Case Studies
Rainbow Companies — Brand Identity System
Rainbow Companies operated across multiple service divisions, each with its own identity. The result was a fragmented brand that created confusion across marketing, fleet, and customer experience.
01 / Previous Identities
Each service operated as it's own brand, with different logos, styles, and messaging. This lack of consistency made the company harder to recongnize and harder to scale
Logo System Development
04 / Implementation
Applied the sytem across key touchpoints including vehicles, uniforms, and marketing materials. Initial rollout began across fleet and marketing before being paused due to company budget changes.
05 / Impact
Defined and began rolling out a unified brand system across divisions, bringing consistency to a previously fragmented brand while maintaining seperate logos.
Final design rollout on fleet vehicles keeping all three logos
02 / My role
Led the development of a scalable brand system from concept through execution. Designed the core logo system and presented the direction to executive leadership to gain alignment.
Built the system to work across real-world applications including fleet, uniforms, marketing materials, and environmental graphics.
03 / Approach
The system was structured as a flexible master brand to bring multiple service divisions under one identity without losing clarity. It needed to work in the real world (vehicles, uniforms, equipment, etc.). Not just marketing.
Scalability was baked in from the start so it could grow without becoming inconsistent.
Application mockups helped show how it would perform across contexts and made it easier to get buy-in across teams.
Emerald Ash Borer Awareness Campaign - Rainbow Treecare
The Emerald Ash Borer (EAB) posed a massive threat to mature tree canopies across the region, but awareness and urgency among homeowners remained low. Rainbow Treecare needed to educate, build trust, and drive proactive treatment before irreversible damage occurred.
At the same time, the campaign expanded into a municipal partnership initiative, aligning homeowner services with city-level tree preservation efforts.
01 / My role
Led Creative Direction
Owned the visual direction and messaging strategy across a multi-channel campaign spanning residential and municipal audiences.
Cross-Functional Leadership
Collaborated with marketing, arborists, and leadership to translate complex environmental science into clear, actionable messaging for homeowners and city stakeholders.
02 / Approach
Clarity Over Complexity
Simplified technical information about EAB into digestible, high-impact messaging that communicated urgency without overwhelming the audience.
Multi-Audience Strategy
Developed a duel-layer campaign:
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Consumer-facing: Focused on education and immediate action
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Municipal-focused: Positioned Rainbow as a strategic partner for city-wide tree preservation
Content System Thinking
Created a flexible visual and messaging system that scaled across:
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Social and digital campaigns
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Education animations (high-performing content)
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Print and direct mail
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Sales and city partnership materials
One Tree at a Time educational animations exceeding 270k+views
03 / Implementation
Campaign Rollout
Executed across digital, print, and video, ensuring consistency while adapting messaging per channel.
Video + Animation Direction
Directed production of campaign video assets and educational animations, translating complex topics into engaging visual storytelling.
Real-World Integration
Aligned campaign messaging with on-the-ground sales teams and municipal outreach to create a seamless customer journey from awareness to action.
04 / Impact
Award-Winning Campaign
Contributed to an industry-recongnized campaign for EAB awareness and response.
High-Performing Content
Educational animations exceeded 270,000+ views, significantly outperforming typical engagement benchmarks.
Measurable Growth
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Contributed to a 133% increase in web traffic during campaign period
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Increased homeowner engagement and treatment adoption
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Strengthened municipal partnerships, driving long-term service opportunities
Crosslake Heating, Cooling, & Plumbing -
Brand Identity
Crosslake Heating, Cooling, & Plumbing was a long-standing, family-owned business that had recently been acquired and needed a brand update to reflect its current services and future direction. The existing identity was outdated and still referenced "sheet metal," which no longer aligned with the company's core offerings.
01 / Previous Identity
The goal was to modernize the brand while improvising clarity around its HVAC and plumbing services, creating a more accurate and recognizable identity that could support continued growth.
Before
after
04 / Implementation
Developed brand standards defining how the identity should be applied across vehicles, uniforms, and marketing materials. Established clear guidelines for consistent use across HVAC and plumbing services.
05 / Impact
The updated identity improved clarity around the company's services, making it easier for customers to quickly understand what Crosslake offers. The refressed system also created a more modern and cohesive brand presence, supporting consistency across touchpoints and positioning the company for continued growth.
02 / My role
Led the transition from a legacy identity to a modern brand system that better reflects the company's current services and long-term direction.
03 / Approach
I developed a refreshed brand identity that simplified and clarified the company's positioning, updating the name and visual system to better reflect its current services. The focus was on creating a clean, modern identity that maintained approachability while improving legibility and recognition across real-world application.
The system was designed to work seamlessly across fleet vehicles, uniforms, and marketing materials, ensuring consistency and strong visibility in everyday environments.
EAB Awareness campaign
Created a public awareness campaign educating homeowners about the threat of Emerald Ash Borer and promoting preventative tree care through coordinated digital and print marketing materials, educational graphics, and short-form animated videos designed for social media. Impact: Short-form animated videos created for the campaign gained strong engagement and helped expand the campaign's reach online.
Plant Healthcare Summit
Designed the visual identity and marketing materials for the Plant Health Care Summit, supporting a cohesive brand presence across event promotions, signage, and attendee materials. Developed for Rainbow Tree Company's annual industry event.