Seasonal Campaigns
Company
IBM iX (2015–2018)
Client
White Castle
My role
Designer
Team members
Creative Director, Art Director, Content Designer
Background
At IBM iX, my team and I worked on the seven yearly marketing initiatives for White Castle in addition to putting together a new brand campaign for every future initiative to have a new, consistent look and feel. Being able to work on so many elements of White Castle’s creative allowed us to execute complete storytelling throughout each touchpoint of the consumer journey.
POS signage
Every initiative began by creating concepts for every aspect of White Castle’s POS signage including the photography approach, color scheme, textures, and surface elements. We would then build on these elements and weave them through TV and radio spots, emails, additional print work, and social media executions. These are both examples of concepts I came up with that the client chose to drive the initiative, and they’re all deliverables I was personally responsible for creating.
Social media
I had a major role in planning, shooting and executing final posts for White Castle’s Facebook, Instagram and Twitter channels. I worked closely with copywriters, strategists and other team members to deliver unique content that grew White Castle’s following and engagement.
My role was to plan photoshoots, concept props and locations, shoot the photography and edit the selects. Social media was a key platform for White Castle to connect with a younger audience, and we were able to use original content, select user generated content and historic photos that played up the heritage of the brand strategically to give White Castle’s followers what they really wanted to see.
More work
Traverse UI Redesign
KeyBank Account Originations
Passion Projects
Caseworker Mobile App
Logo Design
Chase Authentication Experience