Precision Foods / Chick-Fil-A Promotional Materials

Dry blending and packaged foods specialists Precision Foods and beloved chicken franchise Chick-Fil-A both have a reputation for unmatched quality. Really, a perfect match. This awareness in-store campaign promotes one of Chick-Fil-A’s best-kept-secrets: hot cocoa. It’s not on the menu, but thousands of customers already know about this delicious drink option on cold days. Here are two concepts for the campaign.

The first concept takes a rich tantalizing approach; juxtaposing bold, contemporary “chocolate” typography with dramatic photography and cheeky attitude. The second is an illustrative, immersive take leveraging texture, humor, color and a classic typographic layout to rich effect. The campaign contained in-store signage, tray liners and drive through window clings.

I also functioned as concept lead and copywriter on these as well.

Shown Here: In-Store Signage

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STL Symphony Ads

I acted as director on the shoot for a series of video pieces for the STL Symphony, framing shots and providing overall look and feel direction for the pieces. I also worked as creative director in the edit suite, creating motion graphics for the pieces in addition. Rob Durbin was the shooter on this and Scott Conger acted as the editor on the series. Both did a really wonderful job and really made the pieces what they are. Jeff insco was also fundamental in developing the story here. Great job by all for a wonderful client!

Shown Here: :60 Spot(Recommended), 6 Minute Brandumentary (Recommended) and Motion Graphics Detail

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Parkway Schools Rebrand

Founded in 1954 and now serving over 17,000 students, the award-winning Parkway School District has long had a reputation for excellence, innovation and advanced thinking. However, Parkway was ready for a new face to the world to coincide with an exciting new strategic direction for the district.

The excitement of a “new day for Parkway” catalyzed my work and provided inspiration throughout the process as I developed everything from a progressive new visual brand platform with a new identity and brand standards to new print and video applications to tell the story of the galvanizing change redefining this educational leader. Overall, the approach is fun, clean, classic and friendly.

The mark itself carries a double meaning through a hidden image. At first glance, the strength of a sunrise image provides a clear link to the concept of a new day. With a longer look, the image of a open book, with pages actively spread reveals itself.

For video, I personally created the motion graphics aspects of this including the logo sting and type and graphic animations. I acted as director on shoots for both video and still photography for all district rebrand materials and also directed the edit of video elements. Editor Christina Geisen acted as the video editor here and I had a ton of fun working with her on this. Brant Hadfield and John Fedele did an amazing job of shooting video and still photography respectively and I really enjoyed working with them as well.

As the father of a daughter in the Parkway district, I was thrilled for the opportunity to create such an exciting new face for a brand I care so much about personally.

Shown here: Brandumentary Video, Mark / Wordmark with Color Choices for Individual Schools, Brand Standards Book (In Spreads) and Strategic Plan Book (In Spreads)

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The Salvagery Brand Package

Portland, OR improv jazz trio The Salvagery’s July 2011 release “Triage” is a triumph of experimental work. At once contemporary and exuberant, “Triage” builds on the heritage of great albums in the improv tradition. The work is pure fun.

These designs built around the album build on that iconoclastic spirit and birthright. The look and feel here balances personal, custom-created typography and illustrations with rich color to create a bold approach that captures the essence of vintage 40’s -60’s  jazz album covers from great labels like Columbia and Blue Note. I loved working on this one!

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Ready + Willing Site

The St. Louis-based not-for-profit “ready+willing” represents an amazing idea — ready+willing forms mentorship teams in the creative industry (experienced creatives with those at a lower experience level) and connects them with non-profit organizations to help them with their marketing needs. A wonderful and timely concept.

This site for the organization strikes a great balance between a clean, easy-to-understand typographic approach and organic, dimensional hand-wrought elements. Engaging and engaged people shots representing the young, diverse St. Louis creative community that is the lifeblood of r+w are included throughout the designs and in a rotating home page animation. The doodle patterns in the designs bring a sense of fun and personality to the site as well — each section has a unique pattern integrated into the page.

Overall, something very fun and engaging that I was proud to be a part of. The site is currently in development.

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UPBrand Promotional Poster

Who doesn’t love The Muppets? And, if you don’t…I’m not sure if you can be trusted. They’re at the center of both the concept and the design of this promotional poster for UPBrand. Created as a piece to reach out to prospects we’re courting from a business prospecting standpoint, the poster brings a metaphorical smile to the concept of working together. Fun.

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Connexio Media Presentation Materials

Connexio Media offers college and university campuses a new way to reach students, faculty and visitors with information and alerts. Each campus gets its own network of state-of-the-art outdoor digital displays to connect the campus community with vital information — providing both safety and better engagement.

On this project, the client came up UPBrand with a logo and nothing more. As part of our storytelling approach, we took Connexio through a full discovery process, giving them a complete brand platform to work from. These presentation materials came out of that.

Bold, engaging, dimensional and textured, the visual “signature style” I developed was devised to convey a strong sense of movement and inter-connectivity. Coupled with a system of iconography, the overall approach balanced clarity with excitement and engagement. This rich style was a natural fit for a motion graphics piece and the animation I created leverages the dimensional overlays and shapes to interesting effect.

Shown here: sample presentation screens, iconography samples and motion graphics company overview

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Children’s Home Society of Missouri Site

Another recent launch I was very pleased to see was the site for the Children’s Home Society of Missouri (CHSMO).

CHSMO is a treasure on the Missouri non-profit scene. Founded in 1891, the Society has been focused on providing children with safe, loving and happy homes. Strong families, counseling, education and advocacy have also become hallmarks of CHSMO.

The site dovetails with an identity evolution being explored by Heidi Jost and leverages the brand’s central colors while building interest through simple use of type, graphics and bold, evocative and immersive imagery. Both this and the recently posted Trailnet site (see below this post) demonstrate the proverbial “Holy Grail” of web design for me — a mix of informative and organized information design, typographic hierarchy, supporting graphics and beautiful photography. For me, that’s a perfect mix and I think this site does a great job of illustrating the elegant power of those elements. Who says great usability, system fonts and information-oriented sites can’t be beautiful?

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Trailnet Site

I was thrilled to see the recent launch of a project I provided the design and digital brand for.

Trailnet is a great Missouri organization that focuses on building healthy, vibrant communities through activity and community connections. I led and creative directed the team that established new brand standards and messaging for the organization and was pleased to be able to personally design all of the digital extensions of that brand, breathing life to a great platform for the print world created by Rob Hutti, a team member.

The result is clean and evocative, bringing both an approachable feel and a sense of simple honesty through scale, clarity and organization of design and typography. Shown here: homepage (original design), second level page (as launched) and sample interior page detail.

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UPBrand Brand Package

Recently, I started my tenure as the Vice President / Creative Director of UPBrand, a St. Louis-based agency focused on building brands through storytelling. I’ve already been having fun with great design and concept and one part of that has been establishing the aesthetic and visual brand for the agency itself. A good friend and talented independent designer Ben Franklin had started the proceedings with identity work before I arrived. I have taken the mark that Ben established and created a look and feel for digital assets, packaging, presentation materials, apparel and motion / video.

The work strikes a balance between a very clean, linear, type-driven, Bauhaus-inspired approach and found ephemera and organic, hand-wrought design elements used both metaphorically and to bring a human touch to the designs. It’s always very rewarding to bring a brand that I am close to like this to life.

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Duo + Quintess Brand Package

The most beautiful vacation homes in the world’s most coveted locations totally staffed to meet your every need. That is Quintess — a luxury club for discerning vacationers with resources. I recently had the opportunity to offer up site designs for the main Quintess site as well as both identity and digital brand assets for a new vacation club within the Quintess house of brands called “DUO.” The work strikes a balance between sleek elegance and a rich, textural approach. The site designs themselves use a mixture of gorgeous photography of the properties themselves, clean, elegant typography, deep, evocative color scheming and custom damask patterns. The DUO identity is at once bold, contemporary and rich. The split “O” at the terminus of the mark signifies the concept of “II,” speaking to the brand’s direct relationship to the main Quintess offering. I really enjoyed putting these together.

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Pear Tree Packaging

The Pear Tree Restaurant is a jewel of fine dining in Bevier, Missouri with a national reputation for food excellence and peerless service. When the Pear Tree does something, it does it right. That’s the central theme behind a new line of packaged foods from The Pear Tree. This packaging for fine croutons made from the best ingredients and artisan breads captures this central belief while introducing a new, more contemporary flavor to the restaurant’s face to the world. At once modern, bold and approachable this design communicates the exciting new feeling of this new chapter for The Pear Tree brand. This is the first of a series of packaging assignments including a flight of salad dressings and BBQ sauces. I will post those as developed and roll this into a single case study.

Also shown: Two additional concepts for the package that we’re not selected but were compelling in their own right.

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Hardee’s 50th Anniversary Campaign + Tour

50 years of great Thickburgers, beautiful girls and good times, now that’s something to celebrate. When Hardee’s was looking for a unique way to spread the word about it’s 50th anniversary, 4ORCE got the call. This concept incorporates a heavy brand push into a buzz-generating tour and social media campaign. The central idea: building the ultimate girl country band for a national Hardee’s 50th birthday party — “Electra Starr and the Heartstrings” (and then “Stealing Angels”). The campaign is a home run for Hardee’s midwestern values with a mildly sexy wink and builds on existing brand sentiment while providing bold new texture to Hardee ’s reputation in the marketplace. I lead the development of all aspects of this brand campaign. From co-development of the campaign’s central theme and brand integration down to design of all touchpoints personally, I had a ton of fun with this one. Sadly, a merger left this campaign unfinished.

I’ve included just a few selected examples of my design work for the campaign for flavor below. Shown here :: Posters, Vehicle Wrap, Apparel and Digital Assets

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“Friday Night Fights” Title Sequence

This is a title sequence for “Friday Night Fights” — a series of social usability “deathmatch” videos where live lab footage is shown pitting two similar websites against each other to determine which is more usable. The FNF wordmark is also mine. It’s all custom letterforms and ties in with the suite of other 4ORCE wordmarks for various initiatives.

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NGAGE Video Case Studies

These video case studies for NGAGE show a touch of my motion work. I love to work with video and motion graphics as it brings such a visceral element to the mix. As a creative who believes very strongly in storytelling, the interplay of motion graphic design elements, footage and music / audio powerful and compelling and very enjoyable to work with.

For more examples of my motion work, please visit my YouTube channel.

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Scottrade Broadcast Concept

This TV concept for online-broker Scottrade builds on the idea of social norming to spur new accounts. It’s a graphic-centric campaign that uses numbers and statistics to highlight the amazing things Scottrade accomplishes each month, driving home the idea to potential account holders that “everyone’s on board with a company that’s moving in the marketplace, perhaps I should be, too.”

CEO Rodger Riney, a powerful symbol for the company, kicks off the ads, and the numbers do the rest of the talking. The ads would be updated each month with new statistics, announcements and achievements creating a campaign unique in the sector. Visually, rich motion graphics underscore both a sense of movement, time and mood.

Shown Here: Sample Screens + Details

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Ad Week STL Poster + Mark

These initial designs for a fledgling concept here in St. Louis are pure fun. Speaking as a creative, I will say that we can be a pretty annoying and self-absorbed bunch. So often, groups and events designed to build  a sense of community can devolve into pettiness. That’s where AD WEEK STL comes from — a desire to stop the complaining and infighting and to move forward, building something vibrant in the St. Louis creative community.

I led the theme concepting on this as well as the brand development itself. A senior writer at 4ORCE landed on the title of an Aerosmith song as the perfect way to convey our central idea — “Shut Up and Dance.” The supporting mark and poster materials leverage the edge of the creative mind while cutting through the lethargy and ennui that plague the scene. Fun.

I will be flowing this out to more materials and digital assets. Shown here: Poster + Detail and Mark.

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Scottrade Careers Site Designs

So many young designers have asked how they can impress me. I always tell them that Photoshop pyrotechnics are a ton of fun, but that I am most impressed by what a designer can do with the basics of great design, items like layout, typography, balance, color and image. Those principles are what makes this set of designs compelling in their bold and elegant simplicity.

Built on stalwart Midwestern values and a commitment to great service, Scottrade has a corporate culture that is truly unique. Recipient of numerous awards for that culture including a spot on FORTUNE magazine’s coveted “100 Best Companies to Work For” list and always looking for new talent worldwide, Scottrade knew it needed a better way to communicate it’s essence to prospects everywhere. This initiative is designed to convey both the “tangible” and “intangible” aspects of what it means to work at the financial services company. This site has been taken through a full interactive user-testing design cycle, always my preference.

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Save-A-Lot Licensee Campaign Concepts

Targeted at potential store owners, this campaign is about making a difference for the future. Current Save-A-Lot store owners express a marked pride in the business they are building to pass down the generations within their own families and a pride in the good they are doing in the economically challenged communities they serve. These designs are a call-to-arms, inspiring through real owner profiles, imagery and stories providing a window into what store ownership can mean for a licensee’s family and for the communities they work in. The design itself is a more progressive and elegant take on the main SAL brand, leveraging basic brand elements, but amping up both elegance and touch.

Shown here: Collateral Cover + Inside Spreads, Site Design and Trade Show Application

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ServiceMaster Site Concepts

ServiceMaster, umbrella to brands like Terminix, TruGreen and Merry Maids, is a company dedicated to service. This guiding principle is at the center of these site concepts. Designed to underscore the central idea of “serving friends, family and neighbors,” the concepts are at once clean, approachable and friendly. The information design here reaches two main audiences with a definite nod to a third. The site’s main targets are investors for the mothership brand and recruits for the ServiceMaster family of companies with consumers interested in the brands themselves as a secondary tier. Overall, an engaging rework of ServiceMaster’s online presence.

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4ORCE Feature Wall + Interior Design

This project has been not only a labor of love, but also pure, unadulterated fun for me. I have acted as the interior designer / installation artist / signage artist for NGAGE / 4ORCE. I worked with agency owner Dan Curran and architectural firm SPACE on the main layout and it was Dan’s vision to move beyond creating just another loft space in St. Louis. That vision was the basis for my work.

The main signature feature of the space is a large sculpture wall in the lobby that is entirely my concept and design. The wall uses light, texture and materials to create a truly dramatic effect with a bold, almost overwhelming presence. Though visitors comment on the space as a whole, the wall is the most talked about portion of the entire space design.

The rest of the space uses a mix of bold and muted color blocks over a base of bright white to establish an almost museum or lab-like quality. The artistic accents in the space are a mix of architectural salvage and poster art including one large 9-piece authentic Soviet piece from my personal collection that acts as a major accent in the main conference room. I personally selected a vast majority of the art and I placed all of the artistic features in the space based on lines of sight and the space as a whole. The overall effect is very much an homage to the interiors of the German Bauhaus school with a splash of the sensibilities of American Pop artists of the 1960’s.

The signage for the space uses both oversized lightboxes with 3-D lettering for impact and door applications with extensions of the 4ORCE brand on them. They round out the space with a clean, usable visual language with a wink and a chuckle.

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Purina Petcentric Redesign Concept

This redesign of pet products giant Purina’s Petcentric website is about the balance between clean, usable layout and gestural design touches. The site uses a “boutique-ish” feel to establish visual interest and build on the popularity of the personal touch of neighborhood pet stores — giving a more personal face to the Purina corporation. Overall, a very fun approach to the rework.

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Brainfül Wordmark + Mark + Shirt

With a speakers series featuring luminaries like the head of the FBIs cybercrime division for Missouri and Dr. Elaine Mardis of Washington University’s Genome Center, internal training initiatives and great workshops, BRAINFüL is a compelling way that 4ORCE keeps its employees informed and inspired.

This logotype, created to echo the main 4ORCE wordmark, was built with all custom letterforms. The result is progressive and futuristic with a slight retro appeal.

The mark itself is both eye-catching and whimsical and speaks to the other 4ORCE iconography I developed for the brand. The juxtaposition of imagery within the mark brings a smile.

The shirt design is bold and clean, everything a truly memorable t-shirt should be. Pure fun.

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Express Scripts “Wise Up” Campaign

This campaign, targeted at large organizations, uses the concept of “social norming” to increase participation in a home delivery prescription plan. The idea was to devise a catchy, punchy way to engage consumers and encourage a “bandwagon” mentality to spread through a company, increasing participation and bringing both the consumer and the organization large savings.

We came up with the concept “Wise Up” as a playful and attitudinal way to bring to life this “social norming” idea — “everyone is doing it and you should too because it would be stupid not to.” Visually, the campaign uses bold, visually arresting graphics to cut through the clutter of the corporate / retail end environment. I brought a custom campaign identity to the mix, digital and print executions rounding out the package.

Mark, site and poster collateral shown here. Campaign goal poster also shows end-user-generated handwritten text to show participation progress.

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White Hat Advisors Brand Package

Marketing consultancy White Hat Advisors was looking for an identity that pulled in President / Founder Stuart Jenkins’ Montana ranch roots while building on the idea that “good guys wear white hats.” My solution was bold, iconic and memorable. The mark itself has a timeless quality that brings home the “good guys wear white hats” idea with a white hat that echoes the shape of a halo. The business papers are also designed so each employee’s initials could be a part of the design. In the words of the client, Mr. Jenkins, “I don’t know how you conveyed everything we wanted to, but you nailed it.”

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The Walk Site Concept

This visual approach for depression awareness organization The Walk balances information design principles with a bright personal call to action. I designed this around the central concept that although the issue of depression awareness is a serious one, advocacy marketing for the cause does not need to be stiff or dark. The result was at once compelling and visually involving.

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4ORCE Brand Package + UX Lab Brand Package

NGAGE has become 4ORCE. It’s a compelling rebrand that embodies a reimagining and broadening of the agency scope and capabilities.

I created the new 4ORCE mark as a subtle nod to the existing NGAGE brand I developed. It is bold and progressive and uses custom-created letterforms to convey a sense of “digital.” The brutish nature of the type also brings a decisive strength to the brand as well.

One major portion of the agency’s expanded service offerings is the opening of our new User Experience Lab. I created custom brand elements for that as well, building on the main 4ORCE letterforms. The result has the same sense of presence as the main mark with a touch of “science fiction” sprinkled over the top.

I also created custom iconography as a part of the overall brand to show the unique blend of services present at 4ORCE. Though capturing complex concepts like “Insights and Intelligence” might appear difficult, I approached this with clarity and a touch of whimsey at the forefront of my thought. The icons are stylish and do capture both the essence of the departments themselves with a smile.

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NGAGE Company Guidebook

As Creative Director and Vice President, I take great pride in having been a fundamental part of the growth and development of NGAGE, a progressive digital agency in St. Louis with a very progressive culture.

This piece, targeted at all NGAGE employees, gelled both my personal thoughts on culture as well as agency owner Dan Curran’s attitudes, feelings and approach to running an agency. This content, coupled with policies and perks, made the book a wonderful statement about the ethos and soul of the agency. I acted as both the copywriter and the designer on the piece. Bringing together straightforward, boldly stated copy, whimsical photography and a heaping helping of attitude, I leveraged forward the NGAGE brand in a new way that reached audiences both internal and external as the content found a home on the NGAGE site.

Shown here with cover spread and selected inside spreads.

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Scottrade Annual Report Concepts

These three annual report concepts reflect a new openness for self-directed investment leader Scottrade. All give a contemporary face to the financial services company, balancing compelling, fresh-faced imagery (including client-supplied assets) with clean lines and optimistic colors. In total a progressive, friendly and fun take.

Shown here in cover and inside spreads.

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4ORCE Spring Events Calendar Poster

For this poster assignment for a Spring Calendar of Events, I gave myself a unique challenge: How to convey the central mission of digital agency 4ORCE, “interactivity,” through a static display poster? The solution I devised uses distance to create that sense of discovery and interactivity.

From a distance, the poster appears to be a rich pop-style portrait of Kojak star, Telly Savalas with a foppish birthmark. As the viewer moves closer, the image breaks up into a pixelated pattern of colored blocks, concentric circles and a heart at the center of the composition. The overall effect is fascinating.

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STL Public Library Site Concepts

Information design at it’s best is transparent. Simple, clean information design puts content and above all users at the center of the action. This should still remain compelling, however. It should not lose a sense of interest and emotional connection.

These ideas are at the center of these concepts for a redesigned Saint Louis Public Library website. Using only minimal system typography (Verdana), content and touches of bold jewel tones, these strike the balance between making content king and retaining that all-important emotional connection.

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MOZO Shoes Brand Package + Site

With brands like UGGS and Simple on their roster, the Deckers Corporation had a PROVEN track record for bringing great “brands on the verge” into their brand family. MOZO was no exception.

Designed with the belief that chefs are lateral athletes — moving fast on their feet for grueling 14 hour shifts, MOZO delivers unequaled comfort. Like a Kershaw Shun knife or an Imperial gas range, a MOZO shoe is an essential tool for the professional chef.

I led a full rebrand of MOZO. It started with a rework of the mark and wordmark, progressed to packaging, business papers, collateral and a complete relaunch of the MOZO site. In this case, all of the work was my personal positioning and design work.

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Selected Posters

I think that great poster design is so often ignored in the marketing mix. It is a tangible link to our past as designers and I relish the opportunity to work on posters whenever I can.

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Bissinger’s Handcrafted Chocolatier Site

Once a favorite confection of King Louis VIV, Bissinger’s chocolate has a rich history stretching back to 17th centruy paris. even the famed Napoleon gave Bissinger’s chocolates to his beloved Jospehine. That’s a lot of history. The brand had a beautiful site, but a beautiful site with a problem. It wasn’t usable.

I led a redesign of the Bissinger’s site, both rebranding the digital face of the company in a very rich way and significantly reworking the information design of the site’s content itself. the transactional components were brought out in a more simple, elegant way that puts the users’ needs at the forefront.

The site is currently in development.

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Hardee’s “French Me” Campaign Package

How do you connect with guys 18-27? Well, there are a few ways. Namely, hot girls, huge burgers and live events. with the Hardee’s “French Me” campaign, we gave guys all three.

To promote the launch of the new featured “French Dip Thickburger” (the lovechild of a Thickburger and a french dip sandwich), we put 4 hot maids on the road on Segways at the hottest events of the summer, on local media and heavily in the digital social media space. guys loved it. Period.

I led the full brand / design effort here. My site design drove the look and feel for the whole campaign. I also took this to social media skins and created the video  style and motion graphics portions. I creative directed the photoshoots for the campaign, collateral, promotional items including a vehicle wrap and signage, a full social media video initiative and the mark for the campaign.

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