Strategy / Marketing Campaign / Online & Digital / Print

I spearheaded a dynamic re-positioning campaign for CAS, a division of the American Chemical Society, to realign their brand with new organizational objectives and elevate their profile in key markets. My creative approach fused forward-thinking technology with the human touch that has been central to CAS’s success. I crafted a visually striking, integrated campaign that spanned print, digital, and social platforms, cementing CAS's reputation as a trusted partner in the tech-forward scientific arena.

Uncovering insights through discovery processes

I initiated CAS’s brand strategy revamp with deep dives into the psyche of chemical R&D’s key players. Through stakeholder discussions and executive evaluations, I honed the approach. My strategy was bolstered by competitive insights and market trends, shaping personas that captured the core audience’s essence. This strategic and creative groundwork laid the cornerstone for a brand evolution that resonates with the industry’s pulse.

A science-centered, visually captivating, human-forward creative campaign.

For the CAS campaign, I crafted a compelling visual theme that merges human silhouettes with scientific imagery, symbolizing the synergy between scientists and their work. This concept, highlighting the acceleration in discovery, was consistently deployed across all campaign materials – from digital and print ads to web banners, landing pages, email campaigns, and social media – reinforcing the message of transformation in R&D at every touchpoint.