Each month, our creative team was challenged to create social media posts that introduced new menu items, leaned into Outback’s Aussie heritage, and promoted events at the restaurant. The brand identity was quirky, fun and we were always encouraged to embrace everything own-able to the Outback – from kangaroos and ribeyes to the famous Bloomin’ Onion.
Signature Crafted Recipes
To generate excitement and trial around the new Signature Crafted Recipe: Garlic White Cheddar, we created “Signature Flight Night.” An event in-restaurant where for one night only, customers were invited to McDonald’s to sample a “flight” of all three Signature Crafted sandwiches. While serving the mini sandwiches on a branded wooden cutting board, we introduced customers to McDonald’s premium dining experience while allowing them to try and fall in love with each recipe.
In addition, each Signature Crafted recipe comes with a customized, scented “Craft-Kin”, each recipe carrying a complimentary scent such as Fresh Cut Grass or Smoky Bonfire.
Fresh Beef Quarter Pounders
When our team was briefed on creating a look and feel for McDonald’s New Fresh Beef Quarter Pounders, we knew skepticism would be our biggest challenge. With product quality always in question, how could we educate consumers that McDonald’s is actually making a fresh, not frozen Quarter Pounder that doesn’t hit the grill until the customer says when?
After tasting the new QPC and at least 13 other burgers in less than 48 hours during a competitive research trip in Dallas, I realized we had a product that could hold it’s own. The meat was hotter. The cheese was melted to perfection. And there was actual steam coming out of the burger when I took my first bite. I was inspired and knew the Quarter Pounder lovers out there could handle the heat. That’s why we invited them into our kitchen with this Fresh Beef campaign.
McCafé Cold Brew
Over the couple of years, the McCafé sub-brand has evolved immensely. McDonald’s coffee went from something you pick up for convenience on the road to a destination coffee stop with drinks like Iced Caramel Macchiatos and Cappuccinos. When we were challenged to come up with a new look and feel for McCafé while introducing McDonald’s first ever Cold Brew coffee, we knew the look had to speak to our new products and the experience they bring.
McCafé had earned the credibility of a café, so the look and feel needed to evolve with what the brand had to offer. We completely redesigned the look and created a feel that delivers a coffee shop experience for McCafé that invites customers to stop and take a moment to enjoy their coffee before they start their day.
In the spring of 2013, Lululemon Athletica experienced what most brands would consider, a PR catastrophe. Almost immediately after a new legging release, the public noticed a major flaw with the product – the pants were see through.
Lulu took full responsibility of the scandal and decided to lean into it when the new, improved and full coverage product hit the shelves. Each individual Lululemon store was given creative freedom to market the release in a fun, playful way. I joined the team in the Birmingham, Michigan location and was asked to come up with a slogan and design to live in store.
Playing off one of Lululemon’s original slogans, “Dance, Sing, Floss & Travel,” “You saw London. You saw France. We promise no more see-through pants” was born and lived on in the store throughout the summer of 2013. Afterwards, I blew out the campaign for fun to show how I would extend the idea to live through merchandising, out of home, and social.
In the social space, we would pair up with Murad Osmann, a Russian photographer, who’s Instagram account went viral when he started posting images of his girlfriend leading him around the world. Tailoring his posts to the Lulu campaign, we would “blur” out the back of Osmann’s girlfriend to play on the see-through pant accident.
McDonald's Arch Cards
In order to spread some holiday cheer in restaurant, I created gift cards, or as McDonald’s calls them “Arch Cards.” To celebrate the great taste McDonald’s delivers, I created the “Unwrap Great Taste” card and used the brand’s most iconic and beloved product, french fries, to create the holiday wreath.
Outback Steakhouse Menu
In order to set the mood on Valentines’s Day, Outback Steakhouse invited customers to come in and feel the love, Australian style. And because Aussie’s have a bloomin’ big appetite, Outback has a special menu for you and your mate.
Babes Who Hustle
Almost two years ago, I was introduced to a pretty inspiring female hustler named Chelsea. She was looking to create a blogging community of women who are kicking ass in the workplace. I fell in love with the idea and was eager to join the team. Babes Who Hustle was born, and I got the opportunity to create the logo work for the brand.
Under Chelsea’s leadership, Babes Who Hustle took off. The community of women who were looking for daily support, friendship and motivation grew into a beautifully diverse group of women. Whether you are an Art Director or a Sports Medicine Doctor, the lipstick-stained coffee mug was a symbol of the spiritual, mental and physical fuel we all need to make our mark on the day. It’s been a blessing to join this community of go-getters while simultaneously seeing my art quite literally travel around the globe.
Check out the links below to learn more about BWH.
Over the years, my love of postage and paper has intensified while the world around us has evolved to a digital space. I believe in delivering the giddy, child-like feeling we get when a “fun” piece of mail arrives at our home. So, while evites and Facebook events are flooding our feeds, my mission is to use my talent to keep good ol' fashioned snail mail alive and well.