Marketing & Promotional Design
Web/Social/Email Design
Marketing campaigns that focus on social media, web ads and emails to sell products and experiences have made up the majority of my workload recently. These are a few recent favorites that focus on the importance of legibility, quick communication and clean design to stand out from the noise.
Youth Hockey Day: This campaign was used to promote ticket sales for the themed night at the Capitals game. The theme centered around promoting the sport of youth hockey by bringing together many different players, coaches and organizations. There ended up being 18,347 fans in attendance that game.
Donate Life: This campaign was used to promote ticket sales for the themed night at the Capitals game. The theme was aimed at health awareness and was sponsored by MedStar Health.
80s Night: This campaign was used to promote ticket sales for the themed night at the Capitals game. The theme was based around the 1980s music, fashion and fun. The Capitals marketing department described this campaign as their favorite.
Out-Of-Home/Digital Design
Thinking beyond the small screen presents it’s own set of challenges and opportunities. Evolving technologies bring new ways for design to interact on a personal level.
In Game Activations: Created highly visible graphics for projection technology. These graphics include still images, maps and games that fans interact with during intermission games. Often these are corporate sponsorship activations that provide an extra revenue stream.
Innovated the pattern images of rally towels in the seats of Capital One Arena. Conceived of the idea to print 2 colors of towels and then arrange them to create various images or words. This quickly became a fan favorite during playoff season.High-Visibility Screens: Created content displayed on large screens and displays. For example, I developed the “marquee” design system used outside the main entrance of Capital One Arena for all events hosted there.
I recently learned about ADA compliance in regards to design for these large screens. I’ve come to excel at creating visually stunning designs while maintaining legibility for all.Animation Collaboration: I acted as creative director for a project required cross-department collaboration. The instructions were to create a Star Wars graphic for the video screen alongside the player entrance tunnel. This is a highly photographed area so I designed this piece with both photo and video images in mind. The logo placement at the bottom left served as a highly visible place for the benefit corporate sponsorship partner. Knowing that same area would be broadcast on television, I knew I needed motion. I designed a plan to share my vision with the animation department and worked with them to finalize the look. I provided all the assets to them and they set it in motion.
Packaging & Product Design
These projects are the most common design projects they be. Aight, dammit. I can’t think of words to put here.
Bobblehead Boxes: These two bobblehead boxes are great examples of high impact package design. Both were fan giveaways during their most recent regular seasons.
Aaliya Edwards’ box was designed with the player in mind. She asked to have personal elements and text included that were beyond the Mystics basketball brand. I was told that Ms. Edwards reviewed this artwork personally and was very excited.
Dylan Strome’s bobblehead was the signature “Screaming Eagle” brand giveaway item of that season. Modeled after the Capitals alternate jersey, this box pushes forward thinking design to the outside of the box!Giveaways: I’ve had the opportunity to design and produce a few of the Capitals branded products used as fan promotions. Two great examples here are the replica 2018 Stanley Cup Champions banner. This was the giveaway on opening night the following season when they raised the banner to the rafters of Capital One Arena. The Oktoberfest mug was a fun themed promotional gift with purchase. The first in the series of collectable mugs produced the past few seasons.
Apparel
These projects are the most common design projects they be. Aight, dammit. I can’t think of words to put here.
Grateful Dead Jersey: This jersey was developed as a special giveaway in conjunction with the Capitals Grateful Dead themed game. I worked with the band to combine both brands into a center crest logo. On the back, the script band logo scrolls across the nameplate.
Courage: This logo was applied to t-shirts and hats and sold to Caps fans as a charitable fundraiser. Since it's inception during the 2007-08 season, this campaign has raised approximately $1 million that was primarily donated to Tragedy Assistance Program for Survivors (TAPS).
Lacrosse Pinny: This reversible pinny was developed as a special gift with purchase promotional campaign that targeted local lacrosse players. This promotion swiftly sold out at over 700 units.
Pride: This custom jersey was also conceived as a special gift with purchase surrounding the Capitals Pride Night promotional campaign. This giveaway quickly became viral amongst fans as they showed their excitement for this limited edition item. Read more about it HERE.