Creative Direction, Strategy, Design

Goodwill Industries of the Southern Piedmont was celebrating their 50th year in service and needed a dynamic legacy piece that would walk viewers through their history, highlighting key moments that shaped their story and drove their mission of changing lives through the power of work.

Creatively we aimed to speak to the heart and beauty of the last fifty years by using the Lyndon B. Johnson "War On Poverty" speech as the backbone and support for our visual representation. This gave the project two distinct, artistic themes: an embrace of the past and a passion towards the future.

Along with a timeline video, three additional works were created to honor the journey of some exceptional clients of Goodwill Industries. These videos were incredibly moving and was praised by executive leadership, to be the best creative display of client stories that Goodwill has ever released.

Creative Direction, Content Strategy, Video Production, Graphic Design 

Shelby Dental Care Center is a multi-doctor owned practice that was coming off a campaign titled "Made You Laugh." This campaign was centered around laughter being the fullest expression of a smile. So how could they continue that conversation in a more engaging way?

By developing the personality The Wisdom Tooth, SDCC was able to transition from talking about laughter to being a part of the process of making you laugh. We launched the campaign with a series of three commercials that asked the question, "Is your wisdom tooth being a nuisance?". These videos were followed up by social content, office interviews (that garnered over 30k views on Facebook alone) and event activations that established the Wisdom Tooth as a greatly anticipated personality in the Shelby community. 

Creative Direction, UX/UI Design, Communications Strategy, Graphic Design

Coca-Cola Bottling Co. has a proven track record of giving back to the communities they serve. Serve Your City is an initiative for employees to donate a day of their time to serve the less fortunate and volunteer for participating organizations. CCBCC even provides grants to the organizations with the greatest attendance. 

This year we took Serve Your City to a new level. We created a custom platform that housed a searchable database of all organizations in all of CCBCC's markets. Each organization received their own profile and unique sharable sign-up page. A supporting toolkit filled with pre-designed social content and a step-by-step communications strategy was also available on the platform for organizations to utilize.

The Serve Your City campaign experienced a 30% increase in attendance, was highly shared across all regions and has laid the ground work for the future of community service at Coca-Cola Bottling Co. 

Creative Direction, Campaign Development, UI/UX Design, Digital Strategy

Echoview Fiber Mill is an innovative fiber processing and manufacturing hub nestled in the Blue Ridge Mountains of North Carolina. Home to a beautiful 78-acer farm, Echoview delivers high quality yarns, services and products that fuel the American spirit of hard work and self-expression.

The goal in our work together was to create a storyline that spoke to their unique mission to revitalize American textile manufacturing, their community involvement and commitment to eco-friendly practices. 

The Emmy nominated campaign "Made Together In America" placed the Echoview brand at the intersection of farmers and artisans, providing lifelines for the modern craft movement.

The campaign featured a complete brand refresh including a new ecommerce website and content strategy that took a documentary style approach to communicating their story, highlighting relationships with local artists and breweries. 

Creative Direction, Campaign Strategy, Brand Identity Development

Throwing Words exists to unlock the collective potential of the organization by uncovering the strengths of the people that make it up. The objective of this campaign was to create a buzz in the marketplace around the Throwing Words philosophy of thought. In a saturated market, with so many claiming to have the secret formula, Throwing Words had a unique opportunity to position itself as the thought leader in harnessing the power, efficiency and productivity of CURRENT employees by exposing and focusing their strengths. 

The campaign message centered around a more effective solution to the though problems companies face. By purposefully poking fun at the different stereotypes associated with the industry, we differentiated Throwing Words with a confident uniqueness and understand charm. 

Nick Walsh, a long-time friend, called on me to develop a strategy and creative direction for his upcoming campaign for office. I jumped on the opportunity and we crafted a unique approach to communicating a problem in local politics geared towards new voters. 

CareLocal.org was born as a platform that spoke directly to the truth that very few citizens are concerned about local government. However, policies and decisions that are made on a local level have an extreme impact on our quality of life.

We focused on telling a different story and presented Nick as relatable and approachable with a sophisticated charm. 

Caleb Hill is a custom home builder that wanted to create a brand identity system for his company. The name is in memory of Caleb's brother who had recently passed away. 

It was important to me to capture the strength and story of brotherhood. I wanted to present a mark that spoke to a shared since of adventure and love of the outdoors. 

The buck is used as a symbol of stature and elegance. His position is aware of the viewer with a confident mystery. The font is clean, elegant, masculine and lasting. It creates a powerful compliment and well-rounded finish. 

Hi Nick Fry, want to work on a new Bert Reynolds film with us?

Um... HECK YEAH!

Elbow Grease is a full length feature written and directed by the talented Jason Shirley. When I sat down with him and heard his heart about the film, I humbly accepted.

We created an identity, website and digital strategy that encouraged community involvement, and got more than just the cast/crew involved in the process film making.

The movie was shot in Seneca, South Carolina and delves into the life of a family as they come to terms with each other and the rest of their community. 

The digital campaign focused on celebrating the town of Seneca and Bert's visit there. Super fun and pivotal to helping gather support and extras during the making of Elbow Grease. 

Okay, maybe a t-shirt design shouldn't land in a portfolio, but I love this organization and so believe in the work they are doing.

The Kilgoris Project partners with local communities to provide education, health and opportunity to children and families in and around Kilgoris, Kenya. They work hand-in-hand with local leaders and families to operate schools, provide daily food and clean water, and foster economic development. 

Learn more at kilgoris.org.

Therapy Brewing Co. is a new Charlotte based brewery-startup that needed a brand identity to help launch their story. 

Like a lot of small batch breweries, therapy started out with a group of guys and gals who met together in a garage and brewed beer. The progression from Igloo coolers to the Sabco Brew Magic was shaping more than just great beer, it was building lasting friendships. 

The mark was inspired by the abstract nature of the concept and derived from a collection of doctor's signatures. 

Therapy Brewing Co., perfected through relationship.

When given the task of creating identities, my main focus is not just to construct a nice picture, but to develop a standard by which your brand can live across various types of media. 

This is a collection of some of the recents.