OREILLY
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Overview
Context
The Blackhawks began exploring a new loyalty program, starting with a wide departmental ideation phase that later narrowed into a focused RFP and early-stage concept testing.
Problem
The team needed a clear brand direction, messaging framework, and visual starting point before the project could advance to research and focus groups.
Process
I contributed across multiple fronts: leading brainstorm sessions, shaping presentation decks, establishing the initial branding tone, and developing early logo mark concepts for testing. A major part of my role involved copywriting and editing—defining names, taglines, messaging angles, and narrative framing for the program.
Solution
A set of branding and messaging concepts that provided structure for the RFP process and served as the foundation for focus group evaluation.
Credits
