Client: SheerID

Creative Director: Lee Feidelson in partnership with Cro Metrics

Designer: Tyson Mangelsdorf

Copywriter: Tony Coray

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We launched a campaign to establish and cement SheerID’s expertise on Gen Z, with the core message to help brands acquire the next generation of customers before their competitors do (FOMO - fear of missing out).

The combination of email, newsletter and paid social on LinkedIn drove 3.1K+ clicks to website. The ebook outperformed the averaged CTOR (click-to-open-rate) by 70%. And the landing page saw an increase by 15% in total new global web traffic.

This Winning Gen Z with Exclusive Offers in 2024 ebook helps explain how to engage, convert, and turn Gen Z into your biggest "stans" (in Gen Z speak, someone who is a very enthusiastic and dedicated fan of a particular celebrity, musician, or public figure).

Data for this ebook is drawn from a report in which we asked more than 1,500 Gen Z consumers about their spending habits and what they want from brands.

Design and copy is inspired by Gen Z trends and lingo, with bright, vibrant colors and lifestyle images that capture the passion and energy of the consumer community.

Client: SheerID

Creative Director: Lee Feidelson

Art Director: Heather Wagner

Senior Copywriter: Tony Coray

Video Production: Piehole TV

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We created a fun and engaging campaign around helping brands find profitable new subscribers.

The Challenge: Traditional data sources used for customer acquisition campaigns are crumbling right before our eyes, 3rd party cookies are being eradicated and consumers are opt-ing out of messages. Consumers now demand more control and visibility into the information that is shared with brands.

Success is no longer about collecting the most data. Now marketers need to change their thinking to collect the right data.

The Solution: So what do marketers need to do to get to know future profitable customers? They need to shift their thinking to transform their database into a human base.

This was our campaign theme. We created and produced a video, an ebook and an infographic to help tell the story.

Client - Adidas

Creative Director - Lee Feidelson

Senior Copywriter - Tony Coray

Designer - Dave Smith

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This video was created for a new business opportunity to show how Adidas, with partnership from SheerID, can give thousands of different groups exclusive offers. Offers that will turn sports lovers into adiClub members and adiClub members into raging Adidas fans.

I creative directed the project, working with our in-house senior copywriter to draft the script and provide a vision which was then executed by a seasoned designer who produced the final video via Adobe After Affects.

It was well received by our sales team and opened the door for a new opportunity at Adidas.

Client - SheerID

Creative Director - Lee Feidelson

Senior Copywriter - Tony Coray

Designer - Michael Russo

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Learn how brands from all industries are creating emotional connections with customers that help them drive acquisition and loyalty.

This video was created at the request of our sales team to arm our client-side champion with an asset explaining what we do at SheerID, the value we provide and why it makes sense to invest with us.

I provided creative direction, working with our in-house senior copywriter to draft the script and provide a vision which was then executed by a seasoned designer who produced the final video via Adobe After Affects.

This has proven to be an invaluable tool for our sales team.

Client - SheerID

Creative Director - Lee Feidelson

Art Director - Heather Wagner

Senior Copywriter - Tony Coray

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We created and produced a short video about SheerID – our mission, our goals, and our values. It is driven by Jake, our founder, telling the story of why he founded the company, who we serve, and the impact we’ve made on our customers, our industry, and consumers around the globe.

It was filmed in our Portland, OR downtown office, and supplemented with b-roll of marketers hard at work, our identity segments in action and scenes of life in our city.

The style and tone of the video reflects SheerID’s personality – friendly, innovative, and inclusive. We wanted viewers to leave feeling inspired by who we are, what we do, and all we offer.

Client - SheerID

Creative Director - Lee Feidelson

Art Director - Heather Wagner

Senior Copywriter - Tony Coray

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We moved into a beautiful new office space on the 21st floor of the Wells Fargo Building in downtown Portland. My creative team was tasked to brand it and create a fresh and inspirational environment to work and collaborate in.

Environmental graphics bring to life our core values, inspirational quotes and conference rooms showcase influential people throughout history who have made an imprint on our world.

This was an incredible endeavor and a project of passion. The three of us worked long hours, in and around the normal workday, to help bring it to life.

Client - Intel

Creative Director - Lee Feidelson

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Intel celebrated its landmark 50th anniversary in July, 2018. I was Creative Lead for the event spanning seven main North American campuses as well as the various smaller global locations.

For the main campuses we created and produced big branded moments, print and digital signage and collateral, and various other experiential components to help make the global event a huge success. For the smaller locations a digital toolkit was created to enable design customization at the local level.

In addition to event branding we partnered with our client to create several engaging activations to excite the attendees: a Luster Mosaic Wall, a custom t-shirt station to print retro Intel designs, and a branded donut wall (which survived the Arizona summer heat!).

Client: Tanium

Creative Director: Lee Feidelson

In Creative Partnership with: Moving Brands

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Tanium CONVERGE is the annual Business Resilience Management conference. Through labs, breakouts, and presentations, attendees leave Tanium CONVERGE inspired to transform their organizations.

This past year’s event was held at the Grand Hyatt in Washington DC and I was Creative Lead for the onsite branding. Partnering with a third party we teamed up to create an impactful and engaging experience for the attendees. From experiential design to big branded moments to wayfinding to presentation, we brought the space to life for one incredible week.

Event Branding - Coupa Inspire18

Client: Coupa

Creative Director: Lee Feidelson

Senior Designer: Nicole Worthington

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For the second year in a row Opus brought Coupa Inspire to life in an exciting three day event at The Fairmont Hotel in San Francisco for attendees and customers from more than 50 countries.

Our creative team worked in a beautiful, ornate yet challenging space to weave vibrant print, presentation, experiential and digital materials throughout the event. The branded experience was carried through the corridors and ballrooms of the elegant Fairmont Hotel.

Client: Coupa

Creative Director: Lee Feidelson

Senior Designer: Nicole Worthington

In Creative Partnership with: Phil Boucher, Founded

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Opus brought the theme “Unleash Real Value Everywhere,” to life in an exciting three day event in Union Square for Coupa customers from more than 50 countries.

Our creative team wove vibrant print, presentation, experiential and digital materials throughout the event. The branded experience was carried through the corridors and ballrooms of the elegant St. Francis Hotel to the grand tent outside in Union Square. 

Client - Opus Agency

Creative Director - Lee Feidelson

Senior Designer - Nicole Worthington

Bull Rider - Lee Feidelson

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Opus Agency holds its annual Team Connect event, a high-energy, all-staff offsite where we review the prior year’s results, celebrate our shared successes, acknowledge everyone’s contributions and look ahead to the coming year.

We reconvene in the evening for our annual holiday party. This year’s theme: Boots and Bling, held at the Left Bank Annex.

Creative for the Western themed party included a website, signage and collateral, presentation design and decor.

Client: Downtown Development Group

Creative Director: Lee Feidelson

Designers: Nathan Shigeta, Bryce Jackson

http://theankenyblocks.com

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SRM helped the Downtown Development Group brand and market a unique group of developable sites, to accommodate new business in Portland. Our team applied strategy and design to create several impactful materials to showcase the opportunity for a reimagined business district. All of which align with the desired image of future developers. 

We leveraged the location with a new “district” identity, a bold website featuring signature photos of the district, and a classic yet modern brochure which tells the story of the area, showcases potential development, and captures area amenities and neighborhood statistics. In the end we helped position The Ankeny Blocks as an international destination, designed and developed as a progressive, sustainable home for the future of business.

Client: Wacom

Creative Director: Lee Feidelson

Designers: Nathan Shigeta, Dre Williams

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The partnership between SRM and Wacom was based in a mutual understanding of the company’s multinational brand and mission. There were three cultural components that we wanted to impress upon the design of the interior space: it is a hospitality-based environment; it is welcoming of all cultures; and to fortify the family feeling that exists through the design of several living room lounge areas. In the end we created an environment that allows all of their team members to embrace technology.

My design team created a series environmental graphics to call out the collaboration and meeting areas on all three floors of Wacom's new offices in the heart of the Portland's Pearl District. In addition, as part of a strategic change management program, we designed a welcome kit brochure to help inform their newly relocated employees about the neighborhood.

Client: D+H Financial Technologies

Creative Director: Lee Feidelson

Designers: Nathan Shigeta, Adam Volkman

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Being a global tech corporation isn’t easy, so why not make the space one that encourages collaboration and fun? Brand and international culture definitely drives the design here, but the regional “Portland vibe” certainly shines through.

We divided the office space into four distinct quadrants, each taking on the personality of Portland's four geographical neighborhoods: Northeast, Southeast, Southwest and Northwest. Within each area, large wall graphics called out the region (NE, SE, SW and NW), supported by conference room privacy vinyls of iconic landmarks and buildings, and rooms featuring popular street names.

In addition, key attributes from the company's mission statement were brought to life on the walls, with raised lettering, color on color.

D+H was thrilled with the design of their new space in the newly remodeled historic Oregonian building on SW Broadway.

Client: Cre8con - Portland Creative Conference

Creative Director: Lee Feidelson

Designers: Lee Feidelson, Scott Huber

Copywriter: Steve Gehlen

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The Portland Creative Conference is an exploration and celebration of the creative process across various creative industries. This annual event features presentations from leading creatives who take you inside their creative process and talk about their projects, challenges, influences and inspirations; showing samples of their work along the way.

The original conference was founded in 1990 by Will Vinton. The event is produced on behalf of the non-profit fiscal agent, Keeping the Arts, a public charity that raises and grants money to support K-12 arts education in Oregon.

Client: Cre8con - Portland Creative Conference

Creative Director: Lee Feidelson

Designers: Lee Feidelson, Scott Huber

Copywriter: Steve Gehlen

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The Portland Creative Conference is an exploration and celebration of the creative process across various creative industries. This annual event features presentations from leading creatives who take you inside their creative process and talk about their projects, challenges, influences and inspirations; showing samples of their work along the way.

The original conference was founded in 1990 by Will Vinton. The event is produced on behalf of the non-profit fiscal agent, Keeping the Arts, a public charity that raises and grants money to support K-12 arts education in Oregon.

I was asked by Conference Chairman Steve Gehlen a month prior to the event to be acting Creative Director for all brand, marketing and presentation materials. I was also the graphic designer. I created a 25 Year Anniversary mark, a fresh twist on the existing logo, the overall look and feel for all materials which included signage, collateral and presentation. Featured here are four initial design concepts which led to the chosen theme of placing traditional Conference logo "Ed the Head" on the top of a latte - very fitting for Portland!  This theme was consistent throughout and the visuals for the PowerPoint presentation provided a vibrant and powerful backdrop behind the speakers on stage at the Armory. The Board was very happy with the creative and I have volunteered to creative direct (and design) the 2016 Cre8con.

Client: Blue Cross Blue Shield

Creative Director: Lee Feidelson

Graphic Designers: Kurt Stremel, Robin Carlson, Alayna Vincent Baird, Stephanie Stimac, Meghann Wittstock

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Blue Cross Blue Shield Axis is a data capability unmatched in scope and scale that draws from comprehensive healthcare quality and cost data from all 36 Blue Cross and Blue Shield companies. This rich, aggregated data resource provides insights and solutions for employers, consumers and healthcare professionals to improve the quality and affordability of care. It also provides employers a deeper understanding of their workers’ care needs and utilization.

My role on this project was extensive. I was part of the three-person pitch team, which flew to Chicago (in the dead of winter) for a one-day presentation to get the business. Upon winning it we were tasked to name and brand this new data capability, create marketing materials, a microsite and several PowerPoint decks in advance of the announcement and launch of the product three months later at a big industry event.

In addition to pitching the new business, I was Creative Director as well as designer and writer as needed. It was a rough ride but in the end we overcame tight deadlines, too many (client) cooks in the kitchen, early morning (very early, as in 6 am) presentations – I even gave a presentation from the PDX airport terminal – and scope creep to deliver a complete branding and presentation packet in time for the launch date.

Creative Director: Lee Feidelson

Graphic Designer: Alayna Vincent Baird

Copywriter: Marc Oppy

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Concordia Online Education brings together a powerful selection of online graduate degree programs from Concordia’s network of non-profit colleges and universities to meet students’ educational interests and needs. More than 100 years of faith-based, academic rigor combines with modern technology and proven online teaching techniques to provide an accessible and flexible learning environment.

I was part of a four-person team, which pitched and won the opportunity to create a new brand identity for Concordia Online Education. On the heels of our successful presentation we were tasked to create a logo that reflected the newly developed brand name and associated attributes of Concordia Online Education. Then extend the logo to other brand identity elements such as voice & tone, color palette, graphics and imagery. We packaged it up in a brief guidebook. The new brand would then be applied to their website (designed by a third party).

As the Creative Director I worked closely with the graphic designer and copywriter to ensure our work was delivered on strategy, and on time. In addition to participating in the initial pitch, I delivered several presentations in person, along with the designer, helped with design and copy, and worked with the project manager to make sure we hit our deadlines. The entire project took about three months and in the end the client was extremely happy with the new brand identity for their online education program.

Creative Director: Lee Feidelson

Designer: Lee Feidelson

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Did you know that we remember 80% of what we see, yet only 20% of what we read? 

An infographic is one of the most engaging ways to tell a story. And if you were to ask me to name my favorite design project, I’d say it would be the Infographic.

It is an important tool in teaching, in business, in giving inspiration and in presenting information. It is one of the most powerful ways to communicate with complex data. 

Yet infographics also have an emotional power because they can show you an idea — or a relationship, or how something works — very quickly. People respond to that. A persuasive infographic surprises the viewer. It moves them in some way and makes them want to keep looking at it or show it to other people.

Here are just a few of the Infographics I’ve created.

24 Hour Jam Session of Creativity (video)

CreateAthon is a nonprofit which helps support other nonprofits. All nonprofits need to get the word out to raise funds and awareness; however, many can’t afford it. CreateAthon provides a solution. Rallying teams of anywhere from 20 to 240 creatives for a focused marathon, each CreateAthon delivers the advertising, marketing and communications needed by up to a dozen nonprofits. 

Nonprofits that have benefitted from these creative marathons range from small local and regional groups to larger national nonprofits such as the American Cancer Society to Special Olympics.

Waggener Edstrom creatives and account executives worked literally overnight in a 24-hour creative blitz to produce free (yes FREE) brand work, advertising and marketing materials that would improve their communities. With anywhere from 25-30 participants, we broke into teams of 5-6, each assigned to a specific nonprofit.

Several of us hopped the train up to Seattle to participate in our second CreateAthon. I led "Team Shakespeare".  The Seattle Shakespeare Company needed marketing help to build up enough support to launch a capital campaign for a new facility. They were also celebrating their 25th Anniversary. In a nutshell, they needed a new brand identity. Over the 24-hour period we created over a dozen logos, a series of posters, and a series of web page comps.

The year prior I led the team that helped Portland-based Friends of Baseball brand, promote and market a friendly in-state rivalry between the (Eugene) Emeralds, (Hillsboro) Hops and (Salem-Keizer) Volcanoes. We came up with the name "Diamond Derby", a logo, marketing materials and a website, along with a PR & Marketing campaign. The goals: Generate excitement for potential sponsors and partners to participate and donate to the program; to cultivate a healthy local rivalry among local baseball fans; and of course to drive ticket sales for the rivalry games. 

Photos of the event included here.

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OMSI Gingerbread Adventure (video)

OMSI Gingerbread Adventure

Take a sweet and smart look at the science behind a favorite holiday pastime – gingerbread houses! 

We were very excited to partner with OMSI for the Gingerbread Adventure. The talented designers at SRM and the talented bakers at Urban Farmer | The Nines combined resources to come up with the theme "Welcome to Portland, Mars!"

For this competition we designed the spaceport of the future and the gateway to our first interplanetary colony – Portland, Mars. It features all of the amenities of a terrestrial airport and then some. Complete with a central building, a space traffic control tower, and the well known red Martian terrain. In addition we included several nods to PDX Airport and Portland, Oregon.

In the video you'll find our inspiration, collaboration, early sketches to  finished renderings, and you'll meet the team!

Part science, part science fiction, part kitsch, "Welcome to Portland, Mars!" is a fun look at where we just might be a hundred years from now.

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Atkinson Elementary School Auction

Annual event to help raise money for my son's school. I have created the brand, marketing and collateral for the past four years.