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.