Animation for the U.S. Coast Guard email nurture campaign
Outside of their standard email nurture campaign, we were tasked with creating fun, top-of-mind emails that were independent of a recruitment message. While some, like the Earth Day loop, highlight strengths of the Guard, others were just fun ways to get involved with their community. These animations were original designed for emails and then shared via social media.
Art Direction: Oronde Vaughn Illustration & Animation: Taylor Smith
Happy 226th Birthday!
Product Design for the Maple Guild, a single source syrup company in Island Pound, Vermont.
The Guild presented a unique challenge: they didn't just want consumers to try their syrup, they wanted them to explore all of the ways your could enjoy the true taste of maple. Through our product design, we developed a cohesive brand image in order to firstly, help establish the Maple Guild as one of the best producers of organic maple syrup, and secondly, build brand equity so consumers would recognize unfamiliar products like Maple Cream and Maple Vinegar.
Over time, this lead to a variety of products, including flavored syrups, creams, teas and maple water.
Art Direction: Christina Krug, Allison Taylor, Liz Merchant Copy: Adam Chism Design: Taylor Smith
Motion | Benefits of the ANG
Pre-loader video content for the Air National Guard (ANG) to support recruitment efforts.
The motion graphic aimed to convey the benefits you earn by serving the country as a member of the ANG. Based off of various testimonials and the environment the content would be living in, we designed flat vectors accented by gold to drive key points.
Direction: Raibar Chener Design & Motion: Taylor Smith
Sample Style Frames
Sample Style Frames
Sample Style Frames
Email | MOAA
Email Design & Coding (Marketo) for the Military Officer's Association of America's (MOAA) on-boarding series.
MOAA supports officers from the junior to senior ranks, and presented us with the challenge of designing two sets of emails to best reach the full spectrum of their members. We completely revamped their former template style in favor of high-impact colors to distinguish their emails, and altered content to best appeal to each segment.
Art Direction: Oronde Vaughn Copy: JP Welch Design & Coding: Taylor Smith
Junior vs Senior
Junior and Mid-grade Officers received emails with less text and incorporated icons that led to additional information.
Based off of previous survey results, Senior officers preferred not to click through to additional information, so the wireframes of these emails were adapted to include easy-to-follow CTAs and additional body copy.
Branding | Archipelago
Branding & Logo Design for Archipelago, a tiki bar in NW D.C.
The client presented me with the challenge of paying homage to the classic tiki bars of the 50s while designing a look that still felt fresh and new. Archipelago is bringing tiki back, crazy drinks and all. I created menus, business cards, and helped to source those fun plastic things you use to stir your drinks.
Art Direction & Design: Taylor Smith
Motion | ANG
Animations to celebrate various holidays on social media for the Air National Guard
While the primary focus of the ANG's social media is recruitment, they preferred to engage with their community in a different way for the holidays (as long as it included an Asset, we were good to go!)
Illustration & Motion: Taylor Smith
Wright Bros. Anniversary Tribute
National Friendship Day
Various pieces of print collateral and signage for Wundergarten, a beer garden in NW D.C.
Wundergarten's jubilant personality and interest in community involvement always resulted in fun, dynamic collateral. For these projects, I worked with the client from start-to-finish to direct signage, advertising, and any additional pieces.
Art Direction, Design, & Production: Taylor Smith
Email | USCG
Email Design & Coding (Market) for the United States Coast Guard FY17 Series
The USCG is our nation's most nimble branch of the Armed Forces, and it possesses a unique challenge with recruitment often due to misinformation about what Coasties are really like. To assist recruiters with their mission, we refreshed the Coast Guard's emails to show the many different sides of Coasties (and USCG assets) and how those attributes are what make the USCG unique.
This spring series of emails went to potential recruits as well as centers of influence in their lives, such as parents, coaches, and school administrators.
Art Direction: Oronde Vaughn Design & Coding: Taylor Smith
Various infographics built for Real Magnet as part of a content partnership with LMO