Digital Creative Director + Brand Strategist + Content Architect

I've done a lot of things in my career and been extremely lucky to work with some very talented people on some great brands. My focus? Digital Marketing, User Experience Design, Branding, Promotions and Content Development.

Check out the work, learn more about me and let's talk.


Project: Genuity Brand Launch

  • Genuity Brand Launch

    Animation concept boards for the phase 1 launch of Genuity.com. I was really into mosaic and fractals at the time.

  • Genuity Brand Launch

    I felt there was a cool story to tell about the DNA of Monsanto itself and how that was tied to the needs of the Farmers and the people of the world. Might be too lofty, but I thought a cubist approach was the way to go.

  • Genuity Brand Launch

    More from the concept animation boards.

  • Genuity Brand Launch

    Before the site launched, my team also designed an interactive kiosk for the Farm Progress Show that year. The three-sided installation featured touch screen games educating people on the iconography system of genetic trait features. One side was simply an animated motion graphics loop split across three plasma screens.

  • Genuity Brand Launch
  • Genuity Brand Launch

    A lot of content had to be created for the Innovation section of the site, highlighting new technology and progress in the field of plant science and bio-engineering.

  • Genuity Brand Launch

    The Genuity Pipeline was a collection of upcoming seed technologies. From drought tolerance to insect resistance, I designed a Papervision Flash module to show off these seed "cards" in the pipeline.

  • Genuity Brand Launch

    The landing page for the Traits (seed types) from Genuity.

  • Genuity Brand Launch

    The site was built on the Sitefinity CMS, featuring a Q&A section with industry experts, farmers and agronomists.

  • Genuity Brand Launch

    The pre-launch version of Genuity.com. This was really a fancy Flash brochure site. I still loved the photography and simplicity of the brand at this point.

Genuity Brand Launch

Year: 2009

Monsanto Company is a leading global provider of technology-based solutions and agricultural products that improve farm productivity and food quality. At Momentum, I acted as the Digital Creative Director for the Monsanto creative team to help them with the launch of a new brand called Genuity.

The Genuity® Brand is the new family of trait innovations for corn, soybean, cotton and specialty crops from Monsanto. The Genuity brand is known for its breakthrough trait technology, “helping farmers do what they do, even better.” Genuity’s goal is to help farmers achieve maximum yield and reduce the number of natural resources required to plant, grow and harvest crops.

As the Creative Director, I was responsible for managing every digital facet of the Genuity program. I had a counterpart CD that handled all traditional media (print, TV, radio, direct mail) but when it came to the website, email marketing, banners and trade show kiosks, it all fell in my court. I handled site architecture, user flow, content development, art direction, flash animation, and vendor management for the launch of the new Genuity.com The site map, containing over 80 pages, also includes literally hundreds of granular content items, including Questions and Answers, testimonial data, news, video, events and promotions.

I did enjoy the challenge of learning so much content for this particular brand. The defunct pre-med student still enjoyed biology and science, so learning about bioengineering and plant science in a short time span was stressful but rewarding.

Awards

Webby Awards: 2010 Official Honoree, Homepage/Welcome — Genuity.com