REWS is an internal Google group (standing for Real Estate and Workplace Services) for which I am the communication team's lead designer. As the account grew, I began to oversee a team of designers and copywriters on various projects such as quarterly bus ads, presentation deck design and cleanup, event collateral, and global internal campaigns.
In the summer of 2017, the Google Food team within REWS came to us to create a campaign to gently nudge Googlers to not take their perks for granted. Read on, or view the case study video.
Creative Director - Armando Ani, Associate Creative Director - Caroline Cahill Canty, Copywriter - Daniel Ari, Art Director - Jonathan Fang, Video Editors - Andrew Jordan and Calvin Lew
Great perks come with great responsibilities—and rules, most of which are unwritten. How do we promote and right behaviors and buy in without finger-wagging?
We proposed the most subtle yet irresistible, simple yet unexpected way of delivering some of the most straightforward, awkward, and “do-we-really-need-talk-about-this?” reminders and messages like, “Please don’t bring food home to feed your entire family.”
Through haikus! More than 30 of them, with several different messages from cafeteria conduct to shuttle etiquette.
Then we appealed to Googlers’ inventiveness by asking for their participation in writing the next batch of Google etiquette haiku. In other words, reading (and understanding) Google rules became an active, two-way communication with a core of shared creativity.
This launched in June 2017 in 70 offices across 50 countries worldwide. Micro kitchen operators noticed less of a need to restock snacks because large quantities aren’t being taken in one stop. Usage of scoops and cups for bulk items increased. They also noticed dogs were being kept out of cafes. Several hundred haikus were submitted by Googlers.
Google Express needed a refresh of their newbie onboarding series. We had to create dynamic modules and develop a more effective campaign, but use existing imagery. I also coordinated a scrappy photoshoot to show Google Express that new imagery could significantly improve the emails and that Epsilon could manage the shoots. That option wasn't within their scope or timeline, but demonstrated our capabilities.
This campaign resulted in a 2x increase in clickthrough rate compared to the previous onboarding series
Creative Director - Armando Ani, Senior Art Director - Caroline Cahill Canty, Copywriter - Julie Vree
Google My Business (GMB) is a free service offered to small and medium businesses across the globe. Owners can list their business so they are visible on Google Search and Maps. Each month, they receive a Monthly Performance Report of the activity. GMB came to us for a redesign and strategic testing to increase open and click through rates. In addition to making the design more modern, we updated it to be responsive now that Gmail supports responsive design. The redesign beat all of their targets and attracted attention from various news sources including Search Engine Land and blogs.
Open rate: +15.1% Click Rate: +146.5% CTOR: +114.1%
Creative Director - Armando Ani, Associate Creative Director - Caroline Cahill Canty, Art Director - Sunja Culley
I served as Creative Director of Underclub, a premium lingerie subscription company. In the early stages, I created the two-color and single color logos, as shown on the packaging below. My main focus was social media which I concepted, photographed, edited and wrote. My Thursday #undiesinspiration series ended up inspiring some of our brands to do something similar.
Because it was a startup, my role extended far beyond that of CD and I found myself planning events, photographing underwear, packing up monthly subscriptions and even making underwear cookies.
Creative Director - Caroline Cahill Canty
I was a part of the team that won the Samsung TV social media pitch. Once we won the account, I was responsible for concepting and executing various posts and ads for Facebook.
Designer - Caroline Cahill Canty
After winning the Goody new business pitch, my team and I helped launch several new products as well as an entirely new line extension of heat products. We wanted to make these stand out from other hair spots and successfully did that through the use of different shooting and editing techniques.
Responsible for concepting, editing and retouching.
ACD Copy - Emarie Bell, ACD Art - Jessica Briggi, Art Director - Caroline Cahill Canty
The Maybelline 2010 Calendar was a promotional piece sent to Maybelline PR representatives across the globe. These posters play with the scale of the products and create big, bold images with strong makeup statements. Each 27"x36" poster folds down to a 9" square with a closeup image or logo. Four different versions of the cover and back cover were sent featuring different models.
Responsible for concepting, on set art direction and overseeing retouching.
Creative director - Brian O'Reilly, Art Director - Caroline Cahill
This project won a Gold NY Addy Award in 2010.
high c's design is where I balance my love of design and celebrating life's milestones. I've designed many save the dates, wedding invitation suites and day of paper products for soon-to-be married couples.
Lindt USA had been repurposing the same footage for 10 years, so they asked us to rexamine the world of their Master Chocolatier, woman experiencing the chocolate and the chocolate itself. The result was a spot that was so well received that the Lindt clients decided to run it worldwide. For an extra laugh, check out our BTS video. The awkward biter at :19 is me.
Responsible for concepting, on set art direction, editing and post production.
Creative Directors - Brian O'Reilly and Michael Jordan, Art Director - Caroline Cahill Canty
In the early days of Pinterest, Patrón Tequila was hesitant to jump on board. Our team felt strongly enough about it that we brainstormed a concept - Patrón Brunch - and pulled together a bare bones photoshoot in which I served as art director, prop stylist, photographer and photo editor. We also repurposed imagery the clients already had and showed them how we could package them as new boards. The client loved the idea and we went on to shoot several more (and more legit) concepts including a picnic.
Responsible for concepts, art direction on set, photography, image selection and retouching.
Creative Director - Troy Benton, Art Director - Caroline Cahill Canty
To commemorate their 2012 World Series Championship, the San Francisco Giants created a fan jewelry collection. I designed the website, POS pieces, billboards and posters. I also shot and retouched the lifestyle imagery.
Creative director - Troy Benton, Art Director - Caroline Cahill Canty
I've designed various logos for small businesses and brands within larger corporations.
Underclub is a monthly underwear subscription company in which subscribers received a single pair of underwear in a small, pretty box directly to their doorstop. Though they’ve recently redone their branding, this logo was part of a full system I created for them in their early stage.
go/H20 was an internal Google campaign to encourage both hydration for health and the use of reusable containers. After the launch campaign ended, the drop logo continues to be used to encourage the message.
Envite is an event planning service. They had just relocated from New York and really wanted to connect to the Bay Area.
Ticktate (now LEA) was the original iteration of a concert ticketing chat bot. They wanted a wordmark with a subtle hint toward the business.
Little Care Box was a non-profit created by my previous employer, Reindeer, in which we solicited donated goods from vendors and provided them (in cardboard boxes) to those whose homes were ravaged by Hurricane Sandy.
Intel's Facebook and Twitter pages feature smart and interesting content. Intel also has a Facebook page geared specifically at the likes and needs of developers.
Creative Director - Eujin Hong, Art Director - Caroline Cahill Canty
I was the art director for the three largest global Maybelline mascara launches of 2010 (Falsies) and 2011 (One by One and Hypercurl[Asia]). Each had multiple corresponding print ads.
The :30 TV spots are below with shorter spots for the ancillaries.
Responsible for concepting, on set art direction, editing and overseeing retouching.
Copywriter for Falsies and One by One - Emarie Bell, Copywriter/Creative Director Copy for Hypercurl - Alison Gould. Creative Director - Brian O'Reilly, Art Director - Caroline Cahill Canty
I have been commissioned to design t-shirts, patches, fanny packs and more for various charities and sports teams. They often feature illustration and fun type placement.