Renaissance Athletic Club, or RAC, came to us with a logo and a vision. I had a large part in executing their vision, taking it to the next level, and developing the brand throughout 2 years.
RAC's vision was to be a high end athletic club where all are welcome. They wanted to be a place where people came to realize a new, healthier version of themselves. They wanted to inspire the community, and provide it with the best equipment and resources possible. They wanted these resources to be available to ALL in the community. From those who wanted a serious club to train in, to those who just needed to take a couple classes a week to stay in shape.
Renaissance means rebirth, which was a perfect place to start. We focused on the manifesto first:
"Inspiration resides only in the most deserving of places It’s the spark that ignites the flame of potential. And the fuel that drives determination.
Through our doors, opportunity awaits. The opportunity to sculpt your identity, as you see fit The opportunity to join a community of peers and professionals who won’t let you fail. And the opportunity to discover an environment that has earned the right to be called an inspirational haven.
Beyond our doors, a new self awaits. Ready to show the world the revitalization of your true form Ready to take on daily challenges with renewed confidence.
We believe in Fitness Through Community.
That’s why inspiration lives at Renaissance Athletic Club."
We then focused on a look. We wanted an active color palette. The blues represented the high tech equipment and the yellows and oranges to represent rebirth and renewal. Basically all the colors of the sky, inspirational and energetic.
RAC wanted to be bold. Wanted to stick out and be memorable. We chose a bold type face and took bold cinematic photography.
We started with billboards, web ads, radio ads, magazine ads, and a website. Within one year, RAC had 1000 members. We exceeded their expectations by a lot! In the next year we developed a membership kit, promotions for all sorts of events, branded their new cafe and sports performance program, and so much more. RAC is a thriving athletic club that focusing on the community. And the community loves them!
www.racbh.com
Our community Art Center is an integral part of our city. They have galleries with local artists, classes, and every year they have an amazing art fair, voted top 10 in the nation by Sunshine Artists magazine!
Krasl came to us looking to update their identity. They wanted to stick with the same logo wince it had started gaining equity. We presented a few different options and landed on a very simple typeface and color palette. The new branding is meant to let the art work stand out, while the Krasl brand is still strong and recognizable. This branding consisted of their monthly newsletters, promotions, and their website.
It also included the annual Art Fair materials. I was provided with their top artists presenting at the art fair and I chose one for their featured artist of the year. We took her work and made a poster series which won Honorable Mention in Sunshine Artists magazine. We also used her artwork on the t-shirts that sold out half way through the first day of the art fair! Finally, the Art Fair Guide Book was created to help promote the artists and included a map for the art fair goers.
Styker came to us for our help with branding their Financing division. Previously, they had not branded this division and felt they were lacking in the area. There were so many benefits to financing with them, they needed to get the word out to their customers and sales staff.
We started with a name, after many rounds of brainstorming, we landed on Flex Financial. We felt the word "flex" had multiple meanings here. From there we developed a logo. The logo had to be locked up with the Stryker logo at 50%. We wanted an organic feel to the logo and used the Stryker brand color palette. We felt the X in flex represented the human side of the business, which is why the company exists in the first place!
From there we developed brand standards, business cards, product spec sheets, and concepted for magazine ads, bus ads, email blasts, and of course swag.
A startup company came to us with an idea for an app, The Foodie App. We designed a logo, poster, table tent card, window cling, landing page and a few examples of what the app could look like.
I spent most of my agency experience with Whirlpool Brand. I was a large part in many high level campaigns and worked on everything from sell sheets, product catalogs, point of purchase, brochures, launch kits, displays and much more.
Bissell came us with an exciting new product by Febreze, a spring scented carpet powder. Bissell wanted to share the news that they have teamed up with Febreze to the press, especially "mommy bloggers". I developed a few concepts and the winner was the flower box. We wanted to make sure that the kit, including the sample and a printed piece with information about the product, would be opened and not immediately thrown out. Therefore we created a box that looked like a flower delivery. We wanted the bloggers to know how important they were to us and the success of this new product.
Whirlpool Corporation and United Way teamed up to raise money. It was my job to come up with a poster series enticing Whirlpool employees to donate. My writer and I researched those who have benefited from United Way. We took their stories, changed their names and specific details and created a poster for each story. The posters were placed throughout Whirlpool buildings. in elevators and break rooms for example.
Silver Addy Award Winner
The Krasl Art Center came to us in need of a capital campaign. The needed to raise $50,000 to take down, clean and reinstall their most prized piece, The Beacon Gold Chandelier by Dale Chihuly. It had collected dust throughout the years and it needed a cleaning, the thing is, each piece must be taken off separately and then reinstalled in the same design. So Dale Chihuly had to send a team to do all of this, which was costly.
We started with a name, The Chihuly Renewal Project was where we landed. We felt it was straight forward and felt inclusive. We wanted the large and small donors to feel they were included in this project and thanks to them, the community can light up the Chihuly again!
We produced a logo, press and community invitations, a brochure and posters. The campaign was successful and raised $50,000!
Amana is another Whirlpool Corporation brand that I have worked on. Amana was all about style and Thom Felecia was their spokesman, When they launched a new line of colored refrigerators, we called it Shades of Amana, and came up with the concept of the mini refrigerators in a vending machine. This campaign consisted of a poster, a takeaway brochure and a tent card.
The fruit tray was Point of Purchase that sat in the pull out drawer of a french door refrigerator. It was vacuum formed and very vivid. We wanted to represent what the drawer does for the consumer in a straightforward and powerful way. We wanted to be bold in our food choice. You need to stand out in a crowded retail space!
Whirlpool Corporation was voted one of the best places to work by the LGBT so we created an ad for Advocate magazine. We shot a real life couple with their son and we wanted to portray an everyday moment in the home.
Every spring, Whirlpool Corporation does an ad in the local magazine. These illustrated ads celebrated spring and Whirlpool at Lowes.
H2Know was a concept for a water conservation education program. Shown here are some postcards and a brochure.
Every year, Whirlpool Corporation and Habitat for Humanity join forces to host a build week. Volunteers from all over the country helped build a whole block of homes in one week. Shown here are a couple press kits from the Nashville, Dallas, and Atlanta builds.
Seen here are Whirlpool Brand laundry sets that I designed. Each room design had to work with multiple colors of laundry pairs. I worked with my Creative Director, Stylist and Photographer to achieve a believable, livable, and inspirational laundry room.
Photography direction is a large part of the job. Throughout the years, I worked with stylists and photographers to end up with the best possible shot. Seen here are Whirlpool Brand and Amana Brand shots. I have worked with models, kids and dogs, shooting lifestyle, features and products.
