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.

Real_Liberty_City_website[CONCEPT]

Selected Projects

UF: Gatorade® 50th AnniversaryAnniversary Logo System

UF: Presidential Search MaterialsRecruitment Collateral

Exactech: Brand IdentityBrand Identity

MAVY MapMap Illustration

Moon, Mars and BeyondPoster Design

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

Titanic: Ship of DreamsMerchandising Art

UF: Swamp SymphonyPoster Design

Gainesville Regional UtilitiesAnniversary Campaign

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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.

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Certified Leader for Creativity

Grant Award Winner

Founding Vice President

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