LBC Youth
CAMPAIGN//TERESA SCANLAN—Figuring out how to brand Miss America 2011 was one of the coolest and most challenging projects I have ever worked on. Teresa Scanlan is a very savvy and intelligent woman, and I consider myself fortunate to have worked with her. Establishing goals for her branding was a process that my freelance group, The Hatchet Gang, and I didn’t take lightly.
BRANDING GOALS//Our clearly defined goals included giving Teresa a look and feel that invoked the confidence and clarity she exudes on a daily basis. To do that, we wanted to pull in the inherent value of the “Miss America” title, without using it as a crutch. The design and copy reflect a midwestern “Americana” feel, symbolic of her upbringing—while also maintaining a modern touch.
CAMPAIGN//TERESA SCANLAN—web—A huge part of developing Teresa’s brand was giving her a strong presence on the web. To do this effectively, our team wanted to take advantage of a few of Teresa’s strength already in place—a strong social media presence, eloquent writing ability, and amazing travel experiences.
FEATURES//The home page is a simple, web 2.0 introduction into Teresa. The social hub functions as a way to display Teresa’s main sources of social communication in one simple display. The interactive map was a way for us to show Teresa’s journey in an easily navigable, visual, multimedia experience.
CAMPAIGN//NSAC—jcpenney—In 2011, I was selected to be the digital designer for a competitive advertising team for my university. We have won our region for the last three years (a regional record) and placed 7th or higher in the nation in the last two.
THE PROBLEM//jcpenney has made a commitment to becoming a major player not only in the department store industry, but also the fashion industry. Bringing in new brands has kicked off success, but the results aren’t up to par. jcpenney needs to find a way to position itself as a fashion destination.
THE SOLUTION//Our goal was to develop a campaign to specifically target what we determined was jcpenney’s missing link—25-34 year old women. While incredibly diverse, we found that a few characteristics that carried through the entirety of the target: they are busy, tech-savvy and love boutique atmospheres. We banked heavily on those three key insights—and it paid off.
jcpenney | “What’s Next”
jcpenney | “The Date”
jcpenney | “Girl’s Night Out”
CAMPAIGN//GOMAHA—Omaha World Herald—Take the functions of google maps and flickr and pair it with the form of tumblr—and you’ve got GOMAHA.
THE PROBLEM//Omaha World Herald came to us with a simple request: use mobile technology to gain clout. It worked out nicely when we discovered that their largest missing demographic was the same as the largest demographic of mobile users (18-34 year olds). This demographic wants and needs news and relevant content—they just want it on their terms, through their mediums.
THE SOLUTION//To attract this target to this application, we recognized the importance of great content and simple, beautiful design. In short, the application provides a content aggregation center that relies on social sharing and on images for communication of ideas—a concept that continues to become increasingly more popular and important.
HOW IT WORKS//Depending on previous user settings, the application opens to a menu of options for sorting content, or displays the users current location on a map. From there, the user can choose to sort pins based on a number of different content types such as news, events and reviews. For news and events, users can view content based on things going on around them rather than simply by the type of content. For reviews, users can sift through both user submitted and OWH content to make decisions on things like shopping, restaurants, bars, concert venues and current activities. For all content, photography plays a key role in content appearance (as shown in screenshots).
It’s important to note that all of the content is either an aggregation of currently existing OWH content (all geo-tagged for map pins), or user submitted content. This is crucial because it doesn’t create any extra work or any extra expenses for OWH.
CAMPAIGN//TOMS SHOES—One Day Without Shoes—Every year, TOMS Shoes (the company famous for the One for One movement) promotes a movement called “One Day Without Shoes”. ODWS is meant to be a visual and social reminder of the millions worldwide who go without shoes on a daily basis. In my two and a half years working as a campus representative for TOMS, I helped organize two ODWS walks (complete with rockin’ after party, naturally.)
