JELD-WEN Building Products Branding

The MiraTEC and Extira (JELD-WEN Building Products) brand update positioned the brands for success in a highly competitive market. Using a data-driven approach informed by in-house and 3rd-party field survey data, content points and visuals were developed that answered key consumer concerns.

The program was extensive and rolled out as materials were renewed for cost efficiency. Key touch-points included:

  • Brand standards
  • Unified product website (formerly multiple sites)
  • Updated print literature set

Roles and responsibilities:
Survey development, execution and data analysis; Creative direction; art direction; design development and execution

Product Manufacturing Overview

The product manufacturing video was developed in order to address the differences between the proprietary TEC process and other visually similar products. The film provides a tour of the Towanda, PA manufacturing facility as well as an introduction to product features and benefits.

Roles and responsibilities:
Creative direction, script writing, director of cinematography

Service Finance Field Sales Kit

Service Finance is a B2B finance organization that requested consultation for a new field sales kit. The kit was designed as a leave-behind folder of concise materials that clearly outlined the benefits an in-house financing solution could offer businesses. A folder was chosen in order to allow flexible usage that could be customized when needed with rate sheets and new program offerings.

The basic kit included:

  • Custom branded presentation folder
  • Program overview brochure
  • Mobile app promotion sell sheet

In addition to the print kit, a digital kit for electronic distribution was also created.

Roles and responsibilities:
Creative direction, package design, copy writing, creative development and execution

TOUCH Inc. Website

TOUCH Inc completed a brand transition that offered the Evansville community a friendly, soothing tone and clarified the organization’s mission. As part of the brand face-lift, a new website was developed that focused on providing donors a convenient on-line donation option and link to upcoming events.

Roles and responsibilities:
Creative Director; content development, copy writing, design development and execution

Brand Transition

CobrandIn order to facilitate the Springleaf Financial and OneMain Financial merger, a plan for integration was developed including the cobrand lockup (above), a concise user guide for users to aid in explaining the interim brand, and an online portal to facilitate the distribution of new OneMain branded assets.

The primary goal of all materials was to incorporate clear guidance on everyday design issues. Decisions regarding standards were made thoughtfully, considering both brand goals and the practicality for end users.

Roles and responsibilities:
Concept development; art direction; design development and execution




Benefits Guide


The annual benefits guide was challenged to make employees feel good about their benefit options in a world where the cost of those benefits is steadily increasing by choosing uplifting lifestyle images and proving the content in a straightforward manner. Multiple versions of the guide were required to cover the variation in benefits for different company brand units. Additionally, as a cost savings and environmental decision, the guide was deployed as an electronic document only. Due to privacy constraints, only a sample of the guide is provided below.

Roles and responsibilities:
Art direction


“We’re Your Neighbor” Brand Awareness Campaign


In response to market research that determined the need for increase brand awareness in multiple markets, messaging was developed that focused on the fact that Springleaf was a part of local communities and also educated consumers about their options. The multichannel campaign included:

  • Cable advertising on national networks
  • Local Radio Spots
  • Outdoor Advertising
  • Newspaper Ads
  • High School Sponsorships

Roles and responsibilities:
Concept development; art direction; script writing; storyboard development; production management

AdCommunity Outdoor



Go Paperless!


The Go Paperless! campaign was developed to support the business desire to build increased enrollment in paperless billing statements. The campaign was proposed and launched with a multi-channel approach educating customers about the benefits and ease-of-use of paperless billing. Messaging was added to monthly printed billing statements, direct mail touted the option of paperless as a customer benefit and a popup window advertising the program was placed in the online account management portal. Key employee groups were also educated on the program with provided support materials.

Roles and responsibilities:
Concept development; art direction; design development and execution


Back in the Black


The Back in the Black event logo and support materials were designed to set the tone for a company celebration. Events were held at locations across the country – using the standard materials allowed each event to carry the same upscale tone. Materials included:

  • Event logo
  • Banners
  • Table top cards
  • Digital display imagery

Roles and responsibilities:
Art direction; design development and execution

New Customer Welcome


Welcome direct mail materials (printed and email versions) were developed to thank new customers for choosing Springleaf – recognizing that they have options in the marketplace – and to remind them of the benefits of being a Springleaf customer.

Roles and responsibilities:
Concept development; art direction; copywriting; design development and execution; html/css programming

Grow Your Green


The Grow Your Green Sweepstakes materials were developed to gain market visibility though online and direct mail promotion. Additionally, branches nationwide were provided with in-branch display materials to support the promotion. The promotional package design included:

  • Direct mail insert
  • Customer billing statement insert
  • Poster
  • Counter cards
  • Registration backboard and registration slips
  • Online sweepstakes take-home reminder
  • Sweepstakes entry front end design

Roles and responsibilities:
Concept development; art direction; design development and execution


Rock the LEAF


Rock the LEAF was an employee motivational campaign developed to launch the New Year. The campaign included a wide variety of media including:

  • Campaign logo
  • Posters
  • Meeting binder cover art
  • Welcome video
  • Annual activity recap video
  • T-shirt art
  • Meeting PowerPoint presentation template

RTL_MeetingMaterials RTL_Shirt

Link to video:

Roles & Responsibilities:
Art direction (logo)
art direction, design development and execution (all other pieces)