CREATIVE LEAD | CREATIVE DIRECTION | SHOW DIRECTOR
ConExpo, the largest construction show in North America, takes place every three years. Caterpillar had a strong desire to create a captivating atmosphere for ConExpo '23. Drawing inspiration from this notion, we crafted a show theme centered around the concept of "Ready to Roll." With a rock and roll vibe at its core, the overall look and feel of the event exuded a raw energy that permeated everything, from pre-show preparations to the main event and even beyond. This undertaking was immense, as my creative team was involved in virtually every aspect of the show's production. Our responsibilities encompassed a wide range of tasks, including the creation of video assets and motion media, the development of large format graphic elements, the design of interactive displays for various Caterpillar business units, the organization of engaging giveaway experiences, the orchestration of celebrity crowd engagement events, and the coordination of the finals event for Cat's Global Operator Challenge.
CREATIVE DIRECTION | STRATEGY | BRAND DEVELOPMENT
Over the years, LG Seeds has been a valued client of ours, operating at a regional level in the Midwest. A few years ago, their parent company, Ag Reliant, made an exciting announcement regarding the consolidation of LG and several other brands. In this significant development, our team played a pivotal role in elevating LG Seeds from a regional brand to a national presence. We collaborated closely with LG Seeds to establish brand guidelines, develop compelling messaging, and create a compelling launch campaign, ultimately propelling them into the national market.
DESIGN | CREATIVE DIRECTION | BRANDING
Cat Technologies has gone through many changes and updated marketing efforts over the past 10+ years, and I’ve been involved with many of these changes. During this time, the goals have taken on the full gamut from awareness and branding to customer education, all the way down to more transactional POS and dealer engagement. The one common theme throughout this time is the underlying message that Cat Technology can help customers save costs and boost productivity. This is a snapshot of some of the work over the years.
CREATIVE DIRECTION | DESIGN | STRATEGY
Knapheide is a national truck body manufacturer with headquarters in the midwest. The branding work we did with them, set up the attitude for their new position “Never Settle”. This is a sample of some of the initiatives and campaigns I worked on to bring out the attitude behind who they are. From internal posters, to sweepstakes giveaways and dealer events, I was able to help them stay true to themselves.
CREATIVE DIRECTION | VIDEO DIRECTION | CONCEPTING
Cat's Customer Value Agreements (CVAs) required enhanced name recognition and awareness. The following video excellently highlights the campaign's outcomes and analytics, offering a comprehensive view of the results we deliver to our clients. It serves as a testament to the success of numerous campaigns undertaken by my team and me. Assembling and bringing this particular project to life was an enjoyable experience.
CREATIVE DIRECTION | VIDEO DIRECTION | CAMPAIGN STRATEGY
I have had the opportunity to engage in impactful New Product Introduction (NPI) work for Caterpillar, and one notable project involved the launch of a remarkable series of wheel loaders specifically designed for the construction and quarry industries. This endeavor aimed to introduce these innovative machines to the market effectively.
DESIGN | ART DIRECTION | CREATIVE LEAD
Over the past several years, Cat's Equipment Management Campaigns have undergone multiple iterations. During this time, I played a crucial role in shaping the initial design and strategy of these campaigns. Working closely with a talented team of designers, I provided art direction and guidance throughout the process, ensuring the successful execution of our ideas. Together, we collaborated to bring these campaigns to life, fostering a dynamic and effective approach to Cat's equipment management initiatives.
DESIGN | ART DIRECTION | CREATIVE LEAD
Located within Caterpillar's Demonstration and Learning Center in Edwards, Illinois, the Cat Lifecycle Solutions Experience is a dedicated room that underwent a comprehensive transformation under our guidance. From the initial concept to its ultimate completion, we meticulously reconfigured the room, integrating captivating displays and engaging content. Our objective was to create an immersive journey for the audience, guiding them through the extensive range of equipment support offerings provided by both Cat and Cat Dealers.
DESIGN | ART DIRECTION | CREATIVE LEAD
I had the opportunity to contribute to another remarkable Caterpillar exhibit, taking charge of the entire process, from conceptualization to production. This involved designing the traffic flow, creating booth graphics, and organizing the messaging for optimal impact. To ensure seamless execution, we collaborated with a reputable local agency from Brazil, combining our expertise and resources. While repurposing content from previous projects, we tailored everything to be in Portuguese, catering specifically to the target audience's language preferences.
DESIGN | ART DIRECTION | CREATIVE LEAD
Our involvement in Caterpillar's exhibit spaces at CONEXPO '14 was instrumental. As the lead creative, I played a crucial role in conceptualizing and developing the South Hall exhibit. Additionally, I contributed to various elements of the larger exhibit located in the North Hall, which featured a captivating projection mapping show at its center. Collaborating closely with the team, we ensured a cohesive and memorable experience for attendees within both spaces.
DESIGN | ART DIRECTION | CREATIVE LEAD
MINExpo is North America’s largest mining trade show that happens every 4 years. Cat’s main objective in this show was to display that they had every piece of mining equipment available to customers after a recent underground mining acquisition was made. During Cat's exhibit at MINExpo in 2012, I had the privilege of serving as the lead designer and director, overseeing the entire process of creating their captivating space. This encompassed designing and constructing the displays, strategically arranging and positioning the machines throughout the area, and developing numerous interactive elements and compelling content for the show floor. With meticulous attention to detail, we crafted an immersive experience that left a lasting impression on attendees.
DESIGN | ART DIRECTION | CREATIVE LEAD
Below is a look at some noteworthy aspects of the effort dedicated to Cat Center Stage at MINExpo 2012, orchestrated by Caterpillar. At the heart of the exhibit space stood a remarkable 14-foot-tall video wall, serving as the centerpiece to effectively convey Caterpillar's key messages to the audience. In this endeavor, I assumed the lead role in art direction, ensuring the creation of captivating on-screen content. Additionally, I played an instrumental role in producing three days' worth of live content during the event. Together, these efforts contributed to an engaging and impactful experience for attendees at MINExpo.
DESIGN | ART DIRECTION | CREATIVE LEAD
Our collaboration with Cat involved the successful launch and promotion of their cutting-edge mining technology, the Cat MineStar System. In this project, we took charge of developing the branding strategy and creating compelling launch materials to introduce this innovative system to the market. Through our expertise and efforts, we ensured that Cat's MineStar System received the attention and recognition it deserved, laying the foundation for its widespread adoption in the mining industry.
DESIGN | ART DIRECTION | CREATIVE LEAD
During my early days at Simantel, I spent a few years working for this midwest seed company. Here are some highlights of the work that I designed and directed, that span both digital work including animations, digital work including web design, and traditional print campaigns.
DESIGN | ART DIRECTION | CREATIVE LEAD
First Response Team of America is an exceptional non-profit organization that extends assistance to individuals in distress during natural disasters. Having had the privilege of collaborating with them on multiple initiatives, I consider myself fortunate. The following serves as a highlight, showcasing the design and direction involved in our joint efforts to support their noble cause.
DESIGN | ART DIRECTION | CREATIVE LEAD
Presented here is an exhibit featuring the initial branding efforts for Cat's EM Solutions. This serves as a testament to our extensive experience in branding various technology package suites over the years. While Cat has introduced numerous groundbreaking technology packages, it's important to note that the specific one showcased here had a relatively short lifespan.
DESIGN | ART DIRECTION
One of my early efforts in video production was the conception and direction of a promotional piece for Carl Sandburg College, a reputable local university situated in Central Illinois. Along with this video series we also helped with an email campaign, out of home and print materials.
DESIGN | DIRECTION
Throughout the years, I have created numerous branding, icon, and logo designs, showcasing my dedication to various non-profit organizations and volunteer initiatives. The following examples highlight some of the projects I have been fortunate to contribute to in addition to some of the icon and branding efforts I’ve made toward some of our client work.
