Shinola Mackinac Watch Launch Campaign
role ︎ designer
channels ︎ digital, print, social, paid
published ︎ 2024
channels ︎ digital, print, social, paid
published ︎ 2024
Inspired by the sailing legacy of the 333 mile stretch race to Mackinac Island, the Mackinac watch pays homage to centuries of Great Lakes sailing heritage. Crafted in a limited edition of just 500 units, the latest Mackinac iteration features a distinctive 40mm square stainless steel case, milanese band, caseback window, and bermuda blue dial.
The challenge of this campaign was to sell one of Shinola’s highest price point watches in a marketplace where buyers were polarized on their affinity for the design. We decided to highlight the the unique details and features of the watch to entice watch collectors—while also marrying in the sailing culture of the Great Lakes that inspired the design of the watch.
This design direction of water and sailing was executed by shooting photography of the watch on literal water sets, layering in the striking color of the bermuda blue dial into the landing page and social content, and accenting the storytelling with visuals of sailing flags spelling out “Shinola” and “The Great Lakes”.
The challenge of this campaign was to sell one of Shinola’s highest price point watches in a marketplace where buyers were polarized on their affinity for the design. We decided to highlight the the unique details and features of the watch to entice watch collectors—while also marrying in the sailing culture of the Great Lakes that inspired the design of the watch.
This design direction of water and sailing was executed by shooting photography of the watch on literal water sets, layering in the striking color of the bermuda blue dial into the landing page and social content, and accenting the storytelling with visuals of sailing flags spelling out “Shinola” and “The Great Lakes”.
Shinola Wild Postings
role ︎ lead designer
channels ︎ Print, OOH
published ︎ 2023
channels ︎ Print, OOH
published ︎ 2023
Shinola Detroit is a watch and leather manufacturer and retailer headquartered in Detroit, Our mission is to create timeless everyday pieces meant to be lived in, worn out, and well loved.
For this Shinola Out of Home campaign, I spearheaded the creation of eye-catching wheat pasted posters strategically placed in high traffic urban areas across New York City and Chicago. Our goal was to amplify brand awareness beyond Shinola's Detroit roots, enticing city dwellers to embrace Shinola's craftsmanship and quality.
Each wheat paste series displayed custom brand illustrations, the local Shinola store address and a QR link to Shinola.com, seamlessly guiding curious passersby to explore the brand further. Through this dynamic blend of offline and online engagement, we aimed to cultivate a newfound appreciation for Shinola's ethos and products in targeted growing markets outside of Detroit.
For this Shinola Out of Home campaign, I spearheaded the creation of eye-catching wheat pasted posters strategically placed in high traffic urban areas across New York City and Chicago. Our goal was to amplify brand awareness beyond Shinola's Detroit roots, enticing city dwellers to embrace Shinola's craftsmanship and quality.
Each wheat paste series displayed custom brand illustrations, the local Shinola store address and a QR link to Shinola.com, seamlessly guiding curious passersby to explore the brand further. Through this dynamic blend of offline and online engagement, we aimed to cultivate a newfound appreciation for Shinola's ethos and products in targeted growing markets outside of Detroit.
Shinola Detroit built the first watch factory in America in over fifty years, and the legacy of Detroit watchmaking is well underway. Shinola celebrated its 10-year brand anniversary in Fall of 2023.
This OOH campaign received over 1,000 QR scans and an 8% increase in site traffic—as well as boosted foot traffic to target stores during the campaign.
This OOH campaign received over 1,000 QR scans and an 8% increase in site traffic—as well as boosted foot traffic to target stores during the campaign.
Grosse Pointe Chamber
of Commerce Brand Kit
of Commerce Brand Kit
role ︎ designer, researcher, interviewer
channels ︎ branding, brand strategy, brand research
published ︎ 2022
channels ︎ branding, brand strategy, brand research
published ︎ 2022
How Do You Reshape a Community Resource to
Address New Community Needs?
When the Grosse Pointe Chamber of Commerce chose to rebrand, it was a response to understanding that Covid had changed the working world forever. With changing needs of both the community and local businesses, it was time for the GPCC to transform itself to be more responsive to a world with diverse perspectives and business challenges.
This rebrand answers that challenge with a new brand identity focused on having a simple and adaptable system of arrows to represent the involvement of the Grosse Pointe Chamber within the community, “pointing” both inwards to businessess and events in Grosse Pointe and outwards to the Grosse Pointe Community.
When the Grosse Pointe Chamber of Commerce chose to rebrand, it was a response to understanding that Covid had changed the working world forever. With changing needs of both the community and local businesses, it was time for the GPCC to transform itself to be more responsive to a world with diverse perspectives and business challenges.
This rebrand answers that challenge with a new brand identity focused on having a simple and adaptable system of arrows to represent the involvement of the Grosse Pointe Chamber within the community, “pointing” both inwards to businessess and events in Grosse Pointe and outwards to the Grosse Pointe Community.
The Challenge
• What is the role of the Grosse Pointe Chamber of Commerce in a post-covid world?
• Address the shift in services and aims to enhance community outreach opportunities in Grosse Pointe & beyond with a rebrand.
• What is the role of the Grosse Pointe Chamber of Commerce in a post-covid world?
• Address the shift in services and aims to enhance community outreach opportunities in Grosse Pointe & beyond with a rebrand.
Questions to Consider
• How can GPCC pivot to meet new demands while maintaining the needs of traditional business models?
• How can the GPCC partner and share resources new and old within the community?
• How can GPCC become a leader in fostering an environment that is more inclusive and accessible to all local citizens and nearby communities through events/programing/memberships?
• How can GPCC pivot to meet new demands while maintaining the needs of traditional business models?
• How can the GPCC partner and share resources new and old within the community?
• How can GPCC become a leader in fostering an environment that is more inclusive and accessible to all local citizens and nearby communities through events/programing/memberships?
My Role on The Research Team
As a group of eight, we split into teams to conduct extensive research. Our studio research included a brand audit, competative research of other chambers, mind-mapping, interviews with community members and copywriting new brand benchmarks (mission, vision, essence, and brand promise).
Due to my skills in writing, critical thinking, empathy, and insight I was appointed to the team that focused on connecting with and interviewing ten Grosse Pointe community leaders, developing personas, and copywriting new brand benchmarks to set the stage for the new Grosse Pointe Chamber of Commerce brand.
As a group of eight, we split into teams to conduct extensive research. Our studio research included a brand audit, competative research of other chambers, mind-mapping, interviews with community members and copywriting new brand benchmarks (mission, vision, essence, and brand promise).
Due to my skills in writing, critical thinking, empathy, and insight I was appointed to the team that focused on connecting with and interviewing ten Grosse Pointe community leaders, developing personas, and copywriting new brand benchmarks to set the stage for the new Grosse Pointe Chamber of Commerce brand.
Areas of Research
• Other chambers of commerce who are making these shifts already ~ Longmont, CO, Evanston, IL, Detroit, MI, Ontario, CA.
• Interviews with business owners, GPCC leadership & Grosse Pointe community
• Areas of business that are expanding and how work is changing.
(e-commerce, gig economy, freelance, alternative business models, minority business support, attracting new businesses to the Pointes)
• Other chambers of commerce who are making these shifts already ~ Longmont, CO, Evanston, IL, Detroit, MI, Ontario, CA.
• Interviews with business owners, GPCC leadership & Grosse Pointe community
• Areas of business that are expanding and how work is changing.
(e-commerce, gig economy, freelance, alternative business models, minority business support, attracting new businesses to the Pointes)
Recommendations for The Chamber
• Civic Advocacy & Community Engagement
• BIPOC / Minority Business Support
• Gig Economy & E-commerce Resources
• Detroit as a Sister City
• Civic Advocacy & Community Engagement
• BIPOC / Minority Business Support
• Gig Economy & E-commerce Resources
• Detroit as a Sister City
Mission
The Grosse Pointe Chamber of Commerce is an organization dedicated to unifying the Pointes through civic engagement, equitable business development, & community advocacy.
Essence
Equity. Engagement. Opportunity.
The Grosse Pointe Chamber of Commerce is an organization dedicated to unifying the Pointes through civic engagement, equitable business development, & community advocacy.
Essence
Equity. Engagement. Opportunity.
Promise
The Grosse Pointe Chamber fosters the creation, development, & growth of sustainable business models benefiting the community & county as a whole.
Vision
The Grosse Pointes are a thriving residential community dedicated to creating & maintaining space for all types of people & their businesses.
The Grosse Pointe Chamber of Commerce envisions a future emphasizing equity & inclusion, business expansion, & youth development within the Pointes & neighboring areas.
The Grosse Pointe Chamber fosters the creation, development, & growth of sustainable business models benefiting the community & county as a whole.
Vision
The Grosse Pointes are a thriving residential community dedicated to creating & maintaining space for all types of people & their businesses.
The Grosse Pointe Chamber of Commerce envisions a future emphasizing equity & inclusion, business expansion, & youth development within the Pointes & neighboring areas.
Grosse Pointe Chamber of Commerce Comparatives, Brand DNA, User Personas ︎ Click images to enlarge
Grosse Pointe Chamber of Commerce Research Presentation ︎ Collaborated with Madie Grahm and Sam Pickett
Folio Coworking Offices Website Design
role ︎ web designer, content strategist
channels ︎ website design, interaction, UX/UI
published ︎ 2020
channels ︎ website design, interaction, UX/UI
published ︎ 2020
When Folio partner and owner Dan Stahkiv approached me to talk about re-designing Folio’s website, he was getting too many direct emails about questions that could’ve been answered via the site. Potential new members were bouncing from the website, unable to find the information they needed, and reaching out to Dan directly.
Folio needed a website that clearly conveyed it was a local neighborhood co-working space, with a new Ferndale location on the way. Folio’s website also needed to showcase it’s affordable membership pricing, the building space, and ammenities available.
For the reimagined look of Folio’s website, we focused translating the open feel of the open floor plan at Folio to a visual direction for the website.
I took this project from a conversation with Dan at a local brewery to wireframes and a fully functional site in just a few weeks.
We brainstormed necessary content and refined the site as Folio’s needs and goals have evolved over the years.
Folio needed a website that clearly conveyed it was a local neighborhood co-working space, with a new Ferndale location on the way. Folio’s website also needed to showcase it’s affordable membership pricing, the building space, and ammenities available.
For the reimagined look of Folio’s website, we focused translating the open feel of the open floor plan at Folio to a visual direction for the website.
I took this project from a conversation with Dan at a local brewery to wireframes and a fully functional site in just a few weeks.
We brainstormed necessary content and refined the site as Folio’s needs and goals have evolved over the years.
Detroit Motown Museum Rebrand
role ︎ designer, researcher, interviewer
channels ︎ branding, brand strategy, brand research
published ︎ 2022
channels ︎ branding, brand strategy, brand research
published ︎ 2022
The Motown Legacy
In late 1959, local record store owner Berry Gordy Jr. decided he wanted to start a record label. He was inspired by the Ford assembly line, and wanted to create a place where musician acts could sing, songwrite, dance, and perform, all in one place. Motown Records is where many legendary greats such as The Jackson Five, Stevie Wonder, Marvin Gaye, The Temptations, The Supremes, Diana Ross, Smokey Robinson, and many more got their start.
"Hitsville U.S.A." is the nickname given to Motown Records’ first headquarters and recording studio. Located at 2648 West Grand Boulevard in Detroit, Michigan, the original Motown houses still stand where they stood over 50 years ago, a focal point of what is now the Motown Museum today.
How Do You Share Legacy With a New Generation?
When my team and I started working on our research for this project, the Motown Museum was closed for renovations. However, we were able to use our connections in the architecture industry to sit down with the architect of record for the Motown Museum expansion, Hamilton Anderson Associates, and gain some insight into the plan for the future of the museum.
I sat down with Mark Farlow, Principal of Design at HAA to talk about how the museum expansion was slated to be a creative hub for entrepreneurship and education community-focused engagement programs. We also talked about mixed-use spaces in architectural design, and how they end up being a good investment for the community because you get so much more out of the space. Mark ended up saying something about legacy that stuck out to me for the rest of the rebrand, “We must look forwards and backwards to position ourselves in preserving legacy”.
This conversation set in motion the tone for the rest of the rebrand. We needed to find a way to showcase Motown’s powerhouse musical legacy, but also think about how it could play a role in shaping the future of music, culture, and creativity in Detroit.
Motown Brand Book ︎ Click images to enlarge
In late 1959, local record store owner Berry Gordy Jr. decided he wanted to start a record label. He was inspired by the Ford assembly line, and wanted to create a place where musician acts could sing, songwrite, dance, and perform, all in one place. Motown Records is where many legendary greats such as The Jackson Five, Stevie Wonder, Marvin Gaye, The Temptations, The Supremes, Diana Ross, Smokey Robinson, and many more got their start.
"Hitsville U.S.A." is the nickname given to Motown Records’ first headquarters and recording studio. Located at 2648 West Grand Boulevard in Detroit, Michigan, the original Motown houses still stand where they stood over 50 years ago, a focal point of what is now the Motown Museum today.
How Do You Share Legacy With a New Generation?
When my team and I started working on our research for this project, the Motown Museum was closed for renovations. However, we were able to use our connections in the architecture industry to sit down with the architect of record for the Motown Museum expansion, Hamilton Anderson Associates, and gain some insight into the plan for the future of the museum.
I sat down with Mark Farlow, Principal of Design at HAA to talk about how the museum expansion was slated to be a creative hub for entrepreneurship and education community-focused engagement programs. We also talked about mixed-use spaces in architectural design, and how they end up being a good investment for the community because you get so much more out of the space. Mark ended up saying something about legacy that stuck out to me for the rest of the rebrand, “We must look forwards and backwards to position ourselves in preserving legacy”.
This conversation set in motion the tone for the rest of the rebrand. We needed to find a way to showcase Motown’s powerhouse musical legacy, but also think about how it could play a role in shaping the future of music, culture, and creativity in Detroit.
Motown Brand Book ︎ Click images to enlarge
Motown Intial Research Presentation︎ Click images to enlarge
