In a market oversaturated by “Big Box” gyms a fitness club startup with an ad budget of $2,000 is outmatched a thousand to one. Bodyco was opening a gym at the height of the recession — a climate that was bringing these behemoth chain gyms to their knees. These challenges presented great opportunities, to be competitive in this market we needed to play by an entirely new set of rules. Instead of building an advertising campaign we focused on building advocates for the Bodyco brand by creating an experience that members had to tell their friends about.
The community is taking notice. Only six months after opening, Bodyco was voted “Best Health Club” by readers of North Shore Magazine.
This was a holiday promotion of the JetBoil Java Kit, a coffee maker for outdoor enthusiasts. The microsite was complete with directions on how to use it, testimonials from customers that were happy with their experience and a sweepstakes to win a year supply of coffee.
While working at Allen & Gerritsen I was tasked as an art director in the rebranding of the Ninety Nine Restaurants. This effort included: new menu design, to include limited time offer menus every three months, new beverage and dessert menu, all promotional materials, marketing strategies, video and new website design. I was also tasked with the art direction of the photo shoots, to include food styling and color correcting.
The Penn State Agricultural department was suffering in their study abroad program. The assignment was to create a poster to entice the Future Farmers of America to study abroad. I created something I felt was memorable and in their voice. The result was the highest enrollment rate the program had seen in five years.
The assignment was to create a poster for the Standards of Beauty Campaign, to raise awareness of eating disorders. A common misconception with eating disorders is that it is an obvious problem. Most individuals who suffer from this disorder go to great lengths to hide it. My intention was to play off this misconception and let people see that this line of thinking is as ridiculous as the image itself.
The Penn State School of Music program approached me to create a poster that would hang in high schools, nationally, to recruit young musicians in hopes of boosting enrollment. The assignment was to create a poster with the headline Opening Doors Creating Opportunities, without being specific to any particular family of instruments.
Alex Grey is an artist specializing in spiritual and psychedelic art. Grey’s artwork has often been seen as album art for bands like Nirvana, Beastie Boys, and David Byrne to name a few. The Penn State School of Art and Architecture tasked me with creating a poster that would welcome Alex Grey to the university as a guest speaker. Because of how detailed and eccentric Grey’s work already was, I decided that a simple clean solution would be best suited to highlight his work. Using the typography as an easel, the message was clear.
Rockbus was founded in 2009 with a mission to provide convenient, affordable and environmentally friendly transportation for music fans. I was tasked with creating a brand that would appeal to young concert goers and to assist in executing a strategy that would have Rockbus up and running within a few months.
I designed a twelve page tour book, documenting the bands history from Nipmuc High School all the way to the Rock ‘n Roll Hall of Fame. The book was completed in four days with a rigorous approval process by all members of the band.
