ATB OVERALL BRAND WORK
While working as part of ATB’s in-house creative team, I’ve had my hand in a fair amount projects. While not everything can be worthy of a case study, there are plenty of pieces that have value to me, and therefore deserve to be mentioned.
Here are some examples of work that I feel good about.
FOREVER FOLK FEST
If you’ve ever been to the Edmonton Folk Music Festival, you know the most important thing you need to bring is your blue tarp. Well, that and your tickets. However, the spread of COVID kept the 2020 edition of the world-class outdoor music fest inside and over the airwaves.
We didn’t think that’d stop some hardcore “folkies” from trying to recreate the experience in their own homes. That insight (paired with social distancing regulations) led to an impromptu photoshoot done in my own living room on a budget of virtually nothing. The result is a rare feat indeed: an award-winning ad where the “brand” takes a backseat, and instead gives a genuine and quickly understood nod to those in the know.
MY ROLE
Art Director and Photographer
TEAM
Associate Creative Director - Marlene Miceli
AWARDS
2020 ACE Awards - Distinction - Not-for-Profit Print Single
BRAND REFRESH - CHANGE
In 2017, a new phase of ATBs overall brand messaging was launched, which centered around a broadcast anthem spot entitled “Change.” With the video in the can, assets were needed to complete all the OTHER deliverables, such as in-branch collateral, an online buy, and social posts.
In order for everything to relate, we re-enlisted a few of the “actors” and printed shirts that referenced the leadoff line from the video.
MY ROLE
Art direction, Design and production
TEAM
Creative Director - Dennis Lenarduzzi
Manager, Brand - Jesse Yuen
Photographer - Daniel Wood
GLOBAL TRANSFERS
Sometimes you can say quite a bit without saying much at all. This spot’s purpose was to promote ATB Global Transfers, a service for sending money abroad. And to tug at your heartstrings.
MY ROLE
Art direction and storyboarding
TEAM
Creative Director - Dennis Lenarduzzi
Writer - Marlene Miceli
Video - Cory Johnn
ELEVATOR WRAPS
If you’ve visited ATBs corporate offices in either Edmonton or Calgary, there’s a good chance you were met at the door by these folks. While some “internal” projects” might be considered mundane, I thought this was a good chance to take our existing look to a playful, inspirational new place. Phrases were pulled from our external campaigns and internal mantras, then combined with new graphic elements and patterns to make some unique layouts that pushed the boundaries of our brand guidelines.
As some wise person probably said: You have to know the rules before you can break them…and then eventually go back to using them again.
