The Pine Belt Promise
A complete rebranded system built around the clients new “Why Buy” messaging.
As Creative Director, I partnered closely with the client as well as the creative team to develop four key pillars of their brand promise, helping translate the key programs into a cohesive and compelling story.
I led the creative from concept through execution, overseeing digital, graphic, and video content to ensure every touchpoint was cohesive, intentional, and distinct to the brand.
Four Benefits. Four Distinct Marks.
each of these new incentives needed its own visual identity while still tying into the larger brand system. I guided the graphics team throughout the logo development process, overseeing each concept to ensure each mark was simple, recognizable, and fitted to the benefit it represented. over 100 total logos were created before we landed on the final 5.
Throughout this process, I also stepped into an account executive role, working directly with the client to understand their goals, ideas, and vision. this made me able to bridge the gap between the client's wants and the creative team's thinking, allowing us to build a system that felt authentic to them, while communicating the benefits clearly.
The goal was to create a mark for each incentive that communicated its purpose at a glance, giving customers an immediate visual cue for what the benefit was. Together, the marks created a visual language that made the Pine Belt Promise easier to understand, remember, and recognize across various media.
Printed
Touchpoints
print played an important role in the pine belt PRomise by making the messaging tangible. I determined which assets would best support the campaign and how each piece would serve its specific purpose while maintaining a cohesive visual and messaging system.
From high-impact billboards designed to build awareness to in-store materials that helped customers understand the benefits, every piece was designed to create consistency across the customer journey while giving each asset a clear job to do.
Rewards Card
A physical extension of the Pine Belt Promise, the rewards card gave customers something tangible to take with them while reinforcing the value beyond the initial purchase.
Trifold Brochure
Designed as an quick overview for customers, the trifold brought the various benefits and programs together in one piece. It gave a more in-depth look at what makes Pine Belt different and provided the sales team with a useful tool for communicating those benefits.
Billboards
the billboards focused on helping make the Promise immediately recognizable. Bold messaging, strong hierarchy, and consistent branding allowed the campaign to build awareness while reinforcing the core messaging.
Stand Banner
Created for dealership environments and customer-facing events. It serves as a quick introduction to the Promise and its exclusive benefits.
Magazine Ad
The magazine placement gave the Promise more community reach. combining the campaign's visual identity with specific dealership benefits and offers. It extended the campaign into a more traditional advertising environment while maintaining the same recognizable system.
Digital
Assets
The Pine Belt Promise needed to live beyond individual ads and campaign pieces. We created an entire digital ecosystem for the Promise, weaving its messaging and visual system into the web space, where customers were already making purchasing decisions.
I directed the creative look and feel across these digital touchpoints, including integrating the Promise into individual vehicle detail pages and developing a dedicated “Why Buy?” landing page that brought the story together. Each experience was designed to make the benefits easy to understand while reinforcing the same visual language customers encountered throughout the campaign.
Bringing the Promise to Life
Video gave the Pine Belt Promise another dimension—taking the messaging beyond static visuals and creating experiences that could communicate the value of the program through story, motion, and personality. I oversaw the creative direction, content process, and stepped in to copywrite the scripts for each monthly TV spot.
the goal was to ensure the videos stayed connected to the larger campaign while being tailored to where and how customers would view them. Our team created short form tv commercials, as well as longer explanatory videos to live in the web space. one was built to sell the Promise at scale, while the other was built to explain it in depth.
Together, these videos gave the Promise both reach and depth. one side designed to spark interest and generate sales, and the other designed to answer the question, “Why buy at Pine Belt?”