To continue the traction of brand awareness through Hyland’s brand sponsorship program and to magnify its reach, Hyland expanded its sponsorship portfolio with Alfa Romeo and Valtteri Bottas. 

Research has shown that there are emotive and rational influences in business decision making. Therefore the creative direction leans into both influences. The strong tie to Alfa Romeo and Valtteri, the excitement of the fast-paced race car footage along with polished environments speak to their emotive side. Hyland being the tie to better business performance connects to their rational side. Valtteri's signature was included to create a beautiful texture and visual pause while representing a cue of authenticity.

October 17, 2024 was the world premiere of the Flight of the Valtteri. This campaign’s objective is to gain awareness by connecting to prospects and customers in a unique way on Spotify and other platforms they frequent.

I led brand creative direction of internal and external creative teams. I created alignment of visual direction for consistent work with a focus on the Hyland logo.

Developed and activated a brand campaign to generate awareness and establish a distinct and compelling position of value to our target audience.

We conducted a competitive analysis to help us understand the landscape and uncover key insights and opportunities for whitespace. We then took Hyland’s unique differentiators to claim and create an ownable and differentiated creative campaign.

I led brand creative direction of our external agency.

CommunityLIVE is Hyland’s annual conference for customers and prospects.

This year's CommunityLIVE was all about connecting your enterprise content with our AI-enabled solutions to deliver insights, automate processes, and fuel innovation to drive meaningful impact for your business.

This video provides inspiration to build excitement around the concept of unlocking the power of your content. It was activated live and online.

I provided creative direction to our external agency team. 

In order to build Hyland’s reputation as an authority in the tech industry, we leaned into the thought leadership territory. Research has shown that thought leadership content can help customers, as well as competitors, view your brand as an authority in your industry.

We set out to create a digital hub to support executives as they identify and solve their unique content challenges. Through expert insight into the trends, priorities and possibilities shaping the global workforce, Complete View was created to empower leaders to be more informed, innovative, and connected with the people they serve.

The creative direction leaned into an elevated, modern and immersive digital experience with an editorial style. We wanted the user to interact with the information in new and different ways to keep attention and show that tech stories do not have to be dry and boring.

I led brand creative direction of internal design teams and the creation of supporting design systems.

Hyland needed to raise brand awareness particularly among executive decision makers. One of the ways to reach this audience is to connect to their passions outside of work. This is how Hyland’s first ever sponsorship program with professional golfer Xander Schauffele came to be.

Research has shown that there are emotive and rational influences in business decision making. Therefore the creative direction leans into both influences. The strong tie to Xander, the openness of the sky, vast golf course footage along with the use of green and blue speak to their emotive side. Hyland being the tie to better business performance connects to their rational side. Xander's signature was included to create a beautiful texture and visual pause while representing a cue of authenticity.

I led brand creative direction of internal and external creative teams. I created alignment of visual direction for consistent work with "logo sleevage" at the forefront.

Collaborated with Landor to evolve Progressive's branding and establish a comprehensive visual and verbal identity that would span from web to TV to service centers.

In establishing a branded identity system it is important to create as many ownable and unique elements as possible. To do so we leaned into the iconic Progressive logo. We followed it's angle and utilized it's letter forms to create one of a kind line elements and patterns. In order to connect to products in unexpected ways we utilized close up photography of automobiles for depth and interest.

I provided creative direction and the curation of the associated brand guidelines.

Due to popular demand the Flo bobblehead and packaging were created for internal and external distribution.

Led creative strategy and direction.

Mission 75—a customer appreciation cross-country road trip to surprise consumers by filling up gas tanks from Ohio to Florida—including a 75th anniversary claims vehicle wrap, social media campaign and website.

Led creative direction and project management.

Redesign and marketing of our Service Centers to enhance customer experience and improve branding. Includes separate adult and child areas that include branded items to keep children entertained.

Led creative direction.

Photos by Downie Photography

Enhancing Progressive's lifestyle photography by focusing on the experience vs. the product (RV).

Led creative strategy and direction.

Photos by Downie Photography