Project: Strategy, Art Direction and Design – Octane TV Integrated Campaign for Subaru’s WRX brand. Features include: Original Content; Aggregated Video Collection; Customized Enthusiast Social Network built on Kick Apps
This project all started when I was contacted by our sales department to develop an interactive component for a brand integration content campaign on our Octane TV network to engage to Subaru’s enthusiast market. Collaborating with our internal sales and programming teams, Subaru of America’s (SOA) marketing team, and Carmichael Lynch’s account and creative teams I developed a two-pronged approach.
The first component was a channel of original and aggregated content that would reside on the main Octane website. For the channel itself, we created a unique logo and related imagery that would stand on it’s own as a sub-brand of the Octane network incorporating the WRX brand – Subaru’s enthusiast focused brand. From this creative direction we also developed a 3D based, motion graphics opener for the original content that highlighted the core selling points for the newly updated vehicle.
The second component is a user generated content focused website, utilizing the KickApps platform, that would serve as central platform for our enthusiast audience to engage with each other around the WRX brand. To promote the property, we created platform based widgets that would be placed on the main Octane website and on other enthusiast sites.
Recently established, this platform will be the primary location for a wide range of contests and sweepstakes ideas we have developed to be launched in subsequent quarters. These contests will serve as the main traffic driver to help Subaru build a long-term enthusiast marketing presence online.
SOA is so pleased with the product they are possibly looking ahead to expand the property to include the full range of vehicles and their audience.
Since I started working at RDE, I had been dying to re-do the corporate I.D. (click to visit website)
Client: Ripe Digital Entertainment
Project: Creative Direction and Design for Ripe Digital Entertainment Brand ID, Website and Print Collateral
Upon my arrival at Ripe Digital Entertainment (RDE), I had made it a personal goal to redo the brand identity and collateral. The poorly executed logotype, production value of the collateral, and the website’s usability and clutter had become a source of embarrassment. Considering the original “paisley” logo was based on a brand naming/identity I had done for a holdings company (same owners) I was personally vested in this identity, and was not happy with where it had been taken since.
Working the former VP of Marketing, I developed a creative brief that outlined the primary challenges, requirements, audience, and messaging for the new identity. Once we had the foundation for the thinking behind this effort, I called on long-time collaborator Dan Benderly to help make it a reality. Starting with a broad range of comps, we worked with the CEO to focus in on a logo direction that ultimately would work. From there we executed on the creative for the print advertising, website, business cards, buck slips, folders, etc.
I could not have been more pleased with the final result. The “Before” and “After” examples speak for themselves.
Designer: Special thanks to designer extraordinaire Dan Benderly, without whom this could not have turned out so well
Just added the bulk of the main web projects for 2007 through early 2008 while at Ripe Digital. I still have some print and Brand ID work I need to post for Ripe Digital too, like the corporate re-brand.
Also, there has been recent and significant changes to the Ripe Digital web platform that presented some very specific design problems – I’ll be looking forward to sharing that work as well.
To filter out portfolio work just select “Portfolio” from the category pulldown in the right-hand column.
Client: Ripe Digital
Project: Art Direction and Design for Flow.tv – Hip-hop Lifestyle Video Website
Six month’s after my arrival at Ripe Digital Entertainment (RDE) the company was ready to launch a new hip-hop lifestyle network, internally referred to at the time as Hustle TV. Prior to the launch of the network, I brought to the attention of executive management the need for authenticity if the network was to succeed with the intended audience.
Working with a select few from the graffiti hip-hop community I knew from freelancing for the underground brand “7th letter,” I was able to build a compelling short list of names for the new network that better resonated with the audience. Ultimately it was the network spokesperson, Ghostface Killah, who sold it through for me by pointing out that those without talent have to hustle, and at the end of the day, “It’s all about your flow!”
Following the finalization of the name I collaborated with graffiti artist Eklips-One, founder of 7th Letter to develop a logo that would work for all uses and maintained the authenticity we had to have.
From this brand naming and identity, a multitude of projects were developed. Web applications, Print Advertsing, a t-shirt design that was featured in the Print Magazine Regional Design Annual, and ultimately the last version of the website. The lates version was a an excellent blend of bandwidth friendly graphics that could be customized on a per show basis and design elements, such as the billboard frame, that addressed the subject matter in a subtle way.
The network went on to be the most successful VOD property for RDE and was the primary vehicle for it’s lucrative annual ”Hip-Hop Live” tour with advertisers Dodge and Sony.
Client: Ripe Digital
Project: Architecture, Art Direction and Design of two applications for Ripe Digital’s Video Properties. One is a browser toolbar for both I.E. and Firefox that integrated original programming and used a Flex powered video search that scoured the net for video from multiple video properties. The second was a desktop application that delivered video from the respective properties to the users desktop. The Desktop player also used the Flex powered video search and playback.
I made sure we made the most of the limited platform we had to start with.
Client: Ripe Digital
Project: Art Direction and Design for 3 Video Networks on a platform that was already built upon my arrival and in place, but in dire need of a facelift within the parameters of what had already been developed. The before and after comps in the gallery tell that tale.