LORI ANDERSON // STRATEGY // BRANDING // DESIGN
A series of open dialogue events hosted in Minneapolis. The topics ranged from politics to entertainment. The environment facilitates dialogue, discussion and positive debate.
::: Launch, Brand Development, Identity, Adverstising, Interactive, Direct Mail :::
::: Creative Direction, Design :::
Launch four brands: Ilumien / EnligHTN / Angio-Seal / Amplatzer
Promote two clinical trials: Fame / Respect
The strategic campaign approach utilizes metaphor branding to emotionally engage and convey product benefits in a memorable way. Within the cohesive campaign also produced support product literature that is feature, benefit or clinically driven. All brand expressions are designed within the brand standards.
My Role: Full Brand Development from Visioning to Execution
::: Launch, Naming, Collateral, Sales Tools, Advertising, Environmental Graphics, Packaging, Motion, Digital, Direct Mail, Clinical Illustration Direction, Product Skinning, Clinical Collateral, Powerpoint :::
:::: Creative Direction, Design, Visual Brand Development, Voice Development :::
Creative Team: Bruce Eaton / Lori Anderson / Jing Ma / Rick Russie / Michelle Proudlock / Susan Buie
The first of its kind advancement in diagnostic therapy. The product allows a physician unprecedented insight deep inside an arterial wall to help guide treatment options for coronary artery disease.
Produced and Directed by Three Volt
Breaking standard medical packaging parody by utilizing rich color and imagery
EuroPCR - the largest and most elite cardiovascular tradeshow globally. Full event execution: develop launch strategies, 7,000 square foot environment design, event advertising, digital advertising, sales collateral, clinical and launch presentations, motion, clinical collateral, technical illustrations.
The campaign centered on highlighting the product differentiator: the Inside Advantage of the product — Bioabsorbable + Dual Security
The visual centered on creating a complete closure of the artery.
Product centric branding that utilized a three dimensional transparent rendering of the heart.
St Jude Medical brand is positioned as the pioneers of technology. The Respect campaign for Amplatzer centered on promoting the largest, and longest quantitative clinical trial to date. Strategically we drew attention to St Jude Medical as owning the product trial. The competition often leveraged the trial results. We created clarity of the innovative leadership as well as highlighted Amplatzer as the single product studied.
The visual campaign was based on animation of streaming numbers and data with the simple statement: Amplatzer Alone.
Product and colorizing design input.
Minnesota Lynx WNBA Annual brand campaign. The campaign objective: drive ticket sales and create foundational visual guidelines for internal team creative development. The diagonal ribbons were meant to celebrate a winning team but also convey high-energy and excitement.
::: Advertising, Promotion :::
::: Creative Direction, Design:::
An Oregon vineyard that put Willamette Valley on the map. The brand is reminiscent of the region it shares the same latitude with - the Burgundy region in France. The brand development conveys it's french connection while being part modern and part historic.
::: Brand Development, Identity (monogram/coeur blanc), Packaging :::
::: My Role: Creative Direction, Design :::
Creative Team: Bruce Eaton, Lori Anderson
Optum -
Helping people live healthier lives and to make the health system work better for everyone.
Elevating brand, events and real estate. Partnered to establish brand vision to convey innovation, disruption and dynamic change in health care and health care technology in a rapidly growing company.
The leading edge health care event - covering health care’s hottest topics and biggest challenges with thought provoking dialogue.
Creative: registration campaign, on-site environments and experiences, large auditorium to break-out presentations.
My role: establish thematic, naming, design vision, creative direction.
Sr Creative Director: Lori Anderson
Agencies: MediaLoft, Mirum
Internal Team:
Motion: Mark Sexton
Sr Designer: Nell Bury
Sr Writer: Katherine Gyolai
Developed pop-up event space interior and environmental graphics that highlight innovation, thought leadership and facilitates dialogue
Elevated real estate environments through development of core wall graphics, color schematics and design motifs. Role: Creative Direction. Lead and partner with agencies to represent brand in internal and external facing environments
Agency: Mirum
Investor day presentations to Wall Street. Creative direction and agency partnership
Internally created identity, signage. Lead and partner with MediaLoft on staging, motion, collateral.
Partnered to develop foundational new visual brand campaign identity.
Develop and implement a strategic brand experience that conveys simple, approachable and trusted across all touchpoints.
Launch the National ACA consumer campaign and brand expression in co-creation with primary agencies and internal team.
Manage cohesive brand creative implementation with focus on foundational toolkit systems for ease of enterprise implementation.
Direct and implement a new voice and visual brand update with internal team.
Partner and lead external agencies in creative development.
My Role: Full Development from Strategic Visioning to Design Execution.
::: Creative Direction, Design :::
Utilizing humor in an otherwise straightforward category. Playing off of there are many ways into the complex health care system and UHC helps to navigate it. Strategic creative extension and design development of national campaign to Out of Home, Print, Digital and Radio. Leo Burnett created campaign vision and executed broadcast.
Creative Director / Art Director Lori Anderson
Creative Director / Writing Jenny Radack (Periscope)
Philly large scale digital OOH - Andrew Washuta - designer/animator
ACD: Lori Anderson, Emalie Wichmann
Sr Copywriter: Emalie Wichmann, Carrie Cramer
Art Director: Lori Anderson, Scott Gilson, Brian Bennett
Designer: Dave Caneday, Andrew Washuta
Small business campaign system
Concept Design
ACD + Sr Designer: Lori Anderson
Sr Designer: Brian Bennett
ACD and Sr Designer: Lori Anderson
Update and curate photo library for largest segment of UHC business.
ACD: Lori Anderson
Art Director: Scott Gilson
Sr Copywriter: Carrie Cramer
Develop memorable strategic campaign that highlights knowing right place - right time - right care.
ACD: Lori Anderson, Michael Elyanow
Art Director: Scott Gilson
Sr Writer: Anne Dunning
Regional market campaign. Highlighting all plan benefits are clear and easy to see.
ACD: Lori Anderson, Emalie Wichmann
Art Director: Scott Gilson
Update campaign and design systems for plan materials. Creating a holistic approach to multiple touchpoints utilizing new fonts, iconography and color palette to communicate simplicity and warmth.
ACD Design: Lori Anderson
ACD Writing: Emalie Wichmann
Art Director/Sr Designers: Scott Gilson, Brian Bennett
Sr Writers: Carrie Cramer, Andrew Gilbert
Design: David Caneday, Andrew Washuta
Update the social media creative system.
Art Directors / Sr Designers (visioning, concepting, photography): Scott Gilson, Brian Bennett
Sr Copywriter: Anne Dunning
Designers: Steve Trudeau, David Caneday
Custom Maple Baseball Bats - Limited edition Heritage professional Series bats campaign development.
My Role: Creative Direction and Design
Kodak In-store Target planogram. How do you identify a brand in a planogram that can't identify the brand name? Through color, tone and photography.
::: Planogram, Signage, Campaign Development, Iconography :::
::: Creative Direction, Design, Copy :::
The beginning of retail health care. The company that became MinuteClinic.
Brand Visioning, Identity, Structure and Hang Plate
Swedish tech firm. Based in US - defined by Swedish heritage and a pragmatic process approach.
Branding / ID / Packaging / Social Media BUZZ
Keep it local. Keep it real. Handcrafted in small batches of goodness.
CSI - A medical device company targeting Coronary and Peripheral Arterial Disease treatment. The brand launch strategic objective - to get noticed in a largely blue and beige world and quickly follow with strong clinical outcomes that support the brand swagger. Strategically, target the physician with bold, impactful, emotive B2H branding in a category that is typically clinical, informative and product centric. The result - created a strong following of early adopter physicians.
The strategic approach focused on creating a memorable metaphor concept of the benefits of the product. Highlighting the device works well on rock-hard calcified plaque. Visually, the calcified plaque looks like a mountain range.
My Role: Full Brand Development from Strategy, Visioning and Execution
::: Launch, Identity, Naming, Visual Voice, Brand Standards, Consumer Brand, Clinical Collateral, Events, Motion, Digital, Internal Promotion, Sales Events, Signage, Advertising, Packaging, Labeling system, Product Skinning, Powerpoint, :::
::: Creative Direction, Design, Content Development :::
Creative Team: Bruce Eaton, Lori Anderson, Rick Russie
Multi-product packaging and label system. The label system was focused on human centric design and clarity to reduce medical errors.
Creative direction on product design and colorization
A community college ready for a new image. The brand identity balances the informal culture with higher-ed credentials built on the academic rigor of a 4 year institution.
National gold for identity design at NCMPR | Paragon Awards
My Role: Full Brand Development from Visioning to Execution. Co-lead college forums through the decision process. Partnered with internal team to guide implementation.
::: ID, Collateral Ideation, Signage, Apparel :::
::: Creative Direction, Design :::
Creative Team: Bruce Eaton, Chuck Abrams, Lori Anderson
A well crafted brew deserves a well crafted brand.
::: Identity (glam), Promotion, Advertising, Apparel :::
::: My Role: Creative Direction, Design :::
CONTACT: 612.709.6040 | LORI@PUBLICMPLS.COM
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