This PSA campaign is an extension of the "Proud Sponsor of the American Mind" positioning and brand identity.

The work includes TV, radio, print and online advertising.
This was a two-day shoot all on location in Detroit, using local talent.

Our team’s job was to help Danlaw develop and launch branding for its new level 2, smart home EV charger.  We built a marketing strategy and plan to guide the 2024 B2B industry and B2C consumer launch of CleverCharge.

CleverCharge’s brand identity and market positioning needed to pass the approval of a sophisticated buyer of consumer technology and design during the decision-making process. 

The logo, marketing materials, design, and packaging needed to stand out for all the right reasons on store shelves or while conducting buying research online – less “speeds and feeds,” and more “ease of use.” 

The product’s patented features meant to entice seasoned gear-heads, while the brand identity and aesthetics would attract first-time EV owners.

This spot was made to brand and recruit for the University of Michigan and was broadcast during national college football games.

Look for the Olympic gymnast we filmed in the University of Michigan Law Library @ 1:05).

An evolution of an expansive Marketplace with a smartly subtle nod to GM.

A brand launch for a new GM eCommerce platform that unified vehicles, subscriptions, parts, services, and ownership into a single hub—solving a fragmentation problem that pushed customers across disconnected sites.

The project began with an intensive naming process alongside writers and creative directors, then continued through months of work as ACD for a cross-disciplinary team of designers and writers. Direction was set collaboratively, with hands-on design throughout, including building brand explorations, in-context examples, and presentation materials. The result is a durable brand foundation that aligned the team and made a complex ecosystem feel intuitive and human.

A fast-turn rebrand and broadcast-led campaign for HAP, delivered on an accelerated three-week timeline. The challenge was to introduce a clear sense of newness without eroding trust, while giving the internal team a system they could realistically sustain.

With only the existing logo as a fixed constraint, the work established a flexible brand system that scaled across member, group, and Medicare audiences. More than seven years later, the system remains in active use and still feels current—proof of a foundation built for longevity, not a moment.

A rebrand that brought Airfoil’s brand in line with how the company actually works today. The project spanned strategy and identity, with hands-on design from logo through the full design language and visual system, developed in close collaboration with our editorial director to sharpen positioning and voice.

The result is a clear, straightforward system with a confident tone the team can use easily day to day—aligning the organization, raising the creative bar, and supporting more consistent work as the company grows.

New Business Pitch

The Michigan State Housing Development Authority (MSHDA) provides financial assistance to help the people of Michigan access affordable housing, drive community economic development, and address homelessness.

MSHDA’s social posts have been shared by Governor Whitmer, Michigan.gov, The Michigan Supreme Court, various senators and reporters, and the Michigan Department of Health and Human Services.

The Michigan State Housing Development Authority set an aggressive goal to increase its total loan production from 1,800 to 3,000 in three years. We partnered with MSHDA to conduct primary research, develop an integrated communications strategy, and execute marketing and PR to educate first time homebuyers about homeownership and remove barriers associated with purchasing a home. As a result of the campaign, MSHDA exceeded its goal in just one year, allowing the organization to dedicate more funds to its social mission including affordable housing, homelessness and historic preservation.

Thrive campaign.

Thrive campaign.

Bosch North America (NA) welcomed their European colleagues to a conference showcasing the North American divisions and corporate organizations.

This “Road Trip” booklet was an all-inclusive travel guide for a virtual road trip across the United States showing the successes of the NA team, business growth, insights, innovations and workforce initiatives. This guide included the itinerary, speaker biographies, and highlights from Bosch NA regional divisions and corporate organizations.

Leaders in Technology and Quality for High-End Solutions in Additive Manufacturing

PSA developed to help save the Michigan Film Tax Credit, and for anyone who cared about all the benefits it provided to Michigan residents and businesses.

The following people who volunteered their time to make this happen: Steve Platto, Brett Warkentien, Donna McGuire, Mary Ellen Krawczyk, Adam Van Dyke, Tom Drew, Flynn Drew, Kurt Kulas, Jim Feltz, Stephen Palmer, Bob Miller, Mark Lesnau, John Cathel, Tim Heslip, Grace & Wild, Darin McGowan, Steve Serraiocco and Laura McGowan.

Direct mail and email concept.

Financial Services of America (FSA) provides comprehensive, full service financial planning services from retirement, tax, Medicare, investing and more.

Interested in reaching more individuals nearing retirement, FSA asked us to launch a web based retirement quiz and capture leads through Facebook and LinkedIn ads. Social media advertising was catered to individuals at various stages of the retirement planning journey and encourage them to take the quiz to evaluate their retirement readiness and sign up for a free consultation to discuss their financial future.

This resulted in:
–3,400+ website visits in the first 45 days.
–10+ highly qualified leads originating from Facebook ads alone in the first month.
–166% increase in click through rate on LinkedIn ads after audience optimization.

GAP new business pitch tone boards and adlobs based on the concept "There is no GAP between us".

Creative team included Kim Dent, Keith McLenon, Michael Stelmaszek, Robin Todd, Susie Campo, Tom Cerroni and Joe Goddard.

Iconic Collection / PARC / The Fountain
Wine Branding: Terri Hughes, concepts and copy

Motus Integrated Technologies celebrated their 7th annual executive leadership conference with the theme “Getting the Band Back Together.” The conference concept is introduced with this cheeky mockumentary video that also introduces CEO Shawn White to the stage. We conceptualized, scripted, shot, and created extensive retouched rock images for 11 humorous video segments inspired by the mockumentary “This Is Spinal Tap.” Our work helped keep the audience engaged, entertained, and inspired throughout the two-day event. We also developed a themed logo, custom “rock tour” t-shirts, platinum records, posters, event booklets, backstage passes, an official playlist, and themed gift bags for all attendees. These creative elements brought the theme to life, delivering a fun and unforgettable experience. (VIDEO UPLOADS PENDING)

During my tenure as ACD on Chevrolet CLM, the goal was to enhance and redesign the eNewsletters, sent to over 7 million handraisers monthly.

1. This component was updated from a long copy solution to an easy to click CTA.

2. Experimentation with the CTA to better match the website.

3. The “Super Jellies”. We had plenty of data that showed users clicked more on the vehicle jellybean shots. I thought to combine that benefit with short, witty descriptions. The click rate had a massive improvement and our client asked to make this the standard for all the Chevy CRM email.

4. The separator stories were developed by April Kinnelly, as a pause between Super Jelly sections. User was sent to Chevy.com

5. We planned for special edition components that allowed for quick skimming, while presenting valuable information.

6. The double-wide story. For special launches, we art directed enhanced sections that broke former conventions with a modern graphic look.

7. I developed the mini-poster story based on the data that showed higher click rates for stories with less copy. The intent was to use these across all channels.

A range of presentation design work that intersects with branding. Included here: an agency meeting deck, a CEO brand announcement, and a Super Bowl campaign presentation. Each project shows how presentations can drive clarity, alignment, and momentum across teams and stages.