Art Direction – jennifer leinweber

AWATS

Challenge

Aviation engineering consulting firm needed updated brand identity
Desired to be competitive in modern aerospace market
Required professional digital presence to attract high-value clients
Sales materials didn’t reflect expertise and capabilities

Solution

Complete brand identity refresh
Modern, professional visual system that communicates technical expertise
Comprehensive digital ecosystem and sales collateral

AWATS’ Capabilities Presentation / Pitch Deck, Powerpoint Slides

Process

Competitive analysis

Identified current brand challenges

Explored re-naming and repositioning

Visual logo & brand explorations

Refinement, approvals, execution

AWATS business cards — design variations on back

Deliverables

Brand identity and logo system
Business cards
Email signature templates
Social media marketing

Sales pitch deck redesign
Brand guidelines & resource toolkit
Website design & development

This project was a collaboration with designer Annaliese Cline who created the brand direction, identity guidelines and the initial sales deck design. Logo design and all other elements were designed by Jennifer Leinweber.

Select pages from AWATS’ Brand Guidelines

Impact

Modern branding gives AWATS credibility in the aerospace industry
Professional digital presence that generates client confidence
Sales-ready materials that clearly communicate value proposition
Cohesive branding across all touchpoints

October 17, 2025

RMO

Challenge

International orthodontic company needed brand refinement and updated marketing presence
Existing brand lacked cohesion across print, digital, and tradeshow materials
Needed to maintain brand recognition while elevating professional presence

Solution

Refined existing brand identity for consistency and modern appeal
Developed comprehensive visual system across all touchpoints
Created scalable templates for ongoing marketing needs

Deliverables

Brand style guide and visual standards
Website redesign — worked with Marketing Director and Web Development Agency to ensure design standards were maintained within their ecommerce and cms frameworks
Print marketing materials (mailers, product one-sheets and posters)
Email marketing design & updated templates
Updated PowerPoint pitch deck and presentation templates
Packaging design for Synergy Class Archwires products
Tradeshow booth graphics and collateral
On-brand technical data visualization for orthodontic products to quickly communicate information to orthodontists seeking products for patient treatment solutions
Digital marketing templates

Impact

Cohesive brand presence across international markets
Professional, polished materials that elevated brand perception
Scalable system that empowers internal team to maintain consistency

September 1, 2025

Wellness from Siam

Challenge

Branding for Luxury Thai Massage studio starting from scratch
Needed culturally authentic brand appealing to upscale wellness market
Photography challenge: capturing authentic images of Thai massage

Solution

Complete brand development from concept to launch (6-month timeline)
Refined logo with culturally sensitive Thai elements and language
Sophisticated visual system reflecting luxury positioning
Collaborated with interior designer/architect on brand-consistent space
Partnered with social media agency to capture authentic treatment imagery and video and launch strategic social media awareness campaign

Deliverables

Brand identity system (logo variations, color palette, typography)
Interior design consultation and environmental signage (interior/exterior)
Website design and development
Social media framework and initial content
Print collateral: business cards, gift cards, service menus, information cards
Event marketing materials for hotels, gyms, wellness centers
Digital marketing toolkit (Adobe Express)
Custom photography/videography art direction

Impact

Successful January 2025 launch with immediate traction
50+ five-star reviews (Google, Yelp, TripAdvisor) in first nine months
Strong differentiation from typical Thai massage studios
Client praise for atmosphere and experience validates design strategy
Ongoing partnership for continued marketing materials

August 31, 2025

KC A Cappella

Challenge

Non-profit nationally acclaimed A Cappella organization needed cohesive branding for their parent organization and group, Soundproof
Student social media managers needed clear guidelines and easy-to-use assets and tools
Required press kit and branding strategy that could be applied consistently across social media and music streaming platforms
Needed turnkey solution that students could execute independently throughout the year

Solution

Developed scalable logo system that works standalone or as cohesive family
Created dynamic visual language inspired by sound waves with fluorescent colors and gradients
Built complete brand toolkit in Canva for students to create social media posts and marketing collateral

Deliverables

Flexible logo system for KC A Cappella and Soundproof
Expandable framework for future performance groups
Sound-inspired visual elements (wave patterns, gradients)
Vibrant fluorescent color palette

Comprehensive brand guidelines with specific posting instructions
Canva brand toolkit with social media templates, music streaming graphics, performance promotion, album artwork, event posters
Theme strategy for year-round application

Select pages from KC A Cappella’s Brand Guidelines

Assets from KC A Cappella’s Canva Brand Kit

Impact

Students empowered to create professional, on-brand materials independently
Cohesive visual presence across all platforms and sub-groups
Scalable system ready to expand as new groups form
Eliminated need for ongoing design support
Energetic brand that captures vibrancy of a cappella performance

October 31, 2023

Mastering the Millennial Mindset of Today

MASTERING THE MILLENNIAL MINDSET OF TODAY RESEARCH STUDY/E-Book & CAMPAIGN BRANDING

Art direction for branding and design for TEGNA’s original millennial research study e-book and demand-generation campaign, Mastering the Millennial Mindset of Today: A Post-Pandemic Deep Dive into Millennial Attitudes and Behaviors. Collateral included graphics for a live presentation, launch presentation, environmental graphics and swag design for TEGNA’s event booth, email, web, and social media graphics. The study was released and presented by Dave Neway, TEGNA’s VP of Ad Sales Marketing, at the Mobile Marketing Association’s MMA DATT Unplugged: Future of Data in Marketing event in New York City on October 13, 2022.

Credits: RafiQ Flowers, Design Strategist; June Kim, Data Visualization; Krista Aiello, Graphic & Presentation Design; David Penunuri, Web Design and Development.

2022 MarCom Platinum Award Winner

June 1, 2022

Unlocking the Car Buyer of Today

Unlocking the Car Buyer of Today RESEARCH STUDY/E-Book & CAMPAIGN BRANDING

Art direction for design and branding e-book, internal launch presentation and external marketing collateral for TEGNA and Provoke Insights’ Unlocking the Car Buyer of Today, a 2022 TEGNA Research Study, profiling post-pandemic automotive consumer sentiment and intent toward the car-buying experience. The look and feel maintained TEGNA’s B2B brand consistency while exploring an upscaled visually “slick” automotive approach.

Credits: RafiQ Flowers: Design Strategist; Krista Aiello: Designer and Project Manager; June Kim: Presentation Designer; David Penunuri, Interactive Design Lead.

2022 MarCom Platinum Award Winner

January 1, 2022

AudienceOne

AudienceOne

Art direction for branding and communications collateral for TEGNA’s new audience-targeting solution, TEGNA AudienceOne. Deliverables included a new logo, branded internal and external collateral to differentiate the product from other TEGNA digital products, and infographics to simplify and explain the complexity of this new product for TEGNA’s sellers and their clients.

Credits: RafiQ Flowers, Design Strategist; June Kim, Data Visualization; Krista Aiello, Graphic & Presentation Design; David Penunuri, Web Design and Development.

2022 MarCom Platinum Award Winner

January 1, 2022

TEGNA: Be In Good Company

TEGNA Be In Good Company B2B Branding Campaign

The task was to visually unite TEGNA’s B2B brand portfolio into a single umbrella brand that celebrated good people, strong relationships, and promote the powerful offerings of TEGNA’s sales and marketing products for local and national business partners. Be in good company is more than just a tagline — to bring B2B alignment with TEGNA’s purpose of “Serving the greater good of our communities,” our team worked in every aspect of the brand to bring this concept to life — photography and color grading, color, brand language, typography, graphic elements, co-branding, and more. I served as art director and worked alongside our senior designer and design team to rebrand hundreds of existing documents as well as create new, external, B2B marketing materials such as trade ads social media awareness videos.

The branding campaign was presented to more than 600 sellers and marketers across the company and our team provided design trainings, presentation and graphic toolkits, templates for co-branding their station collateral and swag.

Be in Good Company branding was adopted into the TEGNA corporate website redesign and unified branding elements can be seen in the broadcast, sales, and corporate communications design of TEGNA’s product suite today.

Credits: Annaliese Cline, Senior Designer and Design Lead; RafiQ Flowers, Design Strategy; David Penunuri, Interactive Design Lead; Natalie Ullrich, Video Editor; Brandon Baker, Coordinating Producer. Creative Concept & Naming: Fortnight Collective.