Case Study: Focus on the Family
Creative Director + Marketing Lead + Sr. Brand Strategist
LAUNCH INTO THE TEEN YEARS BRANDING PROJECT
ROLE – CREATIVE DIRECTOR
PROJECT RESPONSIBILITIES:
• Team Building
• Creative Direction
• Design Options
• Brand Design
• Budgeting
With a vision to equip parents with the tools they need to help pre-teens handle a difficult world, Focus on the Family needed to create a new and fresh brand for video-based curriculum. As Creative Director on this project I lead the branding initiative as the primary designer and then directed the team on applying the brand to supporting elements. The visual brand took existing creative elements from the Parenting KMI and reimagined them in innovative and modern ways.
The new brand created high levels of anticipation for the video release and the product sold out in under 10 months.
BRAND DESIGN
Creative Design: Bill Roberson
Presentation to Stakeholders: Bill Roberson
PACKAGING
Design: Internal Design Team
Creative Direction: Bill Roberson
NINE LIES BOOK COVER
ROLE – LEAD DESIGNER & CREATIVE DIRECTOR
PROJECT RESPONSIBILITIES:
• Team Building
• Creative Direction
• Design Options
This design project was in support of the global release of a new book by Greg Smalley, Vice President of Marriage at Focus on the Family.
COVER DESIGN
Creative Design: Bill Roberson
Production: Internal Design Team
Creative Direction: Bill Roberson
We worked with Bill to expand and enhance the brand for Focus. He was a great partner and his experience and insights kept the project moving and focused on the future. In fact his ability to identify emerging trends for nonprofits and develop strategies to take advantage of them is uncanny. I highly recommend working with Bill for highly strategic and impactful brand strategy and communications. A great, and compassionate leader!