Hello, I’m Jennifer Felton, Executive Creative Director.
I’m an enthusiastic self-starter with 15 years of experience building relationships with clients to develop stand-out creative solutions informed by insights and grounded in strategy. My 360-degree approach to achieving impact and contributing to organizational growth is going all-in with big thinking, positivity and inclusivity to identify the spark that ignites the vision. I love combining creativity, connection and curiosity into every aspect of my work to guide that vision to fruition.
BRAND // I view branding as an exciting quest to isolate a relatable element that can create a memorable, human connection. Seeking internal input during development is just as important as the outcome – it cements brand ownership.
WEBSITES & APPS // I thoroughly enjoy team and client conversations about the customer journey and intuitive, end-to-end experience that can inspire users to go deeper. My definition of a fun workday is visualizing the concept from a storyboard-like viewpoint and identifying potential risks or problems.
DIGITAL ADVERTISING // My aim with digital advertising is always thumb-stopping, impossible-to-resist creativity in the blink of an eye. Experience taught me to provide a very clear reason for the user to act by using tactics like high contrast, off-beat, quirky, clever, funny, captivating, or curiosity-piquing content.
OUTDOOR // Bottomline, I live by less-is-more and simplicity rules with large-scale creative concepts, outdoor advertising, or signage. Designing agile creative that is successful on any platform or medium, no matter the scale, is front and center in my thought process when formulating concepts.
PRINT // In a multi-touch campaign strategy, I believe print still has merit. My experience with printing techniques is wide-ranging, having specified nearly every printing technique. I’m adept at fine tuning every detail to pave the way to efficient production.
LOGOS // I love that logos are akin to a company’s ambassador, speaking volumes without being complicated or confusing. When sketching logo ideas or creating a digital rendering for final presentation, what is top-of-mind is adaptability to various formats and ensuring successful reproducibility.
VIDEO // I've found video to be the ultimate way to make complex stories easier to understand, with the added bonus of creating an emotional connection to the value proposition. Through the process I’m focused on balancing the key takeaway – the message that will be the most memorable to the viewer – with the entertainment value.
