Smithsonian Institution / National Museum of Natural History
Integrated Q?rius launch campaign
America's most-popular museum created Q?rius to engage teens in their natural world. To help attract 500K first-year visitors, I worked with design partner D*MNGOOD and visualization specialist SPINE to position Q?rius with a platform that translated Moments of Discovery into fantastical scenarios. We leveraged this platform in print and digital ads in national and regional publications; audience-targeted collateral and direct marketing; microsites; social video; and on-site assets like shuttles, street pennants, posters, banners, wayfaring, multi-panel video, collectibles, and revenue tie-ins. We also teamed with Improv Everywhere to host a National Mall happening at the height of Thanksgiving.
Federal / state / local government Campaigns
With hundreds of field sales talent working from almost as many locations, virtual delivery of sales support was a necessity for this service provider. To simplify this process, I streamlined their content development, production and delivery system from nearly two dozen formats to just six, while giving their sales talent solution coverage and personalization options. This transformation included a shift from point-product promotion to market-centric solution education, giving sales operations the flexibility to make rapid responses to competitor initiatives and market opportunities.
Unicom Government (GTSI Corp)
Corporate and sector collateral
As part of its migration from a reseller to an integrator specializing in IT infrastructure, GTSI needed a fresh start to its corporate messaging, as well as support for key markets and solutions. Teaming with SMEs across Sales, Services, and Partner groups, I wrote and co-designed this series of positioning brochures intended to serve as a first-touch for solution discussions and network assessments. Each piece shares a common tonality, design system, and structure, with the corporate brochure serving double-duty as the system's folder.
I also created a three-tiered marketing and technical collateral system incorporating solution brochures with white papers, service capability overviews, and case studies (produced in cross-functional teams using in-house and agency talent). Each layer in the collateral system evolved the design system from full-bleed deliverables with strong and heavily saturated art toward vehicles with lighter coverage and simpler production, enabling self-service content for opportunities like trade shows or press tours.
technical and corporate collateral
This global campaign united all of the Service Assurance Division's technical and corporate collateral under a single structure. Top-level “domain” pieces and dimensionally die-cut network tutorial posters explain the company's position within a market or technology, while subordinate white papers, application overviews, product line, and data sheets (designed for easy and inexpensive on-demand reproduction) provide increasing granularity and momentum through the sales pipeline.
technical and corporate collateral
Prior to Hekimian Laboratories’ acquisition by Spirent Communications, I produced a similarly-structured unified collateral system to motivate initial inquiries towards the selling cycle, including three-pocket die-cut folders for holding the entire system, lithographed #10-sized market- or service-specific brochures as low-cost first-touch vehicles, and technical product literature on each product and service line designed for inexpensive on-demand internal color xerography.