Andrews Cadillac and Land Rover Nashville are two local automotive dealerships that took print advertising to another level. These dealerships know the quality of their brand and wanted to make sure that the creative work reflected that. The strategy behind these ads is specific placement in higher-end publications with the headlines and copy to mimic the type of publication they were placed in. For example, Land Rover advertised consistently in the Nashville Predators Hockey program guide. So the headline might read: "We've got one stellar roster this year." That line plays to the fact that the Nashville Predators might actually have a great roster of players for the season, but also, Land Rover Nashville has a great new line of vehicles.
This was a website development project for BancorpSouth. Working with Sullivan Branding and their Memphis office, I was asked to develop website comps based on the provided wireframes. Unfortunately, this design was not chosen by BancorpSouth, but it does show my skills in taking something as static as a wireframe and bringing it to life.
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Blakeford at Green Hills is a senior living community, offering independent living, assisted living and a health care center that encompasses intermediate care and skilled nursing care. Blakeford launched a new offering called Live Well by Blakeford. They needed an identity, and landing pages, direct mail and a brochure.
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Big Brothers, Big Sisters of Middle Tennessee needed a campaign to jump start their mentor recruitment program. National, was using the positioning line of "Do Something". Moving forward with that line, brochures, direct mail, print advertising and even a cycling jersey design were created.
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The Chattanooga Convention & Visitor's Bureau needed to build up their meetings division by positioning their city as the "Just Right-Sized" place to have your next business meeting or family reunion. A small print campaign was developed to illustrate the "Goldilocks" story. Too big. Too small. Just right.
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George Dickel, the "other" Tennessee whiskey, is located outside of Tullahoma, TN in an area called Cascade Hollow. The Distillery has many nostalgic things to offer visitors once they arrive. The challenge here is to not necessarily sell the product, but promote the distillery from a tourism standpoint. George Dickel is about 25 miles from Jack Daniel's Distillery, through Sullivan Branding, concepts and layouts were developed targeting tour operators, hotel concierges and regional event planners. The message is "Meet you in Cascade Hollow." This carries the down-home flavor of the brand as well as extends an invitation to its audience.
After college, I moved to Denver and this was one of my first freelance clients. Originally started in Aspen, CO, Flying Dog Brewery needed more capacity to brew more beer. They moved the operation to Denver in the late 90's. I began working with them, through DeMoss Designs, as they were launching their "Litter of Ales" line to a mass audience. All the artwork was and still is created by world renown artist, Ralph Steadman. Steadman would send over 4x5 transparencies of the raw artwork. I would have them drum scanned and then work with these files to create the labels, six-pack carriers, posters, sales materials, promotional items as well as many deliverables for their brew pub that was connected to the brewery.
Since 2004, I have been working with the Nashville MTA to create a variety of campaigns based on their yearly goals. Those campaigns include targeting riders, non-riders, bus drivers and tourists. In 2008, MTA opened their state-of-the-art transportation hub, in which creative was needed to introduce the new facility as well as to get people to the ribbon cutting event. As MTA continues to make Nashville a transportation friendly city...fresh, innovative concepts are being produce to introduce airport routes as well as the Bus Rapid Transit system.
Through Sullivan Branding, I have worked with Singer Sewing Company since 2002. Their strategy from then and still today is to attract 18-36 year olds and get them involved with sewing. Singer wants to be able to show this target audience that getting started is just that easy. And, it's not just about sewing for clothes. It's about home dec, scrapbooking, mending and repairing. Singer launches many new machines per year in which I have been involved with all facets of the product launch. The package itself, in-store items such as danglers, shelf talkers and point-of-purchase displays, online promotions and print advertising.
Working to promote tourism in Tennessee is a passion of mine. As a native, I feel to have an advantage in producing a look, tone and message that resonates with visitors. It comes from within. The first initiative in working with Tennessee tourism, was the trails and byways program. 16 self-guided driving trails throughout the state, promoting history, music, nature and small town culture. After the launch of the trails, it was time to focus on the Tennessee brand. A new logo, print, broadcast and many other promotional strategies were concepted and produced.
Clear the Air Tennessee was a federally funded air quality awareness initiative aimed at shifting driver habits in order to reduce vehicle pollution. A strategic campaign was designed to enlist every driver in the cleanup effort. The program led with the acronym SIMPLE as a campaign message to help drivers remember how easy it is to reduce their pollution contribution. The creative was spread through print, radio, outdoor and television advertising; website, online video, online games and social media; school programs, partnership and sponsorship marketing, and statewide contests. Counties reported significant air quality improvements, and many had reached or were nearing compliance with federal standards.