At Format, design, content & development functions had been split off to operate under the name “Team Forward” to focus primarily on external marketing efforts, but unclear processes and intense time-pressure were causing work bottlenecks and threatening campaign launch date.


In light of a year-long rebrand project that was about to launch, constraints and systemic stresses on the Team were becoming apparent as they struggled with inefficient workflow processes, frequent bottlenecks when bandwidth was not sufficient, and the lack of a clear collaborative framework.

First, it was necessary to reframe the go-to-market strategy for the campaign in order to better harness the creative talent amongst my team. Next, I defined new processes which better leveraged resource hours and improved workflows. Lastly, the campaign launched using these new processes, qualitative and quantitative data were used to optimize both campaign and process effectiveness simultaneously for continuous improvement.

A new collaborative process was established using Design Thinking methodology, whereby all functions would participate in ideation and evaluation of ideas to present a final idea model for executive review. Furthermore, the team was encouraged to cycle back as needed in order to form an idea model that best suited the goals and took into account stakeholder feedback – a significant departure from the process they were used to.

Design Thinking Process at Format

Although project planning time was extended, this ultimately led to significant gains in production lead time by gaining stakeholder buy-in early. It also drastically improved throughput by allowing different functions to work on the same project simultaneously.

Ultimately, over the course of production, touch time increasing to nearly 90% of total lead time for project components and time-to-market for the rebrand advertising campaign was reduced to 6.5 weeks from an originally estimated 9 weeks.


Meet Dr. Luova Dahl, the leading simulated expert on creativity. Okay, so she might not be a real doctor, or even a real person, but this chatbot we created at Format can analyze the source of a person’s creativity in just 4 questions.

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The tongue-in-cheek campaign insists creatives do things better than everyone else. The witty commercials played on this theme with colourful characters that poke fun at the all-too-familiar truism that creatives think they’re better than everyone else while simultaneously applauding them by paying homage to the multi-faceted nature of their talents.


Dr. Dahl was our capstone of a +100k rebrand campaign entitled “Few Can Do What You Do”, which included PR, 6 commercials, 25 landing pages, and 400 banner ads targeting 5 main creative professions: illustrators, photographers, designers, artists, and fashion professionals.


The campaign publicized a long-awaited overhaul of Format’s portfolio-building software, including a reimagined UI and updated themes, in addition to the launch of a strategic partnership with photo-sharing giant 500px.

I used a hybrid iterative waterfall & agile project management approach in leading my brilliant team, consisting of 2 content specialists, a creative director, a graphic designer, a production designer, and 2 developers, developed. We were able to push out the entire multi-channel campaign with less than 2-months’ lead time.


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The technology, which is based on research conducted by cognitive neuroscientist Arne Dietrich, identifies four unique creative types. The chatbot delivered any of 16 subtypes as results, with tarot cards featuring customized iconography and sassy copy, all of which was shareable as OG posts on social networks.



A collection of 6 short videos showcasing why ‘Creative Minds Do It Better’ focus on each of 5 main professions, as well as a 60-second spot for creatives that did not fall under the 5 specified professions.

Each of the shorts spotlights a boastful creative and a bizarre set of activities that they’re better at than most, because, few can do what they do.






Fashion Professionals


Individual pitches were sent to over 200 media outlets and blogs, alongside a press release and press kit containing images capturing the rebranding process.

The campaign garnered tens of thousands of views, as well as high-profile mentions from Dribbble, DesignTaxi (twice), BetaKit, Brand New, HOW Design, and Typewolf.