CLIENT: Apple Inc.

GOAL: 
Provide peer recommendations and share stories that offer teachable moments and specific resources for employees to make better decisions when traveling that support safety preparedness.


SOLUTION: 
Travel Safety Campaign

TARGET AUDIENCE: 50K Corporate Employees Worldwide

PROCESS:
• Partner with cross-functional groups in Corporate Travel and Crisis Management to identify goals and outcomes.
• Interview employees around the globe in various locations and create production schedule.

• Interview & film key storytellers

• Craft the stories with feedback from key stakeholders and employee test groups

• Develop strategic communications plan to roll out across the organization.

Role: Art Director & Campaign Manager
Vendor Partner: The Clock Factory

Challenge: Confidentiality is vital to Apple’s research and develop of new products. Employees are frequently targeted by journalists, investors, and industry insiders to share confidential information. The challenge was to find ways to change employee behavior in response to these probes.

Solution: Keep Secrets Campaign
This story-based campaign, substantiated by real events, recounts how one employee hurt his colleagues by divulging secrets to reporters in advance of launch.

People can have mixed feelings about keeping secrets. This is the kind of tension we needed to put employees on the edge of their seats, and listen.

The campaign showcases how a highly respected, long-time employee was tempted and eventually persuaded to give up confidential information.

The campaign tells a convincing, relevant story and the resulting consequences for him, his team, and the broader organization both internally and externally.

It provides guidance about psychological manipulations employees face from external sources, how to recognize them, and ways to respond that allow employees to be themselves and keep confidential.

Communications channels included: 

• website

• video interviews with investigations team

• panel discussions

• executive communications

• global digital display signage

• Apple Web stories and tiles

Client: Apple
Role: Creative Director & Producer

Client: Enlighted Technologies 

Challenge: Showcase the brand and tell the corporate story through visual storytelling without talking heads. Media to be used at industry events and on owned media channels.

Solution: Produce video introducing the their functional offering and wrap it in a meaningful storyline. Showcase analytics tools that drive 70% savings from commercial clients who use them.

Create storyboard script with copywriter partner, using the metaphor of the journey through one day to tell the corporate story “Designed to Change Everything”. Plan, produce and deliver.

Agency: Weber Shandwick
Role: Creative Director / Producer

Sustainable footwear study for Harvard Extension School, Graduate Certificate Class in Sustainability Brand Marketing.

Survey conduced by Harvard. Primary and secondary research and conclusions found here by Maria McLaughlin. (Fall 2017)

1) Apple Special Event Video
Role: Account Manager / Producer
Vendor Partner: The Clock Factory

Apple Park, the new flagship headquarters had an epic opening day, which was a huge effort for the security team. This piece was created to document the efforts and celebrate the contributions from the Global Security Operations Center.

2) Apple Safety and Security website design
Role: UI Designer
Partner: Marcom at Apple

Challenge: Create a hub for Apple's Global Security for external audiences that showcases the resources available to worldwide customers. 

Solution: Taxonomy of current content across Apple.com. Art direction of photoshoot to develop custom assets. Design and build of custom site UI in partnership with Marcom.

3) Photoshoot for GS Comms & Training

Role: Art Director
Vendor Partner: The Clock Factory

Client: Hearts on Fire | The World's Most Perfectly Cut Diamond

Challenge: A series of 20 brief films that will be shot in one day without the advantage of sets, locations or massive production design. The goal: to make tiny details feel huge and make each film in the campaign distinct from one another.

Solution: Set the scenes in a beautiful home with multiple rooms that have a highly art-directed and curated feel. Each shot evokes a luxurious patina. Each video has two focus lengths and two framings. A sigh with the jewelry on a hand in close proximity to another object, so we get a sense of scale. Then a tight shot of the woman’s face.

Agency: Sleek Machine Company
Role: Creative Strategy

Challenge: Brand strategy and visual identity for Silicon Valley consulting firm specializing in start-up to scale-up companies to help teams work with greater efficiency, focus, and impact.

Solution: Research competitive landscape, develop brand strategy with partners, create and implement brand identity, custom logo and website design.  

Client: CEMEX, a Mexican multinational building materials company that manufactures and distributes cement, ready-mix concrete and aggregates in more than 50 countries.

Challenge: After emerging from the recession and introducing new leadership, CEMEX needed to provide a voice to its new CEO, align leaders behind a refreshed global strategy and values, and re-energize employees in 36 countries.

Solution: Working with a talented team of account leaders and strategists from ROI Communication we developed a communications plan and built a design framework to showcase the vision of the new CEO, align leaders and build employee support for the the company strategy and values.

Create visual identity system for mission vision and values, print and digital assets that stretch across channels for bilingual company wide cascade.

Results: “It’s profound, groundbreaking and game-changing.” The CEO and CEMEX leaders embraced the communication strategy and their role in aligning and engaging employees. CEMEX reported buy-in for the strategy and values across all levels of the organization along with increased levels of pride in the company. The plan and materials met the needs of 36 countries and a diverse group of field, manufacturing and corporate employees.

Agency: ROI Communication
Role: Creative Director

CLIENT: SFMTA / Bonfire Communications

GOAL: 
Get people to stop circling and find a spot faster.

TARGET AUDIENCE: 800K population of drivers in SF

SOLUTION: 
SF/park

• Creative direction and design for new brand identity.

• Concepts included communications strategy, logo, icons design, proposals for street signage and city garage branding.

• Successful branding and visual identity help drivers quickly ID city-owned parking garages that were previously unrecognizable.

• Logos and icons were rolled out across smart phone app and web applications that help users find available street paring in targeted ares of San Francisco.

Client: Gap Inc.

Challenge: Create a brand framework for the parent corporation that leaves space for its sub-brands to be themselves. Build on the success of "Fashion Your Future" campaign initiated at Banana Republic to educated and engage employees across all of Gap Inc. and its subsidiaries.

Solution:  Create a design framework for this house of brands through a "White Canvas" approach allowing each brand to own "You be You" characteristic which is intrinsic to the Gap brand DNA. Create a box that on the outside says, “Gap Inc.” but on the inside is all about employees. Use textures and real people in their creative environments in photography. Develop handbooks that are digestible in size and create a number system for easy navigation. Offer fun tools like playing cards, stickers and employee - manager wheel. Launch across the organization with internal stakeholder leaders.

Agency: Bonfire Communications / Lippincott
Role: Senior Designer

Custom logo designs by Maria McLaughlin. 

In Spring of 2018 together with a team of graduate student peers from Harvard I explored the sustainability work being done at Bacardi Limited to understand how they were marketing social change.

We performed primary and secondary research with survey’s, fact-finding, and interviews with employees, customers, business partners and industry influencers.

Our finding showed us that there was an appetite for sustainably sourced products, which they were doing, but that there was an unmet need for a premium product offering.

Building on this discovery we imagined a campaign that would connect the work Bacardi was already doing with the craft distilleries, influencers and audience segments interested in purchasing.

Building on the work the company had done to-date, we proposed that they transform their CSR program to a platform of Shared Values Positioning and create a new premium, sustainably sourced product extension called: Libre Heritage.

By crafting a small batch, sustainably-sourced, and carbon-neutral premium spirit Bacardi can show their commitment and garner credibility for their work in sustainability.

Direct sourcing from small batch makers can redefine the relationship mass-marketers like Bacardi and the growers. It provides quality control and meaningful operational support. Shortening the supply chain provides traceability and delivers clarity to consumers.

Go-to-market strategic plan includes:

• Small batch distillery owners would be our celebrity bartender spokes-people
• Increase focus and differentiate from competitors
• Improve measurements of key performance indicators
• Increase consumer awareness of Good Spirited 2 ways:
  - new product (show what they stand-for)
- activation moments (create community to drive movement)
• Earn buy-in from gatekeeper audiences with social media, events, partnerships earn credibility
• Intensify formal marketing to bars and liquor stores
• Engage employees by incentivizing the promotion of new product through profit sharing
• Foster support from bartender/clerk to bolster point-of-purchase marketing
• Build a community focused social media campaign that creates shared value #GoodSpiritHere

Client: Life Technologies, biotech company with 9,500 employees and more than 3,600 licenses and patents.

Challenge: Implement change management campaign to engage employees in CSR efforts to reduce the organization's carbon footprint.

Solution: Partnering with strategists from Saatchi & Saatchi S, the team realized that employees felt overwhelmed by the audacious goal of a zero carbon footprint. This meant developing a creative strategy that started with everyone contributing just one thing, one dot that would build into many. Thus was born the “Do One Thing” campaign.

Visual identity and communications tools including; dot logo, style guide, posters, laptop skins, toolkit for employees, site tracker, leadership toolkit.

Agency: MM Creative Studio + Saatchi & Saatchi S
Role: Art Director / Designer

Results: Campaign was so successful that the client asked to develop a sub-campaign for the Earth Day events that took place that spring as seen here.

A peek inside the development process for moodboards. A few examples of projects in the ideation stages as the client works through options.

Client: Banana Republic 

Challenge: High attrition rate of retail store employees. Young, fashion savvy audience unaware of the opportunities inside the organization.  

Solution: "Fashion Your Future" Employee Retention Campaign Initiative.   

To bring an overall vision to the program a Commitment Book was designed using rich photography coated in gloss finish on the inside and textured touché paper for a suede finish on the cover. Something tangible that employees could hold in their hand to symbolize the commitment from the organization.

To speak to this fashion savvy audience the campaign is written in an energetic voice and showcases the idea of customizing your own career and delivers sketchbook style tools that are manageable in the odd hours of a retail employee's schedule. 

This program would lead to a larger effort by the Gap Inc. corporate headquarters based on the same campaign.

Agency: Bonfire Communications / Lippincott
Role: Art Director

Client: Twitter, Global Health and Wellness
Challenge: Program identity, site, and event launch

Solution: Facilitate brand identity workshops to created core message and inform a visual framework for the business unit. Art Direct photoshoot and site UI. Produce social tea time launch party and kick off with the team.

Production Partners: Internal program director, team leads, copywriter, and platform developer.
Role: Brand and Creative Lead