Design Portfolio
Marketing Portfolio
It’s impossible to fully display the breadth and variety of the work that is done at Fleet Feet Store Support Team. But I’ve done my best to curate an abbreviated list of assets that more or less demonstrates the scope of my work at Fleet Feet.
Note: All these designs are made in a collaborative setting. Although I was the principle designer on all featured assets below, each one involved varying degrees of oversight and teamwork and went through at least one round of editing to reach their full potential.
LOGO DESIGN
Working for a franchise company provides never-ending opportunities to create logos, branding, and other creative assets for specific markets and needs across the nation. These are done in-between work on other, national projects, learning the needs of store managers and applying our expertise to meet those needs. Here are a few such examples:
APPAREL DESIGN
Since 2019, Fleet Feet has increased its assortment of private label gear including apparel drops. I have had the pleasure of designing or helping to design many of these new pieces. Additionally, I have helped coordinate the printing of these products as well as the photographing of product shots for the website and lifestyle images for marketing.
THE GOBBLER
While working at Fleet Feet, we collaborated with Brooks to create the first-ever Turkey Trot-themed running shoe. Thanksgiving is the biggest running day in the United States, but no footwear vendor or retailer was capitalizing on that. The idea originated at Fleet Feet, so did the initial design concept, mood board, color choices, and inspiration. As a member of the creative team, I was able to be an essential part of the ideation, creation, and marketing of this unique and successful SMU.
INITIAL TURKEY TROT SHOE MOODBOARD
Creative at Fleet Feet collaborated to generate a mood board to send to Brooks to inspire their footwear design.
Our over all goal: make something festive around Thanksgiving that is also elevated, eschewing the hokey and cartoony elements that so dominate around that time of year.
The top sample design in the bottom left was drawn exclusively by me and informed much of the final shoe design.
Final Cad design
After submitting their initial shoe design and prototype to us, Brooks accepted feedback and suggestions from us.
Their initial concept had a brown midsole and a more purple navy color. We believed that leaning into the orange, red, and navy colors would give the shoe a longer-lasting appeal.
SELLING THE STORES ON THE PROJECT
As a franchise company, Fleet Feet can have the greatest ideas, but, unless the stores are sold on it, the initiative will fail.
It was essential to get store support, so I created this Sell-In Deck to show stores why the newly named Gobbler would be a hit.
Gobbler Marketing
There were many materials used in the marketing campaign, but, instead of a hero image, we made use of this hero illustration that I created. It’s a clear parody of Rockwell’s famous Freedom from Want painting. The attendees are all in athletic apparel, and the main course? Of course, the Gobbler.
Ultimately, through good marketing, the quality of the product, and effective social media tactics, the Gobbler was a large success. After only a weekend, Fleet Feet had sold over half of the units carried. For the first time, an SMU was driven from ideation to the customer the whole way by Fleet Feet creative.
Branding
Kalen Vaughan Johnson Personal Branding
Local new author, Kalen Vaughan Johnson contacted me to brand her name after the publication of her first novel in 2016. During the winter and Spring of 2017, she used this logo design in book signings, readings, and merchandise. See more at her website.
Christ Community Church Social Media Logo
While working as communications manager for Christ Community Church, I designed a social media version of their logo to use on Facebook and Instagram. It uses the same colors as the church's traditional logo but it a layout much better suited to a profile picture.
Web Design
Christ Community Church
One of the first projects I had when hired as communications manager was redesigning the church website. It was, at the time, an outdated design, hosted by Wordpress. I completely moved it to Squarespace, overhauling the layout, streamlining the information, and improving the branding all around.