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 insider information. 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. It showcases how he was tempted and eventually persuaded to give up confidential information. The campaign shows a convincing, relevant story and the resulting consequences for him, his team, and the broader organization both internally and externally.

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

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.

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

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

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: 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.

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

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 : Levi’s Strauss & Co.

Challenge: Identify and understand the global retail employee audience. Design a training program interface on the designated platform that communicates the Denim Leadership Program content, provides testing and tracking tools.

Solution: Art Direct photoshoot of Levi's products and fabrication materials. Partner with content development team to create learning tools. Execute designs based on direction from VP of Creative and client brand guidelines. Requirements include multiple language translation inside a Salesforce platform.

Agency: ROI Communication
Role: Art Director (Photoshoot) / Designer (UI)

Custom logo designs by Maria McLaughlin. 

project : SneakPeek

role : Visual design for the Gap SneakPeek website which engages consumers and employees to rate product lines. It provides a predictive analytics guide to merchants to identify winning and losing products by using indicators of brand, attribute, and perceived value in buying.  

Client : Sun Microsystems

Challenge: Connect with the millennial target audience and inspire them to join Sun.

Art Direct team of designers and develop designs based on complex criteria of global stake holders. Research audience needs, historical symbology and test designs. Develop "Power to Change the World" a Campaign to drive Sun Staffing Global Initiative.

Agency: Bonfire Communications / Lippincott
Role: Senior Designer

Client: SunPower Corporation

Campaign: SunPower Values — Bringing the Employer Brand to Life

Challenge: Conceptualize, illustrate and design a series of images to communicate the SunPower Corporate values and bring the employer brand to life.

Solution: Integrity is built from the ground up. Strong roots make people feel grounded and give them a sense of connectedness. The seminal image in this series illustrates the SunPower values as roots deep in the ground. Each consecutive image uses a metaphor of people cultivating plants or of plants growing as a representation of how the company nurtures its employees and how the company harnesses power from the sun to create energy for the world.

Agency: MM Creative Studio
Role: Art Director / Designer