ROLE: director of brand & creative

November '21 - november '23

I was hired with the responsibility of leading Flexcar through a comprehensive rebrand and to create an in-house creative & brand team to execute all marketing, creative, and brand touch-points.

I started as a team of exactly one and laid the foundation for the brand including the logo, brand mark, color, typography, brand guidelines, photography standards, and more.

Within six months I built a robust and talented in-house creative team, "Garageband". All of the work represented in this walk-through was executed by myself and my team except where noted.

I am happy to confirm the previously existing Flexcar logo was nuked from space.

While many brand executions might struggle with dark mode, we embraced it as a core design tennent. Conceptually, it made sense that we could draw inspiration from a dashboard display and pivot our assets based on "night driver" and "day runner".

This animated spot appeared in four markets on both streaming and traditional regional media buys. The spot was cleverly facilitated as such that the message could be ingested without sound (if the source was muted); alternately, the audio was extrapolated for radio with no additional edits.

This ad was shot on location in Charlotte, NC at both the residence of NASCAR race car driver Ryan Ellis and his racing team's garage. We also shot on location at the Xfinity Race Series to create a compelling message for our newest market in North Carolina.

Myself and my team produced and branded out-of-home content for just about every conceivable non-conventional medium including aerial banners (yes, still a thing), a duck boat, the Braves pitcher mound at Truist Stadium, the Celtics TD North Bank jumbo-tron... the list goes on. 

Our scrappy (and knowledgeable) team was not only able to produce explainer content on the fly, but we also saved on production costs by building a modest in-house studio. These costs more than paid for themselves. We also leveraged talent by identifying Flexcar employees that felt comfortable in front of the camera. Our ability to iterate, pivot, and shoot on the fly not only made for a better customer experience, but also saved tens of thousands of dollars in the process. 

Flexcar sponsored NASCAR driver Ryan Ellis in the Summer of 2023. My team conducted a three day photo and video shoot that included being embedded with the pit crew at the Charlotte Raceway Xfinity Series. 

We shot Marcus Smart, former Guard for the Boston Celtics, in March and again in August of 2023 after Marcus' trade to the Grizzlies. The team had to quickly pivot to an entirely new campaign centered around an amazing custom Flexcar jersey.

I wasn't satisfied with the idea of our employees in the field dressing like an Avis-Budget representative. No one wants to wear khakis and a belt. The program I built centered around making our Flexsters comfortable and easily identifiable. The Flexcar lookbook consisted of various components that could be mixed and matched so Flexsters could make their uniform their own. 

My creative career started with store design which was useful when Flexcar pivoted from a "contactless" app-driven subscription to an in-person customer-centric experience. It was important that the totality of the brand felt seamless and connected... from brand awareness, through the consideration cycle, to finally picking up a Flexcar in person. I took elements from our toolkit and extracted them in a way that was bold, punchy, and fun (on a very limited budget).