jennifer leinweber

Creative Direction / Strategic Design

Tag: social media
  • 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
  • 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