Strategy and positioning.
Clarifying the audience, message and opportunity before the creative work begins. This can include research, brand positioning, messaging, audience strategy and marketing planning.
Strategy in Action: United Way of Greater Knoxville
To help United Way connect with donors ages 18–25, I developed a two-pronged strategy that combined social engagement with grassroots community participation. #YetiUnited used an interactive giveaway to encourage people to share what mattered to them, while #UnitedKnox turned supporters into visible advocates through flash tattoos, social content and community activation. Together, the initiatives made the mission more relevant and approachable to a younger audience while also helping raise funds.
Campaign development.
Building the central idea and turning it into a coordinated campaign across the channels that best support the goal, including digital, social, video, print, outdoor and live experiences.
Campaign in Action: World's Softest Socks
To help this heritage brand connect with a younger audience, I developed a college campaign centered on sorority partnerships, philanthropy and authentic campus engagement. The program included recruiting student ambassadors, social content, on-campus events, lifestyle photo shoots and opportunities for participating sororities to support their chosen philanthropies. I also helped shape the physical experience through sock concepts, packaging and box design, creating a campaign that connected the product, purpose and community.
Creative direction and production.
Leading projects from concept through completion, including storytelling, art direction, copy, video concepts, photography direction and oversight of trusted creative and production partners.
Creative Direction in Action: Childhelp
I created the campaign tagline “You Hold the Hope” for Childhelp’s Knoxville office, then developed the creative direction and messaging around it. The idea was carried across print materials, social media graphics, commercials, radio advertising and video spots, creating a consistent and emotionally compelling campaign. What began as a local initiative was ultimately adopted by Childhelp’s national organization.
Brand and digital experiences.
Creating or refreshing the visual and digital pieces that shape how an organization is seen, including brand identities, websites, interactive experiences, environmental graphics and supporting marketing materials.
Brand in Action: Titanic Museum Dining Experience
For the launch of its new first-class dining experience, I helped develop the name, messaging and visual direction that introduced the experience to guests. I carried that direction across brochures, print materials and commercials, working with trusted creative partners to create a cohesive and memorable presence.