Deep down, I'm a strategist. Creative Direction is Brand Strategy. Writing is thinking. And the best ideas come from big truths. 

 

INSIGHTS FOR INNOVATION @ IDEO U

I took a design thinking research class called Insights for Innovation through Ideo U. Click here or on the picture below to see how I worked through primary research with observation, interviews, and empathy immersion, and then crafted actionable insight statements to spark innovations to improve commuter transit in Chicago. 

 

THE STRATEGY BEHIND THE ADS

The story of the strategic thought process that got me to the big creative idea for each of these campaigns. Click on the images below.