jennifer leinweber

Creative Direction / Strategic Design

Tag: digital marketing
  • AWATS
    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.

    AWATS Primary Logos
    AWATS Color Palette
    AWATS Photography Style Page
    AWATS Typography: Secondary Typeface

    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
  • Wellness from Siam
    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
  • KC A Cappella
    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
    Screenshot of KC A Cappella's Intsagram Story and Instagram Grid created by the students with the Canva Brand Kit provided.

    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
    KC A Cappella | Soundproof Logo Lockups from the branding & identity guidelines.
    KC A Cappella example typography page from the branding & identity guidelines.
    KC A Cappella color palette from the branding & identity guidelines.
    KC A Cappella gradient blends from the branding & identity guidelines.
    KC A Cappella concentric circles design elements from the branding & identity guidelines.

    Select pages from KC A Cappella’s Brand Guidelines

    Turnkey KC A Cappella social media post templates provided in Canva Brand Kit
    KC A Cappella logos in the Canva Brand Kit
    KC A Cappella color palette in the Canva Brand Kit

    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
  • Mastering the Millennial Mindset of Today
    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

  • Unlocking the Car Buyer of Today
    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

  • AudienceOne
    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

  • TEGNA: Be In Good Company
    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.

    dotcomm gold award icon

    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