This PSA campaign is an extension of the "Proud Sponsor of the American Mind" positioning and brand identity.

The work includes TV, radio, print and online advertising.
This was a two-day shoot all on location in Detroit, using local talent.

I wanted to create bold, simple graphics paired with strong rallying cries. To remind people of the power they have to push back on authoritarian rule. And recognize the ability of Indivisible to support their beliefs.
COPY: Nancy Wellinger
DESIGN: Donna McGuire

This spot was made to brand and recruit for the University of Michigan and was broadcast during national college football games.

Look for the Olympic gymnast we filmed in the University of Michigan Law Library @ 1:05).

Agency Branding

Thrive campaign.

The Michigan State Housing Development Authority (MSHDA) provides financial assistance to help the people of Michigan access affordable housing, drive community economic development, and address homelessness.

MSHDA’s social posts have been shared by Governor Whitmer, Michigan.gov, The Michigan Supreme Court, various senators and reporters, and the Michigan Department of Health and Human Services.

Thrive campaign.

Bosch North America (NA) welcomed their European colleagues to a conference showcasing the North American divisions and corporate organizations.

This “Road Trip” booklet was an all-inclusive travel guide for a virtual road trip across the United States showing the successes of the NA team, business growth, insights, innovations and workforce initiatives. This guide included the itinerary, speaker biographies, and highlights from Bosch NA regional divisions and corporate organizations.

PSA developed to help save the Michigan Film Tax Credit, and for anyone who cared about all the benefits it provided to Michigan residents and businesses.

The following people who volunteered their time to make this happen: Steve Platto, Brett Warkentien, Donna McGuire, Mary Ellen Krawczyk, Adam Van Dyke, Tom Drew, Flynn Drew, Kurt Kulas, Jim Feltz, Stephen Palmer, Bob Miller, Mark Lesnau, John Cathel, Tim Heslip, Grace & Wild, Darin McGowan, Steve Serraiocco and Laura McGowan.

Direct mail and email concept.

Financial Services of America provides comprehensive retirement planning through long-term partnerships with clients. We created a social campaign and video that sends viewers to the FSA site. The site features a retirement quiz to help assess preparedness to reach retirement goals.

GAP new business pitch tone boards and adlobs based on the concept "There is no GAP between us".

Creative team included Kim Dent, Keith McLenon, Michael Stelmaszek, Robin Todd, Susie Campo, Tom Cerroni and Joe Goddard.

Iconic Collection / PARC / The Fountain
Wine Branding: Terri Hughes, concepts and copy

Motus Integrated Technologies celebrated their 7th annual executive leadership conference with the theme “Getting the Band Back Together.” The conference concept is introduced with this cheeky mockumentary video that also introduces CEO Shawn White to the stage. We conceptualized, scripted, shot, and created extensive retouched rock images for 11 humorous video segments inspired by the mockumentary “This Is Spinal Tap.” Our work helped keep the audience engaged, entertained, and inspired throughout the two-day event. We also developed a themed logo, custom “rock tour” t-shirts, platinum records, posters, event booklets, backstage passes, an official playlist, and themed gift bags for all attendees. These creative elements brought the theme to life, delivering a fun and unforgettable experience. (VIDEO UPLOADS PENDING)

During my tenure as ACD on Chevrolet CLM, the goal was to enhance and redesign the eNewsletters, sent to over 7 million handraisers monthly.

1. This component was updated from a long copy solution to an easy to click CTA.

2. Experimentation with the CTA to better match the website.

3. The “Super Jellies”. We had plenty of data that showed users clicked more on the vehicle jellybean shots. I thought to combine that benefit with short, witty descriptions. The click rate had a massive improvement and our client asked to make this the standard for all the Chevy CRM email.

4. The separator stories were developed by April Kinnelly, as a pause between Super Jelly sections. User was sent to Chevy.com

5. We planned for special edition components that allowed for quick skimming, while presenting valuable information.

6. The double-wide story. For special launches, we art directed enhanced sections that broke former conventions with a modern graphic look.

7. I developed the mini-poster story based on the data that showed higher click rates for stories with less copy. The intent was to use these across all channels.

A range of presentation design work that intersects with branding. Included here: an agency meeting deck, a CEO brand announcement, a Super Bowl campaign presentation, and two phases of brand development for GM—initial logo exploration and the final branding system deck. Each project shows how presentations can drive clarity, alignment, and momentum across teams and stages.

A large-scale eCommerce platform for GM. The challenge was to develop name options for a new site that would bring together a massive range of offerings—vehicles, accessories, financing, insurance, even peer-to-peer sales—into one seamless, customer-first destination.

I was ACD on a 10-person team and served as both a strategic lead and hands-on designer. The brief shifted more than once as business priorities changed, so we had to stay nimble—reframing the brand architecture, refining territories, and generating new rounds of names without losing momentum.

We started by defining the core problem and pressure points, mapped out associations and brand voice directions, then explored hundreds of naming options—grouping ideas by function, feeling, and format. Through it all, we built alignment with stakeholders by showing the why, not just the what.

The final result was an elegantly branded presentation that helped reframe internal thinking about what this platform could be. Not just a store, but a modern, integrated marketplace.

It was fast and furious. But the structure held, the design stayed sharp, and the work pushed the brand forward.