Work of Casey Lynn

Striking Skin Care – Helix BioMedix

caseylynn — Fri, 04 Sep 2009 21:29:22 +0000

The Challenge –
Striking Skin Care was a virtually unknown cosmeceutical brand of Helix BioMedix and needed to become noticeable to the right target market. Their competition has a strong brand awareness, but does not target specifically women that are mature that are looking for skin care designed for them. The Striking Line has a few product mentions, but Helix BioMedix has had a difficult time promoting it with out having a website where people can visually see it and learn more before they buy. The goal was to create a website that created a brand identity for Striking Skin Care, allowed woman to research and purchase the product, as well as provide a platform for Striking Skin Care to start a dialogue with women.

About the Site –
This e-commerce boutique combines beauty, cosmeceuticals and a lively social community targeted at to the 40/45+ age of peri-menopausal woman. The spa-like website provides a unique environment where visitors can both learn about the Striking anti-aging cosmeceutical line, as well purchase products. The site includes features such as a streamlined shopping experience, an ongoing video series, a portal for the Striking active social communities (Facebook, Twitter, and YouTube), a blog and a monthly newsletter.

Children’s Hospital Oakland

caseylynn — Fri, 04 Sep 2009 21:20:29 +0000

The Challenge –
Children’s Hospital Oakland needed to develop a program to recruit new employees. Since competition is high for recruiting qualified nurses and healthcare professionals in the California area, they wanted to utilize their current employees’ networks to gather new recruits. Since working in a Children’s hospital takes a certain level of dedication and emotional stamina they wanted the campaign to be fun and upbeat, focusing on the positives of working with kids. The goal was to create a concept and the supporting materials that the average children’s hospital employee would connect with.

About the Work-
The heroes of this concept are the kids themselves. That’s what working at Children’s Hospital Oakland is all about. Helping sick and injured kids get back to just being kids. Playing, goofing around, inspiring a sense of fun wherever they go and whatever they do. This concept captures animated, vibrant images of kids doing what they do best– being kids. It’s designed to look handmade, with distinctively handcrafted type, irregular shapes and striking optical colored backgrounds. The pieces included posters, brochures, flyers, stationary, signage, game development, online branding for their intranet, event materials, and various giveaways.

View Pieces-

Levi Strauss & Company

caseylynn — Fri, 04 Sep 2009 21:05:45 +0000

The Challenge –
Levi Strauss & Company needed a way to get their leadership motivated. The jeans company was facing a huge change in the industry as their competitor’s designer jeans were hitting the street each day challenging Levi’s place in the jean industry. The company wanted to be known for it’s hip trendsetting ideas, however the energy of the management and their employees were becoming complacent, resting on the laurels of the Levi history. The goal was to produce a piece that motivated and reenergized all the top management to again take the company back to the top.

About the Work-
“Win” is a beautifully bound hardcover book that celebrates winners. Strategically, it maps back to LS&Co.’s core employee “Leadership Characteristics.” Artistically, it presents stunning photography and daring language. Peppered throughout are quotations from some of world’s most famous “winners,” like Lance Armstrong, Oprah Winfrey, Albert Einstein, and even Colonel Sanders (Winner of the National Poultry and Food Distributors Lifetime Achievement Award).

Download PDF of all Inside Spreads

Sample Inside Spreads

Starbucks Coffee Company

caseylynn — Fri, 04 Sep 2009 18:35:31 +0000

The Challenge –
Starbucks had developed a campaign to recruit new employees to work for their stores and corporate offices, which gave the assigned job recruiters the printed materials they needed to potential job candidates. This included promotional posters, flyers, and brochures, as well as communication materials such as letterhead and note cards. However, most of the recruiters did their recruiting online through job boards, micro sites, and banner ads, and communicated electronically through email. The goal was to create materials for the recruiters that supported their day-to-day online activities, and still remained inline with the current print campaign’s messaging and design.

About the Site –
This online toolkit for created for Starbucks recruiters kept consistency with the “Love What You Do” print campaign, and gave the recruiters all the online tools they needed. The online pieces created allowed the print brand to carry across all channels of communication that that the recruiter may have with the prospective job candidate. The pieces include customized job posting skins for online job boards for Monster.com, online company profile pages, a micro site for larger recruiting events, HTML direct email templates, and online customizable flash banner ads.

Bank of America

caseylynn — Fri, 04 Sep 2009 18:26:41 +0000

View the full Bank of America Campus site.

The Challenge –
Bank of America needed to redesign their campus recruiting section on their corporate website. Since the site had originally launched Bank of America had added more programs, complied video content, and needed to add content for both the EMEA and Asia regions. They had updated their online brand standards and their current site was not in compliance. The goal was to design a 150-page+ campus recruiting section of Bank of America section directly targeted toward college students. Also, the current Bank of America online brand standards needed to met and approved by four of Bank of America’s internal departments.

About the Work-
The 150+ page campus recruiting section includes customized content for the U.S., EMEA, and Asia, a completely restructured navigation, video content for each of the individual program pages, as well as a flash module to allow the user to quickly identify which content is best suited for the them. The design and copy tone is targeted the college student, as well as complies with Bank of America’s online brand standards seamlessly fitting in with the rest of Bank of America’s corporate website.

Microsoft User Research

caseylynn — Fri, 04 Sep 2009 18:13:23 +0000

The Challenge –
Microsoft User Research had a site that was outdated and didn’t serve their department need of gathering data on potential testers. On top of this they were going through renaming the department from Microsoft Usability to Microsoft User Research to more adequately describe their department. A print campaign had been developed to start to educate the public about Microsoft’s need for testers, but once the user went to Microsoft User Research’s current site there wasn’t a clear path on how to enroll or learn more. The goal was to create a streamlined site that served two different functions equally – engage and enroll potential testing candidates.

About the Site –
The Microsoft User Research website is designed to offer specific and succinct information important to a potential testing candidate. Minimalist in design and clear structure, the user is able to quickly digest the needed information. Aligning directly with the site goals, the navigation leads you in two directions – “about” or “enroll.” Since on the Microsoft Campus can be confusing, Microsoft’s LiveMaps technology was utilized, mashups of all of the Microsoft Studio locations were created, so the user could obtain for personalized directions once they enroll.

View Screen Shots –

Microsoft College

caseylynn — Thu, 03 Sep 2009 22:21:46 +0000

The Challenge –
Microsoft needed a large, integrated advertising campaign targeting college and MBA students for the recruiting season created in four months. And they needed to revamp their reputation fast. Their main competition – Apple, Google, Amazon – is known for being cool to work for and Microsoft was slipping as the top choice for unemployment. After the initial campaign was completed and approved there was just a month and a half left to produce all of the collateral that the campaign needed.

About the Work-
All of the collateral pieces were designed to keep consistency with the “Options are Good” campaign. Designed using the campaign’s bold imagery and colors the pieces worked together as a cohesive unit to create the message that Microsoft is a cool place to work to both the younger college audience as well as the more mature MBA audience. Both audiences had separate collateral targeted directly to them. The pieces included a series of posters, full scale banners, table top banners, various flyers, stationary, various templates (powerpoint / html / word), large / small space ads, and a style guide. Other pieces created by my team members included concept development, website content, and brochures. (This was a team project.)