April / Define & Develop
Develop portfolio content, present graphics and social concepts, and coordinate reviews with leadership.
Strategic Leadership
Launching Hatcher Creative
Hatcher · Creative Division Launch · May 23, 2018
Challenge
Build on Hatcher's existing production design foundation to launch a dedicated creative division, connect creative strategy with client needs, and create a new path for growth.
Solution
A coordinated launch introduced Hatcher Creative through a new website landing page and portfolio, email outreach, a launch blog, social content, and a video. The campaign paired a clear service offering with examples of the team's work and a shared belief that great design can improve people's lives.
Role
Creative Director. My contribution connected the launch vision with the work needed to deliver it: portfolio content, creative development, graphics, video collaboration and review, and launch coordination. Client introductions and pitches brought that vision into conversations about their goals.
Team
Hatcher leadership, account teams, designers, social media colleagues, and video collaborators including, Jeanne, Audrey, Emily, Laura, Annette, Debbie, Khanh, Joar, Jenny, Dana, Ed, and Angie.
Tech Stack
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Adobe After Effects
Adobe Premiere Pro
Adobe Media Encoder
Sketch
WordPress/Elementor
Smartsheet
Constant Contact
From Plan to Launch
Coordinating the work.
Building momentum.
The launch plan made responsibilities, review points, and dependencies visible across creative, communications, and leadership teams.
May / Produce & Refine
Film interviews and supporting footage, review successive video cuts, prepare the portfolio and website changes, and secure final approvals.
May 23 / Launch
Introduce Hatcher Creative through the website, email, social posts, video, and a planned advertising campaign. Continue promotion beyond launch day.
The Work Behind the Work
Planning. Writing.
Making it happen.
Working documents and sketching photographs make the process visible, from coordinating responsibilities to shaping messages and exploring design. These shared launch materials show the collaboration behind the campaign.
Launch Plan
Responsibilities, deadlines, reviews, and approvals across the launch.
Read the Full Document ↗
Video Script
A two-column plan connecting narration with visuals and production.
Read the Full Document ↗
Launch Blog
The message introducing the division and its creative services.
Read the Full Document ↗
Social Copy
Platform-specific messages introducing the new capability.
Read the Full Document ↗
Sketching & Layout Exploration
Sketching photographs from the launch archive show the creative practice behind the campaign.
View the Photograph ↗
Working Through the Details
Notes on typography, hierarchy, and content relationships from the launch photo archive.
View the Photograph ↗The Launch Film
Introducing Hatcher Creative
English captions available.
Early Results
Attention became
an opportunity.
The launch of Hatcher Creative generated new client inquiries that grew into long-term design partnerships.
5,290
Video views across Facebook, Instagram, and YouTube as of June 6, 2018.
1,285
LinkedIn views reported in the same launch recap.
160+
Likes and loves on the video across social media, as reported in the recap.
Source: Hatcher Creative launch internal digest.
Leadership Behind the Launch
The campaign made a broader organizational change visible: building people, processes, and creative capabilities into a service clients could understand and use.
Explore Leadership in Practice ↗