simple execution, bigger impact

I was asked to work on a project for the Insurance Bureau of Canada. IBC wanted to develop an awareness campaign educating consumers about what they are paying for when it comes to house and auto insurance.

My creative partner had written scripts around statistics. The idea was to develop a series of 15 second spots that entertained as well as educate - delivering a thought in the form of a question. To find the answer to this question the consumer needed to go online at ibc.com.

This is not the most exciting of subjects. How many people really spend any time reading their insurance policies. Not me! So, for these spots to be effective, they had to be entertaining, simple and thought provoking. Hit that inquisitive nerve to drive people online to learn a lot more about their home and auto insurance.

We chose traditional animation style to simply illustrate the thought in an entertaining way.

Have a look at the above sample then go read your policy.

Making the brand hero.

While I was Creative Director at Carlson Marketing Canada, I had a great opportunity to develop advertising promoting the different disciplines Carlson has to offer.

Carlson went through a global re-branding and part of the communication strategy, advertise the disciplines of the Carlson brand.

When communicating the benefits of a brand, I always start with the iconography of the brand. Develop a story around the disciplines, illustrate the benefit using the brand icon as the hero image. This direction created a unique, own-able communication.

I have attached two print ads communicating two different Carlson disciplines.

Enjoy.

Navigating consumers through content-rich sites.

One of my past clients, Kraft, needed to redesign it's global online experience. This example of the architecture and creative overlay for Kraftfoods.com, illustrates how a content-rich site can be made to be an enjoyable experience for the average consumer. While it seems like common sense that any site should be a positive experience, designers sometimes get too caught up in their own design, and forget who we are creating the web site for.

Have a look at the attached site for Kraftfoods.com. You will see that while it remains content-rich, it is also easy to navigate. The menu bars are designed so that a consumer can always retrace their steps without getting lost. All action items are distinctly marked with a hot color. In this example that color is orange. The design is light and contemporary, giving the consumer a sense of trust. A place where the consumer can take some time to explore.

Enjoy your experience.