Leadership Louisville Center
Roles: Creative Direction / Art Direction & Graphic Design / Marketing Strategy & Execution / Photography
The Leadership Louisville Center works to inspire and equip leaders to be better and do better through a series of 7 leadership programs, 6+ training courses, and a series of events (including an annual fundraiser and a full day conference). The marketing department runs much like an internal agency, collaborating cross-functionally with our programs, events, and sales teams to make sure our campaigns are strategic, creative is right and our targets are hit. We balance both B2C and B2B campaigns, messaging, and targeting to accomplish this.
Beyond the recruitment process, our team designs all program assets to a high standard of professionalism and consistency.
Projects:
Marketing & Ad Campaigns
Asset Design (workbooks, signage, presentation decks, programs, etc.)
Photography & Videography
Website maintenance, design, and process development
Email Marketing & Automation
Social Media (organic & paid)
Marketing & campaign strategy
Identity & Brand Guide
We decided to do a refresh of our primary and program logos in 2022. These would maintain the same iconography and colors, but used a soft gradient - and a more modern application of our typography. Following, I created a brand guide to help build consistency and prepare for an upcoming website redesign.
Email Marketing
Our editorial calendar includes a monthly newsletter, a monthly content-driven leadership development digest, and a variety of promotional messages, depending on our recruitment cycle and events happening. I created templates for our team to use and maintain brand consistency - and provide oversight to my employees in terms of planning, copywriting, and overall creative direction.
Collateral
Providing our sales team with effective, clear assets that tell the story. Most of our programs are 6-12 months, with a diverse set of experiences and value. We rely on collections of images to showcase the breadth of the program days while using participant testimonials to highlight the benefits while leveraging social proof.
