Year
2019Role
Creative DirectorClient
The Oklahoma EagleDeliverables
Creative brief, brand ideation, social media strategy, social media assets library, print design and web domainThe Oklahoma Eagle
The Oklahoma Eagle is a Tulsa, Oklahoma-based media company that publishes news and information, a stout advocate for the African American community and those who champion equity, for more than 102 years. The media company has endured, with faith and the support of our communities, a century-long journey of shared struggles and triumphs for human rights, civic equity, economic enfranchisement, and judicial reform.
The Eagle sought to enhance their brand via a digital transformation for their print product and brand alignment across all channels. The collaborative and productive initiative continues to be one of robust product design, campaign development and brand marketing.
Drag
Our approach to developing campaigns are reader oriented.
We employed our brand ideation framework (Focus) with The Eagle leadership to evolve the brand’s mission, vision, and strategic goals more formally. The outcome of the ideation effort provided clear definitions, value positions and distinctions between the brand’s offerings.
Print & Digital Branding
Inspired Design
Our team welcomed the opportunity to design the print edition of The Eagle, given its rich history. Leaning upon the proposed slogan of People, Narratives, News, we crafted a print design concept that reflects this focus, in a hierarchical manner. As people are the leading focus of The Eagle, imagery is the most prominent element of the print and digital products. Headlines, the framing of narratives, use bolder, heavily weighted typefaces. We also embraced a nontraditional use of negative space for print and digital products to draw our readers’ attention more effectively towards core content.
