New England Financial; Trinity Communications, Inc.
Attributes — Company: Trinity Communications, Inc. / Client: New England Financial / Project: PowerWorks
Coop Program Launch
Coop Program Launch
The Challenge, Objective & Purpose — The challenge was to step in as lead designer on the NEF account,
Trinity’s largest revenue-based client at more than one million dollars per year. My focus was on their new
PowerWorks Coop Program launch. My task was to take full responsibility and ownership of their new identity from
the beginning stages of their collateral campaign and carry it through rollout.
Trinity’s largest revenue-based client at more than one million dollars per year. My focus was on their new
PowerWorks Coop Program launch. My task was to take full responsibility and ownership of their new identity from
the beginning stages of their collateral campaign and carry it through rollout.
The Actions — I quickly began to define NEF’s new brand and logo system incorporating it into their extensive
advertisements and national campaign. From the moment I became the lead graphic designer, I took charge of the
client and provided a direct and consistent effort to maintain their identity and crucial design elements of their logo.
advertisements and national campaign. From the moment I became the lead graphic designer, I took charge of the
client and provided a direct and consistent effort to maintain their identity and crucial design elements of their logo.
The Results — The PowerWorks Coop Program was a huge success generating a massive wave of customer
interest throughout their 140 offices nationwide. From several different options of print ads, brochures, stationary,
direct mail, national trade show booths, and much more, NEF was a leader in the financial industry.
interest throughout their 140 offices nationwide. From several different options of print ads, brochures, stationary,
direct mail, national trade show booths, and much more, NEF was a leader in the financial industry.
Recap — My efforts on NEF’s new identity system, logo development and corporate look were rewarded because
of great success. Painstaking detail and 100% consistency through all their printed materials over a two-year
span will come from complete ownership and dedication to a client — New England Financial was my client.
of great success. Painstaking detail and 100% consistency through all their printed materials over a two-year
span will come from complete ownership and dedication to a client — New England Financial was my client.
New England Annuities; Trinity Communications, Inc.
Attributes — Company: Trinity Communications, Inc. / Client: New England Annuities / Project: New England
Annuities Gateway Catalogue and Product Brochure
Annuities Gateway Catalogue and Product Brochure
Key Words & Terms — Complete ownership of project and brand; creative direction; art direction; design and
production; conceptual to press-runs; variety of skills
production; conceptual to press-runs; variety of skills
The Role — New England Annuities, a branch of New England Financial, was a client that I owned completely
and entirely at Trinity Communications, Inc. I was the head creative director, art director and graphics artist
responsible for this catalog project.
and entirely at Trinity Communications, Inc. I was the head creative director, art director and graphics artist
responsible for this catalog project.
The Challenge, Objective & Purpose — NEA needed me to design a new and colorful multi-page brochure
outlining their financial products and services. I needed to keep identity and logo standards consistent while I
developed this challenging campaign from scratch.
outlining their financial products and services. I needed to keep identity and logo standards consistent while I
developed this challenging campaign from scratch.
The Results — The client was thrilled with every aspect of the piece from beginning conceptual stages to the final
printed piece. My image selection, color and type usage, and overall ownership of the client were defined within a
powerful leadership role.
printed piece. My image selection, color and type usage, and overall ownership of the client were defined within a
powerful leadership role.
ReadBoston; Trinity Communications, Inc.
Attributes — Company: Trinity Communications, Inc. / Client: ReadBoston / Project: Adventures In Story Land
Campaign Event
Campaign Event
Key Words & Terms — Focused on the target audience; extremely creative and unique; impressive results; above
and beyond expectations; hugely successful
and beyond expectations; hugely successful
The Role — I was lead art director and graphic designer for the entire ReadBoston campaign event from beginning
stages of conceptual design to final press-runs of all materials.
stages of conceptual design to final press-runs of all materials.
The Challenge, Objective & Purpose — This was a multimedia event to promote reading for children and parents
in the city of Boston, MA. With several printed announcement materials, our efforts were followed by a banquet of
story land fairy tales. I was the lead creative art director for ReadBoston, one of Trinity’s most fun-filled pro-bono
clients. ReadBoston came to Trinity to create a campaign theme for their upcoming city-wide fundraising event.
This promotional event was sponsored by Thomas M. Menino, the Mayor of Boston, Thomas Payzant, the Super-
intendent of Boston Public Schools and trustees of the Boston Public Library. The assignment called for a creative,
responsible, multi-talented designer to step up. I took over as lead creative art director and designer for Read-
Boston on this extremely time-sensitive and challenging project.
in the city of Boston, MA. With several printed announcement materials, our efforts were followed by a banquet of
story land fairy tales. I was the lead creative art director for ReadBoston, one of Trinity’s most fun-filled pro-bono
clients. ReadBoston came to Trinity to create a campaign theme for their upcoming city-wide fundraising event.
This promotional event was sponsored by Thomas M. Menino, the Mayor of Boston, Thomas Payzant, the Super-
intendent of Boston Public Schools and trustees of the Boston Public Library. The assignment called for a creative,
responsible, multi-talented designer to step up. I took over as lead creative art director and designer for Read-
Boston on this extremely time-sensitive and challenging project.
The Actions — As head art director, my creative team designed the “Adventures in Story Land” theme illustrating
children’s stories, fairy-tales, and fantasies coming to life from their favorite books. I developed full-blown illustrated
storyboards depicting the ideas of familiar characters and events exploding with adventure and life from the pages
of Mother Goose. Our initial concept also included a colorful theatrical display of actors performing in our fairy-tale
atmosphere throughout the night of the event. I designed invitations, program booklets, announcements and print
ads all revolving around the coming-to-life story land theme.
children’s stories, fairy-tales, and fantasies coming to life from their favorite books. I developed full-blown illustrated
storyboards depicting the ideas of familiar characters and events exploding with adventure and life from the pages
of Mother Goose. Our initial concept also included a colorful theatrical display of actors performing in our fairy-tale
atmosphere throughout the night of the event. I designed invitations, program booklets, announcements and print
ads all revolving around the coming-to-life story land theme.
The Results — When I presented the original conceptual ideas, illustrations, and storyboards to ReadBoston and
Major Menino for the first time, they were overwhelmed with excitement. They loved it. Ironically enough, they liked
it so much, they not only went with our ideas full-force, they wanted me specifically to freehand illustrate the entire
roll-out printed campaign and event. It was quite a pleasant surprise and an amazing opportunity for me… to say
the least. The final pieces were a smash and the event couldn’t have gone any better. ReadBoston raised several
thousand dollars due to our creative teamwork and effort from start to finish. The combination of my design skills,
artistic talent and full understanding of the target audience for ReadBoston, was the recipe for my success.
Major Menino for the first time, they were overwhelmed with excitement. They loved it. Ironically enough, they liked
it so much, they not only went with our ideas full-force, they wanted me specifically to freehand illustrate the entire
roll-out printed campaign and event. It was quite a pleasant surprise and an amazing opportunity for me… to say
the least. The final pieces were a smash and the event couldn’t have gone any better. ReadBoston raised several
thousand dollars due to our creative teamwork and effort from start to finish. The combination of my design skills,
artistic talent and full understanding of the target audience for ReadBoston, was the recipe for my success.
Recap — After presenting my illustrated storyboards to the ReadBoston client and Mayor Menino for the first time,
they were so impressed we used the same storyboard art for the final pieces. They announced, “…not to change a
thing!” and that, “They’re perfect!”.
they were so impressed we used the same storyboard art for the final pieces. They announced, “…not to change a
thing!” and that, “They’re perfect!”.
StarNex; Trinity Communications, Inc.
Attributes — Company: Trinity Communications, Inc. / Client: StarNex / Project: BrokersPortal Identity Launch
Key Words & Terms — New and demanding; bashing stereotypical corporate financial designs; freedom of
uninhibited creativity; enormous variety and multi-media; complete brand ownership
uninhibited creativity; enormous variety and multi-media; complete brand ownership
The Role — I was one of the lead art directors/designers responsible for all areas of brand and logo development,
graphic design, and print production throughout the 10-month campaign of BrokersPortal.com.
graphic design, and print production throughout the 10-month campaign of BrokersPortal.com.
The Challenge, Objective & Purpose — BrokersPortal, a branch of StarNex, was looking for a creative team to
construct and design their entire identity from conceptual thought, print advertisements, trade show booths, a
complete stationary system, to a full-blown Web site. The challenge was to step in as lead designer on Trinity’s
newest client. I was brought in from the beginning stages of conceptual ideas through brand development to every
aspect of building their brand. We were to come up with a completely abstract and creative solution for their
campaign and logo design setting it leagues apart from its competitors. We used the DRUMS approach: Distinct,
Relevant, Unique, Memorable and Sales driven.
construct and design their entire identity from conceptual thought, print advertisements, trade show booths, a
complete stationary system, to a full-blown Web site. The challenge was to step in as lead designer on Trinity’s
newest client. I was brought in from the beginning stages of conceptual ideas through brand development to every
aspect of building their brand. We were to come up with a completely abstract and creative solution for their
campaign and logo design setting it leagues apart from its competitors. We used the DRUMS approach: Distinct,
Relevant, Unique, Memorable and Sales driven.
The Actions — We developed the “Save The Broker”, “Join The Movement” message as our unique and diverse
campaign strategy. Our “Urban Rebellion” approach was an extremely fresh and non-corporate solution no one in
the financial/broker environment has ever seen. I developed trade show booths, a complete stationary package, a
series of print advertisements, brochures and a Web site launch.
campaign strategy. Our “Urban Rebellion” approach was an extremely fresh and non-corporate solution no one in
the financial/broker environment has ever seen. I developed trade show booths, a complete stationary package, a
series of print advertisements, brochures and a Web site launch.
The Results — BrokersPortal was an enormous success generating an amazing amount of interest and sign-ons.
For example, our spray-painted brick wall trade show booth created wave after wave of public interest nationwide.
Our publication advertisements cursing “the new economy” were wonderfully controversial. BrokersPortal was the
talk of the brokers’ and carriers’ world. With an arsenal of creative skills and my abstract way of thinking on
conceptual designs, I offered a unique approach to the creative problem-solving team. In short, I was able to
provide clever and efficient results on every aspect of the campaign.
For example, our spray-painted brick wall trade show booth created wave after wave of public interest nationwide.
Our publication advertisements cursing “the new economy” were wonderfully controversial. BrokersPortal was the
talk of the brokers’ and carriers’ world. With an arsenal of creative skills and my abstract way of thinking on
conceptual designs, I offered a unique approach to the creative problem-solving team. In short, I was able to
provide clever and efficient results on every aspect of the campaign.
Recap — With the completion of their stationary system and corporate identity standards manual, I was the lead
(guru) designer for the StarNex, BrokersPortal account. Their overwhelming customer enrollment was a direct
result of my efforts and loyalty to this year-long campaign. It was a fun and wonderful experience — just to be
involved in such a major part of this powerfully creative dream.
(guru) designer for the StarNex, BrokersPortal account. Their overwhelming customer enrollment was a direct
result of my efforts and loyalty to this year-long campaign. It was a fun and wonderful experience — just to be
involved in such a major part of this powerfully creative dream.
YMCA; Trinity Communications, Inc.
Attributes — Company: Trinity Communications, Inc. / Client: YMCA (Young Men’s Christian Association) /
Project: YMCA Billboard and Advertisement Campaign
Project: YMCA Billboard and Advertisement Campaign
Key Words & Terms — Teamwork; fun and exciting; unique and creative opportunities; modeling; following
instructions and providing leadership; artwork manipulation; public exposure
instructions and providing leadership; artwork manipulation; public exposure
The Role — YMCA asked Trinity Communications, Inc. to come up with a theme for their Boston, MA locations. We
developed the “mind and body” concept. Along with using my graphic design and production skills on this piece, I
also modeled as the subject for their billboard and advertisement displays.
developed the “mind and body” concept. Along with using my graphic design and production skills on this piece, I
also modeled as the subject for their billboard and advertisement displays.
The Challenge, Objective & Purpose — YMCA needed to shout out to the city of Boston, MA about their new
fresh ideas and promote enrollment in their clubs. Using “mind and body” images as a powerful tools for this series,
we were trying to advertise that it’s “simply a smart idea” to join the YMCA.
fresh ideas and promote enrollment in their clubs. Using “mind and body” images as a powerful tools for this series,
we were trying to advertise that it’s “simply a smart idea” to join the YMCA.
The Results — With the launch of YMCA’s train station posters, train car signs and citywide billboards, the client
was thrilled with the results. My involvement with designing, modeling and creating this campaign was greeted with
high praise and satisfaction, to say the least.
was thrilled with the results. My involvement with designing, modeling and creating this campaign was greeted with
high praise and satisfaction, to say the least.
The Mentor Program; Digitas
Attributes — Company: Digitas / Client: Digitas / Project: The Mentor Program
The Challenge, Objective & Purpose — When I first arrived at Digitas as a computer graphics designer, like all
designers that first join the company, I was placed in the studio training mentor program to learn the creative studio
process, the clients, and the workflow process.
designers that first join the company, I was placed in the studio training mentor program to learn the creative studio
process, the clients, and the workflow process.
The Actions — Because of my ability to learn quickly and efficiently, my managers and fellow employees noticed
me immediately in the studio. My experience and expertise in all areas of print design and production soon paid off.
Soon I was known for completing my projects accurately, timely and without flaw.
me immediately in the studio. My experience and expertise in all areas of print design and production soon paid off.
Soon I was known for completing my projects accurately, timely and without flaw.
The Results — My colleagues and studio managers saw my efforts and work ethic soon after I arrived. I was
awarded the title of the quickest creative studio member to pass through the training process and head straight to
design project manager. Because of my past experience and expertise with all areas of design and print production,
I was recognized as one of the most knowledgeable and experienced new designers at Digitas, Boston.
awarded the title of the quickest creative studio member to pass through the training process and head straight to
design project manager. Because of my past experience and expertise with all areas of design and print production,
I was recognized as one of the most knowledgeable and experienced new designers at Digitas, Boston.
Recap — Due to my confidence and work experience, I was the fastest studio designer to pass through Digitas’
mentor program in the history of the company. After only 7 weeks as a production artist, I became a project
manager. A department-wide e-mail was sent out to congratulate my efforts.
mentor program in the history of the company. After only 7 weeks as a production artist, I became a project
manager. A department-wide e-mail was sent out to congratulate my efforts.
Duracell; Digitas
Attributes — Company: Digitas / Client: Duracell / Project: duracell.com (Web site production)
The Challenge, Objective & Purpose — The design team in charge of creating Duracell’s new Web site at Digitas
was looking for an on-line designer in the studio to work with the art director. I was assigned to help develop and
design the new launch of duracell.com. With such a high demand of on-line designers in the creative studio at the
time, I needed to step up to the plate and perform. My challenges were to quickly master the necessary on-line
design applications such as ImageReady, Fireworks, and Dreamweaver. I then needed to immediately put them to
use and take over as the sole production designer for the duracell.com project.
was looking for an on-line designer in the studio to work with the art director. I was assigned to help develop and
design the new launch of duracell.com. With such a high demand of on-line designers in the creative studio at the
time, I needed to step up to the plate and perform. My challenges were to quickly master the necessary on-line
design applications such as ImageReady, Fireworks, and Dreamweaver. I then needed to immediately put them to
use and take over as the sole production designer for the duracell.com project.
The Actions — My team will tell you that throughout all the stages of the development of Duracell’s new Web site,
I was organized, thorough, meticulous, and aware. I provided creative solutions and paid attention to the details as
we implemented their brand into several pages of their site. I was fast and efficient utilizing the necessary, on-line
applications such as PhotoShop, ImageReady and Dreamweaver. I sliced, optimized and provided structure to all
the elements of an extremely complicated project. My ability to handle the responsibility of such an enormous
production was noticed and respected by the entire creative studio. These were the keys to my success.
I was organized, thorough, meticulous, and aware. I provided creative solutions and paid attention to the details as
we implemented their brand into several pages of their site. I was fast and efficient utilizing the necessary, on-line
applications such as PhotoShop, ImageReady and Dreamweaver. I sliced, optimized and provided structure to all
the elements of an extremely complicated project. My ability to handle the responsibility of such an enormous
production was noticed and respected by the entire creative studio. These were the keys to my success.
The Results — Because of my diligence and ownership of the project, I was able to add a level of structure needed
to complete the assignment on time. Our anticipation was overwhelming. The entire creative team responsible for
completing this project was proud of themselves, and most importantly, of me. The client was extremely pleased
with our work and gave us much praise as we awaited the launch date.
to complete the assignment on time. Our anticipation was overwhelming. The entire creative team responsible for
completing this project was proud of themselves, and most importantly, of me. The client was extremely pleased
with our work and gave us much praise as we awaited the launch date.
Recap — I was one of only three other studio members with the skills and talent to work as both an off-line and on-
line designer. With my experience in print production work and, now, Web design applications, I was one of very
few creatives in the company that could handle any project that came down the pipe. Of course, this made me a
very valuable asset to Digitas and many of our clients. I was soon recognized as the “go-to” guy throughout the
department for time-sensitive projects.
line designer. With my experience in print production work and, now, Web design applications, I was one of very
few creatives in the company that could handle any project that came down the pipe. Of course, this made me a
very valuable asset to Digitas and many of our clients. I was soon recognized as the “go-to” guy throughout the
department for time-sensitive projects.
AT&T; Digitas
Attributes — Company: Digitas / Client: AT&T / Project: AT&T Direct Mail Promotion
Key Words & Terms — Out of the box; pushing the limits of branding; technology; speed and performance;
execution of creative elements; dynamic
execution of creative elements; dynamic
The Role — I worked with the art director to finish the composition and design of AT&T’s newest direct mail
campaign. I then took full responsibility of pre-press development, production and final mechanicals to be sent out
to our venders.
campaign. I then took full responsibility of pre-press development, production and final mechanicals to be sent out
to our venders.
The Challenge, Objective & Purpose — This was a direct mail campaign with a drop of about 600,000. Our goal
was to achieve a massive sign-up response for AT&T’s high-speed Internet access. We reached beyond our
existing target audience with a fast, new and creative way to depict AT&T’s “globe” icon.
was to achieve a massive sign-up response for AT&T’s high-speed Internet access. We reached beyond our
existing target audience with a fast, new and creative way to depict AT&T’s “globe” icon.
The Results — I learned the importance of bending the image of consistent design standards and creativity. My
experiences with this piece demonstrated the excitement and exposure needed to reach all levels of the audience
and to achieve overwhelming consumer results.
experiences with this piece demonstrated the excitement and exposure needed to reach all levels of the audience
and to achieve overwhelming consumer results.
Best Buy; Digitas
Attributes — Company: Digitas / Client: Best Buy / Project: Best Buy Self-Mailer
Key Words & Terms — Exciting; responsibility; big-name client experience; cutting-edge creativity; extreme
deadlines; high-end brand consistency; performance under pressure
deadlines; high-end brand consistency; performance under pressure
The Role — This was our first direct mail piece created by Digitas. I held full responsibility for the completion of the
design, ownership of the Best Buy brand and final pre-press production. I was the lead production designer through
all phases of development.
design, ownership of the Best Buy brand and final pre-press production. I was the lead production designer through
all phases of development.
The Challenge, Objective & Purpose — Our objective was to reach several thousand more consumers of Best
Buy with a newly-designed direct mail piece and simply get them into their stores. The client was very pleased with
our efforts and continued to work with us expanding their target audience.
Buy with a newly-designed direct mail piece and simply get them into their stores. The client was very pleased with
our efforts and continued to work with us expanding their target audience.
The Results — Due to my sincere focus and loyalty to our new client, Best Buy, I was able to perform with flawless
execution. I proved to be a responsible, reliable, fresh-minded designer and production artist. I quickly signed-on
for many more assignments with Best Buy.
execution. I proved to be a responsible, reliable, fresh-minded designer and production artist. I quickly signed-on
for many more assignments with Best Buy.
Delta Airlines; Digitas
Attributes — Company: Digitas / Client: Delta Airlines / Project: Delta SkyMiles Newsletter
Key Words & Terms — Strong and powerful branding; logo consistency; flawless responsibility and execution;
multi-application experience required; displaying identity accurately from month to month
multi-application experience required; displaying identity accurately from month to month
The Role — I was the lead graphic designer and computer artist for the completion of the Delta SkyMiles news-
letters including brand/logo ownership and identity standards. I was also the head production pre-press person in
charge of releasing the final product.
letters including brand/logo ownership and identity standards. I was also the head production pre-press person in
charge of releasing the final product.
The Challenge, Objective & Purpose — The objective was to continue with Delta’s monthly SkyMiles newsletters
promoting their brand, products and detailed information of domestic travel. They needed Digitas to convey their
message accurately and consistently with the existing Delta materials.
promoting their brand, products and detailed information of domestic travel. They needed Digitas to convey their
message accurately and consistently with the existing Delta materials.
The Results — The client (as well as the entire creative studio) was amazed at the speed and skill I demonstrated
upon the completion of the piece. With my record-breaking performance on deliverables, I was recognized as the
“go to guy” on all future Delta SkyMiles assignments.
upon the completion of the piece. With my record-breaking performance on deliverables, I was recognized as the
“go to guy” on all future Delta SkyMiles assignments.
FedEx (Federal Express); Digitas
Attributes — Company: Digitas / Client: Federal Express / Project: FedEx Holiday Promotion
Key Words & Terms — Creative freedom; specific skills; multi-talented; patience; strict brand usage; teamwork;
dependable and resourceful; imaginative; customer friendly
dependable and resourceful; imaginative; customer friendly
The Role — I was the sole graphics artist and production expert for this Federal Express project. I performed
meticulous reconstruction and design to all stages of this piece including Illustrator artwork, logo usage and product
display execution.
meticulous reconstruction and design to all stages of this piece including Illustrator artwork, logo usage and product
display execution.
The Challenge, Objective & Purpose — The purpose was to combine a fun-filled holiday promotion with the
shipping services provided to FedEx customers. We produced holiday displays, posters and signage conveying a
unique and almost three-dimensional approach to target marketing.
shipping services provided to FedEx customers. We produced holiday displays, posters and signage conveying a
unique and almost three-dimensional approach to target marketing.
The Results — Due to my ingenuity and attention to detail, the project was a success and the client was extremely
pleased. My creative solutions and computer graphics talent provided the necessary structure and attention
needed to complete the assignment error free.
pleased. My creative solutions and computer graphics talent provided the necessary structure and attention
needed to complete the assignment error free.
GMC (General Motors Company); Digitas
Attributes — Company: Digitas / Client: GMC (General Motors Company) / Project: GMC Envoy Self-Mailer
Key Words & Terms — Creative elegance; distinctive brands and products; respected client relationship; variety
of necessary application skills and experience; high level of pre-press production responsibility
of necessary application skills and experience; high level of pre-press production responsibility
The Role — After working with the art director to complete the final design, I took over the GMC Envoy direct mail
project as lead production designer and graphics artist. I was responsible for all the artwork, typography, logo
usage and final pre-press release.
project as lead production designer and graphics artist. I was responsible for all the artwork, typography, logo
usage and final pre-press release.
The Challenge, Objective & Purpose — GMC had a goal of releasing the announcement of their new product,
Envoy, Sport Utility Vehicle. The creative team of Digitas was to design a unique direct mail piece to convey the
elegance, architecture, power and features of their new SUV.
Envoy, Sport Utility Vehicle. The creative team of Digitas was to design a unique direct mail piece to convey the
elegance, architecture, power and features of their new SUV.
The Results — The final piece was produced on time and without flaw. The client was quite happy with the results
and expressed their satisfaction to Digitas and the fast and efficient efforts of the creative team. My loyalty and
brand experience was no doubt a crucial component to the success of this project.
and expressed their satisfaction to Digitas and the fast and efficient efforts of the creative team. My loyalty and
brand experience was no doubt a crucial component to the success of this project.
case studies
