Content & Campaign Creation
Digital Compass Campaign
Mission: Spearheaded an end-to-end solution marketing campaign for Hitachi Solutions' expanded cloud offerings.
Impact: Developed a new solution hierarchy that became the core of the go-to-market and long-term business strategy, reaching technical buyers.
When the Microsoft SI I was working for (Capax Global) was acquired by Hitachi Solutions America in 2018, it wasn't just a merger it was a strategic overhaul! Suddenly, we had a significantly expanded suite of cloud solutions, but Hitachi Solutions' existing go-to-market (GTM) strategy was too narrow, only speaking to business personas. My goal was to build a comprehensive GTM strategy for these complex offerings, making sure we spoke to everyone, including crucial technical buyers. Our big idea, the "Digital Compass," was a new solution hierarchy. We took 18 solution offerings and organized them into 6 clear areas of digital transformation. This involved months of deep research, understanding both business and technical pain points, and refining our messaging.
As the creative director, I led the charge. I directed the research, strategy, and creative execution, even jumping in on some of the design work. I also acted as the project manager, overseeing content writing, graphic development, campaign build-out across channels, and content syndication. It was like conducting a very energetic orchestra.
Boeing Frontiers Centennial Edition
Mission: Produced a special 100-page issue of Boeing Frontiers to celebrate Boeing's Centennial.
Impact: Coordinated global photography and illustration for a visually cohesive publication.
When Boeing hit its incredible centennial milestone, the task was clear: create a special 100-page issue of Frontiers magazine that would allow employees to celebrate this monumental achievement. This wasn't just a publication; it was a legacy piece, a visual journey through a century of innovation.
As the Art Director for this colossal publication, I had my hands full (in the best possible way!). Here's a peek behind the curtain:
I hired and directed an illustrator who brought futuristic concepts to life for both the editorial content and the show-stopping cover art. It was amazing to see their vision unfold!
Then came the truly global adventure: planning and coordinating regional and international photoshoots. This meant directing over 12 photographers across the globe to capture Boeing's present work, ensuring their diverse styles merged into one cohesive visual narrative once the essays were complete. Imagine orchestrating that many creative minds!
Finally, the grand finale: coordinating the printing and delivery logistics for a whopping 185,000 copies. This wasn't just any book; it was a 100-page, perfect-bound beauty with a 100# cover, a luxurious soft-touch finish, and elegant embossing. Seeing those boxes roll out was a huge moment!
Almost 10 years later and the magazine is now selling on eBay for $30.
Boeing Frontiers Monthly Publication
Mission: Served as Art Director and Designer for the monthly Boeing Frontiers employee publication.
Impact: Simplified the design process through extensive interaction design testing, streamlining production.
As the Art Director and Designer for the monthly Boeing Frontiers Magazine, I had the privilege of working closely with the editorial team on this vital employee publication. My goal was always to ensure that each issue was not only visually engaging but also an efficient and enjoyable read for Boeing's vast workforce.
A key part of my contribution involved improving the publication's operational efficiency. I undertook extensive interaction design testing to understand how readers engaged with the magazine and how our internal design workflows could be optimized. This allowed me to simplify the design process for Frontiers, streamlining production without compromising on quality or visual appeal. It was incredibly rewarding to refine a system that delivered a consistent, high-quality publication to employees every month.
Paylocity Analytics Campaign
Mission: Developed a social media campaign to boost engagement through the holiday season.
Impact: Curated engaging content and visuals across multiple digital platforms
The holiday season is usually a time for cozy sweaters and hot cocoa, but for this project, it was about sparking engagement! My goal was to develop a social campaign that would run from December 1st through January 1st, specifically designed to drive engagement right through the festive period. We wanted to be festive and informative.
My job was to develop the entire campaign look and feel, ensuring it flowed seamlessly across different platforms. This meant designing the visuals for our website, creating captivating social media images that would stop the scroll, and even crafting animated presentations that delivered our message with a bit of flair. I collaborated closely with a talented copywriter to curate the compelling content for the infographic component, ensuring our data was not just accurate but also visually appealing. It was a delightful challenge blending holiday cheer with sharp analytics!