Showcase

I created from the edge. as a space to share ideas and offer advice on public relations, design management, communications strategy, and leadership. I thought it might also be fun to share a bit of my work from the front lines of creative consulting—below you’ll find a few of my favorite projects from leading Brand Marketing and Communications Strategy at Teague, a Seattle-based design and innovation company.




Case Study // FLYING ACES
DEFINING THE FUTURE OF TRAVEL

Background
As part of its process, Teague actively engages in user research. The company’s research offering focuses on developing a vivid understanding of customers/users, briefing partner teams on economic and behavioral indicators, and articulating the latest advances in science and technology. 

Opportunity & Approach
Through its research, Teague seeks out intelligence that guides decision-making, reveals new opportunities for exploration, and fuels tangible expression in real-life products, services, and experiences. Our innate curiosity led to the formation of Flying Aces, a proprietary research tool developed to source study participants across the aviation supply chain. Flying Aces are experts at the frontlines of the commercial aviation industry—including pilots, flight attendants, passengers, and maintenance and operations professionals—who are pre-screened to participate in design research.

To launch the program and drive membership, we partnered with Seattle-based design agency Turnstyle to create a brand identity for Flying Aces, and an integrated marketing campaign with a recruiting website at the center that aimed to surface new surveys, share insights, and generate excitement around the program. Alongside the website, the campaign was built around digital ads, direct mail, social posts, and original content that pointed toward a landing page on the main website inviting visitors to join the Flying Aces crew.

Outcome
Today there are thousands of Flying Aces around the world. The program gives Teague designers and strategists essential and on-demand access to the people who will use the products, services, and experiences being designed for the future. Fortune 500 companies across the travel industry leverage the Flying Aces program to access data that is not only accurate but provides true value.

Visit the Flying Aces Website

Role
Brand & Communications Strategy
Brand & Key Message Development
Positioning & Story Development
Social Media Strategy & Campaign Development



Case Study // Conceptual Design Program
DESIGNING artifacts from the future

Background
Teague has an incredible team of designers, researchers, technologists, engineers, and strategists who combine technology with design and a deep understanding of human behavior to deliver experiences that will shape our future. The company is best known for its work in commercial aviation, but its expertise extends well beyond, think: passenger experiences for autonomous cars, capsules for space tourism, e-bikes, smart seats for airlines, and multi-model transportation platforms. The vast majority of Teague’s work, however, is under NDA. In the design industry, work begets work. So how do you build a sustainable business with nothing new to show?

Opportunity & Approach
Looking for new and creative ways to showcase our thinking and demonstrate our expertise, we launched a conceptual design and innovation program focused on key industry segments. To amplify our ideas and maximize reach, we built an integrated marketing campaign around each project that included online, event, PR, and partnership components.

Outcome
Teague’s conceptual program has led to $6M in incremental net new revenue and generated $750K+ in earned media value. Teague concepts have been honored with Design Awards including iF, Red Dot, I.D.E.A. and, Good Design and have appeared in numerous publications and on websites such as CNN, USA Today, Gizmodo, Fast Company, Travel & Leisure, Sports Illustrated, Wired, and The Economist. 

Role
Brand & Communications Strategy
Marketing Campaign Development
Social Media Strategy & Campaign Development
Media Relations



Case Study // DENNY BIKE
Bringing people along for the ride

Background
Oregon Manifest is a nonprofit that celebrates and amplifies bike craft, design, and innovation. The organization serves as an independent innovation platform for designers, engineers, and craftsmen to collaboratively develop bike designs that can expand transportation options for the everyday citizen. As part of Oregon Manifest’s Bike Design Project competition, Teague was one of five high-level design agencies paired with a bicycle craftsman and challenged to create the ultimate urban utility bike.

Opportunity & Approach
Beyond the challenge of designing and building the bike of the future, in the competition, there was an exciting opportunity to bring the public along for the ride through an integrated marketing campaign: The Road to Real.

Composed of designers, strategists, and technologists, our team split its time between designing the bike of the future and documenting the process so that we could construct and share compelling stories that reflected on personal experiences throughout the innovation process.

During the competition and as part of The Road to Real campaign, we published diary entries as articles in Fast Company magazine and behind-the-scenes photos and videos across social media. We also created a website to showcase our work and connect with a broader community of bike and design enthusiasts. The competition culminated in a live event where we unveiled our bike design in front of 300 eager fans through a demo video and a physical prototype that allowed attendees to experience the bike first-hand.

Teague’s bike, Denny, ultimately won the Oregon Manifest Bike Design Project, offering first-ever features that wowed the bike community while stealing the hearts of people around the world.

See the Denny Bike in Action

Outcome
Denny has appeared in numerous publications and on websites such as The Verge, BBC, Gizmodo, Business Insider, CNET, Frame, Engadget, and Wired, generating over 500M impressions and nearly $200K in earned media value. To date, the Denny bike demo video has been viewed more than 2.1 million times. Combining thought leadership, with events and community engagement generated awareness that continues to attract attention and drive new partnerships.

Role
—Brand & Communications Strategy
—Positioning & Story Development
—Brand & Key Message Development
—Marketing Campaign Development
—Copywriting & Content Creation
—Social Media Strategy & Campaign Development
—Media Relations



Case Study // Take Travel Back
Creating A Space for Community

Background
Since the dawn of the jet age, Teague has collaborated with The Boeing Company and Airlines around the world to create some of the most powerful and recognized designs in commercial aviation. Over the past decade the company’s work focused primarily on in-cabin innovation aimed at improving product performance and efficiency. With an interest in growing its aviation offer beyond product to experience and service design, Teague looked for creative ways to observe, engage and listen to the market.

Opportunity & Approach
Teague’s Take Travel Back campaign was built on bringing the public into a conversation around solving passenger pain points and large-scale problems associated with modern-day travel. As part of the Take Travel Back campaign, we launched a website that encouraged people from all over the world to share their travel stories, insights, and ideas to help inform product and service concepts. To drive traffic to the site we created a kit of posters, postcards, and travel stickers harkening back to the golden age of air travel that prompted recipients to visit the website and share their ideas for ushering in faster, smarter, more enjoyable ways to get places.

As part of the campaign, we offered a cash prize for the most original and compelling idea to improve the travel experience. The winning idea was selected by a jury of well-known travel experts including Mary Kirby, Editor-in-Chief, APEX magazine; Greg Lindsay, author of “Aerotropolis: The Way We’ll Live Next” and Anthony James, Editorial Director, Aircraft Interiors International & Passenger Terminal World magazines.

Combining digital tactics like content marketing with traditional tactics such as direct mail and PR, we were able to reach our audience within different channels and target our messaging effectively.

Outcome
Thousands of people from around the world visited the Take Travel Back website, and hundreds submitted product and service ideas. Teague leveraged insights from the campaign to better understand travelers needs and concerns, and identify opportunities for innovation across the passenger journey.

Role
—Brand & Communications Strategy
—Brand & Key Message Development
—Marketing Campaign Development
—Copywriting & Content Creation
—Social Media Strategy & Campaign Development
—Media Relations



Limited Edition Book
Celebrating Eight Decades of Design

Background
“Design This Day: 8 Decades of Influential Design” was a limited edition book created to commemorate Teague’s 80th anniversary.

Opportunity & Approach
Design partner, Seattle-based creative agency Turnstyle wanted the graphic design to reflect the attention to detail characteristic of Teague’s design solutions. Typography and navigational devices are clean and systematic but allow for subtle changes between sections. Reminiscent of complex grids developed by Swiss designers in the 1950s and 1960s, a 12-column grid is divided into 20 horizontal fields. The book not only showcases finished work but also gives context by drawing on Teague’s ideas and methods of working, as well as the work of the brand’s design heroes. This unique approach to storytelling allowed Turnstyle to vary the visual pace of the book and introduce different paper stocks to make the experience both visual and tactile.

Result
Teague’s limited edition book proved a powerful tool for business development and gave a boost to employee morale; Teague employees were presented with a copy of the book at an event attended by more than 600 people to celebrate and honor the company’s rich heritage and brand legacy.

Role
—Brand & Communications Strategy
—Story Development
—Copywriting