As the Creative Marketing Specialist at Feldco Factory Direct, I oversee all aspects of creative design within the company, from internal communications to advertising initiatives. My responsibilities encompass a wide range of marketing materials, including brochures, digital banners, out of home, vehicle wraps, flyers, direct mail, and more.
In my role, I focus on ensuring that all assets are aligned with current trends and adhere to our brand standards while effectively supporting our monthly campaigns. My goal is to create cohesive and impactful designs that resonate with our audience and elevate the Feldco brand.
BRAND STANDARDS
At Feldco, I played a key role in developing a cohesive brand identity from the ground up. This section of my portfolio showcases the brand standards I helped establish, including the colors, typography, and imagery that define Feldco's visual presence in the Midwest. These elements were carefully crafted to reflect the brand's essence and create a unified look across all platforms.
LOGO REDESIGN
I led the redesign of Feldco’s logo, transitioning the tagline from "Factory Direct" to "Home Renewal" and adding a slight tilt to the ribbon for a more dynamic and modern look. This subtle update aligns the logo with Feldco’s mission and commitment to delivering high-quality home improvement solutions, strengthening its relevance and connection with the audience.
PRINT COLLATERAL
I designed monthly flyers for Feldco’s sales team to promote current offers to prospective customers. Initially adhering to strict guidelines, the flyers featured generic seasonal stock photography and standardized elements like a call-to-action and Installer Dave. Through collaboration and iterative testing, I refined the design to incorporate aspirational home imagery that better aligns with Feldco’s products and resonates with customers’ visions of their ideal homes. The result is high-quality, brand-focused flyers that effectively showcase Feldco’s promotional offers while reinforcing its position as the Midwest’s leading home renewal company.
I worked on two key customer-facing print assets at Feldco: the Flip Book and product brochures. The Flip Book, a guide for Product Specialists, was updated with cohesive branding, fresh photography, and a layout optimized for in-home demonstrations to effectively communicate Feldco’s value.
For the product brochures, I redesigned them from scratch, focusing on consistency and clarity. The new brochures highlighted Feldco’s product range, emphasizing energy efficiency and features specific to Midwest homes. The redesign improved visual appeal, strengthened messaging, and enhanced the customer’s understanding of the benefits of Feldco products.
OOH MARKETING
I redefined Feldco's outdoor advertising strategy across buses, posters, and digital billboards, shifting from seasonal themes to a unified campaign that reflects Feldco’s cohesive brand identity. A central element of this strategy is Installer Dave, Feldco’s iconic figure, whose presence enhances brand recognition and conveys trust and reliability.
Using bold visuals and engaging narratives, the redesigned advertisements capture attention and showcase Feldco’s commitment to quality and service. This new approach emphasizes a consistent visual language aligned with the brand image, while incorporating localized language and cultural references to resonate more deeply with the Midwest audience, creating relatable and impactful messaging.
I’m proud to have received the Chicago's Biggest Impact award at the Adsposure Transit Awards 2022 for designing a full wrap for a Pace Bus featuring Feldco’s advertising. This project turned a public transit vehicle into a dynamic canvas, capturing commuters' attention and showcasing the power of impactful outdoor advertising in connecting with the community.
MOTION GRAPHICS
Graphic design played a key role in my responsibilities at Feldco, but I also contributed to elevating our commercials with dynamic visuals. Joining a small team with limited resources, I learned motion graphic skills to create eye-catching ads that complemented our well-known jingle. I collaborated closely with the Creative Director, focusing on design elements that enhanced the creative vision of our commercials. This effort helped bring a fresh, dynamic look to our advertising and ensured that the visuals effectively supported our brand message.
To enhance Feldco's design, I created a custom iconography library tailored to our brand, featuring unique designs that reflect our identity. I also animated each type of window Feldco sells, ensuring the motion accurately represented how the windows operate. These animations added a dynamic, interactive element to our materials, showcasing Feldco’s innovation and strengthening our visual storytelling.
SOCIAL MEDIA
When I joined Feldco, the company’s social media channels were inactive, with no posts or engagement. Taking the initiative, I revived the channels by creating a structured content calendar for consistent posting. This effort successfully rebuilt our online presence and engaged followers. After a team member was hired but unable to continue, I resumed managing the channels, focusing on growing our presence on Facebook, Instagram, and TikTok. These efforts have strengthened our connection with the audience and expanded Feldco’s reach.
BRANDED ENVIRONMENT & VISUALS
In addition to my advertising responsibilities, I collaborated with various departments at Feldco to design essential internal assets, including presentations, training materials, wall murals, and motion graphics for monitors throughout our headquarters. By aligning these materials with Feldco's brand identity, I ensured they supported internal goals and reinforced a cohesive brand presence within the company.
To honor a top sales performer, I designed a bold truck wrap that stands out on the road while staying true to Feldco’s brand. The wrap combines eye-catching visuals with a clear message, making it both unique and unmistakably Feldco.