Chris Tomeo is a creative director and storyteller. His job, as he sees it, is to create moments that incite movements. He uses pictures, words and hocus-pocus to make this happen. Chris favors simplicity and clarity.
K2 brand and miscellany
Like every brand, the K2 brand evolved over time, but we always remained true to our purpose: We power the people who build great companies.
Authenticity, power, aspiration and innovation were guiding principals that allowed us to create and maintain an emotional connection with our audience.
We avoided stock footage and imagery, relying instead on commissioned photography and video of our customers and their environments whenever possible.
The spirit and voice were unusual in the enterprise technology space, and the approach was often welcomed as a breath of fresh air (internally, externally and with the media) in an industry that is often stale and predictable.
Various roles: creative director, writer, designer
BYOA manifesto (campaign)
Poster, product illustration
Banners and booth design (various)
Thanks BPM manifesto (concept campaign)
The Fast FWD campaign was an initiative to bring awareness to the K2 brand, feature the stories of K2 customers, inject energy into the existing customer base, and, of course, to attract new buyers. We launched FastFWD.com, held roadshows all over the world and produced our first annual K2 user conference under the Fast FWD banner.
The conference (especially) was a massive success, with attendance swelling to beyond capacity and blowing away even our own expectations, in terms of production level, energy and new sales.
Various roles: creative director, producer, writer, designer
Fast FWD manifesto
Fast FWD User Conference site
FWD Thinker Perspectives
User Conference T-shirts
Agency brand campaign
Denver agency Fruition was growing, and so was its breadth of services. With a slew of new team members and capabilities, it was time to tweak the brand. But first: an internal campaign.
I interviewed staff — new folks and seasoned Fruition vets — and led workshops to uncover the spirit of the people and the agency. We talked about purpose and values and what distinguished Fruition in a crowded agency field.
The resulting copy and campaign was a rallying cry: “Make Momentum.”
In addition to a manifesto, messaging framework, values and the birth of a new "mascot,” I led the design team in the creation of new brand standards, a fresh color palette, logo tweaks and more.
This campaign would lay the groundwork for a new brand rollout and a new website, slated for 2017.
Various roles: Creative director, writer, designer
Case study videos
Corporate case study videos are usually painful to watch. They are stiff and dull. They favor well-coached soundbites over personality and real emotion.
So, we resolved to craft these stories differently. We needed to pub the benefits of the product, sure, but we also set out to convey the spirit of the heroes we featured. We wanted to provide context, humanity and capture a day in the life.
Even with super-tight budgets, I think we managed to create much more memorable experiences with this approach.
Various roles: creative director, writer, producer
TransLink K2 Case Study
Square Enix K2 Case Study
PD Ports K2 Case Study
Various roles: creative director, writer, producer
Experience K2 for SharePoint
Aspenware messaging and design
Aspenware already knew who they were, they just needed a little help putting it into words.
This was a one-week turnaround project — messaging and design for a brochure about the company and its Design Workshop offering.
Here's some sample copy:
This is what our customers have come to expect, and it’s what drives us: The idea that technology — especially in an enterprise setting — can deliver staggering results while being compelling and likable and inspiring. It’s the conviction that true innovation should bring people and ideas together, never raise walls between them.
At one time in our lives, many of us built technology for technology’s sake. Somebody asked for something, we made it. This wasn’t all bad. We were always grappling with the boundaries of what was known, pushing to find inventive and unexpected solutions; we learned a lot. Many late nights, so much bad food.
But then, at some point or another, we looked up.
And what we saw was humbling: Giant corporate IT structures built around the upkeep of outdated systems. Communications shifting almost entirely to the virtual world. Devices at dinner.
Instead of simplifying life, technology was consuming our time and attention. It was actually diminishing the potential for great ideas, for experimentation, for connection.
So, these days, we are very intentional about our approach. We keep human experience at the forefront of every project. This means everything we build must be simple, sophisticated and gorgeous. The technology must get out of its own way, invigorate users and stir innovation. It must bring us closer together as people.
Roles: writer and designer
Appit, a cloud-based app-building platform from the makers of K2, was released in March 2014. We (myself and two designers) were given a very limited amount of time to brand the product, and here's the direction we were given from the top:
1.) It has to be a rocket. 2.) The brand should exude these characteristics: easy, playful, approachable, dependable, authentic and familiar.
Various roles: creative director, designer
Appit "Imagine" teaser and wallpaper
Intro video — Meet K2 Appit for SharePoint
Office wall mural — Seattle
Approx. 25' x 8.5'
Sketching rockets — brainstorm sample
Easy versus Hard
The Easy versus Hard campaign was one of the most successful marketing efforts ever produced at K2. Two years after its launch, it's still one of the top lead generators for the company. It just goes to show that sometimes the simplest ideas can be the best.
The campaign was hatched and produced by just a few of us who figured that a concrete, powerful experiment could go a long way in making a case for a new product we were getting set to release.