Cynthia Reed Pro

Project: AmEx Global Re-Branding Kit Brief: Design the presentation concerning the new target audiences for today’s American Express. The AmEx team provided me with text to develop the personnas. Their previous brand materials were very corporate/financial —the look AmEx is trying to shed, in favor of a more high-intensity, younger style to suit the new target audience. I sourced the images for each personna, developed the color palette; devised the idea of using a mood board slide for each personna; and laid out a data slide for each that was packed with information, but still readable on one slide.

Project: AmEx Open Express Pitch Brief: This pitch was an effort involving the New York and London teams and included numerous materials including print, video, and PowerPoint. My part of the project was the PowerPoint deck, which had to align with the branded look of all materials. As always, I sourced all images, built animated infographics, and created concept art (e.g. Singles Day slide).

Client: Mindshare (New York, NY) Project: New Business pitch to DIAGEOBrief: Assist on the PowerPoint presentation, source photos, create infographics and peripheral print materials for a three-stage pitch to this multinational alcoholic beverage company. The demographic for this pitch is the Hispanic millenial and the overall look of the pieces had to reflect that—in a sophisticated way.

Client: Mindshare (New York, NY) Project: Pitch Converse Brief: Create comp art to illustrate dynamic marketing concepts—Converse Street Week, similar to the Paris, Milan and NYC Fashion Weeks—catering to skateboard culture. The Paris Converse Street Week scene started as a photo of a Montparnasse street which I then popluated with the requested demographic—searching for and retouching each individual. I then found the correct Converse shoes for the models and put them over top of existing footwear. For the Milan Converse Street Week, a photo of a basketball court in Italy was then populated with various individuals of a more sporty group, but still “skateboard culture”. I created the vending machine. The Grand Opening of a Milanese skateboard park with the highlight appearance of the Converse Skate Team. Again, a photo of a non-populated skatepark was found, which I then populated with an audience, skate team, pennants and Converse branding.

Client: Mindshare (New York, NY) Project: New Business pitch to RedBull Brief: The Daedalus Machine was a central part of Mindshare’s presentation to RedBull. This is a “fantastical” visualization depicting Mindshare/GroupM’s advanced data mining, and analytics. Playing on the RedBull Gives You Wings concept, the creative director mentioned the Golden Snitch. From there I “built” the Daedulus Machine [in Photoshop], flying through a universe of data.

Client: Mindshare & Unilever (New York, NY) Project: Mindshare/Unilever Gaming Toolkit Booklet Brief: Design & illustrate workbook that followed up on the Gaming Landscape booklet that I designed and produced the previous year. Mindshare educated their staff and clients about utilizing the gaming space as advertising space. Both books, and the events scheduled to expand upon them, provided an in-depth look at the gaming world and a step-by-step procedure to help their clients utilize it when it is suitable for their brands.

The brief: Create a theater poster and DVD case cover for 20th Century Fox pitch. The creative director wanted the materials to have an early 80s Star Wars look. I was given portraits of various qualities and had to portray the hierarchy of the teams and the four Mindshare locations involved in the 20th Cent. Fox account.