Branding, Art Direction, Copy, Design & Layout
Pennsylvanians roll up their sleeves and make things happen. They take pride in doing the job right. Day in. Day out. And they commit to concrete results, measurable progress, and a clearer, better tomorrow. With PA's industrious spirit in mind, I developed the name, brand, look, and feel for the Shapiro Administration's bold new economic initiative, Pennsylvania Gets $#it Done,* to attract innovators and entrepreneurs to the keystone state.
* The initiative is referred to as Pennsylvania Gets It Done on official and government channels. The bolder, secondary name is used when the occasion calls for extra swagger and confidence: advertising, political speeches, social media, etc.
After pitching several naming and logo options, I developed comprehensive brand guidelines that established the initiative's personality, tone, and visual identity.
I then provided art direction to the web development team at DCI during the initiative's microsite's production in order to maintain consistency and a high quality online brand presence. The full site can be viewed at pagetsitdone.com.
Inspired by Gov. Shapiro’s confidence and belief in bold action, the Pennsylvania Gets $#it Done brand campaign highlights the Commonwealth's vibrant industries and dynamic potential. Through a strategic, multi-layered media rollout, my creative team and I drove key audiences to the new website, sparking interest in Pennsylvania’s powerful business potential. We targeted business owners, entrepreneurs, and site selectors through animated videos at Chicago O'Hare Airport, paid LinkedIn video and carousel social posts, business targeted podcasts, and digital banner ads.
Performance:
The initial campaign effectively and efficiently introduced the brand to key target audiences and drove traffic to the landing page with 2.6M digital impressions and 20.2k clicks, nearly 285k video views on LinkedIn, 16M OOH & Podcast impressions, with $12K in added value on Clear Channel high impact airport placements.
