One Studio, Four Voices
Anyone can make one campaign look good. The real work is a system — voice, look, rules loose enough to play in and tight enough to stay recognizable — that holds up on a train wrap, a landing page, a branch jar, and a bumper sticker. Four featured brands below. None of them sound alike. That's the point.
Role
Creative Direction & Brand Systems
Timeline
2018–Present
Result
Four Voices, Zero House Style
Platform
Identity, Campaigns, Web, Out-of-Home, Branch
Role
Creative Direction
Timeline
2018–Present
Results
Assets +26%, Loan Growth Back in Double Digits
Platform
Digital, Email, Out-of-Home, Branch
The tagline gave the whole brand permission, and we’ve spent years cashing it in. The Mile High Club turned auto loans into an altitude joke — low pressure, high standards — with retro bumper stickers people actually wanted. The Screw Jar was mine: a jar in the branch where staff dropped a screw for every member who stopped getting screwed on an auto loan, and members watched it fill. And the Pull Out HELOC campaign unzipped — literally — to whatever the equity was for.
The nerve paid off. Loan growth swung from negative to nearly 15% the year the Mile High Club rolled out, assets are up 26% since we started, and the campaign’s search ads ran 19–24% click-through rates with 77 conversions in the first half of November alone — up 64% month over month.
Role
Logo & Brand Identity
Timeline
2019–Present
Results
$32M → $71M in Assets
Platform
Identity, Campaigns, Digital Screens
I redesigned Maple’s logo and built the initial branding — then handed off the day-to-day, and the brand kept running. It’s more than doubled in size since: $32 million to $71 million in assets, with loan growth above 15% for eight straight quarters along the way.
The flagship is Lemons for Lemonade: members submitted photos of their ugly cars to win a year of car payments. Sixty days, auto-loan volume nearly doubled, a press release, an award submission — and the idea kept spawning sequels. The 2025 holiday loan campaign proved the voice sells as hard as it entertains: 300 applications, $422,500 in funded loans, a 94% fund rate.
Role
Brand Identity & System
Timeline
2023–2025
Results
Loan Growth −11% → +18%
Platform
Identity, Out-of-Home, Social, Print
Forrit is the full build: identity from the ground up, then a system stress-tested everywhere a brand can live. The showpiece is a light rail train wrapped head to toe — a commuter line turned into a moving billboard, with brand standards built to survive motion, distance, and panel breaks. The same voice carried from that train into social, brochures, and a branch launch, no seams anywhere.
The system hit the balance sheet: loan growth swung from −11% to nearly +18% by the end of the engagement, with the strongest quarters coming after the full brand was live.
Role
Brand Development
Timeline
2024–2025
Results
Loan Growth Improved Every Quarter
Platform
Identity, Landing Pages, Digital
They arrived with colors. That was it. One year later, the brand had a tagline and a voice confident enough to publish its own members’ honest reviews and still close the sale. When a brand can roast itself and members lean in, the voice is working.
The numbers trended the right way too: loan growth improved every quarter of the engagement, cutting a 13% decline down to 3.
Hover and scroll side to side, and up & down to explore.
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