I led the re-design for the 2015 Ram Commercial Truck Season campaign. The concept relies on a familiar device, the workman's clipboard. Beaten and used from being on the job, the clipboard exhibits the same tough qualities that Ram trucks proudly uphold. Its a common tool for service workers and small business owners alike who use Ram Truck's line of commercial vehicles.

I created a modular grid system used to contain the headline, vehicle claims and incentive information which allowed the designs to have a consistent structure when creating ads for the different models and trim levels. Using the grid in other pieces, such as POS and digital assets, helped build a cohesive look, structure, and a repeatable system across teams and surfaces.

I want to thank Doner Partners LLC, Mark Cooke, Bryan Hutson, Jessye Hand (Headlines) and the rest of the team for making all of this possible.

OnStar leadership and product strategy