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