My portfolio of marketing, advertising, and design projects; Professional, Personal, Academic. Featuring work at The Vault (restaurant), Life is good. (apparel designer & retailer), and Zipcar (car sharing service).

1. Portfolio
March, 2012
ADSwank@gmail.com
330.620.2172

2. Table of Contents
Digital Strategy for The Vault (3)
Zipcar Advertising Project Winner (8)
Marketing Intern at Life is good. (16)
eclipse: the personal cabana Business Plan (24)
Personal Projects (30)
2

3. Current Client: The Vault
Digital strategy and social media management.
3

4. Current Projects
• Transitioning “friends” to “likes”
• Promoting events
• Amassing a Twitter following
• Creating deals via FourSquare to increase
visibility and gain customers
• Brokering a deal with OpenTable
• Web redesign
4

5. The Vault Logo Redesign
• Client specifications
– Younger-looking
– Name connotations
– Blueprint theme
• New Logo
– More energetic
– Employs classic vault
imagery
– Scalable for print &
icon formats
5

6. The Vault Events
• Digital invites for
– Musical guests
– Private parties
– Special hours for
holidays
• Promote on Twitter &
Facebook
6

7. The Vault Event Invites
7

8. Zipcar Advertising Project
Winner of the BU competition, selected by the Zipcar marketing team.
8

9. Zipcar Advertising Project
Strategy Advertising & Design
• Market Research • “This is not a car.”
– ZMETs Advertisements
– Surveys
• Facebook Competition
– Multi-Attribute Scores vs.
Competitors • Mobile App Mockup
• “This is not a car.” Campaign • Concept and all creative
– Bus Ads development by Andrew
– Facebook Competition Swank
– Brand Ambassadors
– Mobile App
– PR Campaign: “Zipcar
Cares”
9

10. “This is not a car.” Print Ads
10

11. “This is not a car.” Print Ads
11

12. Research Supporting Major
Selling Idea
• From ZMET and survey data
• Self-sufficiency is incredibly important to college
students
• Convenience is the key to maintaining college
users
• Students are aware of Zipcar brand, but do not
understand the service
12

13. Bus Ads
• Year-round
advertising
• Present in major cities
• Targets both public
transportation users
and car owners who
may need another
vehicle, or resent
public transit
13

14. Facebook Contest
Key Features:
• Integration of print advertising into digital channel
• Prompting deeper brand interaction by new and current college customers
14

15. Mobile App
• Adding a loyalty
program
– For every $200 spent
on driving, receive $6
of free driving credit
– Promote more frequent
use
– Limited redemption
periods
15

16. Life is good.
Work as a marketing intern.
16

17. Life is good.
Visual Rebranding Facebook Applications
• YouTube • Locations
• Twitter • Radio
• Facebook • E-mail Signup
Brand Studies Copywriting
• Social Media Best Practices • Avg. >380K impressions/post
• Visual Branding • Avg. >2K likes/post
• Avg. 227 comments/post,
31% more than typical Life is
good post
17

18. YouTube Layout
Key Features:
• Clickable links to homepage, Facebook, Twitter in header bar
• Vignetting background image to standardize appearance among different resolution browsers
18

19. Twitter Layout
Key Features:
• Left navigation indicating locations of other social channels
• Vignetting background image to standardize appearance among different resolution browsers
19

20. Facebook Layout
Key Features:
• Simplified “About” box
• Organizing applications for easier navigation
• Addition of channel-integration apps (Twitter & YouTube)
20

21. “Life is good. Radio” App
• Design
– Music note icon
matches brand colors
– Links match brand
colors (blue shades)
• Coding
– html
– iframe sourced from
CustomChannels.net
– Plain text
21

22. “Find A Store” App
• Design
– Map icon matches
brand colors, but
familiar format
– Links match brand
colors (blue shades)
• Coding
– html
– iframe sourced from
Google Maps
– Plain text
22

23. “E-mail Signup” App
• Design
– Fully aligned with
brand imagery
• Coding
– html mockup
– Built with MailChimp
23

24. eclipse: the personal cabana
Product development and business plan.
24

25. eclipse: the personal cabana
business plan
Strategy Design
• IT strategy • Website
– Digital marketing • Facebook
– Necessary hardware and
• Twitter
software purchases for
business • Wordpress
• Sales channels
• Social media
25

26. Website
Homepage: product description, site directory, RSS feed, Cabana Club: the online community for eclipse, featuring
and newsletter signup or blog, testimonials, customer survey, and video
About Us: includes company and contact information Purchase: product views in all colors, links to digital
storefronts
26

27. eclipse Packaging
27

28. eclipse POP Display
• Key considerations
– Logo prominence
– Tagline exposure
– Space efficiency
• Design aspects
– Logo and tagline
featured prominently
– Small footprint with
large capacity
28

29. Magazine Spread
29

30. Personal Projects
For me. For my friends. For learning. For fun.
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31. Tumblr
andandrew.tumblr.com/ Pending Changes
• Title runoff
• Scrolling social media
buttons
• Formatting for consistency
regardless of screen
resolution
• Post title buttons change
color on mouseover
• Footer formatting with “Stop”
button (first & last post
pages)
31

32. Recent typography experiments. May be screen printed.
32

33. Combining simple graphics and text to concisely illustrate more complex concepts.
33

34. Coloring book publisher in need of a logo redesign.
Top is current logo. Bottom two are potential logos. Color choices to come.
34

35. Thank You