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.
Impact
The work enabled clearer alignment across marketing and provided the strategic and creative groundwork needed for the next phase of development (research and data under NDA).
Credits