Centricity Brand Development & Launch Campaign

The Challenge

Centricity was created through the merger of Bankers Warranty Group and Bonded Builders Warranty Group, bringing together two established organizations to form a comprehensive warranty solutions provider. The goal was to deliver greater value to home builders, wireless providers, electronics and home goods retailers, while streamlining the customer warranty experience.

Leadership wanted a brand identity that communicated comprehensive protection and a customer-first approach—appealing not only to homebuilders and retail partners but also to the direct-to-consumer market through point-of-purchase service add-ons.

After collaborative naming workshops with leadership and the corporate marketing team, the name Centricity was selected. With the name established, I began developing brand identity concepts grounded in the company’s core mission and values.

My Role

I led the concept development, creative direction, and design for the brand development and launch campaign.

Creative Approach

The foundation of the brand was the idea of placing customers—both businesses and consumers—at the center of every interaction. My initial creative direction focused on themes such as:

• Encompassing
• Cyclical
• Frictionless
• Relatable
• Customer-centric

During the logo exploration phase, I drafted several design options and introduced a placeholder tagline, “Centered around you,” which visually and strategically aligned with the emerging identity. Upon review, the CMO and executive team elected to adopt both the tagline and one of my logo concepts as official brand elements.

Following this, I was responsible for developing the full visual identity system, including the brand book, email templates, brochures, point-of-sale materials, trade show experiences, and digital landing pages.

Results

Post-launch feedback—particularly from industry trade shows—was overwhelmingly positive. Existing and prospective clients consistently noted the brand’s vibrancy, clean aesthetic, and modern appeal, which resonated especially well with the younger audiences we aimed to attract.

The Centricity brand launch received multiple industry recognitions, including:
• Gold Obie Award – Brand Launch, Budget Over $10,000
• Silver NSMC Award – Best Marketing Promotion by a Supplier or Industry – Partner National Sales and Marketing Council (NSMC))

Campaign: Bankers Insurance Group — “BIG 40 Win a Mini” Sweepstakes

Overview

To celebrate its 40th anniversary and inspire increased agent policy activity, Bankers Insurance Group launched the largest promotional campaign in its history: the BIG 40 Win a Mini Sweepstakes. Spanning seven months, the initiative offered agents multiple opportunities to win prizes, culminating in the grand prize—a brand-new Mini Cooper convertible.

My Role

I led the concept development and creative direction for the campaign, ensuring a cohesive, high-energy brand experience across every touchpoint. This included design, messaging, and execution for all marketing and experiential components.

Deliverables

• Responsive campaign microsite

• Mobile-friendly email series

• Dimensional direct mail and social media assets

• Event and trade show materials

• Custom gift packaging and presentation collateral

• Video game graphics and animation

Campaign Experience

A dedicated microsite served as the campaign hub, outlining sweepstakes details, showcasing prizes, and housing official rules. At major trade shows, an interactive photo booth allowed agents to place themselves inside a Mini Cooper scene—a fun, shareable takeaway that boosted engagement.

To extend reach and participation, a social media extension introduced “Flat Coop”—a custom character agents photographed on their travels. By tagging posts with campaign hashtags, agents entered to win exclusive branded merchandise.

Gamification played a key role in sustaining excitement. I designed the visual identity for Flat Coop Racer, an online Mini Cooper racing game where agents competed on leaderboards for prizes. Periodic animated emails featuring Flat Coop and the Mini Cooper helped maintain momentum and build anticipation for the grand finale.

Creative Approach

Insurance agents rarely experience high-glamour, high-energy campaigns, so the creative direction aimed to deliver a standout, celebratory experience that recognized their hard work, strengthened loyalty, and drove quoting activity.

I developed multiple creative concepts, ultimately landing on a vision that was:

• Exciting — full of energy and movement

• Luxurious — elevated through refined design and prize presentation

• Fun — with interactive, gamified experiences

• Bold — visually striking with strong brand colors

• Celebratory — infused with a birthday-inspired tone

Rich, saturated reds and royal blues combined with sophisticated prize photography to create a dynamic, upscale visual identity.

Results

The campaign was extremely well received—agent engagement and quoting activity increased by 47% year-over-year, making the BIG 40 Win a Mini Sweepstakes one of the most successful marketing initiatives in the company’s history.

Campaign: Vology — “Breach Buster”

The Challenge

Vology, a Florida-based IT Managed Services Provider, needed a standout way to cut through marketing noise and drive meetings for a free cybersecurity threat assessment. With a small, defined list of high-value targets, they were looking for a creative concept that would capture attention and motivate prospects to engage.

My Role

I led the concept development and creative direction for the campaign, with hands-on copywriting and design of a personalized printed poster, email, and landing page experience.

Creative Approach

To break through and create instant intrigue, I developed an action-movie–inspired concept that cast each prospect as the hero of their own mission: Breach Buster. The campaign included:

• A personalized, movie-style printed poster featuring the prospect in a starring role as a Breach Buster, directing them to a custom landing page where they could “accept their mission” and claim a pair of Jobra Elite Sport Earbuds for booking an assessment.

• A follow-up personalized email highlighting Vology’s cybersecurity value proposition and driving prospects back to their animated landing page to schedule a meeting.

• An animated landing page presenting the mission details in looping live-type sequences to heighten suspense and engagement.

The campaign’s design and messaging created an edgy, mysterious journey, while placing the customer at the center of the narrative. By positioning them as the hero responsible for their organization’s security — and rewarding them for completing the mission — the campaign created a memorable, high-impact experience.

Results

Breach Buster generated four assessment appointments and secured a closed deal with a highly sought-after new client. Feedback shared with the sales team was overwhelmingly positive, with prospects calling the campaign intriguing and unlike anything they had seen before.

Campaign: Vology — “Share a Coke with Vology”

The Challenge

Vology, a Florida-based IT Managed Services Provider, sought to expand its client base by acquiring new business from regional Coca-Cola bottling companies. While digital marketing was already in play, the team needed a bold, tactile idea that could cut through digital noise and make a personal, memorable impression on key IT decision-makers.

My Role

I led the concept development and creative direction for the campaign, including copywriting and design of the packaging and sales sheet.

Creative Approach

To bring a personal touch to a tech services brand, we developed a direct mail campaign inspired by the universally recognizable Share a Coke concept. Each package featured:

• A custom Vology-branded bottle of soda with the message “Share a Coke with Vology.”

• A double-sided sales sheet outlining Vology’s managed services value proposition.

• A personalized business card from each sales representative.

The design and copy reflected Vology’s brand personality — friendly, inviting, fun, and simple — while staying true to the beverage industry’s visual language. The campaign aimed to spark conversation, open doors, and humanize a B2B technology offering through a lighthearted, relatable concept.

Results

The campaign delivered exceptional results — securing two new managed service contracts with targeted bottlers and generating a 533% ROI in the first year. By combining creativity with strategy, the effort proved that a thoughtful, tactile experience can outperform traditional digital outreach.

Campaign: Experian, Clarity Services — “Big Impact” Tradeshow Campaign

The Challenge

Clarity Services – a part of Experian – was preparing for a financial lending conference centered on the automotive industry. As a new addition to the Experian portfolio, the company aimed to drive booth traffic and highlight the untapped potential within the sub-prime credit market. The multi-channel campaign leveraged a “smart car” concept to illustrate smarter lending — showing how small adjustments to lending criteria could open up new customer segments.

My Role

I led the concept development and creative direction for the campaign, creating a tradeshow magazine ad, email, and landing page that worked seamlessly together to communicate the message.

Creative Approach

Rooted in Experian’s branding, the smart car symbolized how meaningful impact can come from small changes. The clean, minimalist design stood out with a clear, concise, and easy-to-digest message that resonated with the audience.

Results

The campaign was well received, successfully driving awareness and engagement around Clarity Services’ niche offering at the tradeshow.