DELAWARE STATE UNIVERSITY WEBSITE
In the late part of 2008 I directed and redesigned Delaware State University’s 5,500 page website . This project included new architectural frameworks and reconfiguration of the website’s organization. Final designs were produced as (x)html templates and provided to the university’s webmaster for posting, maintenance and content updating. The website is currently being pushed to the internet in phases by the university’s staff as the new content is developed.
HERCULES PAPER TECHNOLOGIES AND VENTURES
Working closely with the Global Marketing Communications Manager and staff I revitalized the brand image for Hercules and their Paper Technologies & Ventures group. Both internal and external campaigns were developed around a new tagline “People Making Great Chemistry Happen”. Style guides, corporate brochures and brand videos, international print advertising and multiple product sheets were all designed with this new tagline theme in mind. Print advertising features prominent, close-up facial photography of the company’s staff members. Brief descriptions of these employee’s interests, both personal and professional are the focus of the campaign. By running ads in trade magazines around the globe, Hercules aims to increase international market share while demonstrating to existing and potential customers the professionalism and the human qualities of the people of Hercules. The components of both campaigns were translated, printed and produced in 11 languages including Russian, Bahasa and Traditional Chinese and are now featured globally.
It’s an interesting challenge when conceptualizing international campaigns. The message needs to be short, strong and concise, yet also translate effectively though multiple languages and cultures without becoming watered-down or stale. The end result of this one is both page-stopping and humanized; a global quality that every major company should strive for in their advertising. | Photo compliments of Carlos Alejandro Photography, www.caphoto.com
GORE-TEX RETAIL SALES KIT
W. L. Gore wanted to give snow sports retailers easy access to free GORE-TEX promotional materials to increase consumer brand awareness. I created a dimensional retail sales kit printed with the lead-in headline “Critical Gear Enclosed.” This piece gained immediate popularity with Gore’s adventure snow sports customer base. Designed and sent out as a self-mail piece and also a flashy handout at the 2006 Snow Sports Industries America (SIA) Show, recipients found the sales kit’s metallic tin case irresistible. Inside the tin rests a DVD chock-full of extreme snow sports videos for retailers to showcase in their stores along with digital catalogs for conveniently ordering their free GORE-TEX swag. Orders from the DVDs sky-rocketed and a strong brand awareness for GORE-TEX winter outerwear was born. | Photo compliments of Carlos Alejandro Photography, www.caphoto.com
Received 2006 Gold ADDY Award from the Philadelphia Ad Club and the American Advertising Federation.
St. Francis Hospital has transformed itself into a state-of-the-art facility with the latest advances in technology and surgical specialties. To complete the change, I designed a fresh new website for the public that is easier to navigate, simpler to use and more aesthetically pleasing. In addition to the public website, I developed a consistent look and feel for the institution’s private intranet used for proprietary information targeted to physicians and nurses. Both of these sites use a full-featured content management system that allows hospital staff to easily maintain and update content as needed. The websites were posted live early in 2009.