Behind The Scenes
Often times the research is too valuable, the insights too precious, or the strategy too telling to share with the world. Here are some projects from the archives keeping the client, results, and insights confidential while still peeling back the curtain to explain the process and experience. If you have questions or want to hear more of the story, reach out! Maybe I can delve a little bit more…
Nike: Primary Research &
Global Campaign
Nike was having trouble getting their 70,000+ global employees to properly manage corporate records. It sounds mild, but poorly managed records can lead to high data storage costs, potential legal violations, and a major headache when important documents need to be located. To educate their customers and promote compliance, they hired Cinco Design to lend a hand.
The Project
+ Primary research across global offices
+ Distilling researching to key insights
+ Developing a campaign direction
+ Creating an activation playbook to bring it to life
My Role
I took the lead on all things strategy including research and synthesis, advising campaign direction, and co-creating the activation playbook.
Microsoft Office:
Messaging Guidelines
Between blog posts, social media, in-app messages, and outbound marketing, brands have a lot of communications. Microsoft asked Cinco Design to do an audit focused on their Office brand’s content to assess how they’re doing when it comes to customer conversations and make recommendations for how they can improve.
The Project
+ Audit communications across products, website, and social
+ Look for redundancy, weakness, and missed opportunities
+ Outline recommendations for improvement and create a set of guidelines for employees to follow
My Role
I supported the strategy director and lead copywriter with the auditing efforts, sifting through piles of digital content to discover our opportunities.