top of page

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.