Identity formation, campaign creation, strategy consulting
Logo creation, brand management, brand launches, brand refreshes
Lifestyle photography, food photography, corporate photography services
Advertising, custom illustrations, graphic and print design, web design, custom publication design, materials packaging
Custom videography, video editing, scripting and talent development, digital video production
From left to right, Alejandro Zapata, Becky Tibbits, John Hubbard, Kim Weakley, Michael Vyskocil, Breanna Shorten, Eric Forberger, Zach Rupert
What’s Their Story?
The Pennsylvania Gigabit Revolution is a community awareness initiative by United Fiber & Data. The initiative was financed in part by a grant from the Commonwealth of Pennsylvania, Department of Community and Economic Development. GIG REV aims to awaken communities located in south-central and eastern Pennsylvania to the possibilities that ultra-high-speed gigabit Internet presents.
Through public outreach and awareness meetings, digital literacy and inclusion activities, and more, GIG REV seeks to empower Pennsylvania’s residents to champion gigabit Internet in the Commonwealth. Throughout its messaging, GIG REV challenges people to think about what their towns and neighborhoods could be like with gigabit Internet—places where learning has no lag times, startup business have the environment to prosper, and Pennsylvania becomes an attractive place where people and companies want to do business.
Telling the Story
GIG REV was a new brand extension for UFD. Together, our creative team and UFD’s marketing team collaborated closely to shape the story to meet the needs of an audience that needed an introduction to the possibilities gigabit Internet presents.
We developed a website that not only presented the story of the campaign, but also included localized resources for communities approached by the initiative’s feasibility study: Doylestown, Ephrata, Gettysburg, Hanover, Pottstown, Reading, and York.
Social media, a custom-designed publication, and related materials developed for public awareness meetings further served to engage audiences in GIG REV’s mission and vision, while encouraging people to become champions for gigabit Internet in their communities.
What’s Their Story?
House of Yoga is a donation-based yoga studio in downtown York, Pennsylvania. The price model reflects a sliding scale, where students pay what they can.
Its founding members and teachers invite individuals from the greater York community and beyond to use yoga as the medium to restore balance, foster connections, and unite people through the practice of yoga. By fostering a sense of community connectedness, House of Yoga aims to help people satisfy the restlessness that comes with daily demands and stresses.
Telling the Story
With its move into a larger space in downtown York, House of Yoga needed an equally bigger way to tell its story. We wanted people to feel a part of this community to join or begin their yoga practice here.
Through imagery and words, we tell the story of House of Yoga as a place open to community. Take our word for it: you will sweat, but you will also feel like part of the greatest support system you’ve ever experienced.
What’s Their Story?
Tangled Manes is a children and teens hair salon in East Petersburg, Lancaster County, Pennsylvania. Dedicated exclusively to providing haircuts and hair styling for children and teens ages birth to 18, the Tangled Manes stylists have more than 25 years of experience serving children and teens in Pennsylvania’s Susquehanna Valley and beyond. In 2015, readers of LNP (Lancaster Newspapers) named Tangled Manes one of the best haircuts for children in Lancaster County.
Telling the Story
With a newly redecorated space, Tangled Manes also needed a new way to tell its story. Although word of mouth was its primary means of awareness for many years, Tangled Manes wanted to reach a web audience of parents looking for a place to get their children’s hair cut and styled.
A refreshed website gives prospective customers an opportunity to view the salon in a way its old website couldn’t. One of the greatest features of the site is the cool Look Book we created: now children and their parents can see at a glance some of the styles and cuts created by Tangled Manes stylists before they come into the salon.
What’s Their Story?
Based in York, Pennsylvania, United Fiber & Data is a data-centric telecommunications company focused on delivering a superior alternative to the aging fiber network of the U.S. Northeast region. UFD is currently building a 400-mile rural dark fiber backbone connecting Lower Manhattan with the largest Internet switch in the country—Ashburn, Virginia. When completed, this purpose-built alternative fiber pathway will be capable of delivering the bandwidth and speeds necessary to handle the ever-increasing demands of 21st-century communication as it connects the nation’s political epicenter with the nation’s financial epicenter.
Along with this infrastructure presence, UFD is also active with Stadium Super Trucks (SST) and IndyCar under the UFD Racing brand. UFD Racing is fielding two Stadium Super Trucks for the 2016 season. You’ll also find the familiar wings of UFD on Marco Andretti’s No. 27 machine, with UFD’s co-primary sponsorship for IndyCar race events in Phoenix, Long Beach, Pocono, and Boston, as well as associate sponsorship on the No. 28 DHL car of Ryan Hunter-Reay for the duration of the 2016 IndyCar racing season.
Telling the Story
IndyCar and SST fans can’t miss the unmistakable brand of UFD Racing on the tracks. Our creatives rock the UFD Racing look through high-impact designs that engage audiences and fans through strong brand association.
From advertising and Hero Cards for SST and IndyCar to branding and logos, UFD Racing makes a memorable impression—in print and digital form. Attention-grabbing, high-impact, and immersive, UFD Racing’s materials capture the energy behind SST and IndyCar, putting fans in the front row of the momentum that fuels UFD Racing.
What’s Their Story?
YRK magazine is the collective voice of downtown York and its surrounds. This quarterly lifestyle magazine delivers an authentic community conversation inviting and involving people from all walks of life to become catalysts for change in York, Pennsylvania.
Through stunning photography, engaging editorial, and sophisticated design, YRK connects readers to the content they crave and inspires them to contribute their stories to York’s continuing narrative. In each issue, readers become immersed in the vitality of York living through its art, business, cuisine, culture, education, music, shopping, and more.
YRK magazine has been consistently honored by the Association of Marketing and Communication Professionals (AMCP) Hermes Creative Awards for creative excellence in publication design.
YRK's distinctive style of storytelling is unmatched by any media outlet in south-central Pennsylvania.
Telling the Story
It takes people to make a village, and it takes a community to put together each issue of YRK. We couldn’t produce this publication without the scores of businesses and personalities living and working in the City of York.
Our team works with each subject to create a customized story. We photograph, write, and design each piece that makes its way into the publication, plus we manage all aspects of distribution, promotion, and community engagement activities around the magazine.
What’s Their Story?
York College is a private, liberal arts college in York, Pennsylvania, that positions itself as the best place for students to launch their future careers—beginning from day one. With small class sizes, personalized attention from faculty members, and more than 50 bachelor’s degree programs, York College prepares students to pursue passions and shape careers with experience-based learning opportunities provided by the City of York and beyond.
Community engagement is a key component of York College’s public relations outreach. Through YRK magazine, York College continues to reach key audiences interested in creating ways to foster positive relations between the college community and the downtown York community.
Telling the Story
YRK magazine gives our team the ability to work collaboratively with the College’s Office of Community Engagement to craft stories that speak to the vitality of its academic and extra-curricular programs.
From engineering to the business of music, hospitality to the arts, we’ve crafted vignettes that portray the life and vitality of the campus through engaging words and visual treatments.
In addition, our video production services give York College additional storytelling opportunities, from stories of alums in the York community to the role of community spaces and the educational opportunities they offer for students.
The Collective Voice of Downtown York and Its Surroundings: YRK Magazine
The City of York, Pennsylvania has proved itself as a city that could, a community of people who could unite for a common goal: create a thriving, revitalized downtown once again. From the city that could came a publication that emerged from a conversation among downtown York supporters who saw the value of a magazine that could serve as a way to get people to say “yes” to York’s future.
This magazine would also need to amplify the voices of a city and its people who were collectively forging York’s future. YRK was the magazine that did just that.
YRK created a form of empowered storytelling that no other media outlet in the area has matched. High-impact photography, short-form articles, and an attractive layout design convey a “you-are-there” feeling. To read YRK is to get together with a good friend and explore a place that has something intriguing to discover around every corner, down every sidewalk, and inside every storefront.
Like the evolution of the downtown York community it documented, YRK has also experienced its own evolution, growing our staff and pushing the boundaries of creative design with each publication year.
In 2017, as YRK marked its fourth anniversary year of publication, we gave the magazine its latest design evolution—taking the magazine from horizontal to vertical and unveiling a bold new YRK masthead.
Who are YRK’s readers and just how many people pick up the magazine?
Achievements and Opportunities: The City of York, Pennsylvania
Home to about 44,000 people, York, Pennsylvania, is a city revitalizing itself for a new century. Each day, we’re witnesses to this revitalization when we take five for lunch and come upon a new business and new people in the downtown neighborhoods.
In 2016, we were given the opportunity to tell the City of York’s story—a story of its achievements and opportunities—in a first-of-its-kind annual report distributed at Mayor C. Kim Bracey’s State of the City Address. The City wanted this publication to speak about York, its people, and a quest to build a thriving urban community. This booklet needed to profile the achievements accomplished not just by one mayoral administration, but of an entire city working together to “nurture a York that is inclusive, enlightened, and empowering,” according to Mayor Bracey.
When you work in York, you’ll find creative collaborations throughout this community, and that collaboration was certainly at work with our annual report.
Here, our photos met copy; details met design. Over coffee and conversation, we sketched and strategized with City Hall to design a booklet that was like meeting York in images and words.
To tell this story, we profiled the City’s focus on customer service, public safety initiatives, economic vitality, neighborhood development, youth programming, quality of life investments, stewardship of public resources, York’s health and well-being, and the City’s inherent beauty.
Producing a first-of-its-kind publication like this one, we knew we were setting the bar high. Well, that’s how we roll with all our work.
Here was a publication that we were proud to produce…an engaging, attractive booklet that communicated how York confronted challenges head on and how people stepped up to put experiences and ideas into action.
“This booklet is not intended to be just a compilation,” Mayor Bracey said. “It is a lantern illuminating exciting paths forward and shedding light on ways we can continue our noble journey to create a great City on the Codorus. Our past is a prelude to a bright future. Our best is yet to come.”
Building on the work we began with the annual report, we focused on the City’s next challenge: how to promote business opportunities and encourage individual entrepreneurs and business owners to choose York when looking for places to grow an existing business, relocate, or start a new business. The City wanted a business resource guide that would position York attractively and be a highly visual marketing piece, not a recitation of facts and stats.
With the infusion of custom photography, writing support, and design and illustration work, we shaped a publication that’s an attractive business recruitment tool for the City…a concise compilation of the City’s business development opportunities set amid snapshots of segments of York’s lifestyle.
Celebrating York, PA: Creativity Unleashed
Professional talent recruitment is a priority for the York County Economic Alliance (YCEA), an organization dedicated to fostering business and economic growth. We’re proud to call York, Pennsylvania, our place to live and work, but getting the word out about what makes our community an attractive place for professionals and businesses takes an equally attractive marketing approach—enter Creativity Unleashed (CU).
CU is all about celebrating what is great about York, but to do so, it needed to stop being a solo effort. This brand needed a chorus of voices proclaiming York’s praises.
The CU team came to YRK seeking definition for its brand and a marketing partner that was just as enthusiastic as they were about showcasing York as attractively to professionals as possible. To best help CU, we needed to understand the audience we needed to target, and so we asked ourselves the question, “Why would we want to choose York?”
We thought about all of the elements that makes York attractive—its convenient location to major East Coast cities, business diversity and quality of life, cost of housing, and abundant recreation. We knew that the best way to engage people with York as a destination was to engage them with visuals—to show people what York was like, even if they couldn’t physically be in York to experience it in person.
You know the saying about how customers are your best form of marketing promotion? Who better than to tell the stories of choosing York than the professionals who heard about York, got intrigued, moved here, and now live here and work here?
CU introduced us to men and women from all walks of life. Through YRK Magazine, we let these individuals share their perceptions of York—before they arrived and now that they are immersed in the community. Their voices in these stories celebrated York, which is exactly what CU wanted to achieve.
We were stoked at the idea of redesigning the website experience for CU. Our client wanted this website to tell the story of the community it embraces—to represent its places, activities, events, and people. Above all, the website needed to communicate a sense of belonging, telling professionals and others checking out this site, “Hey, you belong here. York is for you.”
Together, we crafted a website experience that acts as a snapshot of the life people who live and work in York embrace. Curated photography engages viewers with York’s arts and music, its leisure and recreation, its professional opportunities and its personality. This community has a lot of heart; this website has a lot of York’s soul built into it.
While we were on a roll, why would we stop at a website alone? We put some love into the CU logo itself. CU wanted to move beyond remembrances of York’s industrial past and instead embrace its present and future. Our logo work communicates the enthusiasm for what the CU brand delivers—showing creative and innovative professionals that York is the place you’ll feel at home. York benefits from your involvement, your ideas, your passions, and your enthusiasm. You are Creativity Unleashed!
Meet York, indeed. The revamped CU site now serves as an attractive front door for professionals to experience York for themselves. It communicates the “live, work, play here” philosophy in an enticing, visually attractive way. Plus, we built the site with a functional CMS, enabling CU’s team to make content updates on the fly.
So, do you really want to know what York looks like for you? Take the interactive What’s Your York? quiz on creativityunleashed.com. Come on—you know you want to!
Four guys whose life journey together began and will always remain in York, Pennsylvania: Chad Taylor, Chad Gracey, Patrick Dahlheimer, and Ed Kowalczyk. You know them as the founding members of the multiplatinum alternative rock band +LIVE+.
Chad, Chad, Patrick, and Ed shaped the foundation of ’90s alternative rock with scores of chart toppers including “Lightning Crashes” and “Selling the Drama.” With more than 20 million albums sold, the +LIVE+ influence on alternative rock is legendary.
But their story is one of friendships healing old differences and friends making music together again.
So here we were, presented with the need to create a new, dynamic website experience for +LIVE+ that would celebrate their legacy and give fans the 411 on +LIVE+. The band wanted this site to be sleek and sophisticated, but the user experience was paramount. This site had to rock it for the fans—bar none.
Well, fans, we didn’t disappoint you. The +LIVE+ website design is the ultimate +LIVE+ fan’s information center for the band’s tour schedule, exclusive Q&A with its members, and access to the official +LIVE+ merchandise portal (we know you have your eye on that special edition Secret Samadhi Acoustic Guitar).
In addition to our web work, we also added some elements from our creative services to complete the total website experience: photographs (that’s right…as seen in Rolling Stone), video footage for a super sizzle reel, and a billboard with a message that left no one second-guessing: “We’re Back.”
A New Direction for Equity Niche Funding: RedCrow
Founded by Jerry Harrison (yes, that Talking Head and Rock and Roll Hall of Famer) and Brian Smith (a former Morgan Stanley advisor and wealth manager), RedCrow is an equity niche funding platform dedicated to helping early-stage entrepreneurs in the health care and social impact fields raise necessary funds for their companies. RedCrow’s platform curates niche investment funding opportunities and pools the collective knowledge of investor-participants to share insights and information for the good of the crowd.
RedCrow needed a way to introduce the stories of these early-stage entrepreneurs to a growing audience on its platform. These stories needed to be impactful to engage with and resonate with investors. Their team came to us with this challenge; here’s how we met it.
While an investment pitch deck is instrumental in presenting facts and figures to prospective investors, a pitch deck can’t fully capture the emotion or the feeling that you get when you make a vital connection with an audience through video. That’s what RedCrow was seeking to do with its own story and the stories of three startups—Stretch, MiRTLE Medical, and Ixcela Wellness—as part of RedCrow’s platform launch.
We traveled to San Francisco, Dallas, and Boston; spoke with some dynamic individuals who eagerly shared their passions with us; and pulled it all together to create video presentations that showcase the entrepreneurial ambitions and missions of the people behind the companies that could be game-changers for society.
With our cross-country travels complete and our videos edited and delivered, we awaited November 1, 2016, launch date for RedCrow, with anticipation.
There they were: our videos revealing the stories of entrepreneurs creating ways for families to stay in synch and stay connected, for radiologists to eradicate the limits of MRI technology, for radiologists to reduce chronic disease through science-based management of gut health and function, and for investors to contribute to and benefit from the wisdom of the crowd in equity niche funding.
Accompanying the video service work, we also contributed to the review of pitch decks for these early-stage companies and RedCrow’s own early-stage social media efforts on Facebook, Twitter, Instagram, and LinkedIn. Building an audience base for an innovative approach to equity niche funding is an all-in effort.
We shepherded these videos from pre-pro to final production, and the journey culminated in the launch of RedCrow in the fourth quarter of 2016. With more than 1,000 views and counting on these videos, RedCrow has maximized these productions as compelling resources to further connect potential investors with the mission and vision of itself and these curated investment offerings.
What’s in store as 2017 unfolds? We continue to work with RedCrow to develop engaging video presentations for impactful health care startups. Hey, we’re always game for meeting new people and learning about new game-changing ideas.
Capturing Craftsmanship by Camera: Dubarry of Ireland
With its origins in Ballinasloe, in the heart of Galway on Ireland’s West Coast, Dubarry of Ireland is a premium performance lifestyle brand. With craftsmanship evident in every boot, shoe, and garment produced, Dubarry’s inspired designs display a tailored elegance appreciated by those who enjoy equestrian pursuits, gardening, hunting and fishing, and Après-style skiing.
Dubarry came to us with existing imagery and asked whether we could match the feel for the images they still needed to gather for their spring campaign. Theirs was a fashion-forward, editorial style, calling for a more natural, simpler feel to the images. And the setting—Tall Maples Farm outside Oxford, Chester County, Pennsylvania—proved instrumental in setting the tone Dubarry was seeking.
“Considering the high winds we had on day of the shoot, the need for stripped-down lighting worked well,” YRK Creative photographer Eric Forbeger says.
Here’s where a pre-production plan comes into play: knowing the shots you need and what you want to achieve. “It made for a quick-and-easy shoot. Any time I work with animals, you never know what’s going to happen.”
We (and Dubarry) were enthralled by what Eric captured, and we think you’ll be, too.
Styling a Brand Experience | Tangled Manes: A Children & Teens Salon
They won’t sit still; they’ll make a scene in public. Oh, the horrors that run through your mind at the thought of taking your kids to get haircuts.
Tangled Manes: A Children & Teens Salon told us those tales gathered from more than 25 years of serving children and teens in East Petersburg, Lancaster County, Pennsylvania. They told us about how parents with special needs children have been coming here, seeking the care and attention from the stylists that their children weren’t getting anywhere else. Their story was one of a brand that was seeking a new look and untangling a marketing misperception about who they were and what they did.
Looks are everything—in both hairstyles and logo styles. To make a statement, we needed the logo to communicate exactly what this salon was about…no second-guessing. We wanted an approachable look, but not one that was too child-like to turn off teens. We pulled in a little color, tailored some funky typography, and teased out a little illustration.
Who are those glamorous guys and gals? We enlisted a few stylish kids and teens as models for a digital look book that serves as the centerpiece for an equally stylish website design. A swipe of the mouse, and parents and kids can preview these sample hairdos from the side, front, and back.
Speaking of the website, we took a non-mobile-friendly site and pulled in some tailored visual treatments to make an instant connection with a viewing audience across multiple devices. Through social media, we further spread the word about the new look of Tangled Manes.
We also photographed the Tangled Manes team and got them on their way with some social media and blogging support.
“Good comments come in every day about the website. People are loving it!” Those are the words we love to hear from our clients. We’ve also heard that people specifically have brought their children to Tangled Manes for haircuts based on the website alone.
Fueling High-Impact Creativity: UFD Racing
IndyCar and Stadium SUPER Trucks (SST) fans, here’s a piece of our portfolio we bet will stoke your passions.
UFD Racing embodies the tradition of highlighting the racing artistry of professional drivers and nurturing talent involved in some of the most respected national and international racing series. Since its debut in 2013, UFD Racing has maintained driver sponsorships for Indy Lights, IndyCar, SST, EXR Series, and Motocross.
UFD Racing sponsorships have included some top racing personalities: Marco Andretti (IndyCar) in 2013; James Hinchcliffe, Marco Andretti, and Ryan Hunter-Reay (IndyCar) in 2014; Matthew Brabham (Indy Lights) in 2014; EJ Viso, Bill Hynes, and Scotty Steele (SST) in 2015; Marco Andretti, Ryan Hunter-Reay, Carlos Muñoz, and Alexander Rossi (IndyCar) in 2016; and Matthew Brabham, EJ Viso, Bill Hynes, and Paul Morris (SST) in 2016. Under UFD Racing’s sponsorships, Ryan Hunter-Reay and Alexander Rossi won the Indianapolis 500 in 2014 and 2016, respectively.
When UFD Racing needs design work that pushes the pedal, moves the dials, and get some air for an audience to engage with its brand, its team comes to our high-energy creatives.
Maintaining brand integrity across multiple forms of marketing takes a dedicated agency pit team. UFD Racing needed that cohesive brand application and monitoring across its racing armamentarium—from print pieces to vehicle wraps. Their requirements: give UFD Racing an unmistakable visual identity.
We got to give props to the professional photography and some fierce-looking font choices that give these UFD Racing hero cards some edge. Vehicle wraps for UFD Racing’s SST came under our wings…we went for maximum exposure here, giving this SST its unmistakable sky blue hue.
Where’s a brand without its followers? In last place. We rallied fans during the 2014 racing season with a social media strategy approach targeting individuals on Facebook, Twitter, and Instagram. From coast to coast of the United States to Australia’s Gold Coast, we boosted UFD Racing’s followership through posts that engaged fans in conversation, tracked race results, and created capsules of the drivers.
Maximum exposure, maximum thrill…that’s UFD Racing.
Championing a Digital Future: Pennsylvania Gigabit Revolution
We heard Chattanooga and Kansas City were those places: gigabit (“gig”) cities. These places don’t exist in Pennsylvania—yet. That’s where we entered the discussion. We needed to create a brand identity to fuel a revolutionary way of thinking for a commonwealth used to its share of revolutionary actions. Put down the pen, John Hancock: this time, it’s a Gigabit Revolution (GIG REV)that we were championing.
Funded in part by a grant from the Commonwealth of Pennsylvania Department of Community and Economic Development and administered by United Fiber & Data (UFD), GIG REV was about fueling conversations to get people thinking about what a gigabit internet future could look like for Pennsylvania. The great task remaining before us was establishing an unmistakable brand identity for GIG REV. We were up for the challenge.
UFD & YRK: together, we shaped the look, the vision, and the voice that launched GIG REV into seven communities in south-central and southeastern Pennsylvania. We unleashed the full force of our full-service creative content capacities for print, social, and web. Photo and video, magazines and meetings…we communicated the message that communities fueled by gigabit internet infrastructure = places people want to connect with, live in, work in, and invest in.
GIG REV stimulated conversations, got people thinking about how internet speeds could transform their communities and rallied municipal authorities, business owners and more to become their own champions for gigabit connectivity in Pennsylvania. GIG REV heightened awareness among thousands of people both UFD and YRK reached through print and through the web. Pennsylvania has the potential to become a destination for the next generation of innovators and inventors.
5,000 GIG REV publications directly distributed across seven southeastern PA communities
More than 300 organic impressions of gigabitrev.com delivered to web users’ news feeds and search results per day during the height of the GIG REV campaign
Combined social media audience for GIG REV of more than 1,000 followers