Strategy/Writing/Design | Connecting your message with your markets
Automotive Sales Training Systems teaches vehicle salespeople to understand the needs and psychology of prospective buyers, creating the kind of trust that can guide transactions—and careers—to success. Less-effective but more-common training methods lead to sales-staff turnover, a widespread problem in the industry. After one year, ASTS graduates remain on the job at more than twice … Continued…
Networking, IT, and civic-surveillance experts AllThingsIT wanted a set of sell sheets that presented the essence of some of its core services, establishing a personality for what otherwise might seem like an impersonal, intimidating part of business technology and infrastructure. I created a series of pieces that my client could print either in house or … Continued…
Through media, multimedia, and in-person experiences aimed at a teen audience, On Your Level Youth Project promotes communication and understanding in a diverse world. I created a logo that symbolizes the not-for-profit group’s message of building a strong base of understanding among gender identities, races, and belief systems.
Independent Residential Living of Central Indiana sought to rebrand itself with an identity that more closely reflected how its services and mission had evolved since it was founded. The not-for-profit organization chose Tangram, naming itself after a classic puzzle that challenges you to build shapes out of a set of seven geometric forms, including five … Continued…
[Please note: I’m only allowed to share the scripts of these spots and can’t identify the client’s location.] ——————– Most people mistrust used car sales operations, often with good reason. Many use high-pressure tactics to sell substandard vehicles at inflated prices. Aubrey’s wanted to use humorous depictions of customers’ worst fears to differentiate itself from … Continued…
[Please note: I’m only allowed to share the scripts of these spots and can’t identify the client’s location.] ——————– Lonnie’s customers describe their experiences at other vehicle repair shops, including franchises and dealerships, as a source of frustration. “How do I know whether the price is fair and the repairs are necessary! I’m not a … Continued…
For a technology-oriented company that specialized in providing computer systems and services targeting the graphic arts, I created a typographic logo that matched up precisely geometric letter forms with a swirling, graceful ampersand. The combination of hard-edged and curved shapes echoed the focus of the client’s business, aptly named for its products and its customers.
In Indiana’s Decatur County, the Greensburg area serves as a focus of travel and tourism. The 501(c)(6) non-profit Decatur County Visitors and Recreation Commission needed a headquarters location with enough programming space, parking, and public amenities to host its own functions and offer a home for other, smaller non-profits. A $1.5 million capital campaign sought … Continued…
Financial consultants Thurston Springer Miller Herd & Titak wanted a brochure for use in presentations to prospective clients. I researched, wrote, designed, laid out, typeset, and produced a piece that met two specific visual requirements: Incorporate the look of their conference room’s frosted-glass wall, and show the view from the windows of their north-suburban Indianapolis … Continued…
The emerald ash borer first reached the United States in the 1990s, stowing away in wooden shipping crates bound for Michigan from China. In the emerald ash borer’s native habitat, many trees display natural immunity to it. Not so in the U.S., where thousands fall prey to the insect’s devastating effects every year. At historic … Continued…
For the orthopaedic specialists at SCORE, I wrote a series of ads that focused on individual sports, including baseball, basketball, football, and soccer. Each ad used an exaggerated statistic to emphasize the difficulty of competing while injured: a 700-foot distance to hit a home run, a 20-foot high basketball rim, an opposing football team with … Continued…
Madam C. J. Walker became America’s first self-made female millionaire. This dynamic entrepreneur founded a cosmetics empire with a product she created to treat her own hair loss. She built her company in Indianapolis, Indiana, along with an architectural gem of a facility that combined a theatre with spaces devoted to community use. This building … Continued…
After this Italian restaurant established its identity, it switched its messaging to emphasize its focus on fresh local ingredients and thereby set itself apart from national chains.
This Italian restaurant established its identity with billboards, television, and radio. Television and radio spots shared the same scripts. To tie its menu to family-style comfort food, out-of-home messaging centered around two tag lines: “So good, you’ll leave home for it” and “Every bite as good as it looks.”
The Copper Development Association launched an online microsite designed to promote the advantages of brass in manufacturing. On modern high-speed machine tools, brass offers significant versatility, machines quickly, and leads to minimal tool wear. In many cases, manufacturers can switch parts from other metals to brass and gain a high degree of efficient profitability. This … Continued…
This animal shelter planned a large annual spay/neuter and microchipping event to help control pet overpopulation and reunite lost pets with their guardians. Campaign messages included the bleak statistics surrounding these animal-welfare challenges. Out-of-home messaging used bus tail boards (miniature billboards that appear on the backs of urban transit vehicles). Because these boards offer high … Continued…
At Crown Hill Cemetery, the third-largest non-governmental cemetery in the U.S., one of its most famous of its memorials honors Mary Ella McGinnis, who died on August 6, 1875, at the age of six. If you stand in just the right spot at the right time of day, her monument appears to return your gaze. … Continued…
An audio electronics guru wanted a logo for his consulting business, named after an old-school cookie product. I created a design that plays off the fact that the same letter ends the first and begins the second word of the name. The look also captures the two-sided nature of the client’s business, including both component … Continued…
Renowned for staging plays that tackle sensitive themes and subject matter, the Phoenix Theatre is one of only a few Actors Equity member institutions in Indiana. For the covers of a fundraising brochure designed to assist the Phoenix in renovating its facility and meeting other fiscal needs, I created a pair of digital illustrations that … Continued…
Many new college graduates migrate to other parts of the country in search of job prospects that they either know or believe they cannot find in their home states. Fewer college students opt for teaching careers. Because of these trends, the aging teacher population, and other factors, many schools scramble to fill their teaching ranks. … Continued…