Great campaigns aren't defined by a single execution. They're built around a visual idea that can be adapted to a range of media, while remaining recognizable and engaging wherever the audience encounters it. Throughout my career, I've developed integrated campaigns spanning advertising, digital, email, web, social, and promotional experiences. The following projects demonstrate how I approach campaign systems: establishing a strong visual language, developing compelling imagery and messaging, and translating the idea thoughtfully across different formats and audiences.
Western Governor's University | Purple.Us | David Branby Advertising
Graphic Designer | Digital Designer | Design Director
Great campaigns aren't defined by a single execution. They're built around a visual idea that can be adapted to a range of media, while remaining recognizable and engaging wherever the audience encounters it. Throughout my career, I've developed integrated campaigns spanning advertising, digital, email, web, social, and promotional experiences. The following projects demonstrate how I approach campaign systems: establishing a strong visual language, developing compelling imagery and messaging, and translating the idea thoughtfully across different formats and audiences.
Purple.us, now ZP, is a leading US provider of Video Relay Service (VRS) and sign language interpreting solutions for the deaf and hard-of-hearing community. Our creative team developed the “I Choose Purple” campaign around a bold, energetic graphic language designed to communicate choice, individuality, and brand personality. Layered circles became the campaign's primary visual device, creating movement and recognition while providing a flexible framework for different messages, people, and formats. I was tasked with creating all of the campaign assets using this visual language.
The visual system was designed to be immediately recognizable while remaining flexible enough to support different campaign messages and promotional moments. Photography, typography, color, and the overlapping graphic forms worked together to create a consistent brand experience across the campaign.
The campaign expanded beyond individual advertisements into a range of promotional and digital applications, including:
The modular visual language allowed individual executions to feel connected without becoming repetitive.
A flexible campaign identity that gave Purple.us a consistent visual presence across promotional, print, and digital communications while leaving room for individual messages and stories.
At Western Governors University, while working within the marketing creative team, I designed an integrated campaign built around the idea “Graduate With More.” The campaign positioned a WGU education as something that offered more than a degree—more experience, more skills, more opportunity, and more preparation for what comes next.
The visual system combined confident typography, authentic lifestyle photography, WGU's established brand guidelines and a consistent messaging structure to create a campaign that could adapt across multiple audiences and formats.
The campaign was developed as a flexible visual system rather than a collection of individual pieces.
I translated the concept across:
Each format maintained the core “Graduate With More” message while adapting the hierarchy, imagery, and content to the needs of the individual channel.
The campaign's visual consistency created a recognizable experience across different audience segments and customer touchpoints. Whether encountered in a magazine, banner ad, email, or website, the campaign maintained the same central idea while allowing the content and imagery to shift according to the audience.
A cohesive campaign system that connected WGU's advertising and digital experiences through a common visual language—giving the brand a consistent presence across the customer journey.
For the Reno Chamber Orchestra, I developed the visual direction for the 2010–2011 season around the idea “Where It's All About the Music. ” The campaign needed to introduce audiences to the orchestra while making the organization feel personal, accessible, and connected to the community.
Photography was central to the campaign. Rather than relying solely on traditional concert imagery, I art directed photoshoots to create portraits and environmental photography that revealed the personalities behind the organization and its audience. The resulting imagery gave the campaign a more human, editorial quality.
The visual language was carried across the season program and supporting communications, creating a cohesive experience from the primary campaign piece through individual stories and announcements. Black-and-white photography, restrained typography, and a consistent magenta accent created continuity while allowing each subject to remain the focus.
Each execution became an opportunity to tell a different story while remaining part of the larger campaign. The result was a visual system that connected the organization, its performers, supporters, and community through a consistent editorial approach.
Across very different organizations and audiences, my approach to integrated campaigns has remained consistent: Start with a strong idea. Build a visual language around it. Then make that language work everywhere the audience encounters the brand. From magazine advertising and digital banners to email, web, promotional materials, and photography, I enjoy finding the visual thread that makes individual pieces feel like part of something larger. That combination of concept, visual storytelling, and disciplined execution is what turns a collection of marketing materials into a cohesive brand experience.