JONATHAN WISELY

There are no quick fixes for the ills of health care, but Blue Cross NC is dedicated to doing its part in transforming the system. One large problem: most North Carolinians are unaware of the many things that the organization is doing on a daily basis, large and small. “TodayWe” is a conceptual platform for Blue Cross NC to tell the those stories.

Role: Creative Direction, Art Direction

With 0% unaided brand awareness, Lorissa’s Kitchen was struggling to connect with its primary target: moms. Previous campaigns had looked past mom to her family’s needs, never to her directly. A strong tie between the brand’s characteristics and mom's life and personality was a must.

The strategy of “100% Real” was that link. Moms "get real" with their friends and family in everyday life, speaking the truth with a healthy dose of snark. Lorissa’s Kitchen products are made with 100% real ingredients by a 100% real mom, Lorissa. Bringing those truths together through tongue-in-cheek humor created a voice that connected.

From foundational brand exploration to paid and organic social to a PR-awareness campaign to claim Mother's Day as the perfect time to support mom-owned businesses (makes sense, right?), speaking to moms on their terms paid off, leading to exceeding awareness, consideration and sales goals.

Role: Creative Direction, Art Direction

The challenge: Demonstrate the powerful reach of UNC Chapel Hill and its focus to bring about real outcomes around the world, all while highlighting the students and faculty that make it possible. Oh, and while you’re at it, make the entire Carolina Family beam with pride and maybe even tear up a little.

The solution: A concept based upon an icon unique to Carolina. One that evokes an instant, emotional connection with all that know it. The Old Well. But what was once the sole water supply of the entire campus was repurposed to represent everyone, past and present, who have become sustainers of life and growth throughout the world.

This campaign was designed to work across multiple channels, encouraging viewers share how UNC has inspired them to change the world where they are, using the dedicated hashtag #UNCWithMe.

Role: Creative Direction, Art Direction

South State Bank has long enjoyed a strong brand reputation, thanks, in part, to consistently delivering the amenities of a national bank while maintaining the service and attention of a locally-owned branch. Yet their outward branding didn't best reflect their core mission: to see the customer, not the transaction. This unfairly associated them with the stock, templated look of the unfeeling "big guys." To add more emotion and authenticity, we introduced warm textures, bold colors and “real” photographic moments to communicate the professional-but-welcoming nature of who they are: your neighbors. This direction was then executed across multiple channels and with a visual language that differentiated each customer or product segment.

Previous brand work built around the positioning of “Just Right” is also included.

Role: Creative Strategy, Creative Direction, Art Direction

Polling found that almost 40% of North Carolinians blamed health insurers for the rising cost of care. Let's Talk Cost uses bold static and animated infographics to educate the public on the real drivers of cost. These concise "knowledge bombs" compelled users to learn, discuss and share. The campaign not only helped cut the blame number in half, it also drove up overall brand affinity scores.

Role: Creative Direction, Art Direction

While the Let's Talk Cost campaign continued to be successful at educating why healthcare costs were out of control, research began to show that the public wanted to hear what BCBSNC was actually doing about it. The campaign evolved to tell the larger cost story through the true-to-life scenarios of its members.

Role: Creative Direction, Art Direction

This campaign set out to tell the story of Blue Cross Blue Shield of NC's rich history and dedication to the state it calls home.

Role: Creative Direction, Art Direction

Beyond consumer advertising, a key component of Cotton Incorporated’s strategy is to promote cotton directly to design decision-makers and influencers. Through years of research, training and invention, Cotton had amassed a wealth of information and expertise. But all these resources were in disparate places, under a variety of headings. Cotton University was created to consolidate these resources and become the single source for cotton knowledge, learning and expertise among industry professionals. 

Role: Creative Direction

In the 60s, Triumph was the choice of rugged, one-of-kinds like Brando, McQueen, Eastwood and Dylan. In the 70s and 80s, they saw their popularity decline as Harley-Davidson dominated. But after a couple decades, Harley was seen by many to be the "poser" brand. Riders were looking for a more unique brand and machine. Triumph never abandoned their British, rebel roots and quickly started gaining ground in the States. They were looking for a partner to help them create a voice that was hard-edged, but smart – one that would speak to loyalists and new riders alike. These materials were created as part of a pitch to show them that we were up for the challenge.

Role: Art Direction, Design

Mother Earth was a start-up, craft brewery in need of a brand. And like their recipes, we started from scratch to create their voice – one that communicated their commitment to quality, craft, the environment and their bohemian attitude. The market was quickly being crowded with other start-ups, but they were able to stand out and be noticed when arriving on the scene. Great beer, great packaging and a desirable brand vibe empowered them to quickly become one of the fastest growing breweries in North Carolina.

Role: Art Direction, Design

Aviator is a band of mad-science mavericks that makes the beer they want to drink and sell what's left. This was a proposed identity system that aimed to communicate their rebel soul while paying homage to the rich history of military aviation. 

Role: Creative Direction, Design

Mother Nature is a mom. And she really loves meeting new people and spending time with anyone who visits. 

In conjunction with the NC State Parks 100th anniversary, the fully-integrated Hike NC campaign was designed to demonstrate BCBSNC's dedication to the state and the health of its members. Targeted videos brought our mom’s friendly voice to life to help women all across the state know that hiking is for all ages and skill stages. And, she invited everyone who’d listen to stop by gohikenc.com to find and sign-up for their perfect hike. While on the trails, hikers were encouraged to share their photos for a chance to win the #HikeNCGiveaway. 

Results:
• 104% increase in #HikeNC usage on Instagram
• 542 new Instagram followers
• 831 hike sign-­ups across the state

Role: Creative Direction, Art Direction

Blue Cross Blue Shield of North Carolina needed to reaffirm its commitment to customers – it was still the most stable and reliable choice, standing by its members through every health moment in life. The problem? Most people aren’t regularly thinking of health insurance. It only becomes truly valuable during times of need – from child birth, to a broken arm, to a devastating cancer diagnosis. This led to the depiction of health moments – big and small – and the reminder that BCBSNC is involved in every one.

Role: Creative Direction, Art Direction

NCSU is synonomous with research and innovation. Groundbreaking achievements made in food safety, water quality and advanced military textiles do more than bring acclaim and economic boosts to North Carolina – they truly affect people's lives in relevant, powerful ways.

Role: Art Direction

Cree has an amazing track record of invention and innovation. The attitude that permeates their culture is, "can." This proposed website concept attempted to portray a forward-thinking, progressive company that wasn't afraid to speak clearly and confidently. 

Role: Creative Direction, Design

It's hard to convince even the most focused college students to volunteer for an extra four exams after graduation to obtain their CPA (Especially since the pass rate is under 50%). ThisWayToCPA was created to help show students the benefits of a career as a CPA – work stability, good paycheck and flexibility. The campaign appeals to college students with its snarky, knowledgeable and professional tone. It’s kinda like your older brother is helping you through the CPA process.

Role: Art Direction, Design

The Ports of North Carolina face steep competition from neighboring South Carolina and Virginia. It was necessary to communicate to the businesses across the state that when they utilize their home ports, they are supporting themselves. To do this, intriguing images depicting recognizable inland areas as port cities were paired with videos and case studies to reinforce the Ports’ contribution and importance to the entire state.

Role: Creative Direction, Art Direction, Design

Random collection of work. Some published, some proposed.