Creative Direction, Campaign Development, UI/UX Design, Digital Strategy

Echoview Fiber Mill is an innovative fiber processing and manufacturing hub nestled in the Blue Ridge Mountains of North Carolina. Home to a beautiful 78-acer farm, Echoview delivers high quality yarns, services and products that fuel the American spirit of hard work and self-expression.

The goal in our work together was to create a storyline that spoke to their unique mission to revitalize American textile manufacturing, their community involvement and commitment to eco-friendly practices. 

The Emmy nominated campaign "Made Together In America" placed the Echoview brand at the intersection of farmers and artisans, providing lifelines for the modern craft movement.

The campaign featured a complete brand refresh including a new ecommerce website and content strategy that took a documentary style approach to communicating their story, highlighting relationships with local artists and breweries. 

Levine Center for the Arts (LCA) is one of Charlotte’s premier cultural destinations, home to Bechtler Museum of Modern Art, Harvey B. Gantt Center for African-American Arts + Culture, John S. and James L. Knight Theater, and Mint Museum Uptown.  While most Charlotteans are familiar with each institution, they don’t associate them with or know the location, of Levine Center for the Arts.  As Creative Director of Orbital Socket we were tasked with building awareness of, and preference for, this invaluable community asset.

Levine Center for the Arts is a place where art and culture converge to inspire our imagination, fuel our soul and transform the way we live our lives.  The #longlivearts Campaign was created as a public declaration that speaks a promise to Charlotte that we will never be without a thriving and leading arts culture.  It is a rebirth of the understanding of art and what art means for the future of Charlotte. It is an invitation to explore art, culture and the process of creation.  #longlivearts is a collective experience by the people, for the people.

Creative content for Levine Center for the Arts included:

Teaser Campaign

Guerilla Marketing

#longlivearts Free Community Festival

Print, Digital and TV Advertising

Website Strategy and Design

Social Media Strategy and Content Development

Brand Ambassador: The Arts Guy

Free Monthly 30-minute ArtBreak Tours

Marketing Collateral

The #longlivearts Campaign ignited growth and put LCA on the map as a recognizable destination for residents and tourists. The teaser campaign included print and digital ads. The guerilla marketing portion of the campaign helped bring art outside of the walls and fueled excitement for the #longlivearts Free Community Festival. The Festivals have drawn wide attention and acclaim and feature a lineup of diverse cultural experiences throughout the day that include music, dance, portrait painting, puppets and aerial acrobatics. The official campaign featured the Regional Emmy-winning #longlivearts TV spot, a visually stunning representation of what can be experienced at the LCA.

This description was originally written by and posted on Orbital Socket’s Website.

Rebrand, Print Design, Website Rebuild, Custom React.js product configurator

VIST SITE

THE CHALLENGE: Matrix Mirrors offers premium LED lighted mirrors that enhance any space with optimal lighting and minimalistic design. Despite the quality of their products, their brand image and website were dated and did not reflect their commitment to excellence. To better showcase their offerings and streamline the customer experience, Matrix Mirrors needed a complete rebrand and a custom-built website.

THE SOLUTION: We embarked on a comprehensive rebranding process to create a modern, high-end look and feel that would align with the quality of Matrix Mirrors' products. This involved designing a new logo, brand identity, and visual elements that highlighted the company's commitment to minimalistic design and premium quality.

Next, we built a custom website from the ground up, focusing on user experience and ease of navigation. The website features a custom-coded configurator that allows users to build their mirrors to the exact specifications needed. This interactive tool simplifies the selection process, enabling customers to request a quote or download a spec sheet directly from the site.

THE RESULT: Matrix Mirrors now boasts a sophisticated brand image and a user-friendly website that truly reflects the quality of their products. The custom configurator has streamlined the customer journey, making it easier for clients to explore and select the perfect LED-lighted mirror for their projects. This rebrand and website overhaul has not only elevated Matrix Mirrors' online presence but also enhanced their overall customer experience and positioned them for continued growth in the high-end market.

How can solid branding help raise $25 million dollars?

THE CHALLENGE: Cain Center for the Arts (previously Cornelius Arts Center) has undergone significant evolution within a short time frame. With a pressing deadline to secure substantial financial support, it was crucial to establish powerful and creative branding to attract people, even years before the center's completion.

THE SOLUTION: To effectively position the brand for audiences that would fulfill fundraising goals and build excitement for a broader range of patrons who would enjoy the Center, our team needed to provide clarity on what matters most to each audience segment.

The team started with a Discovery Process, delving deep into facts, narratives, brand strategy, personality, competition, and peer analysis, among other essential details. After this process, they created a Brand Blueprint to serve as the backbone for creative development.

During logo ideation, the exclamation mark emerged as an unexpected hero. The logo solution appears humble yet extremely versatile.

The exclamation mark, like the arts, is both open-ended and direct. It belongs to everyone and no one. It can exclaim "ta-da!" or "this is important!" The flexibility of the symbol allows for the development of a personality with enough range to advertise a ballet as appropriately as a children's finger painting class.

Building on some established branding cues from the initial "temporary" round of branding, we expanded the color palette, updated typography styles, and curated a range of elements to support their diverse messaging.

Once the main brand cues were established, they created a sub-brand to communicate more directly with prospective donors. Top-level brand messages were made public, while a more focused and specific message was delivered to a curated list invited to join the Founders' Society.

Based on the four brand pillars, the team created a brochure that set the tone and intention for the Center's future and emphasized its importance. This was transformed into an energetic video by Wheelhouse Media, who brought the ideas to life in motion (view video here).

THE RESULT: With a unique and memorable brand foundation, the Center continues to convey its message through an ever-growing collection of touchpoints. Donors remain engaged and committed, steadily progressing towards their goal. Check out their site for the latest news!

"From the very beginning, our project has required a very open and flexible type of client/company relationship. this team has honored this flexibility while creating materials that would serve a goal that was constantly adapting. They have adapted with us, grown with us, and been responsive to every need we have. Along the way, they have created branding materials that will establish our company for years to come. The creation of an identity is challenging, and they aren't afraid to ask the hard questions to truly understand your value. They always want what's best for the client, and their work has been high-quality since day one, continuing to attract attention as we grow."

Justin A. Dionne, Executive Director, Cain Center for the Arts

Creative Direction, Strategy, Design

Goodwill Industries of the Southern Piedmont was celebrating their 50th year in service and needed a dynamic legacy piece that would walk viewers through their history, highlighting key moments that shaped their story and drove their mission of changing lives through the power of work.

Creatively we aimed to speak to the heart and beauty of the last fifty years by using the Lyndon B. Johnson "War On Poverty" speech as the backbone and support for our visual representation. This gave the project two distinct, artistic themes: an embrace of the past and a passion towards the future.

Along with a timeline video, three additional works were created to honor the journey of some exceptional clients of Goodwill Industries. These videos were incredibly moving and was praised by executive leadership, to be the best creative display of client stories that Goodwill has ever released.

Virtual Reality, Real Estate Marketing, 360-Degree Video

Crescent Properties, a leading real estate development group, had a stunning property on the picturesque Lake James, where they built an exclusive community with luxurious lots starting at $1 million. The target consumers for this property were affluent buyers who could afford to pay cash and had a long-term vision for their investment, often waiting an average of two years before constructing their dream homes.

The challenge was showcasing the breathtaking beauty of Lake James and conveying its allure to potential buyers without them having to visit the location. To overcome this hurdle, we designed a cutting-edge virtual reality (VR) experience that transported potential buyers to the heart of Lake James.

Utilizing 16 RED cameras, we captured six unique locations across the property in full 360-degree detail. This immersive footage allowed prospective buyers to visualize themselves in the serene environment and explore the community from the comfort of their own homes.

To engage our target audience, we developed a strategic drip campaign that qualified leads and introduced them to the Lake James experience. As part of this campaign, we sent Lake James-branded Google Cardboard VR headsets to potential buyers, enabling them to access the custom web portal using their smartphones.

The result: Lake James SOLD OUT all of their remaining properties in 6 months (normally an 18-24 month sales cycle), a highly effective marketing campaign that connected affluent buyers with the Lake James community in a personal and innovative way. By leveraging the power of VR, we transformed the homebuying journey, creating an immersive experience that showcased the exceptional beauty of the property and resonated with our target consumers.

How can a website help deliver a core brand message?

THE CHALLENGE: Pine Island is a modern and diverse country club—not just a golf course. As their brand positioning continues to evolve, they need to refresh their website, ensuring it remains a useful sales driver in their toolkit.

THE SOLUTION: To captivate potential members, we utilized powerful photography to provide an authentic glimpse of what the club offers. We used the phrase "let go" as a starting point to craft various messages specific to each of their diverse offerings.

The website's structure is built on a responsive framework, and we collaborated with the club's management software provider to ensure all features are user-friendly for the wide range of ages their membership serves.

THE RESULT: A highly customized and versatile web presence has helped increase membership registration and overall awareness, both within their membership and beyond.

Branding, Visual Identity, Marketing Campaign

The Fancy Cow is a boutique ice cream producer, crafting delightful frozen treats with an artisanal touch. The goal of this project was to develop a distinctive brand identity and marketing campaign that would captivate and engage consumers by showcasing the whimsical charm of The Fancy Cow.

Our creative approach centered around the unique concept of aristocratic cows from the 1800s. We delved into historical imagery and curated a selection of elegant bovine portraits, capturing the essence of high society during that era. This allowed us to create a visual narrative that truly set The Fancy Cow apart from its competitors.

The visual identity seamlessly blended the sophistication of the past with a modern twist, striking a balance between elegance and playfulness. We crafted a bespoke logo, packaging, and promotional materials that evoked the spirit of The Fancy Cow, capturing the attention of ice cream enthusiasts and history buffs alike.

Our marketing campaign leveraged the distinctive imagery of aristocratic cows, utilizing a mix of print, digital, and social media platforms. The engaging visuals and witty copywriting resonated with the target audience, generating buzz and excitement around The Fancy Cow's exquisite offerings.

Through close collaboration with the client and a keen understanding of their vision, we successfully positioned The Fancy Cow as a truly unforgettable brand in the boutique ice cream market.

How can a new website help position a brand to take over the #1 spot?

THE CHALLENGE: Johnston Sweepers holds a comfortable position as the #2 street sweeper in North America. Their website addressed basic needs but was cluttered, difficult to use, and lacked a powerful overall message. That's where our team stepped in.

THE SOLUTION: Our team executed a comprehensive overhaul of the message, photography, content organization, and design, beginning with conversations to gain clarity on how the new site could best serve the business.

Emphasizing the development of a bold, yet straightforward personality, we utilized the outstanding photography from My Creative Team as a backbone and crafted branded language to bring the images to life.

A good-looking website isn't enough; it needs to speak your authentic voice.

We centered everything around three key words: simple, reliable, and productive. Throughout the site, we used those words to create a cohesive message and emphasize what customers can expect from both the products and the experience of working with the company itself.

Each page employs strong typography choices, enabling visitors to immediately grasp the key points with the option to delve deeper.

Besides the public-facing side of the website, a password-protected section for dealers maintains visual cohesiveness, while still focusing on the end user's individual needs.

THE RESULT: Launched in August of 2018, we continue to track the analytical results and improve the site. For now, our client is excited, and so are we!

Confidence-Driven Brand Positioning for LIAT Furniture, Website Revamp, Brand Voice, Visual Identity

THE CHALLENGE: LIAT Furniture approached us to give their website a makeover, but it quickly became evident that a mere facelift wouldn't address the deeper need to reposition the brand for a changing audience.

THE SOLUTION: By prioritizing clarity in our approach, we set clear goals and strategies to inject energy into the brand's voice. This not only catered to the audience's preferences but also allowed for a modular website system that enabled efficient updates.

VISIT SITE

As a smaller player competing against larger enterprises, LIAT Furniture needed to exude confidence in their messaging. It was crucial to assert their authenticity, quality, and overall value as a furniture expert, rather than being modest.

There's a fine line between being humble and invisible.

Our experimentation with language development led to a bold tone infused with a hint of humor, effectively shifting the brand's personality. This required an update in style to support the new direction.

Thoughtfully evolving a brand's visual aspects without discarding previous elements is a challenge we embrace. For LIAT, we refined the style, retaining core brand elements while adopting a bolder, more confident approach aligned with the project's personality goals.

This allowed existing print materials to remain relevant, while our efforts focused on creating what was needed for the future instead of updating the past.

The new style and tone were seamlessly integrated into print materials, ensuring a fresh feel while maintaining cohesion with older materials used in tandem.

THE RESULT: With a revitalized brand identity foundation, LIAT Furniture is re-energized both internally and externally to explore the potential of a dedicated team of furniture experts. Their website has become more valuable for the sales team, being reconstructed and reimagined for their target audience, and now acts as a round-the-clock ambassador for their growing brand.

How can rebranding bring new life to an established town favorite?

THE CHALLENGE: After 15 years in the business, Jeffrey's Restaurant sought to inject new energy into its space and image. The goal was to craft a brand that maintained authenticity to the existing establishment while still pushing things forward without alienating loyal customers.

THE SOLUTION: We conducted an extensive discovery process, delving into the minds of guests, employees, and the eager but cautious owner to understand what was and wasn't working for their brand experience. With this valuable insight, we began the brand-shaping process with an updated logo family.

To attract a wider range of guests, we embraced an approachable but sturdy all-American personality, perfectly suited for their traditional cuisine. We then implemented this personality through numerous brand touchpoints, building a solid foundation to fuel an aggressive marketing campaign.

This encompassed menu design, web design, brand development, copywriting, interior design, building signage, advertisements, branded merchandise, and overall guidance for maximum impact.

Storefront signage was carefully considered, utilizing existing structures but creating an entirely new energy and a more impactful first impression. We recommended painting a strong black stripe on the building to create an alluring contrast for the new logo.

Effective menus are equal parts science and art. We carefully crafted a useful and cohesive branding piece that has been extremely well-received by guests and employees alike.

To create an immersive brand experience, we presented numerous interior design mockups exploring ways the new personality could reach guests.

THE RESULT: With a solid foundation in place, Jeffrey's Restaurant is poised for success. We look forward to opportunities to help this local favorite push forward in this exciting time in their history.

Professional photography, language and style development, responsive web design, logo development, and branding.

THE CHALLENGE: After being open for two years, Chillfire Bar & Grill was ready to establish a clearer concept and personality. They committed to sourcing their menu locally and supporting their neighborhood in any way possible. With a revamped menu and redefined focus, their website needed to become the vehicle to deliver this message.

THE SOLUTION: From the start, we emphasized the importance of professional, carefully orchestrated photography. Collaborating with Afterglow Creative, we captured the intricate details that set this unique restaurant apart. Using these images as a backbone, we worked with the Chillfire team to develop the language and style that would position the company appropriately.

Every detail was as carefully considered as the ingredients in their menu. We prioritized the main user functions: viewing the menu and making reservations, ensuring accessibility across all devices. The design is responsive, clean, and friendly, with a level of sophistication vital to their image. We had developed the logo a few years ago, but this project truly allowed us to flex our branding muscles to help define and deliver their message.

THE RESULT: The website has been well-received, offering followers a much-needed platform to connect with the brand more than ever before. As a fun and delicious project, we look forward to being an increasingly important asset to this small-town gem with a big-city heart.

"Working with Nick and his team has been a great success, so much so that we're starting a new project with them. They take great care in listening to the concept of your business and the ideas and direction you'd like to pursue. A business's identity goes beyond its name, and HypeMill.digital has exceeded my expectations in capturing all the components that brand a company and make it stand out. I found the whole process enlightening, and with the knowledge gained, I was better able to articulate my vision and direction for my next project. While we all have friends and family who are 'Graphic Artists,' you truly get what you pay for."

Jim Morasso, President of JAM Restaurants: Epic Chophouse, Chillfire Bar & Grill & Webb Custom Kitchen

Creative Direction, UX/UI Design, Communications Strategy, Graphic Design

Coca-Cola Bottling Co. has a proven track record of giving back to the communities they serve. Serve Your City is an initiative for employees to donate a day of their time to serve the less fortunate and volunteer for participating organizations. CCBCC even provides grants to the organizations with the greatest attendance. 

This year we took Serve Your City to a new level. We created a custom platform that housed a searchable database of all organizations in all of CCBCC's markets. Each organization received their own profile and unique sharable sign-up page. A supporting toolkit filled with pre-designed social content and a step-by-step communications strategy was also available on the platform for organizations to utilize.

The Serve Your City campaign experienced a 30% increase in attendance, was highly shared across all regions and has laid the ground work for the future of community service at Coca-Cola Bottling Co. 

How can a new brand identity and website unite a generous community?

VISIT SITE

THE CHALLENGE: The Peninsula Community Foundation (PCF) has made significant contributions to local charities in Cornelius, NC, since its founding in 2001. With a mission to empower nonprofit organizations and unite neighbors, PCF needed a new brand identity, website, and mission-driven messaging to further engage the community and amplify its impact.

THE SOLUTION: We developed a fresh brand identity and website, centered around the driving mission message "Uniting a Generous Community." The new visual identity and website showcase the Foundation's commitment to local nonprofits, highlighting the incredible work they do and the essential role they play in the community.

To foster deeper connections within the community and increase awareness of local needs, we emphasized compelling storytelling and powerful visuals. This approach helped to showcase the tangible, quantifiable results achieved by the nonprofit organizations supported by PCF.

Additionally, we provided resources and support for marketing, PR, fundraising efforts, volunteer recruitment, community presence, strategic planning, and corporate governance to further strengthen the local nonprofits and their missions.

THE RESULT: With a revitalized brand identity and website, the Peninsula Community Foundation has successfully united neighbors and the community to empower local nonprofit organizations. The new messaging, visuals, and resources have driven increased engagement, helping the Peninsula be stronger together as they support the vital work of nonprofits in the Lake Norman area.

How can a brand help a niche business expand into a broader offering?

THE CHALLENGE: Furches Farms, originally a Christmas tree farm, decided to broaden its horizons after decades of family-run operations. The expansion included offering a specialty greenhouse and a complete home décor collection. To ensure a successful transition, they needed an effective public image that represented their new vision.

THE SOLUTION: We named the business Red's, after the current owner's late grandfather and original founder, to emphasize the strong family values and tradition at its core. Intending to compete with the greenhouse offerings of established retailers like Lowe's, we designed a modern and forward-thinking logo, supported by branded material that reflects their time-tested perspectives.

The tagline "I can dig it" was developed to create a multi-layered phrase supporting the new range of offerings. On a literal level, it empowers customers to take control of their gardens, while also utilizing the retro expression to mean "I like that," perfect for a company with deep roots that has expanded into home décor.

THE RESULT: With a solid foundation in place, we built out a range of branded materials to support their pre-opening needs, including a teaser splash page, billboard design, and uniform design. Their business collateral and product labels maintain a consistency that positions them appropriately given their extensive experience, and anticipation for the opening has generated a buzz in their area. We look forward to continuing to develop this charming brand for an equally charming family.

Creative Direction, Content Strategy, Video Production, Graphic Design 

Shelby Dental Care Center is a multi-doctor owned practice that was coming off a campaign titled "Made You Laugh." This campaign was centered around laughter being the fullest expression of a smile. So how could they continue that conversation in a more engaging way?

By developing the personality The Wisdom Tooth, SDCC was able to transition from talking about laughter to being a part of the process of making you laugh. We launched the campaign with a series of three commercials that asked the question, "Is your wisdom tooth being a nuisance?". These videos were followed up by social content, office interviews (that garnered over 30k views on Facebook alone) and event activations that established the Wisdom Tooth as a greatly anticipated personality in the Shelby community. 

Creative Direction, Campaign Strategy, Brand Identity Development

Throwing Words exists to unlock the collective potential of the organization by uncovering the strengths of the people that make it up. The objective of this campaign was to create a buzz in the marketplace around the Throwing Words philosophy of thought. In a saturated market, with so many claiming to have the secret formula, Throwing Words had a unique opportunity to position itself as the thought leader in harnessing the power, efficiency and productivity of CURRENT employees by exposing and focusing their strengths. 

The campaign message centered around a more effective solution to the though problems companies face. By purposefully poking fun at the different stereotypes associated with the industry, we differentiated Throwing Words with a confident uniqueness and understand charm. 

Nick Walsh, a long-time friend, called on me to develop a strategy and creative direction for his upcoming campaign for office. I jumped on the opportunity and we crafted a unique approach to communicating a problem in local politics geared towards new voters. 

CareLocal.org was born as a platform that spoke directly to the truth that very few citizens are concerned about local government. However, policies and decisions that are made on a local level have an extreme impact on our quality of life.

We focused on telling a different story and presented Nick as relatable and approachable with a sophisticated charm. 

Caleb Hill is a custom home builder that wanted to create a brand identity system for his company. The name is in memory of Caleb's brother who had recently passed away. 

It was important to me to capture the strength and story of brotherhood. I wanted to present a mark that spoke to a shared since of adventure and love of the outdoors. 

The buck is used as a symbol of stature and elegance. His position is aware of the viewer with a confident mystery. The font is clean, elegant, masculine and lasting. It creates a powerful compliment and well-rounded finish. 

Hi Nick Fry, want to work on a new Bert Reynolds film with us?

Um... HECK YEAH!

Elbow Grease is a full length feature written and directed by the talented Jason Shirley. When I sat down with him and heard his heart about the film, I humbly accepted.

We created an identity, website and digital strategy that encouraged community involvement, and got more than just the cast/crew involved in the process film making.

The movie was shot in Seneca, South Carolina and delves into the life of a family as they come to terms with each other and the rest of their community. 

The digital campaign focused on celebrating the town of Seneca and Bert's visit there. Super fun and pivotal to helping gather support and extras during the making of Elbow Grease. 

Okay, maybe a t-shirt design shouldn't land in a portfolio, but I love this organization and so believe in the work they are doing.

The Kilgoris Project partners with local communities to provide education, health and opportunity to children and families in and around Kilgoris, Kenya. They work hand-in-hand with local leaders and families to operate schools, provide daily food and clean water, and foster economic development. 

Learn more at kilgoris.org.

Therapy Brewing Co. is a new Charlotte based brewery-startup that needed a brand identity to help launch their story. 

Like a lot of small batch breweries, therapy started out with a group of guys and gals who met together in a garage and brewed beer. The progression from Igloo coolers to the Sabco Brew Magic was shaping more than just great beer, it was building lasting friendships. 

The mark was inspired by the abstract nature of the concept and derived from a collection of doctor's signatures. 

Therapy Brewing Co., perfected through relationship.

When given the task of creating identities, my main focus is not just to construct a nice picture, but to develop a standard by which your brand can live across various types of media. 

This is a collection of some of the recents.