“When we had to pivot, Eric was ready with strategy without sacrificing deadlines!”
When COVID-19 forced everyone to quarantine in March 2020, WEI was in the final stages of planning a big campaign launch to announce their new cohort of entrepreneurs. I worked with the director and her team to create a new campaign brand strategy that embraced the new normal. We organized a virtual event with Mayor Keisha Lance Bottoms as one of the speakers. Additionally, I reached out to a local film production group to organize a socially distant social media campaign focused on the spirit of grit, perseverance and helping our fellow colleagues. Using the main logo’s ribbon as a baton, each member of the cohort filmed a sequence passing their baton to a colleague off camera at various spots on Atlanta’s Beltline. Cumulatively, it symbolized unity by enveloping the City center in a colorful embrace.
Project Description
I created a visual brand for WEI’s “WEI Bloom in June” campaign. The campaign’s focus was to be on a new four stage curriculum aimed at growing entrepreneurs’ companies. Using the WEI ribbon iconography I built years earlier, I created various stages of a flower blooming to life. When quaratine was enforced, I helped pivot their launch and brand to a message of healing, hope, and grit – important ingriedients to any entrepreneual endeavour.
Project Details
Client WEI and City of Atlanta
Skills creative direction, brand strategy, social media strategy, video producer, content messaging
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