The Real Liberty City
PRODUCED AS CREATIVE DIRECTOR, UNIVERSITY OF FLORIDA
THE AGENCY AT UF
Creative Direction, Web Design
THE BRIEF: The Agency was asked by the Miami Children's Initiative to develop a campaign concept demonstrating how empowerment, determination and trust are transforming Liberty City and its residents from one of the most impoverished communities in America to a model for other communities across the country.
THE PROBLEM: Online searches for Liberty City were dominated by results featuring Grand Thaft Auto's popular but violent video game of the same name.
THE SOLUTION: Change the narrative online with a storytelling portal and rich content focused on powerful and positive messages. Aggregate positive media coverage and share social conversations alongside original content to help anyone associated with Liberty City to feel: PROUD that it’s happening in their backyard. INSPIRED to empower the communities around them. MOVED to seek more information about how MCI is succeeding. CONFIDENT any coverage and/or donations they provide will elevate lives in Liberty City and serve a grander purpose.
UF: The Agency Look BookIdentity Design, Collateral
Gainesville Fruit Co.Art Prints & Branding
Brand Identities & TrademarksLogo Designs
UF: Gatorade® 50th AnniversaryAnniversary Logo System
UF: Presidential Search MaterialsRecruitment Collateral
Exactech: Brand IdentityBrand Identity
UF: GatorBytes Publication DesignEditorial Design
MAVY MapMap Illustration
26th National Cowboy Poetry GatheringPoster Design
Moon, Mars and BeyondPoster Design
UF: Innovation Academy BrandingProgram Branding
Exactech: Optetrak Ad CampaignAdvertising Design
WUFT-WJUF Anniversary PosterPoster Design / Illustration
The Dead HeroesSports Trademark
The Nature of Our CommunityPromotional Campaign
Dive Gear ExpressIdentity & Advertising
Desert Cowboy ExpressPoster Design
RTI Biologics: Orlando RoyaleSales Meeting Campaign
The Call to AdventureEditorial Illustration
Harn Museum of ArtMerchandising Design
The U.S. Bureau of National WondersPoster Series
Dive Rite Brand IdentityLogo Design
UF: Land Grant Anniversary AdvertisingAdvertising Design
Titanic: Ship of DreamsMerchandising Art
UF: Swamp SymphonyPoster Design
Gainesville Regional UtilitiesAnniversary Campaign
COMMITTED TO GAINESVILLE
Every visual communicator has a responsibility to ask the question “Does my work add to this community in a meaningful, lasting way? Should it? Can it?” For almost 30 years I have worked to celebrate Gainesville and its thriving community with my work. Let's collaborate.
Certified Leader for Creativity
Grant Award Winner
Founding Vice President
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