's is the club that offers everything members need to make it through the day.
The biggest deal campaign
"The Biggest Deal" takes a humorous tone to why joining BJ's is a "big deal" for members, and even poking fun at isolation during the pandemic. Taking a look behind BJ's hugely successful "Biggest Deal" campaign, which was created to intrigue prospective members to join the club.
With myself as creative lead, our team embarked on an in-depth analysis of consumer behavior, conducting extensive qualitative and quantitative surveys to establish the parameters for our creative testing.
We then tested three creative concepts, each vastly different from the next, to see which one would resonate the most with prospective members within our target demographic. The results were staggering: the "Biggest Deal" campaign emerged as the clear winner, beating out its competitors by a wide margin.
Our team integrated the "Biggest Deal" campaign into our direct mail, social, and display advertising efforts. And the results speak for themselves. Over the course of a year, the "Biggest Deal" campaign consistently generated lower cost-per-acquisition rates and higher paid response rates than any other creative in our arsenal.
Two Happy Homes
I spearheaded the creation of a brand identity for a SaaS startup, resulting in a cohesive brand that stood out as warm and inviting, which was in stark comparison to competitors.
The project involved a full range of brand development stages, from initial concept development to final execution, with the ultimate goal of establishing a unique and recognizable brand that resonates with the target audience.
I developed a logo, overall branding, and a user-friendly website that prioritized exceptional user experience. I extended the brand's impact to trade show signage, promotional materials, and collateral. From concept to execution, I established a unique and resonant brand identity that left a lasting impression.
Photo Direction
Design Archives
