Branding Challenges

HM Cragg

From a marketing perspective, HM Cragg has been interesting to work for. The company does business in a broad spectrum of critical power areas, from indoor data centers to outdoor generators. Because of this, it can be difficult to create a consistent, coherent look. For example, the holes you see in two of these images are images from data centers, which you wouldn’t find near a generator, and the audience is completely different.

Overall, HM Cragg’s brand style is clean and modern, with some flair (like data center holes) for certain designs, like this email header and tradeshow banner. While designing for this brand, I’m constantly ensuring the designs for each subcategory (data centers vs. generators, for example) are consistent. I want data center designs to look like other data center designs, just like I want generator designs to look like other generator designs.

This was a learning process for me, as I’ve never encountered this with a brand before.

These were created using Illustrator and Photoshop.

RBO was attending a booth event and I was tasked with creating some collateral to highlight their product categories, offer a discount code, and a placeholder while no one was at the booth.

I wanted to give all 3 of these pieces the same design aesthetic since they were all being used together. The most challenging aspect was finding a way to fit all the products on the flyer while keeping it clean with a touch of RBO’s design style.

These were created using a combination of Illustrator and Photoshop.

Event Marketing Collateral

Razorback Offroad

My senior year capstone course consisted of making a documentary and many elements to go along with it. This infographic is an element I created including a graphic animation.

For this element, we focused on sports broadcasting inequalities and, more importantly, women’s sports broadcasting trailblazer, Heidi Soliday.

With having been out of school for over 5 years, there are definitely some things I see now that I would do differently next time. Nevertheless, this infographic and animation hint at my design and motion graphic capabilities.

The infographic was created using Illustrator and the animation was done in After Effects.

Infographic and Animation

The marketing team and I created customer welcome posts whenever a customer would be visiting to take a look at motor coaches or to take their purchase home.

These posts required removing the motor coach from it’s photo background and creating an eye catching design to place it on. Usually I tried to personalize each post with something about the customer or a cool graphic on their coach. In the cases without coach photos I was able to be completely creative and produce cool looking graphics.

These were all created in Photoshop.

Customer Welcome Graphics

IWS Sales