Role
Creative Director | Lead Designer
Challenge Type
Market Entry, Brand Repositioning, Integrated Campaign
Outcome
Successfully established West Monroe as a product-forward partner; exceeded in-conference reach via geo-fenced digital retargeting.
The Challenge: Strategic Repositioning
West Monroe's established reputation as a general consultancy needed a decisive pivot for its first major attendance at Mind the Product—a highly specialized conference focused on product managers. The goal was twofold:
+ Shift Perception: Quickly communicate that West Monroe possesses deep product development expertise, not just general consulting knowledge.
+ Maximize Reach: Ensure the campaign extended beyond conference attendees to capture the larger, highly-coveted San Francisco product community.
The visual identity needed to be adapted—or "flexed"—to match the intensity and innovation expected by this tech-forward audience.
My Strategic Solution: Directing a High-Impact, Omni-Channel Experience
I directed the creative output, ensuring the campaign utilized bold visual language and precise media targeting to achieve maximum impact:
+ Visual Strategy & Tone Shift: Led the creative team in flexing the core visual identity to resonate with the product audience. This included strategic use of bold color choices and tangible, futuristic imagery that connected users to West Monroe's technology-focused capabilities.
+ Creative Alignment: Worked closely with the Corporate Brand Manager and Marketing teams to develop simple, product-focused messaging ("simple language") that clearly articulated West Monroe's value proposition as a product partner.
+ Integrated Campaign Execution: Directed the deployment of the integrated campaign, encompassing both high-impact physical and digital placements:
++ Experiential: Designed and produced static and digital advertisements for 35 transit shelters across San Francisco, providing consistent visual presence across the city.
++ Digital Retargeting: Utilized advanced digital tools like mobile ads and GeoFencing to retarget attendees and city residents who engaged with the physical ads, amplifying the message to tens of thousands more viewers than were physically at the conference.
Measurable Impact & Brand Repositioning
The campaign successfully achieved its market entry goal and demonstrated the power of a flexible brand identity:
+ Audience Penetration: By integrating physical transit ads with sophisticated digital retargeting, the campaign significantly expanded West Monroe's reach beyond the conference floor and into the broader, influential San Francisco product community.
+ Visual Impact: The strategic adjustments to the visual identity successfully conveyed the intensity and product-forward focus required to compete at this specialized conference, proving the brand's ability to adapt while maintaining its core integrity.
+ Targeted Messaging: Delivered a cohesive, seamless marketing experience that clearly established West Monroe's expertise to a highly valuable, new audience segment.
Video Design by Megan Goerth and Katie Martin
Asset design by Madison Mize and Katie Martin
