PHOTO ASSET DEVELOPMENT

PHOTOGRAPHY AND ART DIRECTION

GOAL

Develop, curate, and manage photo asset system with unique imagery to be used in multi-channel markets.


CHALLENGE

Scouting locations, scheduling models, shoot times, and travel to develop a robust and diverse collection of lifestyle and stylized beverages poured with signature Micro Matic equipment.


SOLUTION

Secured locations with equipment we want to feature. Scheduled photoshoots with models, General Managers, Restaurant Groups, and an assistant. Created beer, wine, water, nitro coffee, juice, kombucha, and many more "on tap" item categories. 


TEAM

Worked with the Technical Director, Design Center, and Regional Sales Managers to secure locations and create shot lists.  


RESULT

Created stock imagery from recognizable restaurants, bars, breweries, and vineyards throughout the U.S.

 
 

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 AND ART DIRECTION

GOAL

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

CHALLENGE

Redefining the spend, efficiencies, messaging, and design capabilities while updating the strategy for various sizes and scale of events per year.


SOLUTION

Vetted new exhibit partners and found scaleable booth designs. Used similar textures and aesthetics to align with the global brand then focused on unique accessories and styling to meet the unique shows and markets.

TEAM

Found Suncoast Skyline as our main partner to build, store, and modify the exhibits. Put together a team of engineers, artisans, designers, videographers, illustrators, and logistics to implement.


RESULT

Successfully created scaleable and adjustable exhibits that were unique to each target market while keeping budgets 15-20% lower than 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 AND ART DIRECTION

GOAL

Create brand and product awareness in the convenience store market.


CHALLENGE

New market and a new product. This market cares about efficiencies and footprint. Focus on ease of use and numerous product temperatures, viscosities, and treatments available from one machine, minimizes footprint and efficiency by combining numerous machines into one.


SOLUTION

Make the message simple and the aesthetics bold. “Everything on Tap”

– Booth at Convenience Store Trade Shows

– Videos for Trade Show Booths and Website

– Ads in Industry Trade Magazines

– Landing Page on Website

– Social Media targeted push

– Digital Ads and Web Banners on Industry, Architectural, Food Service and Vendors Sites


TEAM

Working with the Director of New Product Development to create the goals and objectives, then with my team to brainstorm concepts and establish parameters. Assembled and led a team of inhouse and freelance designers, copywriters, videographers, and outside vendors to implement.


RESULT

Created awareness with intended Fortune 500 decision makers who requested prototypes for their test 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 AND ART DIRECTION


GOAL

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

CHALLENGE

Put together a team to have this completely designed from concept to completion under $100k budget and by the Danish board's visit. 


SOLUTION

Custom designed and hand crafted kings table, keg wall, light fixtures using manufacturing parts, custom designed live-edge bar with the founder's signatures on backlit panels.

TEAM

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


RESULT

The major business components were featured by lit bases, functional pouring bar and there was a place for employee functions and to entertain clients.

 
 

FINGERPRINT – INTERNAL CULTURE CAMPAIGN

CREATIVE DIRECTION, ART DIRECTION, PHOTOGRAPHY, AND 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 in a positive manner 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 how they want their “fingerprint” at the company to be. 
– Wall Graphics

– Video Loop on digital monitors

– Large Foam Core Posters rotated throughout 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 in to this project and it created immediate conversations among colleagues.

 
 

DRAFT INSTITUTE RE-BRAND

PROJECT MANAGEMENT AND ART DIRECTION


GOAL

Re-brand to a clean, technical feel with brand colors and scalable templates.


CHALLENGE

Update numerous catalogs, training manuals, facilities and training videos with a scalable narrative, look, and feel.


SOLUTION

Kept things light and bright mainly with overlays of technical drawings and predominantly clean lines.

- Videos

- Posters

- Marketing Collateral

- Training Collateral

TEAM

Working with the Technical Director to create the goals and objectives then our team brainstormed concepts and establish parameters. Assembled and led a team of inhouse and freelance designers, copywriters, videographers, and outside vendors to implement.


RESULT

Updated look, feel, and promotional push to Draft Installer and Food Service markets.