ART DIRECTION at TEGNA
As Art Director for TEGNA’s B2B Integrated Sales and Marketing Team (2015–2023), I led a creative team supporting 600+ sales professionals and contributing to campaigns that generated over $100 million in revenue. Working collaboratively with sales, marketing, and corporate partners, we delivered strategic, professional design solutions that met aggressive deadlines and business objectives.
My role encompassed hands-on design, project management, mentoring, and strategizing—ensuring our team maintained TEGNA’s reputation for excellence while driving measurable business results. The projects below represent some of our most significant initiatives, many of which earned industry awards.
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.
TEGNA 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.
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.
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, Anna Cline, and design team to rebrand hundreds of 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.
2022 dotCOMM Gold Award for Good Work Video Series
2022 dotCOMM Platinum Awards for TEGNA.com corporate website redesign and Trend Time video series
2022 Hermes Platinum Award for Be in Good Company rebrand, strategic campaign