Enterprise Car Sales
The in-house creative team was tasked with redesigning the Friends and Family Discount Program. After exploring several concepts, they selected the modern and playful headline IYKYK to capture attention and effectively communicate the message to Enterprise’s audience of over 90,000 employees.
DAM System
I created a business proposal and successfully implemented Tacony’s first Digital Asset Management (DAM) system, revolutionizing content accessibility across the organization. Working with the in-house team, we created brand-specific portals for each of Tacony's six retailer brands enabling retailers to self-serve essential marketing assets like photography, brochures, imagery, and spec sheets. This streamlined access significantly boosted the adoption of Tacony's brand assets and contributed to improved retailer retention by fostering a sense of marketing support and partnership.
Baby Lock Branding
Baby Lock, a brand under Tacony Corporation, is renowned for its innovative sewing, quilting, and embroidery machines designed to inspire creativity at every skill level.
As art director, I revitalized Baby Lock's photography style to appeal to a broader, more diverse demographic by incorporating diverse talent and shifting from studio setups to more interesting on-location shoots.
Other achievements include creating cosmetic guides modernizing product aesthetics, developing new brand guides, creating Tacony’s first interactive digital e-magazine, and large-scale event concepts and designs.
Trade Show Design
Baby Lock’s annual event celebrates new product launches, provides retailer training on innovative features, and expresses appreciation for their ongoing support. The in-house Creative Team oversees the event’s visual identity, from developing the concept to managing graphic installations every year.
Elevating In-house Capabilities
Leading the in-house team, we utilized the Tacony Training studio and equipment to create an in-house capability to produce product launch videos on par with agency work, elevating skills in scripting, videography, and editing resulting in over $100,000 saved YOY in agency costs.
Baby Lock Campaign
To address the challenge of younger makers feeling intimidated by local sewing stores, we developed a campaign to encourage them to engage with these shops. For the Sew Let’s Hang Out campaign, the in-house team handled every aspect of the creative process—from location scouting and videography to the development of final media assets.
Simplicity Vacuums Branding
Simplicity Vacuums, a brand under Tacony Corporation, emphasizes user-friendly, high-performance vacuum cleaners known for their lightweight design, powerful suction, and durable construction. These vacuums are crafted to cater to a wide range of cleaning needs while maintaining a focus on reliability and simplicity
I led Tacony’s in-house team to elevate Simplicity’s brand presence by producing impactful social media content, email campaigns, website updates, advertising materials, and retailer support assets. Additionally, we developed visuals for product launches and trade shows, ensuring consistency and appeal across all customer touchpoints.
Simplicity Campaign
The Simplicity Vacuums campaign, "The Chore Worth Fighting For," brought a playful twist to household cleaning. By framing vacuuming as the most enjoyable of mundane chores, the campaign resonated with audiences looking for practicality with a touch of humor. It emphasized that with Simplicity Vacuums, even the unfun can feel rewarding.
Riccar Vacuums Campign
Riccar Vacuums, another Tacony Corporation brand, is renowned for its premium, performance-driven vacuum cleaners designed to deliver exceptional durability and deep-cleaning power. Known for features like advanced filtration and superior build quality, Riccar vacuums cater to customers seeking top-tier cleaning solutions
I directed the in-house team to elevate Riccar’s brand visibility by crafting compelling social media campaigns, email marketing, and web updates. We also developed advertising content, product launch visuals, and trade show graphics, ensuring cohesive messaging and enhanced retailer engagement.
American Home Branding
American Home sewing machines, a brand under Tacony Corporation, are known for their reliability and ease of use, catering to both beginners and seasoned sewists. The brand offers a range of durable machines suitable for various sewing tasks.
I led the in-house team to re-brand this line of sewing machines from product cosmetics to all assets needed to launch their new Amazon Storefront.
Tornado Vacuums Branding
Tornado Vacuums, a brand under Tornado Industries, specializes in durable and efficient cleaning equipment tailored for commercial and industrial environments.
I led the in-house creative team to produce a wide range of assets for Tornado, including social media content, email campaigns, web materials, advertising, and retailer support collateral.
