United Airlines - Global Services Membership Packet w/Visa Offer

What would an airline be without a loyalty program? "Up in the Air" is no joke. Frequent business travelers carry their loyalty cards like badges of honor - and they expect the royal treatment.

Every year, United's largest CRM effort is the roll out of their Mileage Plus membership benefits. Every year, members hope they've racked up enough miles to ascend to the next level of elite status - and the prestigious benefits that come with it. Once a traveler attains Global Services status - the pinnacle of elite status in the Mileage Plus universe - then they know they have arrived.

I had the distinct honor of writing the copy blocks for each status level. We're talking thousands of unique copy blocks...I will spare you every sample, and instead show you the crème de la crème of membership packets - Global Services.

Global Services - Outer Envelope and Inner Folder

Global Services - Inside the Folder

Global Services - What's inside the folder? Member Benefits Guide; Red Carpet Club Passes; Global Services Calling Guide; Visa Credit Card Bonus Miles offer

Global Services - Cardholder, Open, Part 1 - Welcome to Global Services; Mileage Tracker; New Benefits and Card

 

Global Services - Cardholder, Open, Part 2 - Partner Offers and Customer Feedback Survey

Global Services - Cardholder, Part 3 - Beverage Vouchers and Customer Feedback Survey

Global Services - Calling Guide and Red Carpet Club Passes

Global Services - Visa Credit Card sign up insert with "Refer a Friend" bonus miles offer, Outside Panels

Global Services - Visa Credit Card sign up insert with "Refer a Friend" bonus miles offer, Inside, Reveal 1

Global Services - Visa Credit Card sign up insert with "Refer a Friend" bonus miles offer, Fully Open

DeVry University - Floor Stands

When popular perception is not reality, you need to shake things up with a dramatic makeover. That's precisely what DeVry University did to re-brand itself as an accredited institute of higher learning.

This all-encompassing campaign began with the creation of thorough brand guidelines to set a cohesive look and tone for the new DeVry University. From there, I helped lead the creative team in  developing a full blown campaign, complete with OOH, radio, POS and collateral tailored to different audiences.

The floor stands below were designed to greet students and staff as they walked the halls of each campus. The goal was to instill both parties with pride and confidence in their university.

 

DeVry University - Department Posters

We created the department posters below to be placed in different academic offices around each DeVry University campus. The intention was to reinforce the new branding across all departments, from financial aid to career services to alumni relations and beyond.

 

DeVry University - High School Students, Collateral

Many things set DeVry University apart from traditional universities - chiefly, their diverse student body. The student population is a blend of recent high school graduates, and adult learners - many of whom are new to the university experience.

When tasked with creating the "Intro to DeVry", an all-encompassing collateral piece that would set the expectations for students, we recognized that one collateral piece would not do - these audiences need to be spoken to differently.

Adult learners and high school students share a common goal of wanting to obtain a college degree; but their interests along the way to obtaining that degree are vastly different. I created two completely unique "Intro to DeVry University" catalogs, in two entirely different tones - one geared towards high school students who are about to graduate; one geared towards adult learners.

Here is a sample of the catalog a high school student would receive:

Cover

Inside, spread 1

Centerfold, spread 1

Centerfold, spread 2

Inside, spread 9

DeVry University - Adult Learners, Collateral

Now take a look at how we adapted the "Intro to DeVry University" catalog for adult learners:

Cover

Inside, spread 1

Inside, spread 3

Inside, spread 9

Inside, spread 11

DeVry University - College of Media Arts & Technology, Collateral

DeVry University re-branded each of their five college degree programs as well. We created five identifying color schemes, one for each college, and developed collateral to complement the new color scheme.

The career fit sheet below is an example of one such collateral piece. The idea behind this piece is to provide prospective students with background information about the major featured on the cover. Within the piece, they will find statistics related to employment in the field, salary expectations, career growth and an educational map of courses to take to earn the degree - useful information that did not exist prior to our re-brand.

Career Fit Sheet, cover

Inside, tri-fold, fully open

DeVry University - Financial Aid, Collateral

Financial Aid is a topic all students are afraid to bridge. It can be intimidating and difficult to maneuver. But not at the re-branded DeVry University.

We took all the confusion out of financial aid, and laid out a brochure that clearly and easily explains what it is, how it can help you achieve your educational goals, and how to obtain it.

Financial Aid Brochure, cover

Inside, spread 1

Inside, spread 2

United Airlines - Bonus Miles Offer, Direct Mail & Email

United Airlines needed a fresh way to announce a new bonus miles promotional offer to current Mileage Plus members. Here is what I created for the Direct Mail and Email:

Postcard, Front

Postcard, Back

Email, Offer 1

Email, Offer 2