Wendy's came to 4 teams of VML interns this summer for something very specific--to get 75% of women 18-34 to try a Wendy's salad just once. Wendy's offers freshness and convenience--two things we found the consumer resonated with, and a combination that makes it unique. With that in mind, our team came up with a fully integrated campaign based around the idea of "Cut to the Fresh" -- cut to the chase, cut through the clutter, cut through the BS in your day and get to the good stuff. Incorporating a celebrity driven video stunt, a salad discount in response to daylight savings, and several digital promotion tactics, we figured out how to reach this woman from every touchpoint in her life while staying within Wendy's signature brand voice.
A variety of lettering from recent personal projects.
Raise Funds Raise Hope
Raise Funds Raise Hope, a program for getting youth involved in Unbound, needed a new look. (The original marketing materials involved crayola markers and stick figures. It was time.) I created a new visual identity and worked with our video producer Jon Lim on an informational video.
I previously worked as a graphic designer for the communications department at Unbound, an international nonprofit. I worked with the brand to create captivating design that tells the stories of the people they work with, and accurately represents the Unbound mission. A 35 year old organization with a very fresh rebrand presented an interesting challenge for the design team. I had the opportunity to develop and interpret the young visual brand as the company continued to grow and change, including creating identities for programs and publications, brainstorming new marketing strategies, and building their library of icons, patterns and illustrations.
Radisson Blu needed a homepage that made people want to get away--and get away with them. I decluttered the homepage to make things easier--and opened it up with a large, eyecatching image to draw people in.
Podcrastinate is a podcast all about sound, podcasting and radio. With energetic hosts, a lighthearted tone, and lots of laughs, it's a half hour every week that any audiophile would be hard-pressed to miss. I came up with a fun identity that attempts to capture the spirit of the show, using bright colors and a cheeky tagline: "We're all ears".
I designed an interactive tour guide app that would allow the user to travel through the museum on a guided tour, or skip around to different pieces and create their own museum experience. The guide features audio content as well as a full transcript and complete info on each piece and its history as well as the option to share their experience through social media.
Mara's Honey Co.
Mara's is a small company that creates high quality pure honey, and they were looking for an logo and advertising strategy that set them apart from other natural honey companies and gave them a distinct visual identity. The idea of this 'quirky luxury' identity manifested itself in the honeycomb diamond logo and advertisements that play off of the minimal nature of modern luxury in very clean, polished ads with a hint of humor.