Equity Expression
Cincinnati Reds
As part of my work with Hyperquake, we delivered a Communications Guideline to help set the Reds' marketing and communications course for the next 5 seasons. Design thinking coupled with values-based segmentation backed with quantitative and qualitative research built the foundation for our recommendations. This also drove visual exploration to serve as a launchpad for inspiration within their internal creative services group. I used the well-researched foundation as well as my deep knowlege of the baseball/sports creative landscape to push and pull the current equity and inspire the Reds to push outside of their currently solid, but safe, visual style. Being an integral part of each step in the process from findings, to research to segmentation helped me lead a team to create a visual output that was seamless with our recommendations, even when condensed in a tight timeline.
Roles: Art Direction, Design, Research
