Branding
I’ve played essential roles in developing and enforcing brand standards for small businesses and multi-million dollar corporations in the telecom, automotive, entertainment, and healthcare industries. Building a brand is a lot like raising a child. You give guidance, watch them grow, have periods of worry, and even feel the swell of pride when they reach maturity.
Mid America Motorworks
Car people are a strange and wonderful breed. Their passion and love show through like no other hobby I’ve ever experienced. It doesn’t matter what kind of car they love. Whether made of metal or fiberglass, a completely restored ’66 Corvette, or a ’67 VW Beetle that’s held together with wire and duct-tape, the passion is the same. I got to mix with these people daily at Mid America Motorworks. The singular MAM brand served three very different types of automobile enthusiasts; Corvette lovers, classic Volkswagen lovers, and Porsche owners. And although these enthusiasts were very different types of people, there were united by a singular passion, their car.
Role: Maintenance and deployment of the brand guidelines after initial development. Design, direction, and implementation of the branding across all marketing channels and properties. Creation of numerous sub-brands for manufacturing, events, product lines, and sales catalogs.
Heartland Dental
Heartland Dental is the county's most prominent dental service organization. They provide non-clinical support and educational opportunities for more than 1,500 dental offices across the nation.
One of my most enjoyable responsibilities as the graphic design manager at Heartland Dental was creating, implementing, and enforcing the brand guidelines. After an outside agency provided the initial logo, I developed the remaining elements, including stationery, signage, and other assets, into a flexible system accommodating the organization's diverse needs. I also preserved the visual identity by monitoring its use and creating practical, well-designed communications.
Role: Development of the brand guidelines. Design, direction, and implementation of the branding across all marketing channels and properties. Creation and implementation of numerous sub-brands.
Night Terrors of Effingham
Night Terrors of Effingham is the premier haunted attraction in South Central Illinois and requires a cast and crew of approximately 60 workers to operate. Each year, the event provides fun and excitement to several thousand thrill-seekers and has become a staple part of the Halloween season for the community. The event runs through October but requires marketing support and a scenic design crew that operates year-round.
This client has given me an incredible amount of creative freedom to push boundaries with their promotions and has allowed me to construct a playground of the most creatively rewarding projects I've ever had.
Role: Development of all aspects of marketing material, including photography, printed material, website, social media, promotional videos, and radio spots, as well as scenic design when needed.
