As Head of Art at Leo Burnett Detroit, I led the most outstanding and talented brand team. Together, we crafted the strategy, brand repositioning, visual direction and executions that captured the distinct narrative of GMC.
In guiding GMC to more realistic, epic environments, we showcased the true capabilities of the trucks and SUVs while maintaining the well-established premium narrative: We are professional grade.
Starting with revolutionizing the print catalogs to a large format editorial style, bringing highly technical data to customers in a richer more engaging format. Then overseeing the transition from print to a mobile-first approach, producing a vast amount of content for each channel.
A global visual identity and design framework was established that delivered foundational consistency for the brand in all communications.
Retail activations, experiential, print, and emerging digital technologies.
