DELTA AIR LINES: Fly Delta App
To further to further their role as the world’s premier airline, Delta needed to create a holistic travel app that enabled easy travel planning – but also informed and inspired the customer about their travel destinations. I managed the destination content within the Fly Delta app, setting visual direction for 150 global locations: each highlighting dozens of local restaurants, shops, clubs and attractions all requiring photography. To make it more challenging, this content needed to be created within a sprint of just a few weeks. I set the direction, hired and project-managed a team of global content creators to populate the image library and build the pages, meeting the deadline and launching a ground-breaking, award-winning app.
Eddie bauer: Why I Hike
The “Why I Hike” campaign aimed to build connection with customers through the resurgent popularity of hiking and its varied roles in people’s lives, positioning Eddie Bauer as a hiking outfitter of choice. The brand was ready for a new direction and disruptive look.
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My approach used inclusive illustration as a key visual speaking to everyone’s unique interpretations of the benefits of hiking, messaged across stores, direct, and e-commerce. Additionally, a broad social campaign asked brand guides, influencers and customers to share their responses with #whyihike.
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The results? Brand awareness, customer file growth, Instagram engagement up 450% YOY, and product sales +80% to LY. But the real breakthrough was in the creative: leading with a fresh, disruptive direction worked and opened new doors for
the brand going forward.
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