Project: Website Redesign
The GoArmy.com redesign started back in 2019. We were put on pause and received new direction following the U.S. Army’s rebrand and reintroduction of “Be All You Can Be.” With a new timeline, a new set of clients, and a new team in place, we re-redesigned and rewrote the entire website. All 100+ pages of it. We also created a whole new site map (including page names), design system and writing guidelines to support it. It was a complicated process and super collaborative effort to ensure our internal team, agency partners, clients, and Army subject matter experts were all on board with the creative approach and decisions made along the way.
We also created a sizzle video for this effort which was used to get the Army excited for the launch, as well as to show Army leadership why a complete overhaul of GoArmy.com was not only necessary as an organization, but also crucial to their recruiting efforts.
Website | Branding | Digital | UX | SEO
Agency: Critical Mass (Chicago)
GCD: Keith Henneman
Sr. AD: Velina Ilieva
+ an insanely large team
Project: Nike Pegasus Plus Launch
We were tasked with developing a messaging toolkit and creative assets for the launch of the latest model of the Nike Pegasus Plus running shoe. The messaging toolkit included our featured headline, supporting copy and key product benefit descriptions. This helped us create hierarchy, maintain consistency and craft compelling copy across all our communications.
The Nike Pegasus Plus is a lightweight, high-response running shoe—great for speed training and tempo runs on the road. With this in mind, along with the hero shots of the Pegasus Plus floating with a bright light shining through the mesh upper, we came up with 'Light Up Your Pace' as the lead message that inspired everything else.
App | Web | Digital | Social | Email
Agency: Critical Mass Agency
CD: Thomas Turner
CW Partner: Lucy Findley
Concept: H-D Collections. Wear It Out.
‘Harley-Davidson Collections’ includes four unique clothing brands—Originals, On the Roam, Authorized Vintage and Bar & Shield—with four unique audiences. We were tasked with creating a concept and look/feel that represented H-D Collections as a whole, offered the flexibility to highlight each individual sub-brand (on its own), resonated with very different audiences, and still felt part of Harley-Davidson (the iconic motorcycle brand). Needless to say, it was complicated. But we went for it and won some new business.
Pitch | Concept | Digital | Social | Activations | Media
Agency: Critical Mass Agency
CD: Nigel Dennis
CD: Jaclyn Hamer
ACD: Clay Glazik
Project: 125th Anniversary Website
DePaul University celebrated its 125th anniversary in 2023. We created a website to not only highlight all the people who’ve had an impact on the university, the community and beyond over the last 125 years, but also showcase its evolution, leadership and rich Chicago history.
We created unique pages for all 125 faces of DePaul—from athletes and entertainers to activists and executives—that included photos, bios, quotes and media.
In addition to the 125 Faces, visitors could explore various content about DePaul’s history, leadership and more. We also built an events page to organize all the anniversary celebrations planned throughout the year in one place for the DePaul community to easily access.
The copy, visual approach and UX were designed to be celebratory, digestible and exploratory within the overall DePaul brand system.
Website | Copy | UX
Agency: Critical Mass (Chicago)
CD: Jaclyn Hamer
AD: Velina Ilieva
Project: Logo and Branding Concept
American College of Education (ACE) offers high-quality and affordable education through online courses and programs. We were tasked to evolve the ACE brand to not only help them stand out in a competitive landscape, but to also better represent their mission of helping students achieve personal and professional goals through a non-traditional college experience. We took a timeless but modern approach that used bold, but simple typography, as well as rich and meaningful colors to symbolize the shared values between ACE and their students. We used playful and punchy messaging to establish a more approachable and conversational tone to better connect with current and future students and personnel.
Branding | Print | Digital | OOH
Agency: Critical Mass (Chicago)
CD: Nigel Dennis
ACD: Jaclyn Hamer
AD: Evan Cole
Concept: The Color of Confidence
We completely reimagined the Ulta website to be a more personalized and engaging experience for customers by creating features that surfaced content, product information and recommendations based on user activity and purchase history.
With pops of color, vibrant imagery, an aspirational tone and messaging that is both edgy and empowering, we achieved a fresh look and feel that embodies the positivity and confidence we want users to have within themselves, as well as for our product offering.
Homepage | Product Page | Mobile App Screen
Agency: Critical Mass (Chicago)
ECD: Tony Glorioso
CD: Nigel Dennis
AD: Evan Cole
Project: Website Redesign
As the digital agency for BlueCross BlueShield of Tennessee, we were tasked with a full redesign of their website. Health insurance is already intimidating, confusing and frustrating without trying to navigate a complicated site filled with even more complicated information.
So, we simplified the messaging, used custom iconography, more relatable imagery, as well as condensed and organized content for an easier, more productive experience that also felt authentic to the brand. We created a design system that was both intuitive and fully accessible, making it easier to navigate. And we developed a brand voice that was friendly, conversational and easier to understand.
Website | Branding | Brand Voice
Agency: Critical Mass (Chicago)
CD: Keith Henneman
AD: Evan Cole
Campaign: Receta Para El Corazon
Millennial Hispanics believe that Mazola Corn Oil is a thing of the past and an unhealthy ingredient their parents and grandparents used to use in traditional recipes growing up. Our task was to create a campaign that positions Mazola as a heart-healthy, versatile cooking oil to our bicultural/millennial hispanic shoppers.
We were inspired by Telenovelas and their resurgence into pop culture (i.e. Jane the Virgin). So, we developed characters to help dramatize the various benefits of Mazola Corn Oil in a very fun, modern and unexpected way. We even created a storyline for a pilot episode of Receta Para El Corazon (Recipe for the Heart), a Mazola Telenovela.
Agency: Upshot Agency
Sr. Art Director: Hannah Lesko
Campaign/Content: Healthy Together
Nature Made understands that it’s not always easy to maintain health and wellness. Sometimes you feel tired, unmotivated or tempted by vices. Which is why we’re sticking with you at every step towards a healthier lifestyle.
Together as partners—brand, influencers and consumers alike—we’re committing to healthier living. Together, we’re inspiring one another regardless of the obstacles we might face. Because together, we’re stronger and more motivated than ever to stay healthy. #healthytogether
Campaign | Digital + Social | Influencers | Content | Promotion
Agency: Upshot Agency
Sr. Art Director: Alyssa Gauger
Photographer: Christin Rose (part I); Kelly Allison (part II)
Videographer: Austin Novy
Campaign: The Loss of the Irish
In 2013, the beloved Kilbeggan Irish Whiskey left the safe shores of Ireland to break out into the unknown land of America. After being exclusive to Ireland for 256 years, the Irish, specifically in the small town of Kilbeggan, were less than thrilled when they found out the best-kept secret in whiskey was being released into the big bad world. But the loss of the Irish was our gain, and we see how they react, cope and come to terms with their treasured Kilbeggan no longer being just for the Irish.
Print | OOH | Digital | Video Content | On-Premise | Events
Agency: Walton Isaacson
CD: Mark Westman
Video Editing: Utopic
Campaign/Content: One-Up Your Health
Nature Made® is your trusted partner in making every day just a little healthier. Whether it’s taking vitamins or supporting your diet and exercise, we believe in doing that one extra thing to better your overall wellness. Through product innovations, quality ingredients and being #1 Pharmacist Recommended, we try to be the best partner to you and your health goals, little by little, every day.
We partnered with health and wellness experts, Men’s Health and Women’s Health, to create unique and motivational content that allowed consumers to engage with the brand for opportunities to win weekly prizes to one-up their health.
Digital + Social | Website | Engagement | In-Store | Partnership | Print | Promotion
Agency: Upshot Agency
VP CD: Kelly Gribben
AD: Alyssa Gauger
Photographer: Cory Dawson
Campaign: Bake with Grandma Fleischmann*
For 150 years, Fleischmann’s has celebrated birthdays, holidays and special occasions. We’ve seen traditions passed on for generations and watched new ones begin—from cinnamon rolls on Christmas morning to homemade pizza night and everything in between.
So in honor of 150 years, we’re bringing in our very own lovable baking expert to team up with the queen of all things homemade as we celebrate traditions new and old, and inspire families to bake on with a little bit of encouragement mixed with a whole lot of fun.
Digital + Social | Engagement | Experiential | In-Store | Media Partnership | Print
Agency: Upshot Agency
VP CD: Kelly Gribben
AD: Alyssa Gauger
*This concept did not live beyond the presentation phase. But we loved G-ma Fleischmann and she will continue to live on in our creative hearts.
Original Brothers of Bourbon is a community of bourbon enthusiasts--the new, the old, the novice, the dabbler, the connoisseur.
OBoB is thrilled to celebrate the history and future of America's Native Spirit. And when you become a member of the Knob Creek brotherhood for big bourbon flavor, you are welcomed with a raised glass, a hefty clap on the back and this official OBoB Welcome Coaster Set.
Digital | Web Content | Loyalty Program | Packaging
Agency: Walton Isaacson
CD: Mark Westman
ACD: Eric Flinn
Project: New Store Opening Kit
We established local representation of the national campaign to introduce Bonefish Grill to new markets and familiarize consumers with our brand story.
We created editorial-style layouts with dynamic, beautiful, close-up images of our food with longer copy to further develop the brand story and how it relates to people, on a more local level. We took inspiration from food magazines and blogs, how we'd find out about a new restaurant opening in our city, to highlight our arrival in the neighborhood and feature our innovative dishes.
Print | Digital | On-Premise
Agency: Wunderman Chicago
CD: Alyssa Griesch
AD: Jess Farnish
The Official Pizza of the Green Bay Packers
Agency: Wunderman Chicago
CD: Alyssa Griesch
AD: Rebecca Kastelic
