Client: Apple: Retail Training & Global Security Loss Prevention

Goal: Create training videos to prepare Apple Retail employees for the emotional impact of a Grab and Run Incidents and educate them on how to respond during and after an incident.

Solution: Grab and Run theft is an unfortunate reality for many retail businesses. Solution, create tools for the teams to prepare themselves for what this experience my be like. Share first-hand stories from other Apple employees, as well as, show some real-world footage of events. Back it up with the info about how the Retail Loss Prevention works closely with law enforcement and always puts employees safety first.

Role: Art Director & Co-Producer

Agency: OB3.TV

Berxi is the small commercial insurance direct offering from Berkshire Hathaway Specialty Insurance.

Work seen here:

Brand Spectrum - on-going brand evolution charting the native brand elements to the more amplified marketing vehicles.

Real Estate Brand Campaign to market E&O Product. Direct marketing including post card, direct mail and emails (not shown here), and digital display ads for retargeting.

Dental Brand Campaign to launch Dental Malpractice Product. Digital facebook and display ads, post card, and direct search ready at launch. Followed by direct mail (not shown here) and supported by social on IG, FB, LI platforms.

Social Media Content posts for Instagram @myberxi

”That Feeling” Campaign for various customer segments, initiated on Facebook and display, followed on by direct mail and supported by custom landing page. Aimed at “stopping the scroll” and setting a fresh tone to our modern approach to a centuries old business offering.

Role: Creative Director and Brand Leader

CLIENT: San Francisco Human Services Agency (SF HSA)

GOAL: Educate the City of San Francisco about the acute need for more adults to care for SF foster youth. With the closure of many family homes many youth (ages 11-17) are without an adult in their life. This campaign aimed to help this demographic and engage SF people of different ages to take part where they can to mentor, foster, and adopt.

Via an Integrated public service message campaign the City and County of SF hopes to build new resources for the youth of San Francisco. Ideally these youth will be keep in their neighborhood of origin where studies show they have a better chance of thriving.

SOLUTION: 
Create a message that is edgy enough to get people’s attention, aspirational enough to inspire them, and achievable enough to move them into action.

Build a three-tiered media burst strategy that includes owned, earned and paid media. Put tools in the hands of the recruiting team to prepare them for inbound inquires. Build towards a big event that celebrates foster families, mentors and agency workers.

Channels include: Billboards, bus signage, MUNI shelters, Instagram and facebook via staff postings, paid influencers, and paid ads, website update and printed materials for events and day-to-day engagement.

TARGET AUDIENCE:
- Three five-week media bursts targeting 1/3 city-wide audiences and 2/3 neighborhood specific audiences (five specific SF neighborhoods where the majority of foster youth live)
- Phase 1 of Creative builds awareness and curiosity about our issue
- Phase 2 drives and understanding of how we can effectively get it done
- Phase 3 inspires viewers to become part of the solution and take action, make a difference

Seen here:

• OOH (out of home) paid media creative

• Photoshoot planning strategy & production result highlights

• Facebook Creative

• Focus Group Research Study highlights which informed the Creative Production

CLIENT:
Blue Shield of California

GOAL:
Leadership Event | Los Angeles, CA, Feb. 11-12, 2019 presenting solutions to transform a dysfunctional healthcare system into one that is worthy of our family and friends and sustainably affordable.

SOLUTION:

Create an experience that inspires energy to tackle that task of reimagining and rebuilding healthcare in the world’s fifth largest economy.

TARGET AUDIENCE:
Leadership and stakeholders of an 6800 person organization

PROCESS:
Working with the client team, strategize a creative approach, capitalize on the transformational moment of change and build a thrilling experience. Using playful and whimsical graphics, focus magic, light and dark and bending reality to forget what we think we know. (re) imagine theme infused in all messaging and touch points. Design event graphics, manifesto booklet, digital presentations, event way-finding, print materials. Art direct audio, lighting, entertainment and environment.

Client: The Founders of Topos Institute, a non-profit organization dedicated to transforming society through applied mathematics for social good.

David Spivak – Researcher in mathematics at MIT, author of “Category Theory for the Sciences” and inventor of operadic approach to compositionality.

Brendan Fong – Researcher in computer science at MIT. Developer of categorical approach to Bayesian networks and interconnected systems

Goal: To created a logo and visual brand identity for a complex community of thinkers.

Solution: This team has a vast array of engagements from conducting research, to building open-source software, from publishing textbooks and producing video to running a community-driven maker-space. Their work is at the center of it all. This identity aims to indicate the intersection of clear mathematical language that uses connection as a discipline and keeps the needs of society at its focal point. It is a lot to pack into a few symbols yet this team was happy with how it all added up.

CLIENT: Apple Inc.

GOAL: 
Provide peer recommendations and share stories that offer teachable moments and specific resources for employees to make better decisions when traveling that support safety preparedness.


SOLUTION: 
Travel Safety Campaign

TARGET AUDIENCE: 50K Corporate Employees Worldwide

PROCESS:
• Partner with cross-functional groups in Corporate Travel and Crisis Management to identify goals and outcomes.
• Interview employees around the globe in various locations and create production schedule.

• Interview & film key storytellers

• Craft the stories with feedback from key stakeholders and employee test groups

• Develop strategic communications plan to roll out across the organization.

Role: Art Director & Campaign Manager

Client: Apple: Legal & Global Security

Goal: Produce a global all-hands event for the LGS team at Apple

Solution: Create seminal artwork that would go on all communications including website, email, and printed posters.

Produce a fun and engaging 3 minute video and a keynote deck to run the show.

Hire a top notch photographer to cover the event and do post-production to deliver all the images.

Role: Art Director, Designer, Co-Producer
Agency: OB3.TV

Client: Enlighted Technologies 

Challenge: Showcase the brand and tell the corporate story through visual storytelling without talking heads. Media to be used at industry events and on owned media channels.

Solution: Produce video introducing the their functional offering and wrap it in a meaningful storyline. Showcase analytics tools that drive 70% savings from commercial clients who use them.

Create storyboard script with copywriter partner, using the metaphor of the journey through one day to tell the corporate story “Designed to Change Everything”. Plan, produce and deliver.

Agency: Weber Shandwick
Role: Creative Director / Producer

Challenge: Confidentiality is vital to Apple’s research and develop of new products. Employees are frequently targeted by journalists, investors, and industry insiders to share confidential information. The challenge was to find ways to change employee behavior in response to these probes.

Solution: Keep Secrets Campaign
This story-based campaign, substantiated by real events, recounts how one employee hurt his colleagues by divulging secrets to reporters in advance of launch.

People can have mixed feelings about keeping secrets. This is the kind of tension we needed to put employees on the edge of their seats and listen.

The campaign showcases how a highly respected, long-time employee was tempted and eventually persuaded to give up confidential information. A case of extreme social engineering.

The campaign tells a convincing, relevant story and the resulting consequences for him, his team, and the broader organization both internally and externally.

It provides guidance about psychological manipulations employees face from external sources, how to recognize them, and ways to respond that allow employees to be themselves and keep confidential.

Communications channels included: 

• website

• video interviews with investigations team

• panel discussions

• executive communications

• global digital display signage

• Apple Web stories and tiles

Client: Apple
Role: Creative Director & Producer

CLIENT: Duck Creek Technologies & Accenture

GOAL:
Translate Duck Creek’s bleeding edge technology into tactile experiences for visitors so they could quickly see its value.

SOLUTION:

Create the Launch Pad innovation space. Encourage exploration by putting low-tech games in the hands of users allowing them to have fun exploring high-tech solutions. Create a place of inquiry where users question their digital strategy for reaching users. Create space for conversation with relaxed decor and soft seating, music and lighting.

Get users to understand the power of technology by using games and activities to show how DCT solves problems. Combine interactive elements with product demos and discussion points.

The strategy: Create three user experiences that show how DCT’s digital platform and products can transform the customer experience and deliver better business results.

TARGET AUDIENCE: Formation Conference Attendees

PROCESS:
Identify audience tiers, understand their needs, concerns and how Duck Creek (DCT) can solve them. Write case studies to show how solutions would apply to audiences and their companies.

Working with the DCT engineers and AJ design team identify topic areas and interactive content. Write and refine the content with client, lead strategy for design team to build the game demos and art direct production team.

Kick-off the first ever Formation Launch Pad creating a seminal event that would drive growth and customer engagement for years to come.

Role: Creative Strategy
Agency: August Jackson

As part of my graduate work at Harvard Extension School I developed a research study that looks as human behavior and asks the question: Can we get people to care about green-spaces? Can these spaces improve their quality of life? And, at the same time, reduce costs for cities?

The potential outcomes of a “yes” answer include: reduced crime and lower costs in cities and improved physical and mental health outcomes for citizens.

This research tests 3 groups.

I hypothesize that by giving individuals more ownership and autonomy over green-spaces we may be able to affect commitments to their cultivation. Committed owners will be good stewards. Those who are not attached and don’t need to worry about losing the space will likely take it for granted.

Without the proper sense of ownership, or communications about value people who have access to a green-space are less likely to cultivate it or care about losing it.

My research shows those with access to green-spaces are:

BETTER ABLE TO DEAL WITH POVERTY

LESS VIOLENT WITH FEWER CRIMES

ACHIEVE BETTER MENTAL HEALTH OUTCOMES

Client: Hearts on Fire | The World's Most Perfectly Cut Diamond

Challenge: A series of 20 brief films that will be shot in one day without the advantage of sets, locations or massive production design. The goal: Make tiny details feel huge and make each film distinct from one another.

Solution: Set the scenes in a beautiful home with multiple rooms that have a highly art-directed and curated feel. Each shot evokes a luxurious patina. Each video has two focus lengths and two framings. Intimate moments show the jewelry on a hand in close proximity to another object, providing a sense of scale. Then a tight shot of the woman’s face. Tiny stories to showcase perfectly cut diamonds.

Agency: Sleek Machine Company
Role: Creative Strategy

Challenge: Brand strategy and visual identity for Silicon Valley consulting firm specializing in start-up to scale-up companies to help teams work with greater efficiency, focus, and impact.

Solution: Research competitive landscape, develop brand strategy with partners, create and implement brand identity, custom logo and website design.  

1) Apple Special Event Video

Apple Park, the new flagship headquarters had an epic opening day, which was a huge effort for the security team. This piece was created to document the efforts and celebrate the contributions from the Global Security Operations Center.

2) Apple Safety and Security website design
Role: UI Designer
Partner: Marcom at Apple

Challenge: Create a hub for Apple's Global Security for external audiences that showcases the resources available to worldwide customers. 

Solution: Taxonomy of current content across Apple.com. Art direction of photoshoot to develop custom assets. Design and build of custom site UI in partnership with Marcom.

3) Photoshoot for Apple GS Comms & Training

4) Photoshoot for Apple Global Security Leadership iBook

Role/s: Art Director & Producer

Custom logo designs by Maria McLaughlin. 

Client: CEMEX, a Mexican multinational building materials company that manufactures and distributes cement, ready-mix concrete and aggregates in more than 50 countries.

Challenge: After emerging from the recession and introducing new leadership, CEMEX needed to provide a voice to its new CEO, align leaders behind a refreshed global strategy and values, and re-energize employees in 36 countries.

Solution: Working with a talented team of account leaders and strategists from ROI Communication we developed a communications plan and built a design framework to showcase the vision of the new CEO, align leaders and build employee support for the the company strategy and values.

Create visual identity system for mission vision and values, print and digital assets that stretch across channels for bilingual company wide cascade.

Results: “It’s profound, groundbreaking and game-changing.” The CEO and CEMEX leaders embraced the communication strategy and their role in aligning and engaging employees. CEMEX reported buy-in for the strategy and values across all levels of the organization along with increased levels of pride in the company. The plan and materials met the needs of 36 countries and a diverse group of field, manufacturing and corporate employees.

Agency: ROI Communication
Role: Creative Director

CLIENT: SFMTA / Bonfire Communications

GOAL: 
Get people to stop circling and find a spot faster.

TARGET AUDIENCE: 800K population of drivers in SF

SOLUTION: 
SF/park

• Creative direction and design for new brand identity.

• Concepts included communications strategy, logo, icons design, proposals for street signage and city garage branding.

• Successful branding and visual identity help drivers quickly ID city-owned parking garages that were previously unrecognizable.

• Logos and icons were rolled out across smart phone app and web applications that help users find available street paring in targeted ares of San Francisco.

Client: Gap Inc.

Challenge: Create a brand framework for the parent corporation that leaves space for its sub-brands to be themselves. Build on the success of "Fashion Your Future" campaign initiated at Banana Republic to educated and engage employees across all of Gap Inc. and its subsidiaries.

Solution:  Create a design framework for this house of brands through a "White Canvas" approach allowing each brand to own "You be You" characteristic which is intrinsic to the Gap brand DNA. Create a box that on the outside says, “Gap Inc.” but on the inside is all about employees. Use textures and real people in their creative environments in photography. Develop handbooks that are digestible in size and create a number system for easy navigation. Offer fun tools like playing cards, stickers and employee - manager wheel. Launch across the organization with internal stakeholder leaders.

Agency: Bonfire Communications / Lippincott
Role: Senior Designer

Client: Banana Republic 

Challenge: High attrition rate of retail store employees. Young, fashion savvy audience unaware of the opportunities inside the organization.  

Solution: "Fashion Your Future" Employee Retention Campaign Initiative.   

To bring an overall vision to the program a Commitment Book was designed using rich photography coated in gloss finish on the inside and textured touché paper for a suede finish on the cover. Something tangible that employees could hold in their hand to symbolize the commitment from the organization.

To speak to this fashion savvy audience the campaign is written in an energetic voice and showcases the idea of customizing your own career and delivers sketchbook style tools that are manageable in the odd hours of a retail employee's schedule. 

This program would lead to a larger effort by the Gap Inc. corporate headquarters based on the same campaign.

Agency: Bonfire Communications / Lippincott
Role: Art Director

Client: Life Technologies, biotech company with 9,500 employees and more than 3,600 licenses and patents.

Challenge: Implement change management campaign to engage employees in CSR efforts to reduce the organization's carbon footprint.

Solution: Partnering with strategists from Saatchi & Saatchi S, the team realized that employees felt overwhelmed by the audacious goal of a zero carbon footprint. This meant developing a creative strategy that started with everyone contributing just one thing, one dot that would build into many. Thus was born the “Do One Thing” campaign.

Visual identity and communications tools including; dot logo, style guide, posters, laptop skins, toolkit for employees, site tracker, leadership toolkit.

Agency: MM Creative Studio + Saatchi & Saatchi S
Role: Art Director / Designer

Results: Campaign was so successful that the client asked to develop a sub-campaign for the Earth Day events that took place that spring as seen here.