SouthCoast Health

Identity & Branding • Print Advertising • Digital Advertising

SouthCoast Health is a Savannah-based healthcare provider with 120 healthcare professionals working across more than 20 specialties and services. We developed a new identity and branding system for them. The identity system was built to include each of their specialties and service lines as well as allowing for future growth.

We also brought the brand to life across several media including print and digital ads. The print ads focused on brand awareness and the corporate brand. With the digital ads we were able to take a more targeted approach and focus on each of the specialty and service lines.

Designed while working at Lenz Marketing.

American Oncology Network

UX/UI • Responsive Web Design - aoncology.com

The American Oncology Network (AON) is an alliance of physicians and healthcare leaders partnering to ensure the long-term success of community oncology. Their network represents over 100 physicians in 17 states.

AON was in need of an updated user experience for their two audiences - Oncologists and oncology patients. We started by addressing the strategy needs of the client identifying their different audience needs. Once we had established a separate journey for each of the audiences we turned to addressing the UI needs of each of those journeys.

We delivered a responsive website with a look and feel that better spoke to both of their target audiences. The final experience made it easy for Oncologists and patients to navigate to the information they needed quickly and easily. This in turn elevated their branding work across all of their channels.

Since this experience was built AON has grown into two new markets. They have also become the fastest growing Oncology network in the country. Designed while working at Lenz Marketing.

FedEx | ShopRunner

Digital Products • UX/UI • Design System

ShopRunner, an Amazon Prime alternative, was acquired by FedEx in December 2020. The yearly subscription B2C e-commerce platform partners with brands and merchants that traditionally have fees for shipping and returns. ShopRunner’s value add is offering free two-day shipping, free returns, and member-exclusive discounts to consumers to improve the shopping and post-purchase experience.

The client had an existing desktop and mobile digital experience but wanted to expand into an iOS/Android app as well as a dashboard B2B product for the merchants using the service. In order to keep all of the experiences consistent from a visual design and branding perspective we determined a design system would be the best approach.

Working with a team of strategists, designers, developers, and project managers we partnered with each of the product teams to develop a design system named Bolt that would work to address each of the team’s needs. We determined that a design library of brand standards and reusable components was essential for each of the design teams. This was built out using Figma. As we moved into development we wanted to have a reusable code library that was 1:1 with the design library. This was built and maintained in Storybook. This allowed designers and developers to have a source of truth for both the visual design and code aspects of the experience.

As a result of these efforts, we were able to launch an updated desktop and mobile web experience, an iOS/Android app experience, and a B2B dashboard experience that all had a consistent look and feel. The design system brought all of the product teams together, gave them a platform to address needs and concerns, and gave them visibility into what the other product teams were doing. We also created a governance system that managed the creation of new components. This resulted in greater consistency and efficiency across all of the product teams. Designed while working at Bottle Rocket.

Georgia Urology

HIFU Campaign
Website • Advertising • Out of Home

Georgia Urology is the largest and oldest urology practice in the Metro Atlanta market. They employ 50 Urologists with 30 offices all across Georgia. They address the urologic needs of men, women, and children.

We developed a campaign for their yearly marketing and advertising needs. They approached us to develop a strategy around a specialty program they offer that focuses on a procedure specific to prostate cancer(High-intensity focused ultrasound - HIFU). This was a minimally invasive procedure that was targeted to audiences who could pay out of pocket and needed minimal downtime.

Since this was going to be running in the Atlanta market, downtown, and near the airport, we focused on pilots - who were determined to be prime candidates for the procedure. The campaign utilized print advertising, outdoor, and radio which all pushed to a microsite that focused on patient conversion. The campaign ran for 3 months and increased conversions by 60%. Designed while working at Lenz Marketing.

PlumbWorks Academy

Identity & Branding • Animation & Video Planning, Capture, & Editing • Web Design

PlumbWorks Academy is a plumbing education initiative launched by the PlumbWorks brand. PlumbWorks is a plumbing company serving the Metro Atlanta area. They primarily service residential plumbing needs.

The goal of the PlumbWorks Academy was two-fold. Empower homeowners to tackle simple plumbing jobs themselves, and recruit new plumbers to start a career in plumbing. They had identified many simple plumbing tasks that they received a high volume of calls for but were not profitable for the company. They also had noticed a trend of lack of new recruits in the plumbing field.

Our solution was to create an education initiative sponsored by the company. We developed an identity system and branding for the academy based on Plumbworks’ corporate brand. Created a series of educational videos positioning their plumbing staff as the plumbing experts. As well as executed a social and content campaign. All of these efforts pushed to a microsite that acted as a funnel to empower homeowners, generate sales, and recruit plumbers.

We partnered with kaleidary.com for the introduction animation and provided creative direction to a video vendor to produce the how-to videos for the series. A microsite was designed to host the content, act as a conversion tool, and was also used as a recruitment tool. Designed while working at Lenz Marketing.

Powerade

Vehicle Design • Experiential Branding

Powerade was the official sponsor of the NHRA Drag Racing Series. As a member of the Powerade Team we created an experiental marketing experience that followed the NHRA Drag racing series from event to event. The design of this truck was used as a backdrop during the events and the truck was used to haul around the on site activation.

Coca-Cola

Promotional • Advertising • POS

Coca-Cola has been refreshing the world for over 130 years. I partnered with Coca-Cola to Art Direct packaging, advertising, promotions, & POS for national and regional markets. The focus of the work was primarily motor sports including Formula 1, NHRA, and Nascar. I also had the opportunity to work on Coke sponsored collegiate football programs. I worked with photographers and print production vendors to print these designs to life.

PT Solutions

Branding • Responsive Web Design • Advertising

PT Solutions is a physical therapy organization with locations across the country that focuses on athletes and sports based treatments. They are on a fast growth trajectory and their website was not serving their needs. By employing UX/UI best practices we redesigned the site to focus on ease of use for the client and the way they engaged with the site. We also designed print ads as part of a larger marketing strategy to build brand awareness and roll out a Concussion Center. Designed while working at Lenz Marketing.

It’s the end of the world as we know it

It doesn’t need to be said that in the last few months everything that we knew to be true about the world around us has changed. We’ve lived through an on-going global pandemic followed by several cases of police brutality which have caused social justice protests to erupt all over the nation. Calling this a time of crisis feels like a bit of an understatement.

It’s hard to put into words the range of emotions that we’ve felt since the beginning of the year. At different times in life, we experience various degrees of loss and heartache but in the last few months, it feels like we’ve been on a roller coaster ride through all seven stages of grief. The world as we knew it has been forever lost and everyone is trying to come to terms with the new reality left in its wake.

Prior to the pandemic when you watched TV what was the first thing you did when a commercial came on? Chances are you were already on your laptop or phone and you turned your full attention to that device. Scrolling through your social media channels or catching up on the latest news. Tuning out until your show came back on. The options were and continue to be endless. Social media and the internet have allowed us to live a life that is highly customized to our own tastes and likes leaving advertisers who use broadcast TV as part of their marketing mix struggling to stay relevant to their audiences.

And then we learned about the coronavirus, and as we scrambled to prepare to shelter in place we started turning back to the TV for information and news. We were paralyzed by shock. And for the first time in several years, we put down our laptops and phones while we watched TV and we paid attention to the commercials. Advertisers were back in the spotlight and people were really paying attention to the messages in them.

At first, many brands canceled their ad spends completely. They weren’t sure how to react and didn’t want to seem tone-deaf by running the same old campaigns that didn’t speak to the changing world outside. It seemed insensitive and unrelatable to do so. Everyone was struggling with how to cope with the new reality, including brands. The world went quiet and so did the commercials. And then panic set in.

How do you stay relevant in a time of disbelief and mourning? You show those who are hurting that you care. And like a flash of lightning, everyone suddenly cared. We were all in this together, even the car dealerships and the pizza delivery guys. All this outpouring of love and support didn’t go unnoticed because it started to feel like every commercial was written by the same person using the same messaging with a quick logo change so you knew who was thinking of you.

In a world where differentiators are what make strong brands this trendy repetition of messaging became almost unbearable to watch, but people did take notice. Today’s consumer is savvy and has grown up surrounded by marketing messages vying for their attention. They are intelligent and they want to be treated that way and they can smell insincerity a mile away. People want honesty and transparency in all aspects of their life, including from their relationships with the brands they have grown to trust.

So when medical workers and first responders starting showing up in commercials for brands that have nothing to do with those industries people started to become skeptical of the messages and the intention behind it. In some ways, these commercials seem to be advertising the coronavirus itself. Some have even cried foul saying that showing images of medical workers is a form of exploitation.

There is no doubt that the people who have had to confront the coronavirus day in and day out truly are heroes. They work long shifts, have to deal with shortages of vital protective equipment and none of us truly know the mental health repercussions that they are currently experiencing and are yet to come as a result of what they have had to deal with. These people stare death in the face every day and they deserve to be honored in a loving and respectful way.

As mentioned before, today’s consumers are savvy and they have no problem deciding for themselves if a brand shares their values. In many ways, consumers are using this time to reflect on their own values and to draw a line in the sand to decide who will cross over with them. Brands have to choose sides and for many consumers, if a brand shows the wrong image, says the wrong thing, or stays silent they get left on the other side of the line. This is particularly true as our country stumbles from one crisis right into the next.

Just as we were starting to figure out how to deal with our emotions surrounding the coronavirus, as a country we were plunged into a whole range of new emotions brought on by the social injustice our fellow citizens are facing. It’s an issue that can’t be ignored by individuals or brands and it has to be dealt with head-on in order to protect the freedoms everyone in this country values.

As we continue to make our way into this uncharted territory as a nation one thing has become clear. We need to be very thoughtful about the messages we put out into the world. People are paying attention very closely. And now more than ever they want authenticity from everyone they hold dear, including the brands they allow into their life. The substance of a brand’s message is always important, but it could not be more paramount during these times.

So where do we go from here? At the end of the day even though the world has changed completely advertising and consumer expectations have not. Honesty and transparency will always win the day whether or not the world is in crisis. As a brand, you have to relate to your audience with sincerity and following trends and gimmicks is the quickest way to get left behind.

"In Flanders Fields" a Poem By Lieutenant-Colonel John McCrae

In Flanders fields the poppies blow
Between the crosses, row on row,
  That mark our place; and in the sky
  The larks, still bravely singing, fly
Scarce heard amid the guns below.

We are the Dead. Short days ago
We lived, felt dawn, saw sunset glow,
  Loved and were loved, and now we lie
      In Flanders fields.

Take up our quarrel with the foe:
To you from failing hands we throw
  The torch; be yours to hold it high.
  If ye break faith with us who die
We shall not sleep, though poppies grow
      In Flanders fields.

Red Poppy.jpg