Webster Bank's differentiating characteristic is simple and powerful: Webster takes each customer's banking personally. This thought was the backbone for the brand's creative which described Webster bankers as having a "Type W Personality". The integrated campaign was launched using traditional and non-traditional mediums.
Articulating the "Type W Personality" was a corporate giving program that was centered around an ice cream truck. Interested parties could visit the landing page and request the "Webster Free Ice Cream Truck" at their event, branch opening, etc. At the event, people were encouraged to upload photos to flickr and for each photo, Webster would donate money to The United Way. The welcomed side effect was spikes in new checking accounts in the visited communities. This was a great joint effort between the client, agency, and digital partner.
The broader "Type W" campaign was rolled out using digital, social, broadcast and outdoor. The language was also incorporated into the bank executives speaking engagements.
:30 "Type W" Brand/Product TV
:30 "Type W" Small Business TV
Online Video
Unconventional Program
Unconventional Program
Arbella Insurance was a regional carrier, up against a juggernaut of big national insurance companies. So we illustrated their ownable brand truth: Arbella's local knowledge and excellent service makes them a better value for your car, home and business insurance.
Starting from scratch, we redesigned their logo and brand standards, created a unique tagline, built a new corporate site and mobile site. Then executed campaigns that touted Arbella's local advantage, superior independent agent model and aggressive discounts.
Home Page
Guerilla Program Home Tile
Careers Page
Contact
:30 Sports Celebrity TV
:30 Brand TV
There’s a big shift happening in the HR industry. And with the innovation of Social Recognition, Globoforce was delivering new and better ways to optimize talent. Partnering with Globoforce we sought out the pioneers embracing this new technology, and brought their stories to life. The new online video series launched a digital campaign that unveiled the power of Social Recognition and its profound effect on business results.
"Pioneers" Campaign
"Pioneers" Online Video
"Pioneers" Digital with Teaser Video
"Pioneers" Online Video
The Island Queen's goal was simple: put people in the seats. So we built the campaign around the tagline, “The fun way to Martha’s Vineyard.” With the wind in your hair and a drink in your hand, vacation starts not when you get there, but when you get here.
Point of Sale Program (1 of 3)
Point of Sale Program (2 of 3)
Point of Sale Program (3 of 3)
Island Queen Guerilla Program
Direct Marketing
Billboard
The work for the Massachusetts Technology Collaborative was all about organization, not just the visual and written delivery of the parent and its sub divisions, but the organizational structure itself.
Research, interviews and strategy came first, followed by logos, color palettes and websites. The result was a clear articulation of the role that each component of the brand played and how each division served the businesses and communities it was created for.
Parent and Business Unit Logo Design
Parent Site with Business Unit Mega-Navigation
Business Unit
Business Unit
WMBR radio’s top country music program, Lost Highway, faced a daunting task: promote the show within a market teeming with ClearChannel muscle. So, we recreated the dark mystique of classic country by returning to its roots: women, liquor, cars, religion, and the convergence of all four.
That was followed up by work for the R&B Jukebox show.
Creative directing this work was fun and rewarding, the campaign garnered a plethora of recognition at the prestigious New England Hatch Awards.
Billboard
We had the very pleasant task of not only promoting the wide array of games that the Lottery offered but also to educate the citizens of the Commonwealth about where the money went, and how it benefited the state.
Cash Winfall was a game that we introduced that had the highest odds of winning of all the online games. The premise was that Cash Winfall was the game for people who love to win.
We also created material for scratch tickets and promotions around holiday giving. With Mega Millions we promoted the gigantic jackpots. But most importantly, we made the point that when you play the Lottery, your money goes right back into your cities and towns, police and fire departments, schools, etc.
:30 Cash Winfall TV
:30 Cash Winfall TV
Holiday Scratch Tickets
Mega Millions
Mega Millions (2)
:30 Community TV
:30 Community TV (2)
Being a graduate of UMass Amherst, I've been thrilled to work on the UMass brand at multiple times. From leading work for the Alumni Association that reconnects to creating content for the brand that articulates the accomplishments and strides that the university has made.
The UMass Alumni Association needed to reengage current alumni and bolster membership. Each alumnus is unique, passionate, and nostalgic about their college days. So the idea was to revisit each decade, retrieve personal memories, and recreate them in present day to show that UMass continues to be an active part of their lives. It worked. Scores of alumni reestablished their social connection to the university and membership soared. The campaign was unveiled with a new tagline that still endures to the day and is currently displayed on MA state license plates; You were. You are. UMass.
More recently, video work for the UMass brand was created. This work underscores the achievements and prestige that the University has gained as a top notch research university.
UMass Alumni Association
We focused the lens on the behind-the-scenes lab technicians who used Chiron's Diagnostics testing equipment and crafted the tagline; Answering life's most important questions. Thereby elevating their role and importance in the pursuit of providing high quality care for patients. The tagline also became a great rallying cry internally at Chiron.
Genzyme: Seprafilm helped reduce the affects of painful adhesions and limited painful follow-up surgeries. We wanted to show the delicate nature of human tissue without the unappealing visual nature of that tissue. We accomplished this by using nature images combined with sutures. The campaign tagline was; Operating on knowledge.
Waters Millenium32 was a new chromatography software that helped organize data and reports into a much more usable and actionable form. The campaign was based on the idea; Think what you could do with Millenium32. The campaign not only successfully launched Millenium32, it also garnered creative recognition and was featured in Communication Arts Magazine.
Lahey needed a series of ads touting their world-renowned clinics. We found from research that when it came to your health, people gobbled up information. We took this to heart and created a long-copy meticulously crafted campaign that worked around the line; The more you know about your health, the better it is. The campaign included each clinic under the Lahey umbrella and was recognized regionally and nationally by The One Show (Silver Pencil).
Spirare was a fun project brought into my agency by the great writer, Lawrence O'Toole, a passionate surfer. We created the innovative cinemagraphs with the help of talented photographer, Matt Kalinowski. Trey Phillips brought that Phillipsesque touch to the look and feel of the campaign.
Brand Campaign
Brand Campaign 2
Surgical Products Campaign
Surgical Products Campaign 2
Millenium32 Campaign
Millenium32 Campaign
From the Clinics Series of Ads
Point of Sale