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Problem:
Create a premium visual identity for the leader in bike fitting
services.
Solution: Move BikeFit into a position of
Mastery. Created the brand’s focus on “making
the bike disappear beneath you” and deliver an identity
promoting the zen of cycling.
Roles: Brand positioning, strategy, storytelling,
creative direction.
Problem:
Show global retail dealers the breadth of the Cascade Designs
product line.
Solution: 2009 Dealer Workbook illustration
showing the ideal Cascade
Designs concept shop.
Roles: Creative Services Manager / Art Director
- worked with Director of Sales to develop tight conceptual
sketch. Managed outside illustrator to meet final budget goal
and deadline.
Problem:
Therm-a-Rest global advertising campaign - Introduce an innovative
new product into a highly competitive market niche.
Solution: Concept captures the experience
of decadent comfort while sleeping outdoors with an evocative
“comfort around the clock” message.
Roles: Creative Services Manager - directed outside
creative team to develop targeted concepts that addressed
the creative brief. Managed global photographers to generated
branded image library.
Problem:
Cascade Designs annual
consumer catalogues - tell a compelling brand & product
story in as few pages, and for as little cost as possible.
Solution: Communicate
new product technologies in an engaging narrative that supports
the brands’ heritage and strategic positions.
Roles: Creative Services Manager - manage
a team of writers, designers, photographers and project managers
in order to deliver highest quality creative while respecting
project constraints and milestones. |
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