Developing a brand that encourages everyone to achieve their creative dreams
The road to create and refine the CreativeLive brand took many twists and turns, but eventually it manifested into something fully authentic, grounded in the belief that everyone is creative. I led brand strategy and positioning, collaborated on the brand book and visual guidelines, built a photography system from the ground up, concepted and produced brand campaigns, directed studio and on location photo and video shoots, and championed community storytelling that put real students, instructors, and creators at the heart of the brand. Each and every aspect of the work served to bring out genuine human touches and the imperfection of the creative process. It was one of the biggest highlights of my career.
CREATIVELIVE
CreativeLive’s brand is grounded in the idea that we are all creative. As the brand lead I wrote and produced this video as part of the evolution of our brand expression. The imperfection of the creative process and the energy of creativity itself is highlighted through glitchy motion and rapid editorial style. In my six years at CreativeLive I drove the brand, directed photography, produced content, and lead the creative team. For more highlights from my work at CreativeLive, keep on scrolling.
CreativeLive Brand Film
CreativeLive
As part of a series about CreativeLive’s community, I developed a strategy for a series of short films highlighting the creative experience called Real Creative Lives. We began with this one, centered around the company's founder and CEO photographer, Chase Jarvis. From a brand perspective it was my goal to help students connect with the authenticity of CreativeLive's roots through the founder’s journey. This is the trailer for the piece that served as a jumping off point for the ongoing series.
Full film can be seen here along with other films in the series.
Real Creative Lives Short Film
The CreativeLive brand is anchored in authenticity and the creator’s journey. I crafted direction for all brand photography based around real creators experiencing the creative journey and life’s moments. I wanted to hit on all the brand attributes and be relatable to our target demographic so we planned each vignette to appeal to a different type of creative in different phases of their artistic journey.
Brand Editorial & Behind the Scenes Imagery
CL Editorial Gallery
As part of a holiday campaign for CreativeLive I developed a branded marketing piece to celebrate the spontaneity of creativity. We follow creatives through a night of collaboration. It won a Silver Telly in the digital category / branded content & entertainment.
Light Up the Night Holiday Campaign
At CreativeLive we celebrated the creative process in all its messy imperfect ways. I led brand re-positioning with leadership to create an authentic brand identity that mirrored the creative process and captured the spirit of our students, employees, and instructors. We created a new mission, vision, value proposition, brand attributes, visual identity, and voice and tone.
Brand Strategy & Creative
CL Brand Gallery
CREATIVELIVE
This video was created as a tool for the partnership team to highlight CreativeLive’s connection to innovative and groundbreaking brands. In a quickly changing e-learning space, brand partnerships were a key component to elevating the immersive experience. From GoPro to Red Bull our team tested and pushed the boundaries of live education.
Brand Partnerships
The CreativeLive brand required elevating student work to illustrate the sheer power that comes from creative education. I mapped out a direction, process, and personally curated a handful of images from the thousands of images submitted by students to highlight their incredible work and development as users of the platform. User generated content can be so inspirational as a means to showcase how the product can work for others. It took extensive culling and restraint to feature true standouts.
Inspired User Generated Content Curation
CL UGC Gallery
CreativeLive’s brand is built on the notion that each person, be it employee, instructor, or peer is a champion for creators. This video was concepted as a short brand piece to illustrate that idea and serve as a larger narrative across social and site touchpoints. There's a creator in all of us.
The CreativeLive Story
In my time at CreativeLive I led a repositioning exercise that led to a new expression of our brand. We wanted to highlight the student along their path akin to the hero's journey. It's a roller coaster full of ups and downs and nothing about it is straightforward. The creative process is a unifying experience, no matter your skill level. This video kicked off our introduction to the new expression and positioned us as a learning space for all.