Brand Affinity
2016 - PRESENT
I manage and produce Expeditors’, a global logistics provider, brand and content identity. From strategy to voice to design, I have had a role in nearly every piece of video content that has come out in the last four years.
Educating our stakeholders
The first hurdle was creating a dialog with stakeholders who were unfamiliar with content creation. The key challenge was to help foster understanding. Granularity and depth of content can sometimes have a negative impact for an audience. I developed this chart to help facilitate a dialogue.
setting expectations
We found that our team was being heavily impacted by changes late in production. So I moved to help our stakeholders understand the step by step process of creating a video and the impact changes had to the production timeline.
Creating content
From there, we just turned our team into a content creation machine.
Nailing the voice
Expeditors brand is all about being an authority in the industry and ultimately demonstrating trustworthiness. So the content we create focuses mainly on education, information sharing and expertise.