Brand Affinity
Over a six-year tenure, I spearheaded the end-to-end strategy, brand voice, and visual identity for Expeditors’ global content pipeline. Directing the lifecycle of nearly every major video initiative, I translated complex logistics capabilities into cohesive, high-impact brand storytelling across digital channels.
Educating our stakeholders
The first hurdle was creating a dialog with stakeholders who were unfamiliar with content creation. The key challenge was to help foster understanding. Granularity and depth of content can sometimes have a negative impact for an audience. I developed this chart to help facilitate a dialogue.
setting expectations
We found that our team was being heavily impacted by changes late in production. So I moved to help our stakeholders understand the step by step process of creating a video and the impact changes had to the production timeline.
Creating content
From there, we just turned our team into a content creation machine.
Brand Trust
As an enterprise logistics leader, Expeditors’ brand equity relies on demonstrating unparalleled domain authority and reliability. I anchored our media strategy in educational, insight-driven content that positioned the organization as a trusted advisor while highlighting complex technological capabilities in an accessible format.