Business-to-Business Advertising and Marketing
In business-to-business advertising and marketing I always strive to simplify. One of the biggest challenges of communicating the benefits of a product or service to a business is fighting the urge to add complexity to the message. I take the complex and boil it down to the value proposition that resonates strongest with the target audience.
BusinessWeek Online Sales Kit
When I was approached by BusinessWeek to create the overall look and feel of their sales materials for BusinessWeek Online, the logo was finished, the website was up, but everything else was fair game. At the time, the web was still uncharted territory for business. I wanted to show that BusinessWeek had a clear vision of the future and what the web had to offer to their potential clients. The cover design was applied to a sales kit, posters, mouse pads, and a number of other marketing and promotional materials.
PlanetOut Partners Sales Kit
The sales department of PlanetOut Partners, Inc. was in need of a new sales kit. Another creative group within the company, which normally focused on consumer facing marketing, had been working on the project for three months, but had nothing to show for their efforts. The project was given to me to complete, which I did within two weeks. The kit went on to win a design award from GraphicDesign USA and ad sales increased 20% after its introduction. With the success of the project, I was placed in charge of all creative needs relating to corporate branding and business-to-business communication, including both advertising media sales and investor relations.
PlanetOut, Inc. Rebranding
A few months after completing the PlanetOut Partners sales kit and taking on the lead creative role for business-to-business and investor facing branding and marketing, the company had its IPO and was renamed PlanetOut, Inc. I led the process of refreshing the PlanetOut logo and creating a new, visually bolder, brand identity around the mark. The refreshed media sales kit is a great example of this multifaceted brand refresh.
Meet the 5,000,000 lb Gay Gorilla
Advertisement celebrating PlanetOut reaching over 5,000,000 unique visitors per month. At 5,000,000 uniques, PlanetOut had the greatest reach to the gay market, thus the concept that they were now the “5,000,000 lb gay gorilla.” I conceived of the concept, wrote the copy and executed the design (including illustration).
IAC Advertising
I wore many hats at IAC, one of my roles as lead creative was to create marketing and sales materials for IAC Advertising. My group was responsible for the company website, sales kit and sell sheets, premiums, events, trade show exhibit, presentation materials for large sales pitches, e-newsletters and more.
To the left is the IAC Advertising website homepage. The header was interactive, allowing users to mouse over the images to see audience data—this design element was carried over to the IAC Advertising trade show booth.
IAC Advertising trade show exhibit
IAC Network advertorial and “We’re Closer” print advertisement. This ad ran in Advertising Age’s Ad Network & Exchange Guide, focused on IAC Advertising’s newly launched ad network.
IAC Network “See Something You Like” print advertisement. Print advertisement for IAC Advertising’s Network, ran in iMedia program.
Citysearch Relaunch Sweepstakes
To introduce advertisers to the newly relaunched Citysearch, my team created a sweepstakes. The campaign kicked-off with an HTML-email announcing the sweepstakes. The bottom portion of the sweepstakes website contained animation that highlighted the new focus and features of Citysearch.