PHOTO ASSET DEVELOPMENT

PHOTOGRAPHY & ART DIRECTION

PHOTO ASSET DEVELOPMENT: CASE STUDY FOR MICRO MATIC

Photography and Art Direction for Multi-Channel Marketing

GOAL

Develop, curate, and manage a photo asset system with unique imagery for multi-channel markets.

CHALLENGE

The task involved scouting locations, scheduling models, coordinating shoot times, and managing travel to develop a robust and diverse collection of lifestyle and stylized beverages poured with signature Micro Matic equipment.

SOLUTION

Secured various locations equipped with the desired Micro Matic equipment.
Scheduled photo shoots involving models, General Managers, Restaurant Groups, and an assistant.
Created diverse categories for "on tap" items including beer, wine, water, nitro coffee, juice, kombucha, and more.

TEAM

Christy acted as Project Manager, Creative Director, Photographer, and Stylist. She collaborated with the Technical Director, Design Center, and Regional Sales Managers to secure locations and develop comprehensive shot lists.

RESULT

Successfully created a diverse collection of stock imagery featuring recognizable restaurants, bars, breweries, and vineyards throughout the U.S. This extensive photo library supports multi-channel marketing efforts with visually appealing and relevant content.

TRADE SHOW EXHIBIT MANAGEMENT

"It's incredible the amount of work you had to do with the trade shows. You did an amazing job setting the standard and providing a foundation on how to do shows of this scale." – Brian Van Holten, Creative Brand Manager, Micro Matic USA

PROJECT MANAGEMENT, CREATIVE & ART DIRECTION

MODULAR TRADE SHOW DISPLAY: CASE STUDY FOR SUNCOAST SKYLINE

Creating a Flexible and Functional Exhibit System

GOAL

Create a modular, flexible, and functional trade show display that can be retained for the next five years while allowing the content to be repurposed.

CHALLENGE

Redefining budget allocation, improving efficiencies, crafting compelling messaging, and enhancing design capabilities while updating the strategy to accommodate various event sizes and scales throughout the year.

SOLUTION

Vetted new exhibit partners and selected scalable booth designs.
Ensured alignment with the global brand by using similar textures and aesthetics.
Focused on incorporating unique accessories and styling tailored to each specific show and market.

TEAM

Partnered with Suncoast Skyline to build, store, and modify the exhibits. Assembled a diverse team including engineers, artisans, designers, videographers, illustrators, and logistics experts to implement the project.

RESULT

Successfully created scalable and adjustable exhibits that were unique to each target market. The project maintained budget efficiency, reducing costs by 15-20% compared to previous years.

EVERYTHING ON TAP – CAMPAIGN

MEANS EVERYTHING ON TAP – ALL BEVERAGE PLATFORM PRODUCT & MARKET LAUNCH CAMPAIGN

"Christy is very proactive in dealing with problems and is effective at anticipating potential issues before they surface. She is very dedicated to delivering on her responsibilities, is guided by a moral compass pointed in a true direction. She has a strong desire for continual learning and for accepting new and challenging projects. I always enjoyed Christy’s easy and confident communication style and her ability to deal positively with her colleagues and customers alike." – Sean Fadden, Director of New Product Development, Micro Matic USA

CREATIVE DIRECTION & ART DIRECTION

BRAND AND PRODUCT AWARENESS: CASE STUDY FOR CONVENIENCE STORE MARKET

Creating a Presence in a New Market

GOAL

Create brand and product awareness in the convenience store market.

CHALLENGE

Entering a new market with a new product. The convenience store market prioritizes efficiencies and footprint, focusing on ease of use. Highlight the machine's ability to handle various temperatures, viscosities, and treatments, minimizing footprint and increasing efficiency by combining multiple functions into one machine.

SOLUTION

Simplified the message and used bold aesthetics with the tagline "Everything on Tap."
Exhibited at Convenience Store Trade Shows.
Produced videos for trade show booths and the website.
Placed ads in industry trade magazines.
Created a landing page on the website.
Launched targeted Google and social media campaigns.
Ran digital ads and web banners on industry, architectural, food service, and vendor sites.

TEAM

Collaborated with the Director of New Product Development to set goals and objectives. Brainstormed concepts and established parameters with my team. Assembled and led a team of in-house and freelance designers, copywriters, videographers, and outside vendors to execute the project.

RESULT

Successfully created awareness among key Fortune 500 decision-makers, resulting in requests for prototypes to be tested in their stores.

BAR + SHOWROOM DESIGN

"Christy always surprised me with her ability to see the finest of details when looking at a blank space or canvas. She worked extremely well across all functions and departments to capture the needs of each stakeholder and blended them seamlessly to create our overall brand image and message. She was responsible for many high profile projects including internal culture campaigns, building interiors and large scale event design.

With our largest marketing spend, she excelled at trade show execution which required her to identify and work with third party vendors on the messaging, design, transportation and construction of custom booths. In short, Christy is always willing to take on new challenges and completes them to a very high standard often operating with little direction." – Cian Hickey, President, Micro Matic USA

PROJECT MANAGEMENT, CREATIVE & ART DIRECTION

ENVIRONMENT SHOWCASING DRAFT MANUFACTURING: CASE STUDY FOR BAR AND RESTAURANT SETTING

Creating a Functional and Entertaining Space

GOAL

Create an environment that showcases the draft manufacturing process in its final usable bar and restaurant setting. Develop a fully functional working bar to entertain clients and celebrate employees.

CHALLENGE

Assemble a team to execute the project from concept to execution within a $100k budget and quick deadline.

SOLUTION

Custom-designed and handcrafted a king's table, keg wall, and light fixtures using manufacturing parts.
Created a custom-designed live-edge bar featuring the founder's signatures on backlit panels.

TEAM

Collaborated with contractors, the CFO, and the Company President to set goals, budget, and objectives, and to establish project parameters. Assembled and led a team of artisans and trade vendors to implement the project.

RESULT

Successfully featured the major business components with lit bases and a functional pouring bar. The space provided a venue for employee functions and client entertainment, showcasing the draft manufacturing process effectively.

FINGERPRINT – INTERNAL CULTURE CAMPAIGN

CREATIVE DIRECTION, ART DIRECTION, PHOTOGRAPHY, & DESIGN

GOAL

Create an opportunity for each employee to feel heard, recognized, and engaged in the company.

CHALLENGE

The culture of the company was suffering, one thing we learned was that people felt unappreciated and invisible. We wanted to provide a way to recognize everyone positively and create communication and recognition among all employees.

SOLUTION

Create a “fingerprint” campaign. Photograph every employee in the same lighting, color scheme, etc., and ask them what kind of fingerprint they want to leave at the organization.
– Wall Graphics

– Video Loop on digital monitors

– Large Foam Core Posters rotated throughout the facility

– Merchandise

TEAM

Working with the President, Communications Director, and vendors, I photographed all employees, then we displayed images with their quotes throughout the facility on a rotational basis.

RESULT

Over 90% of employees voluntarily opted into this project and it created immediate conversations among colleagues.