How do you refresh the identity of an iconic brand? At SiriusXM, I led a new lifestyle-driven strategy that focused on why people want to use the product and how it fits into their daily lives—rather than just listing it's cool features. After two years of championing this shift, we made bold, punchy visuals the hero —not the car they already bought—creating a far more engaging customer experience. They know me.
The results spoke for themselves: conversions jumped from 7% to 17% in the first year, and the approach became SiriusXM’s new creative standard, driving stronger profit margins across the board.
Lifestyle imagery – Why we use SiriusXM Guardian
SiriusXM Guardian knows where the middle
of nowhere is
Rebrand Style Guide
Style guide for each Stellantis brand
We know where the middle of nowhere is
Each brand has it’s own brand color
Content imagery
Use the primary color of the brand to drive the new color pallet
Stallantis Mobile Icons
SXMG Rebrand
Promotions, print ads, email, direct mail, everything we touched
reinforced the new brand image and visual design.
Dynamic Brand Imagery
Rebranded website
Lifestyle Imagery
Cover SiriusXM Guardian Brochure
Welcome to SiriusXM Guardian
SXMG Digital
Security
Contact Us
Rebrand Mobile Design
eNewsletter
Trade Show
- To understand Direct Energy’s success, consider a few key factors: Founded in 1986, the company has grown to become North America’s largest energy retailer, serving more than four million customers.
- This growth has been driven largely by strong, visibility-boosting marketing campaigns and a commitment to excellent customer service that builds long-term loyalty.
WTU and CPL are now apart of Direct Energy
WTU and CPL are now apart of Direct Energy
Canadian Direct Energy
Home Owner Campaign
New Home Owner DM
B2B Messenging
Powered by You
A rolling stream of names comes into frame
The names join in the middle and begin to create a tree.
A live calculator and nav appear on the left.
Full tree has grown, and once Alf has joined he can see his name in the tree.
Alf now wants to create his own community.
Alf starts his own community and a new tree begins to grow.
Even Jimmy, Alf’s son, joins the community.
Jimmy has a personal page to invite friends.
All of the ways you can reach out and make an impact on your community.
Powered
By You
You clicked on How You Can Make an Impact link and immediately a live moving stream of names begins to grow—these are people joining the Powered By You movement, in real time.
Alf’s name appears. His tree springs to life, and an energy-savings calculator opens to the left, showing the ripple effect he’s creating. Then his son Jimmy wants to join, starting his own community. A cluster of friends appears, followed by tips on how to grow their own “tree house,” uploading project photos, inviting friends and sharing his progress on Instagram or Facebook.
Launched a premium spirits brand campaign through a social-first digital strategy,
bypassed traditional web presence or print, achieving record market growth and within the first year, exclusive placement at American Airlines Center.
Packaging
Opening event
Bottle labeling
Photo shoot – Rusty Hill
Flavor strips
Website intro
American Airline Center
Tasting display
Teaser before launch
Instagram Private Tasting | The Mansion Dallas
Gift Box
Martini glass
Bottle Design
Interlocking Packaging
Launch party
Bartender
Shot Glass holder
Music Tent
Golf Tournament Free-Gift
Alternate Looks – Olive
Alternate Looks – Mondrian
Alternate Looks – Berries
Alternate Looks – Bullets
What if we could visualize the whole social universe of vacationing families at Universal Orlando?
What if we could capture the constantly updated experiences and unique stories showcasing the universe of options and ways they genuinely connect as families?
Let’s make “Vacation Like You Mean It”… Universal.
Facebook:
Using your camera, move your hands over your friends Facebook profile pictures to shoot a web and save as many friends as you can in 30 seconds. Once 30 seconds is up, we close with the line, "Congratulations — you saved 112 friends!"
YouTube:
In this rich media idea, Using your camera, move your hands over your friends Facebook profile pictures to shoot a web and save as many friends as you can in 30 secondstwo banners interact with each other. Spider-Man breaks through the UO banner spinning a web flying right at us. The father and son in the banner next to Spider-Man watches his actions and reacts in amazement, then we Vacation Like You Mean It.
TikTok:
Upload photos to TikTok from any past vacation, then you’re asked to choose some UO characters to liven things up.
- Once you choose, the respected characters fly in with set animation and alter the photo to add a little fun (e.g., the Minions, known for their childlike behavior and playful antics, speaking a unique language called "Minionese")
After animation finishes, a line reads, “Add a little mischief to your vacation.
Come to Universal Orlando where you don’t just take a vacation—you mean it. Vacation like you mean it.”
Finally, you’re prompted to share with friends and family.
Instagram: carousel
At Universal, every second of your vacation is web-spinning, Hulk-smashing, Hogsmead-immersing adventure – so you're assured eery moment will count.
Content Creation:
It’s a content creator’s job to create interesting, engaging, and relevant content that appeals to either a wide range of individuals or a specific niche, reinforcing what it means to Vacation Like You Mean It.
My goal is to entertain or inform children of all ages, parents, (specifically mothers), through artistic, written, and/or visual storytelling. If UO is fun, then the content, messaging and visuals need to be fun as well. Everything is fun and unexpected, jut like our park experience.
Blue man
The Amazing Adventures of Spider-Man
Take the Dragon Challenge
Incredible Hulk Coaster
Volcano Bay Express
- Transformers: The Ride-3D
Hogwarts and Hogsheads world
- Revenge of the Mummy
Resort Life
To showcase the full range of ingredients McDonald’s offers, the McDonald’s Texas Burger Showdown was created. The campaign invited customers to design their own burgers in an online “create your taste” contest that encouraged creativity and personalization. Participants could build and name custom burgers, then submit their creations to the McDonald’s website, where fans voted for their favorites.
The winning entry earned a rare honor:
becoming the first official McDonald’s burger created exclusively for the state of Texas.
This area will tell users about the
promotion.
Select background, show ingredients, and move
onto the next step. Copy should have a
pump-up style (IE. You’re a burger genius!).
Congratulations and thanks for the submission.
“Build Your Burger” button launches
users into 3-step burger builder.
Instructional copy tells user how to name
their burger, as well as how to submit.
Instructional copy tells user how to
vote for the best Big Bold Burger.
Rollover state on hover
Topping categories carousel shows all
topping categories available to customize
your burger
Copy tells the user they must
register prior to final burger submission.
Image of final burger
Selecting burger image from gallery
opens an enlarged, detail view that shows:
• Image of burger
• Burger creator
• Vote total
• Burger ingredients
• Vote button
The market place was changing and so was Rapp Collins. We needed to change the perception of Rapp with our clients, prospective employees and even our own employees. I started by re-imaging our website, and in the end, we re-imagined ourselves. The new site re-shaped the culture within our own walls. Traffic to the site increased 365% from 700 visitors a week to more than 2800. Awarded to Cannes Shortlist.
The website scrolls up as you scroll down, like a beanstalk
As you scroll down, the beanstalk begins to scroll up the page
Click on + and the section expands
Continue to scroll and reach the Creative Philosophy and Clients section
Each mouse and laptop expands with the latest Rapp news
Each iPad enlarges to a biography of RAPP leadership
In closing you reach a Careers page, or click on the Contact Us button and the two Ethernet cables connect
Rapp Promotions
Cover to Welcome Box
Company Brochure, Ear buds and Eggling Kit
New employee Come Grow With Us gift
Eggling Teaser Gift to Clientele
The Golden Hoe Award Application
FWA Winner
Japan’s Technology Innovators magazine
Webby Award