Posts in Creative Strategy

  • Clarified refresh and codification of core organizational brand standards

    • Brand Strategy

    • Identity Design

    • Narrative + Publication Design

    • Ethical Storytelling

    • Digital Asset Management

    • Stakeholder Alignment

    • Strategy, art direction, and management by Xuanlana

    • Design by Samantha Lee and Rob Chambliss

Visual Brand Strategy

EARTHJUSTICE

As a environmental law firm engaging high-profile cases like DAPL, Earthjustice was in need of an updated and more well-defined visual brand and brand standards during rapid growth and visibility as a way to more cogently engage audiences and partners.

To meet that need, Xuanlana worked closely within the design and communications teams in defining the core visual brand and brand guidelines—building off of what was in place, while articulating both a firmer and deeper sense of the organizational identity.

Creative Strategy, Art Direction, Nonprofit, Publication, Brand Development, Brand IdentityXuanlana NguyenEarthjustice

  • Art direction and management of campaign ad creative across program areas as well as extensive print and digital channels.

    • Art Direction

    • PM + Workflow Management

    • Print + OOH Ad Creative

    • Digital Ad Creative

    • Ad creative art direction and production oversight by Xuanlana

    • Never Rest core capital campaign led by Earthjustice internal teams in collaboration with agency Futerra

National Ad Campaign Creative

EARTHJUSTICE

Xuanlana worked with the Earthjustice communications and development team in helping to drive one of its most significant public marketing campaigns as a lead-up to the 50 year anniversary of the organization’s founding. With tight creative alignment and reciprocal coordination with the internal marketing team in tandem with agency Futerra, Xuanlana would help support and inform the campaign through her own update of the organization’s core brand as well as oversee the comprehensive production of extensive ad creative across media. In close collaboration with in-house teams, she would help produce integrated ad creative across national print, OOH, and online channels.

Advertising, Digital, Art Direction, Creative Strategy, Print, NonprofitXuanlana NguyenEarthjustice, Never Rest

  • Art direction of organizational brand update and expression across media

    • Brand Strategy

    • Art Direction

    • Commissioned Art / Photography

    • UI Design + Development

    • Advertising

      • Print

      • Digital

      • OOH

    • Art direction and creative management by Xuanlana

    • Design by L. Milton and photography by Jock McDonald

Museum Brand Refresh + UI Design

CHILDREN’S CREATIVITY MUSEUM (ZEUM)

Over the course of this organization’s brand evolution and challenges around brand recognition, Xuanlana was helped art direct a brand refresh campaign to help clarify the museum’s core offerings to new families, both local and touring to downtown San Francisco. Working closely with a designer and photographer, she helped expand creative that reflected an updated brand expression that was more authentically fun, vibrant, and smart—and true to what the interactive children’s museum was about.

Branding, Art Direction, Creative Strategy, UI/UX, Custom Illustration, Education, Arts Ed, Nonprofit, Print, Print Collateral, DIrect Mail, Brand Identity, Brand Development, AdvertisingXuanlana NguyenChildren's Creativity Museum, Zeum, San Francisco, Museum, Families, Nonprofit, STEAM

  • Art direction and management of 60th Anniversary festival campaign creative as well as ongoing creative management of gala event creative

    • Campaign Branding

    • Print + OOH Ad Creative

    • Event Promotions

    • Art Direction and Design by Xuanlana

    • Design production support by Heather Sourwine

Art Festival Campaign Creative

SAUSALITO ART FESTIVAL FOUNDATION

An historic institution for over 60 years in the picturesque waterfront town, the Sausalito Art Festival is a nationally renowned arts event bringing in 30,000 people annually and 260 award-winning artists from all over the country. To mark its 60 year anniversary milestone, the festival hired Xuanlana to help with campaign branding and creative as well as concepting exclusive donors-only galas that precursors the public open. Working with the foundation and event planners, she would produce custom creative reflective of the rich history and vibrance of the arts festival itself.

Art Direction, Advertising, Concepting, Creative Strategy, Event, Event Promotions, Fundraiser, OOH, Nonprofit, Event BrandingXuanlana NguyenSausalito Art Festival, Sausalito Art Festival Foundation, Anniversary