Context
InUnison is a Richmond-based initiative that supports local businesses with practical resources and connected programs. The organization had real impact but needed a stronger public face.
Problem
Campaign materials were produced in isolation — billboards, print, and digital each looked and sounded different. There was no shared message architecture, so recognition and trust suffered. Stakeholders needed one coherent campaign identity that could scale across formats.
Your Role
- Led campaign art direction and brand extension
- Designed the modular ad system for digital dimensions, OOH, and print
- Built templates and visual guardrails so one message could travel across channels
- Coordinated production and handoff for multiple placement types
Approach
I anchored the campaign around a single idea: business owners are not navigating growth alone. From there I developed one message architecture and modular templates that preserved that story whether the format was a billboard, a print ad, or a digital unit. Layout and hierarchy were standardized so execution stayed consistent without limiting creative variation.
Outcome
Recognition and narrative continuity improved from screen to street. Stakeholders gained one coherent campaign identity, and the system reduced interpretation drift across future activations.