Brand & Business Leader
Passion for Branding & Identity
Accomplished account director and strategist with over a decade of experience cultivating strong brand identities and campaigns that build consumer awareness and loyalty, and broaden market share. Committed to building cross-discipline relationships and strategic creative concepts through clear objectives, respectful collaboration and thoughtful leadership. Dedicated to representing and achieving business and creative goals of both clients and teams.
select clients
When developing identities, no matter the size of the organization, I seek to strike the balance between an immediate emotional and aesthetic connection, and a deeper strategic idea relating to business growth.
Industry Experience
expertise
Account Management
Identity & Brand Development
Corporate Identity Systems
Creative & Design Strategy
Brand Positioning & Messaging
Product & Brand Launch
Production | Print, Broadcast, Digital
Comms Planning | Product & Brand
Media Planning | Paid, Owned, Earned
Experiential & Event Management
Select work
tradestation: rebrand
I lead the development of a new integrated brand identity for TradeStation. Millennial traders were on the rise, and largely untapped by this industry leader. TradeStation’s South Florida roots gave way to a fresh look to appeal to a wider audience, with a nod to surfers’ careful planning, just like traders and the market.
The new brand was unveiled at an experiential pop-up barbershop at New York City’s Oculus, allowing visitors to take a fresh look at TradeStation while getting a fresh look of their own. We gave away free haircuts, blowouts, blue hair dye and extensions, while hosting trading competitions, trivia challenge and market-themed meditations.
The integrated launch lead to a 75% increase in annual leads, and an 88% increase in funded accounts year over year.
Winner of a Gramercy Financial Content Marketing Award and Graphis Logo Design Honorable Mention.
syracuse university college of visual & performing arts: rebrand
I lead the strategy and rebrand for Syracuse University College of Visual and Performing Arts (SU:VPA), embodying the concept that the whole is greater than the sum of its parts.
Quantitative and qualitative research pinpointed positioning challenges, and a detailed peer review identified the competition. We established brand positioning around SU:VPA’s unique identity as a collaborative creative college with specialized programs housed within a University setting.
The dynamic college logos are constructed of six typefaces, each representing one of six programs. The identity leverages existing University elements, and allows the college, academics and programs the flexibility to work harmoniously together or on their own.
Winner of a How Logo Design Award and an American Graphic Design Award.
sallie mae: Let’s make college happen brand campaign
I launched a new positioning and campaign for Sallie Mae, generating excitement around a mission from the inside out, and making students’ dreams a reality. Our “Let’s Make College Happen” work sought to shift Sallie Mae’s public perception from a corporate loan provider to a partner and resource for college-bound students and their families.
Starting from the inside out, we worked to build on the positive change they are making in students’ lives. The “Bridging the Dream” scholarship campaign embodied the brand’s dedication to living their mission. We documented four students and the obstacles they overcame to make their college dreams a reality. In the meantime, Sallie Mae employees worked to raise money for the students, refocusing the company mission and grounding the campaign strategy.
The content from our scholarship winners was transformed into an external campaign, encouraging parents and students to “Make College Happen” with Sallie Mae. There was a 31% increase in employee brand pride, and a 62% increase in aided awareness.
Winner of an Hermes Creative Award and a REGGIE Award.
Contact
I’d love to hear from you to see what we can build together.
Reach out below, or directly at nehbelt@gmail.com / 917.494.1407.