360° Brand Activation
Project Overview
Elevate Minnesota is a 360° brand campaign created to honor the everyday heroes who build and sustain our communities. Representing over 14 private building sectors and construction trades, this union-based organization sought to give visibility and voice to the skilled men and women who contribute to Minnesota’s quality of life.
As Creative Lead, I oversaw brand development and activation across multiple channels—crafting a unifying visual identity and message that celebrated pride, purpose, and community. The campaign extended across digital, social, video, and event experiences, reinforcing the dignity and impact of union workers statewide.
MY ROLE
Creative Lead
AGENCY
ICF Next (formerly Olson)
MY CONTRIBUTIONS
Design Direction
Visual Strategy
Brand Development
Event Activation
Video Direction
Design Systems
RECOGNITION
Best Brand Design — In2 SABRE Innovation Awards, Holmes Report (2018)
Gold SABRE Award Nomination — Holmes Report (2018)
Design System
Design System & Accessibility
This is a snippet of the design system created for the brand. Special attention was paid to the selection of color (eg. avoidance of red and green combinations) especially for digital outlets.
Factors, such as red and green color blindness were taken into consideration.
Web / OOH / Digital media
