In late 2019, San Diego was awarded an expansion spot for the USL Championship Professional Soccer League. Shortly after announcing Landon Donovan as a partner in the effort, I was tasked with creating the brand for the team.

Starting with research, we quickly transitioned to creative strategy and development. The goal was to create something beyond a soccer team. A movement that embodied everything special about our San Diego community.

Creative Contributions

Brand Strategy

Logo Design

Brand Platform

Brand Guidelines

Kit Design

Stadium Graphics

Advertising Campaign

Merchandise

Creative Contributions

Video

Website

Print

Point of Purchase

Banner Media

Experiential

Creative Contributions

Video

Landing Page

Dealer Kit

Kiosk App

Outdoor

Out of Home

Creative Contributions

Video

Outdoor

Print

Landing Page

Social Video

Retail

ASICS had goals to expand beyond their core audience of marathon runners, begin to appeal to a broader running lifestyle, and ultimately carve out a space into a more general athletic market. To do so, ASICS recognized the opportunity in creating brand experiences that could act as anchors for campaign initiatives.

One of the first was the Beat the Sun race, a Global Competition to run around Mont Blanc on the longest day of the year. Since the communication efforts spanned the globe, the most efficient and effective use of marketing dollars were all online and retail store efforts. The participants were selected online by virtue of a voting and social meme competition.

Creative Contributions

Promotional Videos

Retail Marketing

Landing Page

Online Training Program

Social Media Content

Online Participant Selection

Facebook Live Broadcast

Creative Contributions

Retail

Poster

Website

Online Media

Creative Contributions

Experiential

Video

Website

Print

Banner Media

Creative Contributions

Video

Website

Online Media

Creative Contributions

Website

Video

Online Media

Creative Contributions

Campaign Platform

Website

Print

Retail

Email

Creative Contributions

Video

Social Content

Print

FSI

Langostino School of Lobster Etiquette

For the promotion of the Langostino Lobster Seasonal menu items, Red Door created the online School of Etiquette to educate our fans on the proper ways to enjoy the culinary fare.

Return of the Original Fish Taco Game

When Rubio’s brought back the iconic Original Fish Taco, Red Door created an online game where fans could race against time to find items in an intricate illustration. The fastest times were entered for the chance to win prizes such as the latest Apple iPads to free beverages in-store.

Website and Brand Landing Page

Creative Contributions

Outdoor

Video

Website

Creative Contributions

Video

Website

Online Media

Creative Contributions

Video

Website

Online Media

Creative Contributions

Video

Website

Online Media

Saturn was once A Different Kind of Car Company, known for community of faithful drivers and picnics at the car plant. With hopes of reconnecting with people and getting back to being more than just a car manufacturer, Saturn and Deutsch launched the Rethink Campaign.

In order to reach people at a more personal level, I thought the best way was to somehow affect them at the community level. By volunteering with local non-profits, customers would be credited with cash to put towards their down payment.

Additionally, we proposed “rethinking” their website. The site would rely almost entirely on user generated content. Instead of just highly produced car photos, shots of the car would be from actual Saturn owners. In addition, the site would be built modularly, where audiences could customize and select the type of content viewable on the homepage.

Creative Contributions

Promotions and Cause Marketing

Website

Creative Contributions

Campaign Platform

Print

Website

Point of Purchase

Creative Contributions

Print

Point of Purchase

Website