Objective
Rotary has seven areas of focus including: Peace and Conflict Resolution; Disease Prevention and Treatment; Water and Sanitation; Maternal and Child Health; Education and Literacy; Economic and Community Development; and Protecting the Environment.
Execution
Finding a way to connect organizational initiatives into a story must be clear, so I work to gather others input right from the start. Often times, the values, purpose and positioning of stories were generated by different people in different areas. It is my job to pull those different agendas together into a visual narrative that is not only inspiring but emotional, and capable of driving change. A compelling story can help manage both internal and external expectations, but there needs to be an agreed upon strategy and execution. And stories must absolutely be authentic; narratives that feel generic or stocky just don’t cut it.
Between print, web and social media, I work on 12 to 30 new stories every 30 days. This includes creating concepts and creative direction; selecting photographers or illustrators; photo editing and all design and production.
It is necessary to work closely with legal and financial personnel to develop contracts, releases, and budgets that covered multiple currencies, agencies and time zones.
Objective
Rotary is an international organization with a commitment to global humanitarian projects and their innovation and ethics in business. Their goal is to attract new members from the larger global audience, as well as inspire and inform nearly a million and a half current members around the world. This requires determined storytelling and visual and verbal content that is relevant, accurate and international.
Execution
My goal is to provide Rotary with a “strong cultural vocabulary,” not just a “stronger voice.” One that is globally diverse and inclusive. With “People of Action” as Rotary’s positioning statement, stories must focus on the individuals doing the work around the world.
Working with an internal communications and marketing team that includes writers, photographers, and artists, I manage a diverse range of contributors that support the storytelling; direct global photography and video remotely; and create engaging and sophisticated visuals to support lively written stories for print, web and social media channels. For profile stories, I create a “cast” for each story with “a principle and supporting/actors.” In some narratives, an object or place plays the lead (a river; or a hospital) and the discourse and photo direction elevates that person or origin.
In all instances, you must find photographers and writers who can connect easily with their subjects. I seek individuals who put people at ease while paying close attention to their words, body language and gestures. This means different collaborators for different assignments all the time, then finding the best environment that highlights the subject’s experience, or the story that is being told, and then working closely together on all photo editing.
Objective
Rotary stories about Polio focus on ordinary individuals in extraordinary circumstances. The goal is to create integrated marketing & communications messaging and campaigns about Rotary’s polio efforts that inform and encourage action. Stories also need to be honest and engaging, just like the people doing the work.
Execution
With the African region certified free of the (wild) poliovirus in the end of 2020, there are now only two endemic countries left: Afghanistan and Pakistan. Seeking and finding the stories and individuals to feature in these parts of the world is only half the challenge. Working with a diverse team of collaborators in various locations, and keeping them strategically aligned and on-brand with the organization is the other half.
Vaccinations have an embedded message of power, control and tolerance, but also fear. Therefore, it is important that stories are accurate, revealing, and have an affirmative tone, despite the often challenging environment. Certain pieces are designed with the target audience of families in mind. And everything needs to be designed so that it can be translated into 10 (or more) different languages.
The vaccine itself isn’t the biggest expense in an immunization campaign. It’s the distribution of the vaccine – transportation and staffing, for example – that costs so much. Rotary members have contributed more than $2.1 billion and countless volunteer hours to protect more than 2.5 billion children in 122 countries.
Objective
The global projects that comprise Rotary’s seven Areas of Focus explain what it means to part of a society, and the work Rotarians do make the invisible more visible. But many Rotary stories revolve around subjects or matters that just can’t be photographed for various reasons.
Execution
One of the best ways to explain how science, technology, ambition, and agendas are shaping and redefining our world, is through illustration. I push for the development of illustrations to coincide with the crafting of narratives. To allow for this overlap means the verbal and visual can both influence each other, and allow for a deeper or more clever integration between the two. It also allows for infographics and animations that work well across all social media channels.
Illustration also allows for stories that are chaotic, messy, or uncertain. I collaborate with a wide variety of artists in order to find the right fit for the kind of story. I am always eager to discover new talent, and have learned to follow my intuition.
Illustration is visual storytelling that often has an “International language” already built in. But because of Rotary’s global presence, stories are also frequently translated into over a dozen languages.
Objective
The Imagists were a group of representational artists associated with the School of the Art Institute of Chicago, working in the 1960’s-70’s. Pentimenti Productions wanted to design and develop an immersive online archive for the Chicago Imagists as a supplement to the feature-length documentary film. The primary goals were public engagement with the history covered in the film, and creating a website geared towards a wide audience that would be home to a selection of the archival material shown in the film. For both these reasons, they wanted a website that could stay relevant for as long as possible.
Execution
For a group of artists known for their fantasy-based art making, the visual style had to compliment their enthusiasm. Following the aesthetic threads of the many influences the Imagists had led to solutions that were vibrant, witty, artistically eccentric and attractive. Focusing on the mechanics of color, the visual language was simple, bold, and understandable. Each section was assembled in a surprising way—inspiring, funny, memorable and different from the other.
The site launched in February 2014, and in June 2020 the New Yorker wrote a post about how it was an enduring companion to the documentary film.
Objective
The UN Foundation is an independent charitable organization created to work closely with the United Nations to drive global progress and tackle urgent problems. They focus on issues with transformative potential and stimulate new thinking to help the UN deliver better for everyone, everywhere.
As a strategic partner of the UN, the United Nations Foundation strives to defend progress already made and unlock the collective promise of the Sustainable Development Goals (SDGs) across interconnected issues, including climate, health, gender equality, human rights, data and technology, peace, and humanitarian response.
The Foundation relies heavily on its Blog and social media channels to post relevant and unique stories with original writing and photography. With tight typographic and template guidelines, and a social media calendar that schedules daily posts, I evolved the approach and expanded on the limits of what could be done.
Objective
Crate&Barrel has been shaping home culture for decades. Sublime locations and superb stying allow the catalogs to showcase comfortable, happy homes. Best-selling items will come and go, so each season the products must appear new. There are endless ways to photograph merchandise, but it should always look attractive and desirable. Period.
Execution
Most everyone lives in some kind of dwelling, with furniture, personal items and food. Channeling how we live with these social commonalities was always at the heart of the decision-making for both the design and art direction.
Photography took place in studios, and on location, indoors and out. Photo direction for home goods is a test of faith, patience, and strength — all at once. For one thing, furniture does not listen or respond well to direction. So when things don’t look as envisioned, that’s when you must get creative, and create numerous options. Careful photo editing was extremely important in order to land on the best options.
Objective
As an internationally recognized school for the performing and visual arts, Calarts design has been infamous in art school culture for decades now. Their (unwritten) design mantra was “ABD” (always be different). Their visual presence changed constantly, but always remained unconventional and lively.
Execution
As the designer for the Institute, I was responsible for creating and producing collateral work for Administrative Offices including Admissions, Public Affairs, Development and the President’s Office. In addition to producing pieces for these departments, I worked closely with faculty and deans to design promotional materials, programs & posters, infographics and typefaces for all of the schools: film, theater, art, dance, music and writing.
Projects moved fast — never more than a week or two was spent on any one assignment. Access to on-site screen printing, letterpress and many little local offset printers allowed for exploration galore!
Objective
GolinHarris was ready to move into a more visually identified space. It was essential to engage others in understanding how Golin thought about the changing landscape of the PR business, and culture & society, both locally and globally. The new identity needed to bridge the gap between strategy and creativity while also being sustainable.
Execution
The bright and bold design direction developed a consolidated visual communications strategy that was a truer representation of the company, its capabilities, its people, and its work. The biggest “win” was convincing the CEO to drop the name Harris, an individual who hadn’t been associated with the company for decades. It was an appropriate time for GolinHarris to change its name to just Golin.
Using the wordmark (Golin) with city abbreviations was a way to customize the various office locations while visually aligning with the new design. Connecting Golin with their various practices built on the visual and verbal equity. It facilitated a bigger picture of the company and it’s persona.
In addition to the name change and the new look, they agreed to an audit of their language and positioning as well. By using “GO” from Golin, language could meet at the intersection of employee and client experience. The tone of “GO...” was consistent with Golin’s energetic attitude—and sounded both “on-message” and inviting.
El Color Del Espíritu
I have worked for someone for most of my career, but I also enjoy creating my own projects. The inspiration of Mexican artist Karima Muyaes’ authentic body of work led to a book collaboration. Her work is about life and creation, but has a conceptual range from fantasy to reality. Her language of forms is infused so deeply with her ethnicity it is presented in a profoundly personal way. This book presents nearly 350 colorful and innovative works, and showcases her figurative and expressionistic art as it has unfolded over the past three decades.
Dear Cambodia
Photographer Mat Roe’s many journeys to Cambodia serve as evidence to the uniqueness of the country and its people. I come from a compassionate perspective, and understood the people of Cambodia come from a place of trauma. I could relate to Mat’s photography because it retained the dignity of the people of Southeast Asia. His images include unique monuments, spectacular views of the countryside, fascinating landscapes, details of city and daily life that few have ever seen, as well as the legacy of the Khmer Rouge. Accompanying the book release was a poster exhibition shown at Cambodian Centers in North America & Asia.
Team EVERY1 Campaign
McDonald’s was a fixture at the Olympic Games for years, and in 2014 at the Sochi Winter Olympics they were looking for a positive brand presence that could help pivot from the discussion about fast food vs. nutrition, and instead promote improved athlete experiences. Conversational media insists that we don’t sell ourselves, but rather, share ourselves. Collaborating with a team at Golin, we created TEAM EVERY1—a 360° marketing campaign designed to share the joy of being on a global team, and promote the love of sport.
All American Basketball Game
This is THE all-star basketball game played each year by boys’ and girls’ high school basketball graduates. Consisting of the top players in an East vs. West format, the boys game has been played annually since 1978; and the girls game has been played each year since it was added in 2002. That was the year I was asked to refresh the existing logo, and create one for the inaugural girls game.
Objective
While working as the in-house design group for Golin | Chicago, there was a distinct understanding of what they needed as an innovative agency. Collaborating on customer communication strategies, I produced motion graphics and brand experiences used to pitch new communications programs and strategies for many of Golin’s diverse and global clients.
Execution
Motion graphics or short videos are an excellent kind of ‘explainer,’ and they present in a way that is engaging. If someone can spend 60 seconds or less and come away with a better understanding of a concept, proposal or campaign idea, then it’s done it’s work.
All of these examples were part of larger communications presentations, designed to break down complex concepts, or deliver the message simply and clearly, and help contextualize a bigger strategic campaign.
Marketing
SAIC’s core values were developed by passionate faculty, students, alumni, and staff as part of the school’s strategic planning process. Their commitment to an open structure is embodied in a curriculum of self-directed study within and across a multiplicity of disciplines and approaches that promote critical thinking, rigorous investigation, and playful creativity. I managed a creative team on direction and production of this video.
Teaching
I taught both undergrad and graduate courses in the Visual Communications Department. I encouraged design thinking, instructed how to give constructive criticism, and explained how an iterative design process works. I taught my students a way of thinking that would prove incredibly useful when they moved from the theoretical into the practical. And I encouraged them to avoid the sameness quality and recycling of ideas that are too often presented and disguised as “researched solutions.”
I believe the foundation of most design-education programs (in the U.S) is no longer adequate for the challenges that professional designers face in the field. My teaching approach encouraged students to investigate the complex relationships that exist between design and culture. I challenged ideas of how design is approached and how it can extend into multiple fields of study. The other goal was to fast-track individuals to develop their own voice, and introduce how research, strategy and style can influence their work.
These are selected student projects from SAIC.
Clean Energy Trust
An Illinois jobs survey needed an appealing microsite that could explain how the state thought about the future of energy. The solution was to create a site that engaged readers by introducing them to selected clean energy workers who could explain the backgrounds, roles and duties involved in their various jobs.
IRi Analytics
IRi provides integrated big data, predictive analytics and forward-looking insights—all on a single leading technology platform, IRi Liquid Data—to help companies personalize their marketing and grow their businesses. Working closely with the VP of User Experience to re-introduce their Advantage Environment, we created a flexible web application that clearly communicates their most valuable asset: data.
NET10 Cellular
Cellular provider NET10 wanted to generate excitement and awareness about their next generation of wireless family plans through a results-driven, 360-degree PR campaign. Collaborating with a team at Golin, we created the “Planet10” campaign to motivate target consumers to switch to NET10. Planet10 was: a state of mind, an attitude; a world where you make the rules; and a place where big wireless companies can’t boss you around.
Nuveen Investments
As a premier global investment manager, Nuveen believes every investment an individual makes has the potential to expand the lives of family members. This led to a marketing campaign that encouraged grandparents to invest for their grandchildren. The concept for the design of these investing materials was a family photo album. (creative direction: M. Voetberg)
