Creative Direction
Recent Experience (Amenity Health)
-
Created and managed digital footprint, including branding, website, ads, and third-party listings
-
Produced all graphic elements and illustrations, including, digital, print, photography, and videography
-
Deployed all media assets to buying agencies and online ad networks (social, native, search, video, etc.) and physical publications, including all external sales collateral
-
Managed talent for photoshoots and video productions, including talent selection, location scouting, set design and wardrobe
-
Designed product packaging and insert materials for all SKUs and coordinated overseas manufacture
-
Lead team of contract graphic designers, web programmers, and video editors
-
Copywrote, produced, and art directed video for TV commercials, ad campaigns, and sales and company literature
-
Liaison for 3rd party creative agencies, digital, and DRTV, ensuring brand consistency
Contents
1. MedCline Brand
Creative Direction, Product Management, Marketing
Creative objective:
-
Establish a professional and trusted look to provide brand appeal in both direct-to-consumer market and the medical industry
-
Highlight the brand's clinical effectiveness at reducing acid reflux, allowing users to minimize medication usage and potentially avoid surgery
-
Communicate the value as a non-medication solution to the market that provides relief for users without the debilitating side effects that come from pharmaceutical treatments
-
Showcase the product's functionality to a highly targeted audience via digital and social advertizement platforms
-
Provide digital assets for proprietary websites (3.2M unique views in 2018) and sales collateral to a focused sales team in wholesale and medical sales markets.
2. Bumpnest Brand
Creative Direction, Art Direction, Textile Design, Marketing
Creative objective:
-
As their pregnancy progresses, expecting women experience increasing discomfort that can be most frustrating at night.
-
Develop a wedge and pillow system aimed at relieving gestational acid reflux and general pregnancy-induced aches and pains.
-
Take MedCline patented technology and rebrand with new assets and online presence, targeting pregnant woman shoppers
-
Appealing to new trendy moms, next-generation "mommie bloggers"
-
Authenticity is important to the brand and must use real pregnant models in promotional materials and photography
-
Current competitors offered a minimal amount of colors and patterns offering usually only solid colors, typically white. Bumpnest to offer a variety of on-trend colors and patterns.
3. Amenity Health
Creative Direction, Corporate Identity
Creative objective:
-
The corporate face of the company that is medical in nature, but appeals to the patient and general public
-
Provide a trustworthy source of detailed information about Amenity Health's patented technology
-
A hub for investors to visualize the progress of the company and its subsidiary brands
-
Built also to promote a movement and focus on illnesses or disorders that can be treated without the use of risky pharmacological methods