Cree Lighting

In 2015, the Cree Corporate Marketing organization collaborated with a North Carolina based advertising agency to develop an enterprise-level brand refresh framework, consisting of core messaging, brand tonality, fonts and key design elements.

The objective for Cree Lighting — its largest and only consumer-facing division — was to expand upon this framework and apply it effectively across a range of media, including marketing collateral, web and motion graphics, video templates and environmental graphics among others. To do so, an extensive library of scalable design templates and typographical guidelines were developed and implemented, both within the Lighting organization and company wide. The result, a cohesive portfolio of materials embodying the fresh vibrancy of the brand campaign. 

Role: Brand Guidelines, Art Direction, Photography & Video Direction, Email Campaigns, Marketing Literature, Catalogs, Trade Shows