Visible's "Unlimited Massages" Campaign

How a Strategic "Mistake" Created Memorable Brand Engagement

The Challenge

Visible by Verizon needed to break through the cluttered wireless market to promote their straightforward $40/month unlimited plan. In a category dominated by complex pricing and promotional gimmicks, how do you make a simple, honest offer memorable and engaging? The challenge was to cut through the noise and create genuine buzz around what could be perceived as just another wireless deal.

The Creative Strategy

The "Beautiful Mistake" Approach Rather than relying on traditional advertising tactics, the creative team at Madwell developed a counterintuitive strategy: intentionally "mess up" to create authentic engagement. The insight was that people are more likely to notice, remember, and talk about something that feels genuinely human - including mistakes.

Key Strategic Elements:

Planned Imperfection: Use an intentional typo to create curiosity and conversation

Experiential Resolution: Turn the "mistake" into a real-world brand experience

Authentic Engagement: Create genuine moments of surprise and delight

Earned Media Amplification: Design the campaign to generate organic sharing and coverage

The Execution

Phase 1: The "Mistake" Visible deployed 150 billboards throughout Denver featuring bright blue messaging that advertised "unlimited massages" instead of "unlimited messages" for $40/month. The billboards were strategically placed in high-traffic areas across the city, creating maximum exposure for the apparent error.

Phase 2: The "Make-Good" When people inevitably noticed and called out the "mistake," Visible embraced it fully by throwing a free massage party for Denver residents. This wasn't just damage control - it was the planned climax of the campaign, turning a typo into a genuine brand experience that delivered on the "promise."

Creative Elements:

Bold, simple blue billboards with clear, readable typography

Consistent brand colors and minimal design to maximize impact

Strategic placement across Denver's key commuter routes and high-visibility locations

Integration with experiential marketing through the massage party event

The Results

Immediate Impact:

Massive Social Engagement: The campaign generated significant organic social media buzz as people shared photos of the billboards and speculated about whether it was intentional

Earned Media Coverage: Local and national media outlets covered both the "mistake" and the massage party response

Event Participation: High attendance at the free massage party, creating positive brand associations

Brand Metrics:

Memorability: The campaign achieved significantly higher recall rates than traditional wireless advertising

Brand Perception: Positioned Visible as a brand with personality, humor, and customer-centricity

Cost Efficiency: Generated PR value far exceeding the media buy through earned coverage

Long-term Value:

Template for Future Campaigns: Established a playbook for "mistake marketing" that could be replicated

Brand Differentiation: Distinguished Visible from competitors through authentic, human-centered marketing

Customer Relationship: Created genuine goodwill and positive brand sentiment in the Denver market

The Impact

This campaign demonstrates how strategic vulnerability and planned imperfection can create more authentic brand connections than polished perfection. By acknowledging that mistakes happen and following through with genuine customer care, Visible transformed a simple wireless plan promotion into a memorable brand experience that people actively chose to engage with and share.

The campaign's success lies not just in its creativity, but in its understanding that modern consumers crave authenticity - even when that authenticity comes in the form of a well-orchestrated "mistake."

Agency: Madwell
Client: Visible by Verizon
My role: Senior Art Director

Until You're Ready, Avoid the Stork

Humor-Based Public Health Campaign Drives Real Behavior Change

The Challenge

Despite approximately 50% of pregnancies being unintended among women ages 18-30, very few interventions had been developed to encourage consistent and appropriate contraceptive use in this demographic.

The Creative Strategy

Rather than using traditional serious health messaging, the creative team developed a breakthrough humor-based approach that met young women where they were - literally and figuratively.

The "Stork" Concept The campaign cleverly subverted the traditional stork mythology, positioning the stork as something to avoid until you're ready. This playful reversal made contraception approachable and memorable while avoiding preachy or clinical messaging.

Surround Strategy The team implemented an innovative "surround strategy" to ensure women encountered the message throughout their daily lives:

Traditional media: TV, radio, billboards, newspaper ads

Ambient messaging: Napkins, coasters, coffee cup sleeves, table tents in social spaces

Experiential marketing: Live "Stork and delivery team" appearances at NASCAR races, county fairs, music festivals, and campus events

Digital integration: Interactive website with over 45,000 hits, internet advertisements

Cultural Integration Instead of creating separate health campaigns, the messaging was woven into existing social and entertainment contexts where the target audience was already engaged - from coffee shops to sporting events to nightlife venues.

The Results

The campaign achieved remarkable reach and impact:

Awareness

72% of target demographic statewide exposure

97.3% awareness among college students

Over 45,000 website hits

Nearly 870,000 giveaway items distributed

Attitude & Behavior Change

Overwhelmingly positive response - audiences found it funny, informative, and engaging

Increased intentions to use contraceptives consistently

Improved knowledge about contraceptive effectiveness

Enhanced partner communication about contraceptives

Measurable increases in contraceptive prescriptions through both private insurance and Medicaid

The Impact

This campaign demonstrates how humor and strategic multi-channel messaging can effectively address sensitive health topics, reaching young adults where they are and driving real behavioral change in reproductive health decisions.

Agency: Worldways Social Marketing
Client: The Iowa Initiative to Reduce Unintended Pregnancies
My Role: ACD overseeing a team of 6

Salesforce+ and "The Shift"

How B2B Content Marketing Evolved Into Premium Streaming Entertainment

The Challenge

In 2021, Salesforce faced a fundamental marketing challenge: how to engage business audiences in an increasingly crowded digital landscape where traditional B2B content was failing to capture attention. With the rise of remote work and digital transformation accelerating across industries, business leaders were consuming content differently - more like entertainment than traditional corporate communications.

Key Challenges:

Traditional B2B marketing content was becoming less effective

Business audiences were developing entertainment-level content expectations

Need to differentiate from competitors in the saturated CRM market

Digital transformation stories were becoming commoditized

Remote work era required new ways to build thought leadership

The Strategic Innovation

The Netflix Model for B2B Salesforce made a bold strategic decision to launch Salesforce+, a dedicated streaming platform that would position the company not just as a software provider, but as a media company creating premium business content. The insight was simple but revolutionary: if business audiences were consuming content like entertainment, then B2B brands should create content that meets entertainment standards.

Strategic Pillars:

Content-First Approach: Prioritize storytelling over product promotion

Platform Ownership: Control the entire viewing experience rather than relying on third-party platforms

Premium Production Values: Match the quality expectations set by consumer streaming services

Educational Entertainment: Blend business insights with compelling narratives

The Execution

Platform Launch (August 2021) Salesforce+ launched as an all-new streaming service with live experiences, original series, podcasts, and programming designed to "inspire and motivate everyone - for every role, industry or line of business - to succeed in the digital-first, work anywhere world."

"The Shift" Series Development In partnership with NBCUniversal's CNBC Brand Studio and Efran Films, Salesforce created "The Shift" - a premium docuseries that would become their flagship original content.

Series Concept:

Focus on seven high-growth organizations that navigated digital transformation during heavy market headwinds

Featured companies like OneUnited Bank (America's largest Black-owned bank) revolutionizing financial services and Metallica's All Within My Hands foundation

Multi-Platform Distribution Strategy:

Premiered on CNBC on Saturdays at 2:30 p.m. ET

Available for streaming on Salesforce+, CNBC.com, and Peacock

Integrated paid media campaign including TV promos and digital ads

Social media amplification and digital banner campaigns

Marketing Campaign Elements:

Video Promos: Television spots promoting both the platform and specific series

Digital Advertising: Targeted campaigns comparing Salesforce+ to Netflix's content model

Social Media: Content teasers and behind-the-scenes material

Integrated Messaging: "Stay on top of the latest in your industry without pore over tedious reports"

The Results

Platform Performance:

5 million global viewers reached across 17 live events and 15 original series by launch of "The Shift"

Successful establishment of Salesforce as a content destination, not just a software company

Content Engagement:

High-quality production values matched entertainment industry standards

Strong partnership validation through NBCUniversal collaboration

Cross-platform distribution maximized reach and accessibility

Brand Impact:

Thought Leadership: Positioned Salesforce as the authority on digital transformation stories

Audience Development: Built a dedicated viewership base for ongoing content

Competitive Differentiation: Separated from traditional B2B software marketing approaches

Premium Brand Perception: Associated Salesforce with high-quality, professional content creation

Business Outcomes:

Enhanced customer engagement through valuable, non-promotional content

Stronger relationships with business decision-makers consuming content voluntarily

Increased brand authority in digital transformation conversations

New content distribution model applicable to future campaigns

The Impact

Salesforce+ and "The Shift" represent a fundamental evolution in B2B marketing - from product-focused campaigns to audience-focused entertainment. By treating business audiences like the sophisticated content consumers they are, Salesforce created a sustainable competitive advantage that goes beyond traditional marketing tactics.

The campaign demonstrates that in the attention economy, the brands that win are those that provide genuine value through premium content experiences rather than interrupting with promotional messages. This approach not only builds stronger customer relationships but establishes the brand as an essential resource in their professional lives.

Long-term Strategic Value:

Created a scalable content platform for ongoing marketing efforts

Established new benchmarks for B2B content quality and distribution

Built audience relationships that extend beyond traditional sales cycles

Positioned Salesforce as an innovative leader in both technology and marketing approaches

Agency: Salesforce in-house agency
Client: Salesforce+ Platform and Original Series "The Shift"
My role: Creative Lead

Turning Data into Fan Engagement

Formula 1 and Salesforce, demonstrating how data-driven technology can enhance fan engagement in the sports industry. The campaign showcased Salesforce's ability to help F1 connect with fans through unexpected and engaging digital experiences, positioning the partnership as a prime example of "data-driven joy."

Challenge

F1 needed to connect with fans in more meaningful ways, leverage data to enhance experiences, and grow its fanbase while maintaining engagement with millions of existing fans.

Solution

The campaign positioned Salesforce as the technology enabler behind F1's fan engagement success through:

Data-Driven Personalization: Using CRM capabilities for personalized fan experiences

Multi-Channel Engagement: Digital and physical touchpoints

Brand Synergy: Incorporating Salesforce's brand characters for memorable messaging

Creative Execution

Visual Identity: "F1 WOWS with Salesforce" headlines with Salesforce's signature characters making tech feel approachable in F1's high-energy environment.

Media Mix: Digital banner ads, trackside signage, and dedicated landing page.

Technology Integration

Fan data management across touchpoints

Engagement analytics and tracking

Personalized content delivery based on fan preferences

Results

Enhanced Salesforce's positioning in sports entertainment

Demonstrated practical CRM applications in fan engagement

Strengthened the F1-Salesforce strategic partnership

Created industry benchmark for sports-tech collaborations

Key Success Factors

Authentic Integration: Partnership felt natural, with genuine value delivery

Consistent Branding: Maintained both brands' identities while creating cohesive messaging

Multi-Touch Strategy: Reached fans across environments and platforms

Practical Demonstration: Showed real CRM capabilities rather than abstract benefits

Lessons Learned

Show technology value through tangible use cases rather than technical explanations

Brand character and visual identity help B2B campaigns stand out

Authentic partnerships outperform superficial brand associations

CRM technology effectively translates across industries beyond traditional sales

Conclusion

The F1-Salesforce partnership successfully demonstrates how enterprise software can feel exciting and accessible through strategic sports partnerships. By focusing on "data-driven joy," the campaign made complex CRM capabilities understandable through F1's thrilling context while maintaining both brands' authenticity.

Agency: Salesforce in-house agency
Client: F1
All illustrations created by Jacqui Quail
My role: Creative Lead

Centura Health Emergency & Urgent Care

Introducing Colorado's First Hybrid Healthcare Model

The Challenge

Patients in Colorado faced a frustrating healthcare gap - caught between expensive emergency rooms for minor issues and urgent care centers that couldn't handle serious conditions. This created confusion about where to seek appropriate care, long ER wait times, and cost uncertainty.

The Strategic Innovation

Centura Health developed a revolutionary hybrid model combining emergency and urgent care services under one roof, eliminating patient guesswork. All facilities operate 24/7 with physicians and nurses who are both pediatric and emergency certified, providing "more convenient, accessible care options" while resolving "the uncertainty and cost concerns patients face when deciding whether to go to an ER or to seek urgent care."

The Marketing Execution

Working with Vladimir Jones Agency, Centura launched a campaign to introduce this entirely new healthcare concept across Colorado. The strategy focused on:

Educational messaging explaining the hybrid model clearly

Convenience emphasis highlighting 24/7 neighborhood accessibility

Problem-solution framework addressing the common "where should I go?" patient dilemma

Geographic rollout supporting multiple center openings across metropolitan Denver

The Results

Market Innovation: Successfully introduced Colorado's first hybrid emergency/urgent care model, positioned as "a new model for the system that could help rein in costs"

Patient Experience: Eliminated care confusion, reduced wait times, and provided cost transparency through appropriate care level matching

Competitive Advantage: Established Centura as a healthcare innovator and created lasting market differentiation in Colorado's competitive healthcare landscape

The Impact

This campaign demonstrates how strategic marketing can support genuine healthcare innovation rather than just promoting existing services. By creating an entirely new category of care, Centura solved real patient problems while building sustainable competitive advantages that continue to influence healthcare delivery approaches today.

Agency: Vladimir Jones
Client: Centura Health
My role: ACD overseeing a team of 4

We met on a photoshoot. I was art directing, he was shooting. What started as one project turned into this ongoing collaboration that's been going strong ever since.

Here's how it works: I handle the art direction—figuring out the concept, the mood, what we're trying to say. He handles the camera work and makes sure we nail the shot technically.

The photos we create together have ended up being used by Denver agencies like Strada and First Story Marketing for their campaigns. It's cool to see our work out there in the world, knowing it came from this partnership that started by accident.

The Process

I'll come up with the creative direction and overall vision. He figures out how to capture it perfectly. We've gotten good at this back-and-forth where my ideas push his photography in new directions, and his technical skills help bring concepts to life that I might not have thought were possible.

Why It Works

We just complement each other well. I see the big picture, he nails the details. Plus, after all this time, we know how each other works. Less explaining, more creating.

My role: Art Direction
His role: Photography
The result: Work that agencies actually want to use

My role: Art Direction
Photographs: David Morgan

Salesforce Powers Olympic Fan Connections

Salesforce partnered with the Olympics in a seven-year deal covering Team USA, LA28, Paris 2024, Team GB, and NBCUniversal's coverage SalesforceInsidethegames. They built the actual technology that helps Olympic organizations connect with fans while bringing their signature brand characters to the world's biggest stage.

The Problem
Olympic organizations were stuck in the broadcast era - fans watched for two weeks then disappeared until the next Games. They needed ways to build real, year-round relationships with millions of global fans.

What Salesforce Did
Partnered with NBCUniversal to build Olympic fan communities using their platform Salesforce Partners with Team USA, the LA28 Olympic and Paralympic Games, and NBCUniversal - Salesforce while working directly with national teams. Their brand characters made complex CRM technology feel approachable and exciting in Olympic environments, just like their F1 work.

Results That Mattered
Landed third-highest partnership level with Paris 2024 Paris 2024 announces Salesforce as new sponsor and became a founding sponsor of LA28 LA28 parts ways with Salesforce, ties-up with Guild - Sportcal. They proved B2B software could enhance sports experiences when presented through friendly, memorable characters.

Why It Worked
They solved real problems instead of just branding. The NBCUniversal integration across seven years Salesforce Strikes Multi-Year Olympics Ad Pact With Team USA, NBCU meant fans experienced both the technology and brand personality, earning credibility no traditional sponsorship could buy.

Salesforce showed that consistent brand characters can make enterprise software relatable across any sport, combining real solutions with approachable creative execution.

Agency: Salesforce in-house agency
Client: Salesforce and Paris 2024 Olympics
My role: Creative Lead

Challenge: Show how Woolite cares for clothes without using typical fashion photography

The Creative Challenge

Most detergent advertising relies on product shots and clinical demonstrations. For a delicate care product like Woolite, the team needed to communicate something deeper—the emotional relationship women have with their favorite pieces of clothing.

Creative Strategy

Instead of showcasing the product or typical before/after shots, the campaign focused on emotional storytelling through illustration. The approach allowed viewers to:

Connect personally by thinking of their own favorite garments

Feel the emotional attachment women have to special pieces

Understand the care that goes into preserving meaningful clothes

Relate to the universal experience of having clothes that "take care of you"

Execution

Illustration-First Approach: Used artistic illustrations rather than photography to create a more personal, emotional connection

Strategic Messaging: "Woolite takes care of the clothes that take care of you" positioned the product as a protector of meaningful garments

Audience Insight: Tapped into the deeper truth that certain clothes aren't just fashion—they're confidence, memories, and comfort

Why It Worked

Avoided Category Clichés: Stepped away from typical detergent advertising focused on stains and cleaning power

Created Emotional Resonance: Spoke to the real relationship women have with their wardrobes

Universal Truth: Every woman has that one piece of clothing that makes her feel special—the campaign honored that connection

Visual Differentiation: Illustration allowed for a softer, more intimate feel than harsh product photography

Key Insight

The campaign succeeded because it understood that Woolite isn't just about cleaning clothes—it's about preserving the pieces that make women feel their best. By avoiding fashion photography, the team created space for personal connection and emotional storytelling.

Agency: Leo Burnett
Client: Woolite
My role: Art Director

The Challenge

Farmlore faced the unique marketing challenge of selling a vision rather than a reality. With construction not yet complete, the team needed to:

Build brand identity from zero with no physical community to showcase

Create emotional connection to a place that existed only in plans and renderings

Establish trust and credibility without completed homes or established reputation

Compete against existing communities with model homes and move-in ready properties

Generate pre-sales momentum based purely on concept and promise

Communicate future lifestyle benefits through strategic storytelling rather than tangible experiences

Creative Strategy

The campaign leveraged the "Farmlore" name to connect the community's agricultural heritage with modern living aspirations. The creative approach emphasized:

Brand storytelling that honored Brighton's farming roots while promising contemporary lifestyle

Cohesive visual identity across all touchpoints to build immediate brand recognition

Local relevance messaging that resonated with Denver-area homebuyers seeking community-oriented living

Clear value proposition highlighting new construction and modern amenities in an accessible location

Execution

Integrated campaign across four key channels:

Billboards for maximum market visibility

Print brochures for detailed sales presentations

Digital banner ads for online reach

Dedicated website as conversion hub

Quantitative Results

Primary Metric

75% increase in website traffic directly attributed to billboard campaign

Impact Metrics

Established measurable brand awareness in target market

Generated qualified lead pipeline for sales team

Created scalable marketing foundation for ongoing development phases

Key Success Factors

Strategic billboard placement drove the majority of measurable traffic increases

Integrated messaging across all channels amplified campaign effectiveness

Professional creative execution established immediate market credibility

Clear measurement framework enabled data-driven optimization

Conclusion

Farmlore's launch campaign demonstrates how traditional outdoor advertising, when integrated with digital channels and supported by strong creative strategy, can deliver significant measurable results. The 75% website traffic increase validates the power of cohesive brand messaging in competitive real estate markets.

Agency: First Story Marketing
Client: Farmlore
My role: Creative director/designer

Challenge: Create a cannabis pre-roll brand that's both scalable and locally relevant

The Insight

Data revealed that Locals' customers are fiercely loyal and incredibly proud of where they're from. This local pride became the foundation for a unique branding approach in the cannabis space.

Creative Strategy

Instead of creating one generic brand image, the team developed a hyper-local customization system:

Area-specific imagery tailored to each location

Local pride positioning that celebrates regional identity

Scalable brand framework that maintains consistency while allowing customization

Dispensary-level distinction that makes each location feel unique

Execution

Localized Visuals: Each market received custom imagery that reflected the area's character and local pride points

Consistent Brand Framework: Maintained the Locals brand identity while allowing for regional customization

Dispensary Partnership: Created distinct versions for individual brick-and-mortar locations

Strategic Advantage

Local Relevance: Customers see themselves and their community reflected in the brand

Competitive Differentiation: Stands out from generic cannabis brands with authentic local connection

Scalability: System works across multiple markets without losing local authenticity

Retailer Appeal: Dispensaries get marketing materials that feel custom to their community

Key Success Factor

The campaign succeeded by understanding that in cannabis retail, local connection trumps generic branding. By making each customer feel like the brand truly "gets" their area, Locals created deeper emotional connection than competitors using one-size-fits-all approaches.

Approach: Hyper-local customization within scalable framework
Insight: Local pride drives brand loyalty
Result: Distinctive presence in each market while maintaining brand consistency

Agency: Kindred Wolf
Client: Locals
My role: Art Director

How Good Design is Legitimizing Cannabis

Beyond the Pot Leaf

Cannabis packaging used to scream "stoner culture" with tie-dye and marijuana leaves everywhere. This collection shows brands growing up - adopting the clean, sophisticated look of premium wellness products instead. When your gummies look like expensive vitamins and flower containers resemble artisanal tea tins, you're telling mainstream consumers this is about quality, not rebellion.

Education That Actually Works

That medical cannabis patient guide is a game-changer. Instead of confusing clinical pamphlets or sketchy dispensary flyers, it uses clear infographics and calm design to make complex information digestible. It treats readers like intelligent adults seeking help, not stereotypical stoners.

The Bottom Line

Professional packaging changes who buys cannabis. When products look like wellness instead of vice, they attract soccer moms, seniors, and anxiety sufferers who never considered cannabis before. In an industry still fighting for legitimacy, good design builds the trust that transforms stigmatized products into mainstream medicine.

Sophisticated design doesn't just make shelves look better - it fundamentally expands the market by making cannabis feel safe and approachable for everyone.

Agency: Kindred Wolf
My role: Art Director

Denver Zoo: Expanding the Conservation Story

Challenge: Show that Denver Zoo is more than just animal viewing—they're involved in global preservation efforts

The Challenge

Denver Zoo ranks as one of the top zoos in the nation and attracts both tourists and locals. But visitors saw it primarily as entertainment rather than understanding the zoo's critical role in worldwide conservation projects.

Strategic Approach

The campaign needed to shift perception from "fun day out" to "meaningful conservation partner" while maintaining appeal to different audience segments.

Dual Audience Strategy:

Parents with young children: Focus on educational experiences and family engagement

Established adults: Emphasize conservation impact and opportunities to contribute

Creative Execution
Zoomily Family Event: Created a magical evening where children's nursery rhymes and stories came to life, making conservation education entertaining for families.

Conservation Messaging: Highlighted Denver Zoo's global preservation work to position them as serious conservation leaders

Targeted Communications: Different messages for different audiences while maintaining cohesive brand story

Key Insight

The campaign succeeded by understanding that people connect with causes differently at different life stages:

Families want educational experiences for their children

Adults want meaningful ways to contribute to important causes

Both audiences care about conservation, but need different entry points

Results

Well-attended events across all programming, indicating successful audience engagement with the expanded zoo narrative.

Strategic Impact

By broadening Denver Zoo's story beyond animal viewing to global conservation leadership, the campaign:

Elevated brand perception from entertainment to education

Created multiple engagement opportunities for different audience types

Positioned the zoo as a meaningful cause worth supporting

Differentiated Denver Zoo from other recreational attractions

Agency: McClain Finlon
Client: The Denver Zoo
Illustrator for Zoomily: Shaw Neilsen
My role: ACD overseeing a team of 6

Bringing Gluten-Free to the Ballpark

The Problem

Baseball games are all about the food - hot dogs, nachos, peanuts. But if you can't eat gluten, you're basically stuck watching everyone else enjoy the full ballpark experience while you sit there hungry. That sucks.

The Smart Solution

Instead of trying to convince stadiums to change their menus, Schar brought the solution directly to fans. They rolled up to baseball games across the northeast with a food truck packed with gluten-free snacks that actually taste good.

Why It Worked

Met People Where They Were: Rather than expecting gluten-intolerant fans to plan ahead or go without, the food truck showed up right at the games.

Fixed the Real Problem: This wasn't about selling more bread - it was about letting people with dietary restrictions enjoy baseball the way it's meant to be enjoyed: with snacks in hand.

Sampling That Made Sense: Getting people to try gluten-free products when they're actually craving ballpark food was way smarter than handing out samples at grocery stores.

The Result

People got to experience the full game-day ritual without feeling left out. Plus, Schar introduced their products to potential customers in the perfect context - when they were genuinely needed and wanted.

Agency: Madwell
Client: Schar Gluten Free Breads
My role: Senior Art Director

Building Brand Identity Through Strategic Design

ADEO - "Life, Elevated"

The Challenge: Create a brand identity for a luxury development that conveys sophistication and aspiration without feeling pretentious or cold.

The Solution: The mountain peak logo cleverly works on multiple levels - it suggests elevation both literally (altitude/views) and figuratively (elevated lifestyle). The clean, geometric approach feels modern and premium while remaining approachable.

Color Strategy: Deep purple conveys luxury and sophistication, while the golden accent adds warmth and exclusivity. The reversed version maintains elegance on dark backgrounds.

Typography: Clean, lowercase lettering reinforces the approachable luxury positioning - confident but not shouty.

CPR - Central Park Realty

The Challenge: Stand out in Denver's competitive real estate market while building trust and professionalism with both buyers and sellers.

The Solution: The architectural frame concept positions CPR as the gateway to finding your perfect home. The logo suggests both a window view and a picture frame - "framing" your future or "viewing" possibilities.

Brand Strength: The initials work hard here - "CPR" suggests life-saving help in what can be a stressful process. The tagline reinforces their local expertise.

Versatility: The frame concept scales beautifully and works across applications from business cards to yard signs.

Farmlore - "Where Life Blooms"

The Challenge: Market a new residential community in Brighton, Colorado, that needed to feel both rural and refined, honoring agricultural heritage while appealing to modern families.

The Solution: The stylized flower/compass rose logo brilliantly captures the community's story - it's simultaneously agricultural (flower) and directional (pointing toward a new life chapter). The design feels both timeless and contemporary.

Proven Results: We know this one worked - the accompanying billboard campaign drove a 75% increase in website traffic, showing how strong brand identity translates to real business results.

Storytelling: "Where Life Blooms" isn't just tagline poetry - it connects the agricultural past with residents' future growth, making the brand about more than just buying a house.

The Common Thread

Each logo solves a specific business challenge while creating emotional connection. ADEO elevates, CPR frames possibilities, and Farmlore plants roots. Good logo design isn't just about looking nice - it's about helping brands tell their story at a glance.

The Challenge

University of Denver needed to energize their Homecoming and Family Weekend, balancing respect for cherished traditions like the Parade and Hocktoberfest while creating new excitement that would draw both current students and returning alumni.

Creative Solution

The campaign embraced existing beloved events while introducing "Piopalooza" - a new signature event that expanded the weekend's appeal. The strategy balanced tradition with innovation, ensuring longtime alumni felt welcomed while giving current students something fresh to get excited about.

Event Integration: Wove together traditional events (Parade, Hocktoberfest) with the new Piopalooza concept Community Focus: Targeted both current "Pios" and alumni, creating intergenerational connection Brand Consistency: Used the beloved "Pio" nickname throughout to strengthen university identity

Execution Approach

The campaign materials likely featured cohesive branding across multiple touchpoints - from digital promotion to on-campus signage - that celebrated DU's Pioneer spirit while building anticipation for both traditional and new events.

Results

All events were well attended, indicating successful integration of traditional and new programming that resonated with both current students and returning alumni.

Agency: In-house at Denver University
Client: DU
My role: Creative Lead