Power Your Career
PMI, the world’s largest professional organization for project managers, had a brand continuity problem—which meant a disjointed experience for PMI members, prospects, and internal employees around the globe. I led the creative team as we concepted and executed integrated global campaigns to help unite and humanize the brand, while driving event attendance and enrollment.
The core audience was twofold. On one side were existing PMI members, who needed to be reminded of the value of membership and the benefits of attending events or enrolling in continuing education courses. On the other side were prospects, many of whom had never heard of PMI.
To connect authentically with the audience, we featured imagery of real project professionals and redefined the brand voice to be relatable, empowering, and straightforward across paid, owned, and experiential channels. We conducted photo shoots abroad to fuel the creative. Pairing strong verbs and statements with eye-catching visuals helped us keep interactivity and energy high.
In an ongoing capacity, I led the team through campaigns for events, education, and more, which included digital banners, audio ads, video and social. I worked with copywriters and art directors to push the brand and deliver cohesive, effective creative driving response and brand awareness.