ROLE: Concept, art direction, design
I first learned of Qwill from Greg Glass, Qwill CEO and Founder. “So, it’s estate planning for the cloud generation” he described, before walking me through the whole concept. Though immediately intrigued, I can’t say I was exactly excited about estate planning, but I was definitely excited about the brand opportunity –– I mean, what could be more challenging than convincing millennials to be enthusiastic about planning for their eventual demise?
A few more conversations with Greg and I was sold.
ROLE: Art direction, UX design
The Qwill app is a feature rich app with an emphasis on preserving family stories and legacy management for future generations. I developed a design language and component library which allowed for faster build times, visual consistency, and brand alignment throughout the app.
ROLE: Concept, illustration, animation
While at Bizo I began to explore character design and mascots as a method to enhance storytelling. I quickly discovered that cute creatures and characters are a great way to keep your audience engaged, and a great, on-brand substitute for stock photography.
At Qwill the characters became the centerpiece of the brand identity, allowing us to gleefully tell stories about potentially morbid topics, and create consumer loyalty for the brand.
ROLE: Design, production
Qwill advertising focuses almost entirely on social media ad platforms. The content is scrappy and consists of homegrown assets and production.
ROLE: Creative direction, design, production
In 2018, LinkedIn kicked off a global integrated branding campaign called “In It Together.” Featuring high contrast black and white photography of real LinkedIn members, and short “in it” statements. Executions were developed for a wide range of channels including large scale and high profile OOH placements, social media, and a multitude of internal placements and situations.
This campaign had many collaborators, both internal and external and involved everyone in the Creative Studio. It was truly a large scale team effort.
ROLE: Creative direction, design
The landing page was central to the entire integrated campaign — “You’re Closer Than You Think,” LinkedIn’s first-ever integrated marketing campaign and TV spot.
The campaign was devised after NASA asked for LinkedIn’s help in filling an astronaut job posted on LinkedIn. Company research found 3 million US LinkedIn members qualified for the NASA posting. With "astronaut" representing the universal symbol of the dream job, we developed a campaign that brought the NASA back-story to life.
I led a small war-room team of creatives to craft an immersive and data rich UX, and email program supporting the central campaign themes and the over-arching company tenant of connecting to opportunity.
ROLE: Concept, art direction, design
Social selling is the practice of developing relationships through social media channels as part of the sales process. LinkedIn developed a measurement methodology called the Social Selling Index, or SSI.
As part of the initiative to promote SSI, the LinkedIn marketing team needed a campaign concept for both traditional marketing channels, and as the signature theme at the annual Sales Connect conference in Las Vegas.
I developed the concept of showcasing real professionals and LinkedIn members who have a high SSI. The photography is heroic in nature — confident, comfortable, successful, and above all, authentic. A short list of “power words” was devised and overlaid in a clean, minimal, and elegant treatment. Member details and LinkedIn branding consistently placed in an unobtrusive, standard treatment.
The final result was powerful, captivating, compelling, and successful.
ROLE: Art direction, design
LinkedIn Finance Connect is an annual, international conference designed to bring together top financial executives and industry leaders, to discuss challenges and solutions for the financial services industry in today’s technology world.
My team was tasked with the development of the Finance Connect identity and brand guidelines.
ROLE: Illustration, design