Master the Mainframe
IBM Mainframe50
The IBM Mainframe50 campaign was more than an anniversary celebration, it paid homage to 50 years of technology development and innovation. The purpose of the IBM Master the Mainframe program was to ensure the future vibrancy of the mainframe platform and increase the number of millennials interested in developing and programming for the mainframe.
It was imperative that the MTM program establish its own identity and voice to connect with a new generation. The Master the Mainframe graphic palette leveraged the energy of the new identities and highlighted the forward motion “engagement” of the program while staying true to the current System z brand graphics.
*Work created and produced at Centerline Digital
THE CHALLENGE
•Increase the number of millennials interested in developing and programming for the IBM z mainframe.
THE STRATEGY AND EXECUTION
•Talked directly to the audience, understanding that they feel the mainframe is old and outdated.
•Built a program design focused on the future for a new generation.
•Extended the educational challenge withpromotional videos, a standalone website and energetic events.
•Exceeded student participation goals.
MY ROLE
•Pushed the development a unique voice for all MTM communications.
•Directly guided the team through the identity and design creation as well as the pragmatic approach to its success.
•Led the creation of the brand standards and guidance to ensure continuity with the parent brand.
*Work created and produced at Centerline Digital
Enterprise Web Experience
First Citizens Bank
Following customer research and an audit of the existing website, it was decided to transform the product-centric web experience to an entirely customer-centric one that better reflected the new positioning of this strong regional banking institution. The new website provided helpful content that the target audience demanded, allowing First Citizens Bank to build trust and credibility with new customers.
Today there is an absolute necessity to deliver a valuable online experience and for an industry like banking, it demands personalization as the needs of each audience are so diverse. that was done with three separate portal entries for personal, business and wealth customers.
*Work created and produced at Centerline Digital
THE CHALLENGE
•Develop an online experience to provide the personalized support you get from a small community bank, with the portfolio of products and services you expect from the big guys.
THE STRATEGY AND EXECUTION
•Integrated a learning center throughout the website, making useful content easy to find while connecting variable information seamlessly.
•Craft a unique experience – in look and tone – for personal, business and wealth customers.
MY ROLE
•A key architect in the scoping and planning of the approach, with substantially increased profitability in phase two of the project.
•Managed the design and development to deliver on requirements.
•Worked closely with the account and strategy teams to develop the user-experience and with the content writers to complete the narrative.
•Managed the design continuity with the FCB client and brand teams.
*Work created and produced at Centerline Digital
Brand Launch
Physicians Pharmacy Alliance
Physicians Pharmacy Alliance (PPA) — an integrated pharmacy management organization — was changing the focus of the company. They needed to create a brand for themselves that communicated this new focus to their three target audiences: physicians, managed care organizations and patients.
A communications strategy including personas and messaging framework was created, which enabled the development of a unique brand that included a visual identity, sales enablement kits, manifesto video, a refined web presence and more.
*Work created and produced at Centerline Digital
THE CHALLENGE
•Establish a new brand in a complex, fragmented industry for a company that is a small fish in a large pond of giants.
THE STRATEGY AND EXECUTION
•Developed brand positioning/messaging for each target persona, assuring that all assets created have the style, tone and message required to connect with the target customer groups.
•Created an identity system and graphic palette that effectively illustrated PPA’s brand characteristics to their differentiated audiences.
•Combatted a healthy dose of skepticism by highlighting PPA’s deep understanding of industry challenges — building a shared agenda.
MY ROLE
•Creative lead for brand identity, positioning/messaging, brand expressions and content strategy.
•Managed the client internal communications to launch the brand.
•Tied business goals to the creative applications, resulting in a quick increase of their sales pipeline.
*Work created and produced at Centerline Digital
Insurance in the Era of Cognitive Thinking
IBM Insurance Industry Consulting
The new world of insurance.
The insurance industry is an industry that moves slowly, but it is imperative to educate the industry on the expectations of today’s consumer. Insurance is seen as a necessity, but this new messaging and cohort work is helping IBM revitalize the industry and allow their consumers to get answers when and where they want them.
*Work created and produced at Centerline Digital
THE CHALLENGE
•Develop a messaging framework and content plan introducing cognitive thinking to the slow-to-evolve insurance industry.
THE STRATEGY AND EXECUTION
•Created a narrative focused on the “New world of insurance”.
•Connected a cautious audience with the help of IBM Industry Academy experts.
•Developed content focused on each of the targets key priorities and prioritized solutions that can be immediately integrated into a prospects business.
MY ROLE
•Key member running and guiding the messaging workshop and outcomes.
•Prepared and led the full team and kept a keen eye on the work’s synergy with IBM’s new cognitive business initiative.
•Developed interview guides and helped to capture IBM Industry Academy expert insights on film and turn them into effective communications.
*Work created and produced at Centerline Digital
86it
Wake County Anti-litter movement
Wake County is often ranked as a #1 place to live, work and play by well-respected publications. Yet driving along our roadways shows we may not be living up to our #1 status when it comes to being clean and green.
“Chuck” was the answer to connect with a positive message of “Respect the Can”. The origins of the term 86it are debatable, but its definition is perfect: “to get rid of something; to throw it out.” It’s smart and it has definite sticking power to be a rallying cry. Welcome to the 86it Anti-Litter Movement.
*Work created and produced at R+M Agency
THE CHALLENGE
•Develop a solution for the counties’ litter problem — one that would motivate residents to rally pride in their community.
THE STRATEGY AND EXECUTION
•Research showed a positive message resonates deeper than a negative, more punitive one. A punchy name, “86it” and a tagline, "Respect the Can” were developed to gave trashcans the dignity they deserve.
•Creation of a character personified and emotionally connected the movement.
•Developed events and swag to canvas the county and spread the word, allowing individuals to own the positive outcomes.
MY ROLE
•Creative and client lead from naming and persona development to the artist selection and collaboration.
•Worked with Wake County commissioners to focus on usability of the campaign to create permanent, sustainable behavior change.
*Work created and produced at R+M Agency
The Art of Safety
Quintiles
Quintiles’ The Art of Safety exhibit utilized powerful images of the human body’s reactions to drugs with micrograph lab images that were descriptive and visually engaging — shining a light on the beauty of science.
Not only did the Art of Safety start a dialog among the lead audiences, it established Quintiles as a leader in safety services without the “we’re-the-leader” rhetoric. The initiative was so successful it was continued past the original timeline and was a touring show in many research and biopharma facilities beyond its use in trade shows and events.
*Work created and produced at R+M Agency
THE CHALLENGE
•Quintiles, a leader in pharmaceutical contract services needed to promote their safety services and a brochure or website was not going to do the trick.
THE STRATEGY AND EXECUTION
•Solicited the interest and engagement of key audiences with something different, an invitation to an art event.
•Positioned Quintiles as a caring leader in safety services.
•Based on the research, a dialog was started connecting the audiences passion for science and art.
MY ROLE
•Collaboration on the positioning/ messaging and name development.
•With the strategist, guided the planning of the individual events and program flow.
•Led the direction, design, application and image selection of the creative.
*Work created and produced at R+M Agenc
USA Olympic Team Pursuit
IBM Internet of Things
Being the underdogs in the 2012 Olympics, U.S.A. Team Pursuit defied odds and earned a Silver Medal.
For the 2016 Olympic Games, IBM empowered the team to track real-time data – something that they didn't have access to previously. Rather than rely on intuition, they now had access to data that identifies opportune times to manage power. This initiative not only promoted the power of IBM Watson IoT, it did it in a timely manner that enabled organic promotion.
*Work created and produced at Centerline Digital
THE CHALLENGE
•Promote the connection of IBM Internet of Things and the U.S.A. Olympic Team Pursuit squad.
THE STRATEGY AND EXECUTION
•Highlighted the real-world application of IoT in a tangible way.
•Managed the needs of the piece with the schedules of the athletes during training.
•Created long-form and short-form videos to be used at events and on IBM.com, supplemented with social tiles and case study content.
MY ROLE
•Creative direction to define the approach and guidance of the IoT story.
•Conducted all athlete and coach interviews as well as being a lead in all client engagements.
•Guided the editing, animation and creation of the pieces to retain the purity of the message and the excitement of the games.
*Work created and produced at Centerline Digital