Branding, Corporate Narrative and Video Work
During my time at Texas Instruments, I led a rebranding effort as Director of Content, Channels and Creative. Under my leadership, my 25-member team of FT employees and contractors reinvented the look and feel of the brand with a focus on custom lab photography and leaning into the company’s passion. We hired an external agency to do the branding for our brand campaign, but ultimately, we didn’t select any of their options, and instead, I came up with the campaign umbrella, Engineering Progress - which TI is still using today, 5 years after I left. My involvement in this campaign was soup to nuts - I conceptualized and planned photo shoots, edited all final copy, led related blog and social content development, and thereby touched off several multi-million dollar marketing campaigns. I also personally wrote the company’s brand guidelines, researched and rewrote the company’s values, authored the About TI pages, and wrote and produced 8+ new brand videos under the Engineering Progress umbrella.
During my time at SMU Lyle, I rebuilt their marketing department, wrote their brand story, narrative and pillars, and produced several videos, some of which I am sharing here.
Engineering Progress campaign
This was the flagship video for the Engineering Progress campaign, which I wrote and produced working with TI Studios, which was part of my team.
Elevating Passion
As part of the values work I led, we also developed a replacement for mission - vision - values and moved to passion - vision - values. I wrote and produced this video with the TI Studios team to elevate the TI passion and help it be known among employees and all external stakeholders.
Product Line Marketing
We created marquis videos for each critical product line, starting with power and automotive. This was our first video in the Engineering Progress series, which I worked with technical experts and TI Studios to write and produce.
SMU Lyle
I produced this video with the help of my team at SMU Lyle.
SMU Lyle
I conecptualized, wrote and produced this video, working with an outside videographer.