I’m a passionate brand steward. My thirst for creative problem solving is only rivaled by my appetite for helping brands better themselves and share their story. I’m certainly not a brand wizard, but I’ll do what it takes to build a better brand.
During my college years, I received a degree in business administration with a focus in marketing and a minor in economics. That’s four years worth of theories that may or may not be true.
McGarrah Jessee is an award-winning agency with an impeccable roster of clients, which includes Costa Del Mar, Shiner Beers, Frost Bank, and Whataburger. During my time there, I served on the Whataburger account team managing OOH, print, direct mail, digital and social . This is a small selection of projects I was involved in.
In 2012, Nissan USA was the sponsoring client for the National Student Advertising Competition. Schools from all over the country were tasked with creating a fully integrated campaign targeting Multicultural Millennials in the US. The Texas A&M University advertising team received First Place in its district and ninth place nationally overall.
At the start of the campaign, Nissan asked teams to promote Nissan as the most innovative car company in the world. To show Nissan's innovation, the team elected to use a simple sketch technique to show each car's features.
The team carried this communication technique through to different mediums including mobile advertising. This example shows the "Sketch Your Own Innovation" mobile and print ads which as users to sketch their favorite feature about each car. When the user is done sketching, they can upload the ad to different social networks causing more Nissan buzz to grow.
On the digital front, the campaign featured a site redesign, as well as a social hub, or microsite, where users can see all Nissan related activity from different social networks.
The campaign was also carried through to OOH and dealerships using non-traditional billboards and digital showroom podiums, which allow the customer to browse each car's features with a few taps.
Texas A&M University is a massive organization with hundreds of different research institutes & offices. Due to its massive size, many of the design and marketing functions are decentralized. Over time many offices began exploring and using their own logos, which competed with the Texas A&M University brand.
Prior to the newly accepted brand architecture, many colleges within the university used their own marks in an attempt to create their own brand. This weakened the link between each colleges and the university itself.
After many experiments, it was clear that certain elements needed to be included in every logo within the system. The "Block T" is the university's logo. It however, lacked recognition outside of Texas and required the help of the university name. The separator gives the "Block T" space without competing with rest of the logo. These items became known as non-negotiable.
The final result is a dynamically variable logo system that retains the same look and feel throughout the university. This system was put into affect in August 2011 after eight months of development.
This was an experimental project exploring branding collateral for a bakery. This Project received national honors from AIGA, The Professional Association for Design.
AIGA’s student chapter went years without being recognized among the students. The letters A-I-G-A simply didn’t communicate any meaning about the group. After an intensive rebrand, membership and awareness jumped drastically with long lasting results. The student chapter gained local and national recognition. This project also received national honors from AIGA, The Professional Association for Design.
To drive awareness, business cards were made using paint swatches from a local home improvement store. These cards were later distributed to students and other organization on campus.
A website was also launched as a central location for members to receive information and learn about the organization. For many around the university, the website served as the first point of contact.