After recreating their logo, Inner Peaks wanted a whole new website. The site needed to be dynamic, easily user-managed and well-optioned for easy updates to layouts and navigation. It was also important to integrate social media, especially Facebook.

One key thing lacking in the original site was that the physical experience of the vast gym space (13,000 square feet of climbing terrain plus a fitness room and gear shop) and climbing activity were not well represented. The new site changes all that with large hero shots, fun headlines, a photo gallery, video and a gear shop section.

Inner Peaks is an exciting, fun place and climbing is a great sport, but still a bit foreign to many people. Headlines and copy were not only written with SEO in mind, but also to educate, intrigue and draw new visitors into the idea of climbing. "First Timers" get their own section with specific messages and, where opportune, links from other sections point to the First Timers page. For economy of space on a page there is a slide-out Facebook widget, collapsable paragraphs for staff bios and Ajax tabs to keep page migration less frequent and engagement high.

This is a miscellaneous collection of ad work for Figaro's Pizza, Alliance Parts, Crescent Communities at Lake James, Huntersville Family Fitness & Aquatic Center.

Roush Fenway is a leading NASCAR team and the largest motorsports marketing organization in the world. They have a fantastic story to tell potential sponsors, who ultimately enter into deals worth tens of millions of dollars. But it's a complex story, especially when you tell the broader story of NASCAR as a sports marketing platform. Saturday provided a site strategy, messaging platforms and architecture to get it all done in a single site destination.
Once we got the green light, design and development began. The result is a completely immersive experience for marketers who are interested in sports marketing and need more information about NASCAR, and for those who are sold on NASCAR but are looking for a team partner to achieve success. Since marketers are time-starved we kept content very hierarchical with key takeaway messages leading every section, limited the opportunity for distraction and outbound navigation (e.g. keeping links to a minimum and reducing the number of buttons on most pages) and encouraging use of interactive tools. The hope is for an experience in which users can easily establish where they are on a sales path and quickly find the information which is compelling to them.

Gentle Giant has a great word-of-mouth business in New England, but in Charlotte they're newer and much less well known. Too bad, because they may very well be the best moving company in the world. They hire clean cut athletic young men and women who bring a fun, positive attitude to the job. The muscles, attitude and teamwork combine to make for a quick, even enjoyable move. We used snapshots and quirky humor to attract attention and reflect the company's unique culture.

Hair Care came to us without a name, just a dream: provide free hair cuts -- and a boost in self esteem -- to unemployed people during the bad economy. We loved it and dove right in coming up with a name, logo and event creative work that could be updated as they went city to city. And they did, very soon ending up in New York and other cities where the salon community wanted to donate their skills and time to people in need. A typical event weekend will draw up to 500 people. A single salon will host the event but stylists from other salons will visit to work a shift. A very cool idea!

For 8 years I worked as an art director, then ACD, then CD, and later as a writer/CD for Freightliner Trucks (and its many sister divisions at Daimler). I worked with many great photographers and product people who taught me a lot about this interesting segment of our economy. At one time I counted 13 major product launches, from engines to transmissions to new truck or bus models. For more in this vertical, see: Alliance Parts, Thomas Built Buses, Sterling Trucks.