Parrish portfolio 2015_web_sm

franklin parrish: creative director—integrated campaign page 1

HELLO THERE MY NAME IS FRANKLIN PARRISH AND I’D LIKE TO TELL YOU A STORY.


I WILL TAKE EVERY OPPORTUNITY TO MAKE SOME ASPECT OF YOUR BUSINESS WORK BETTER OR BE MORE PROFITABLE.

I LOVE QUESTIONS THAT START WITH “WHAT IF...?” AND ENCOURAGE IDEAS TO FLOW FROM ANYONE, ANYWHERE.

I RECRUIT, MENTOR, SHIELD, OPTIMIZE AND EMPOWER TEAMS SO THAT THEY BRING ME THEIR BEST EVERY DAY, ON EVERY PROJECT.

I HAVE THE INTELLECT TO DEVELOP SOUND CREATIVE PLATFORMS AND THE EXPERIENCE TO RECOGNIZE, CURATE AND SELL GREAT CREATIVE IN ANY MEDIUM.

I AM A CREATIVE DIRECTOR.

I AM AN INNOVATOR.

MY NAME IS FRANKLIN PARRISH. I MIGHT BE JUST WHAT YOU’RE LOOKING FOR.

I AM A DREAMER.

I AM A MANAGER.

I AM A MARKETER WITH DESIGN SKILLS.

I AM AN INSIGHTS NERD.

I DISSECT A BUSINESS PROBLEM THEN STRATEGIZE AND EXECUTE A BEAUTIFUL SOLUTION ON TIME AND ON BUDGET.

I BELIEVE THAT WINNING CONCEPTS GROW FROM A DEEP UNDERSTANDING OF THE AUDIENCE’S NEEDS, POINT OF VIEW AND EXPECTATIONS.

By the way, I can draw any state in the union. Freehand. From memory. Yes, even that one.


DREAM IT CODE IT NURTURE IT DESIGN IT PITCH IT SELL IT DIRECT IT BUDGET IT BRAINSTORM IT CRANK IT LOVE IT DISTILL IT WRITE IT CONCEPT IT BRIEF IT INTEGRATE IT PROTECT IT NUDGE IT CURATE IT RECOGNIZE IT BRAND IT INTEGRATED CAMPAIGNS TEST IT WORDSMITH IT PLAN IT TEACH IT MENTOR IT SOCIALIZE IT FRAME IT BETTER IT COMMUNICATE IT


overview

Capital One purchased Beech Street Capital

to bolster its position as a leader in multi-family

real estate investment financing. Capital One

sought to transfer the considerable brand equity

Beech Street commands to the new Capital One

Multifamily unit of Capital One Commercial Bank.

strategy

Everything I love about Beech Street will stay the

same even after Capital One merges with them.

execution

The “ad within an ad” approach works well by

showing Capital One Multifamily as integral to the

success of financing buildings much like the ones

in which the target audience would be investing.

Using Beech Street’s leaf logo is a wink to the

audience that only the name is changing.

results

Capital One Commercial Bank experienced no

loss to its client base as it established itself as a

leader in the multifamily space.

beech street capital

brand transition

magazine ads

email bannerdigital banner ad: paid media

digital banner ad: corporate intranet

tablet ad

identity/brandingmulti-channel executionmarketing strategy creative direction


capital one home

loans awareness

campaign

overview

Capital One Home Loans is seeking to increase

awareness of its products and services in cities

outside of the branch footprint. A $1.7M ad buy in

two large markets was proposed to test response

and awareness over an 8-week campaign.

strategy

Capital One understands the pain associated with

getting a home loan and will make it easier and

hassle-free.

execution

Based on my visual system for Capital One Home

Loans, heavy-hitting atmospheric graphics in reds

and yellows coupled with emotional headlines

and up-front benefits make these stand-out

creative. Layout is clean and simple as a visual

representation of an easy mortgage process.

results

Significant lift in response from test markets. In

one case, the response rate beat control by 7-to-1.

Act now for $1,000 off closing costs. Call 1-855-622-0212

to speak with a Mortgage Savings Specialist 8 a.m.–8 p.m., 7 days a week.

www.capitalone.com/homeloans

LOW RATES

FREE 60-DAY RATE LOCK$1,000 OFF CLOSING

NO SURPRISES

YOUR CAPITAL ONE®

MORTGAGEWe don’t think it’s enough to just save you money. We’re also committed to an experience that changes the way you look at home loans.

With a Capital One home loan, you get:No hidden fees to catch you by surprise Free 60-Day Rate LockMyLoanStatus, our online tool to keep you informed in real timeMortgage Savings Specialists to guide you every step of the way

Add it all up, and you’ll see that a Capital One mortgage values both your budget and your time. Call us today for answers.

Advertised discount available only on applications submitted to Capital One 360 online or by phone between October 15, 2013 and January 15, 2014 that are funded. Advertised discount can only be applied towards payment of closing costs, up to a total amount of $1,000. Any portion of the discount amount not used towards closing costs will be waived. Advertised discount not available on home equity loans or home equity lines of credit. This offer is non-transferrable and cannot be combined with any other offer. Not all loan products or terms are available in all states. Normal credit qualifications and other terms and conditions apply. This does not represent an offer to enter into a loan agreement. Loans subject to credit approval. Products, rates and terms subject to change without notice. Products and services offered by Capital One, N.A., NMLS ID 453156, Equal Housing Lender and Member FDIC. © 2013 Capital One. All rights reserved.

Mortgage rates and closing costs below the national average.

YOU’REIN A GOOD PLACE.Guarantee your low rate today with the

No-Fee 60-day Rate Lock and check your

status online anytime. Whether you’re

buying a home or refinancing, we’ll help

you find a mortgage you’re comfortable with.

Act now for $1,000 off closing costs. Call 1-855-622-0212 to speak with a Mortgage Savings Specialist 8 a.m.–8 p.m., 7 days a week.


newspaper ad newspaper ad

animated digital banner ads

digital banner ads

mobile banner ads



DREAM IT CODE IT NURTURE IT DESIGN IT PITCH IT SELL IT DIRECT IT BUDGET IT TEST IT BRAINSTORM IT CRANK IT LOVE ITDISTILL IT WRITE IT CONCEPT IT BRIEF IT INTEGRATE IT PROTECT IT CURATE IT RECOGNIZE IT DIGITAL AND VIDEO WORDSMITH IT PLAN IT TEACH IT MENTOR IT SOCIALIZE IT BRAND IT FRAME IT BETTER IT COMMUNICATE IT NUDGE

franklin parrish: creative director—digital and video page 7

saint francis

healthcare

overview

Saint Francis Healthcare is a Wilmington

institution known for its compassion, but not for

the competency and variety of their care. Saint

Francis wants to compete with local hospital

chains in the area and make the brand top-of-

mind for potential patients and doctors in the

geographical market.

strategy

Saint Francis is a first-rate healthcare system that

values my care over their profits.

execution

The Saint Francis website was redesigned to

visually demonstrate modernity and organization.

Cleaner lines and plenty of white space enhances

usability and the brand’s credibility as a modern

healthcare facility. Digital, mass media and OOH

ads were placed to raise awareness of the new

branding.

results

Brand favorables increased and the campaign

won the 2012 Silver Davey Award for Integrated

Campaign.

website

banner ads



capital one

commercial bank

people graphics

overview

Capital One Commercial Bank wanted to add a

human face to their multifamily financing inbound

marketing effort on their website.

strategy

The people that work hard to make your

deals happen are Capital One Multifamily’s

greatest asset.

execution

Piggybacking on the Beech Street transition

campaign, the creative uses a similar graphic

treatment that continues the story on the site.

Benefits are up front and positioned in a way

that makes it appear that the person in the shot

said the words on the wall. Adding locations

underscores Capital One’s national footprint in the

commercial lending space.

results

Bounce rates decreased.



bank of america

worldpoints™

rewards portals

overview

Responding to Voice of the Customer data,

Bank of America desired a makeover of the

WorldPoints™ redemption site. The site, with more

than 25 million annual users, is the web portal

where users redeem accumulated loyalty points

for merchandise, travel and more.

strategy

Redeeming my WorldPoints rewards is just like

shopping for my favorite stuff.

execution

The persona of the typical user is web savvy

and accustomed to online shopping. Since the

target audience is engaged in the brand and fully

engaged in the loyalty program, a richer visual

environment with a retail feel was implemented.

results

The revamped portal pushed online points

redemptions past those from the print catalogue.

The site has been used as a model for other Bank

of America rewards portals.



food trends, nyc

overview

Food Trends in NYC is a first-class caterer that

wanted to raise its visibility in their office-rich

neighborhood. They wanted a site to serve as a

hard-working marketing tool, complementing their

print marketing efforts.

strategy

Food Trends is a world-class caterer with the skills

to produce exciting cuisine...that I can have for

lunch every day if I want.

execution

The food is the hero in this execution, and the site

and other collateral are just the vessels to show

the work. Fresh greens and clean whites allow the

brilliant colors of the culinary presentations to

shine.

results

Increased site traffic and sales.

Full Service CateringOffice CateringModel StaffingFlorals and DécorRentals, Lighting and Entertainment

Create an event to remember.

56 East 41st Street New York, NY 10017212.972.7320Fax: 212.867.2147

There is no mistaking

a truly great caterer.

You can see the quality, the craftsmanship, the love that goes into every display. Welcome to Food Trends. A New York caterer with simply out of this world selection and value. Become part of the Trend.

dramatic simplicity

website

flyer



jay lassiter,

political consultant

overview

Jay Lassiter is a preeminent ‘NetRoots blogger

and consultant in the New Jersey political

arena. Jay needed identity and a web presence

that would allow him to market his experience

to political campaigns and issue-oriented

organizations.

strategy

Jay Lassiter is a credible political operative and

issues-based thought leader.

execution

The logo illustrated his political roots and the

site echoes the design of many campaign sites,

so that the target audience will feel as though

Jay speaks their language. The RSS feed from his

blog populates the site so that the user is aware

that Jay is continuously developing content and

opinions.

strategy

Increased business and media exposure.

campaign consultingJayLassiter



conjure consulting

overview

Conjure Consulting is a start-up consulting firm

that assists principals in the hospitality industry

to improve business processes and market their

facilities more effectively.

strategy

Conjure Consulting understands what it’s like to

run a restaurant.

execution

A vibrant color scheme was developed for the

identity and for digital and print collateral. The site

identifies pain points in the hospitality industry,

which demonstrates inside knowledge of the

business and establishes credibility with the target

audience.

results

Jim’s consultancy business has taken off.

He’s currently working on a restaurant

concept in China.

website business card with branded qr code



capital one home

loans $1K refresh

overview

Capital One Home Loans wanted a last big push

of their $1,000 off closing cost offer to drive

response and originations before the program

ended.

strategy

Capital One is offering $1,000 off closing costs on

their hassle-free mortgages.

execution

Bold color fields to stand out in the crowded

spaces in the paid media space coupled with icons

that identified the category and the time-sensitive

nature of the offer. These accompanied a direct

mail package to prospective homebuyers.

results

Uptick in applications as the deadline approached.



maryland

family dental

overview

Maryland Family Dental was created from a failed

practice in Aberdeen, Maryland. The new owners

sought new visual representation and marketing

to bring patients from the old practice into the

new.

strategy

Maryland Family Dental is a modern dental

office that offers cosmetic dentistry that already

knows you.

execution

A spa-like, luxury brand was created that

emphasized service and was a marked departure

from the old brand. A bright, clean, uncluttered

web site was created to complement the new

identity. Direct mail promotional cards were

designed to encourage disengaged patients to

return.

results

Old patients returned to the practice and sales of

cosmetic dental procedures increased.

website

postcard



caleb smith, author

overview

Self-publishing author Caleb Smith wished to

create a web presence to build his brand and sell

copies of his books.

strategy

Create a web and social media presence that

allows users to interact with and evangelize the

Caleb Smith brand and sample his work before

making a purchase decision.

execution

Cal’s experience and passion lies in sailing and

things nautical and is a common theme in his

books. The site is designed to combine the

strength and tranquility of the ocean while

establishing the primacy of the Caleb Smith brand

with literary visuals and high contrast typography.

Clear calls to action support purchase decisions.

results

Online book sales increased dramatically.



video projects

overview

“Reversal” video done in 2010 as part of an application for a

position at Bank of America. Was inspired by a video seen on

YouTube and made one of my own.

Design and audio in AfterEffects and Soundbooth.

Tap or click image to view or use QR code to right

overview

My animated resume. Done for a position that I applied for at

Bank of America in 2010. Was a lot of fun to make, we took over

1,200 images over an 8-hour period. I put the video together in

After Effects.


overview

Sales Conference Presentation video for Meyer-Chatfield.

Used regularly by sales associates in new client pitches.

Raw video and staff images were provided by client.

Concept, editing and sound bed done by yours truly.


animated resume

“reversal” video qr code link to youtube

meyer-chatfield conference video



DREAM IT CODE IT NURTURE IT DESIGN IT PITCH IT SELL IT DIRECT IT BUDGET IT TEST IT BRAINSTORM IT CRANK IT LOVE ITDISTILL IT WRITE IT CONCEPT IT BRIEF IT INTEGRATE IT PROTECT IT CURATE IT RECOGNIZE IT BRAND AND PRINT WORDSMITH IT PLAN IT TEACH IT MENTOR IT SOCIALIZE IT BRAND IT FRAME IT BETTER IT COMMUNICATE IT NUDGE

franklin parrish: creative director—brand and print page 18

capital one home

loans visual system

overview

Capital One Home Loans (COHL), a business

unit of Capital One inherited a brand style from

the acquisition of ING that is incongruous with

the master brand. COHL needed a visual system

that aligned with the executions of other business

units, while maintaining a style that is unmistakable

for home loans.

strategy

Develop a visual system that follows the construct

of the master brand, but base color, voice and

image selection on the four pillars of clarity,

advocacy, transparency and empathy. Each pillar

can be manifested in each touch point.

execution

Using warmer brand colors paired with joyful

images from the home ownership experience,

we created a visual style that identified both

the market and the audience in a way that feels

comforting and friendly. Initial response has been

overwhelmingly positive.

results

The Visual System has served as the basis for

Home Loans creative executions and marked an

expansion of the brand.

2Home Loans House Style Visual System DRAFT

OUR AUDIENCEACCEPTED CUSTOMER BELIEFS/KEY CONCERNS

Regardless of demographic, our audience holds a dim view of large financial institutions. Specifically, they are concerned that banks do not have their best interests at heart and that unpleasant surprises await around every corner.

They feel that mortgage lenders do not disclose information in a timely manner if at all. Mortgage seekers come to the market with a limited knowledge of key terms and feel uncomfortable and intimidated by what they see as esoteric knowledge of the mortgage provider.

Key concerns: (numbers represent the percentage of respondents that consider issue a primary concern when buying a home)

58%

Hidden costs at closing

46%

Lender not looking out for my best interests

44%

Lender not responding to my questions in a

timely manner

Other concerns lead to the conclusion that mortgage consumers fear that banks use their knowledge of the market to their benefit and that consumers are at the mercy of a complicated, opaque, unpredictable process.

Source: Home Loans Process Mapping and Pricing Qualitative Research 2013


OUR PILLARSCapital One Home Loans can win in the market by demonstrating at each touch point that we have the consumer’s best interests at heart. In addition to a communicated mind set, Capital One Home Loans can create a visual system that underscores the following notions:

CLARITYCapital One Home Loans will communicate with the consumer in clear language that not only is clear to understand, it is relevant to the particular loan s/he is seeking. Banking terms are eschewed for a “here’s what you really need to know” approach.

ADVOCACYAt every opportunity, Capital One Home Loans will recognize that the key to our continued success is a customer that feels cared for and protected. Our relationship with our customers is of paramount importance.

CERTAINTYCommunicating the pillars to the customer creates certainty that the information that they receive from us is truthful, relevant and is in their best interest. They can be therefore confident that the decisions they make based on this information are the best possible.

TRANSPARENCYCapital One Home Loans will keep the consumer abreast of her loan’s process until closing, alerting her to next steps and potential issues. Preparing the mortgage product customer to minimize surprises is a key component of garnering trust.

EMPATHYCapital One Home Loans can, subtly at least, acknowledge that obtaining a mortgage is a serious, sometimes daunting process. By demonstrating empathy at each touch point and communication, Capital One Home Loans can solidify its position as a trusted source of information and guidance.


VISUALIZATION

$1,000 OFF AT CLOSING

CLOSING COSTS 40% BELOW NATIONAL AVERAGE

LOWER RATES THAN OTHER MAJOR BANKS.

YOU’RE IN A GOOD PLACE.

40% lower closing costs than the national average and mortgage rates below other major banks.

YOU’REIN A GOOD PLACE.

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Call 1-800-123-4567 to speak with a Mortgage Savings Specialist 8a.m. – 8p.m. 7 days a week.


You can also guarantee your low rate with the

No-Fee 60-day Rate Lock today and check your

status online anytime with My Loan Status.

Suddenly, the right choice is the easy choice.

ACT NOW FOR $1,000 OFF CLOSING COSTS.

IMAGES IN ACTION

Below are adcepts that both meet the criteria for images, color and voice.

ADCEPT ADCEPT 2: FLASH BANNER STORYBOARD

Yellow tones boosted in imageto give warm, nostalgic glow

Headline in conversational tone, no “bank-speak”

unposed, “slice of life” image that tells a story

subject lit by natural light

simple, uncluttered composition

subtle branding


IMAGE“MOMENTS OF JOY”

Joy can come in the grandest or simplest of forms.

A moment of contemplation. The realization of a dream.

Welcoming a new life into your home. A straight-A

report card. Those roses you’ve been working on have

finally started to bloom. A fleeting, unique moment of

pure contentment than can only be enjoyed at home.

These are the emotions that Capital One Home Loans

can inspire with the proper images. They are glimpses

into lives that give us a reason to smile every time the

reader/user/viewer comes into contact with our brand.

Key elements:

Simple compositions with clear subject matter

Natural light prominent in the shot

Usually taken indoors, but some outdoor shots

permissible given the project

Unstaged, natural slices of life



meyer-chatfield

brand guidelines

overview

Meyer-Chatfield, a financial advisor to small- to

medium-sized banks, wanted a fresher identity.

strategy

Develop a visual system that modernized the

brand in a confident way that didn’t seem trendy

as the audience looks to this organization for

advice for long-term benefit.

execution

A brighter color scheme that included gradients

for digital and a rounder, more approachable

font makes the brand seem hip without losing

credibility. Slightly blowing out images makes

stock photography own-able.

results

Clean, coherent, consistent marketing pieces that

have a distinct point of view.

BRAND IDENTITY GUIDELINESVERSION 1.3

06/08/12

Meyer-Chatfield Brand Identity Guidelines 06/08/12

4

PRINT COLOR PALETTE

The Meyer-Chatfield brand is represented in fours colors, three of which are reserved for the three main lines of business of the Meyer-Chatfield corporation. Each business unit will use identical materials colored to their corresponding business unit and black or 80% black. In certain cases, all four colors can be used to identify products or business units that affect all other business units, such as products, internal marketing or administration.

The CMYK and Pantone information is designed for use in professionally printed materials. Please use the RGB values to set color in programs like Microsoft Word and Powerpoint.

Meyer-Chatfield Corporation Blue

CMYK: 73 56 16 1

RGB: 88 112 160

HEX: #5870A1

Pantone: 645C/U (note: not an exact match

to CMYK and RGB; use

only when necessary)

Meyer-Chatfield Compensation Advisors Yellow/Green

CMYK: 48 32 100 9

RGB: 139 142 54

HEX: #8C8F36

Pantone: 582C/U (note: not an exact match



Meyer-Chatfield Administrative Services Aqua

CMYK: 75 24 45 8

RGB: 69 130 132

HEX: #458385

Pantone: 5483C, 5493U(note: not an exact match



Brand Color 4This color is the fourth color of the brand. Not to be used by itself.

CMYK: 18 82 100 8

RGB: 191 77 39

HEX: #C04E27

Pantone: 166C/U (note: notable color drift

when compared to CMYK

and RGB; use only when

necessary)

Black

This color is used for text or for black and white advertising or printed materials like fax cover sheets.

80% Black

This color is used for text in presentation documents. Not to be used in ordinary internal business communication.


5

DIGITAL COLOR PALETTE

While the specifics of web usage are still being developed, a key design technique in the digital space is the use of gradients. Gradients are not to be used in print as they do not reproduce as well as on a screen. Gradients are acceptable for use in projected PowerPoint presentations.

The formula for determining gradients is a 100% and an 80% tint of the brand color.

Below please find acceptable gradient usage for digital projects.

Meyer-Chatfield Corporation Blue Gradient

Dark HEX: #5870A1

Light HEX: # 7282AD

Dark RGB: 88 112 60

Light RGB: 115 131 173

Meyer-Chatfield Compensation Advisors Yellow/Green Gradient

Dark HEX: #8C8F36

Light HEX: # 9D9E50

Dark RGB: 139 142 54

Light RGB: 159 160 84

Meyer-Chatfield Administrative Services Aqua Gradient

Dark HEX: #458385

Light HEX: # 699496

Dark RGB: 69 130 132

Light RGB: 105 148 150

Brand Color 4 Gradient

Dark HEX: #C04E27

Light HEX: # CA6D43

Dark RGB: 191 77 39

Light RGB: 202 109 67

Black

This color is used for text. Not to be used as a gradient.

80% Black

This color is used for text. Not to be used as a gradient.


7

IMAGES

The selection of images is an important part of the branding puzzle. While this is still being created, there are still guidelines to use when developing presentations and materials.

Our standards are to utilizes photography over illustrations; people over concepts. We should strive to show a range in age, ethnic groups and diversity whenever possible. Images should support our business and have a broad appeal to our C-level executives, board members other people in our target market.

In order to stylize our images slightly, we recommend a slight enhancement of the color saturation and blur the image slightly. This helps make royalty-free images appear different and modernized. Images need to compliment the content and serve more as a partner to the copy and not the focal point.

Image Examples:



capital one

commercial bank

sponsorship mass

media ads

overview

Capital One Commercial Bank Relationship

managers routinely sponsor events or provide

recognition to clients or prospective clients as

part of their personal sales effort. The sponsorship

and recognition ads needed to be refreshed from

the current creative.

strategy

Make the ads work harder as a brand building

device at this important touchpoint and reinforce

the connection with the individual or cause with

the brand personality.

execution

Recognition ads were designed to show what

the brand and the recipient had in common,

e.g., insight, vision, commitment. Sponsorship

ads showed Capital One Commercial Bank’s

dedication to good corporate citizenship.

Branded graphics were used for extra impact and

to align more closely with the Commercial Bank

brand look.

results

Templated ads increased speed to market and the

responsiveness of the front-line sales force.

Commercial Banking Sponsorship and Recognition Ads

RECOGNITION EXPERTISE

© 2013 Capital One. Capital One is a federally registered service mark. All rights reserved.

capitalonecommercial.com

John Smith(123) [email protected]

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MAESTROCONGRATULATIONS

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7Commercial Banking Sponsorship and Recognition Ads

RECOGNITION VISION

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HONORING YOUR

INSIGHTBody Copy will highlight the group, event, or person being recognized. Faceat repel laccum voloribusdam faccupis dolent. Quatur, ommodig entist recus am.






capital one home

loans

100K cross-sell

overview

Capital One Home Loans devised a new product

to sell to current mileage rewards customers,

offering 100,000 bonus miles to customers that

closed on a Capital One Mortgage.

strategy

Capital One is rewarding me for doing business

with them in a currency that I understand.

execution

Surprisingly, awareness among Capital One

cardholders that Capital One also sold mortgages

is low. We created a standout mail piece paired

with an email featuring exotic locales to appeal to

the aspirations of the miles card holder, building

awareness and consideration.

results

This piece generated an increase in call volume by

40% over the previous offer with 75% less mail.

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Find out when you buy a home or refinance with us.

100,000BONUS MILES

WHERE WILL

TAKE YOU?

We’re proud to have you as a customer,

and rather than just tell you, we want

to show you.

Choose us for your mortgage. We’ll give

you 100,000 bonus miles for doing it.

That’s enough bonus miles to go practically

anywhere in the world, and we think it’s

another valuable benefit of being a

Capital One customer.

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MORTGAGE RATES AMONG THE LOWEST OF THE MAJOR BANKS Save more over the life of your loan with competitive mortgage rates.

CLOSING COSTS WELL BELOW THE NATIONAL AVERAGEWith zero lender fees and closing cost rates over 60% below the national average, we make the decision to buy or refinance that much easier.

OUR MORTGAGE CONSULTANTS HELP MAKE THE PROCESS SIMPLEROur team of experienced Mortgage Consultants will guide your every step of the way. And our online tool, MyLoanStatus, helps keep you informed in real time.

HOW IT WORKS

cardholders and is good for both new home purchases and mortgage refinancing.

There’s only one way in: You must begin your application process by dialing the dedicated phone number <P26>, and you must apply between <P4> and <P5>.

miles, in order to be eligible.

you by.

be combined with any other Capital One Home Loans promotion.

June 30, 2014.

COMPETITIVE RATES.LOW CLOSING COSTS.HASSLE-FREE PROCESS.100,000 MILES.

Don’t get caught in standby.

CALL <P26>to speak with a Mortgage Consultant 8 AM to 8 PM, seven days a week.

Advertised bonus available only on applications submitted to Capital One by phone between <P4> and <P5> that are funded. Not available on assumption or modification loans, home equity loans or home equity lines of credit, or online. This offer non-transferrable and cannot be combined with any other offer. You may not be eligible if your miles reward account is not in good standing.

Rate and closing cost average based on Icon Advisory September 2013 survey.

Not all loan products or terms are available in all states. Normal credit qualifications and other terms and conditions apply. This does not represent an offer to enter into a loan agreement. Loanssubject to credit approval. Products, rates and terms subject to change without notice.

Refinancing to pay off existing debt may extend the term of the debt, possibly resulting in higher overall costs and increasing the total amount paid when compared to your current situation.

Products and services offered by Capital One, N.A. ID 453156, Equal Housing Lender and Member FDIC. @2014 Capital One. All rights reserved.

self-mailer email



midcoast

community bank

overview

MidCoast Community Bank, having enjoyed rapid

growth in the Delaware business lending sector,

wished to create an annual report that can be

used as a marketing device to potential investors.

strategy

MidCoast Community Bank is sophisticated

and well-run.

execution

Taking cues from the annual reports of global

corporations, the layout was stripped of noise and

a clean, structured design was adopted for clarity

and legibility.

results

This project won the agency more work from

this client.

Charting the Future of Growth

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MidCoast Community Bancorp, Inc.2011 Annual Report

2

broad cross section of business types, and an equally broad geographical market. This industry and market diversification is further enhanced by our focus on commercial and industrial lending and seasoned income-producing real estate properties. The basis of this lending philosophy precludes the greater risk loan categories of land and real estate development projects which only represent a small portion of our lending activity the past five years.

The industry and geographic segmentation within our commercial portfolio is shown in figures 3 and 4. The combination of the bank’s loan growth and asset quality is further supported by an experienced team of executives and managers whose management philosophy embraces a proactive approach to the operating challenges we face, in concert with firm overhead discipline. The result has been not only sound asset growth, but sustained profitability as well. The bank has been profitable since January 2009 or 21 months since our opening. This was ahead of most of our peer bank’s opened in 2007, and actually ahead of several banks in 2006 as well.

The net profitability has now been consistent, and increasing over the last 13 quarters (March 31, 2012). However, as a young, growing commercial lending based community bank, the cost of growth often temporarily offsets the actual annual net profit. This is evident in our profit structure, which is impacted by the strong loan volume we generate each year. Specifically, the associated loan loss provision required to be expensed as new loans are booked, will reduce net income for that specific year. While the interest income will in fact earn well beyond the loan provision, the consecutive years of this strong growth evidence the impact each year. However, at this point in our development, this short-term net income loss is a desired compromise to the ability to grow our market share and earning asset base.

The net income was also impacted by the advent of tax liability in 2010. This was an initial considerable impact to profitability, which however has since been absorbed. Due to this, to better illustrate the growth in profitability, shown in Figure 5 is the bank’s pre-tax net income from 2009-2011. Also shown is the offsetting loan loss provision for each year that is directly related to the new loan volume.

Land Held for Dev 1% Residential

Properties 19%

Office Buildings 6%

Industrial Buildings

2%

Retail - R/E Secured

5% Residential

Construction 1%

Other Real Estate 3%

Agriculture 7%

Manufacturing 6%

Wholesale 5%

Retail 9%

Services, commercial

29%

Non-Profit 3%

Consumer 4%

Segmentation Industry Segmentation

All Other Areas$27.6

Chester County, PA$24.4

Kent County, DE$43.6Sussex County, DE

$43.6

New Castle County, DE$92.6

Figure 3

Figure 4

Geographic Segmentation (Dollars in Millions)



the nj league of

humane voters

issue flyer

overview

The League of Humane Voters is a political

lobbying organization that seeks to enact

legislation that protects animal rights and oppose

laws that promote animal cruelty. The organization

targeted NJ Senate and Assembly bills that

sanctioned beaver trapping laws.

strategy

Design a marketing piece that caught the eye of

legislators and established The League’s credibility

through solid design to indicate their organization

and dedication.

execution

Using bold color, call-outs and graphic images of

animal caught in traps helped to create a stand-

out piece that cut through the clutter of home-

made fliers. The clear “NO” indicated at a glance

the call to action and the desired result of the

legislator acting accordingly.

results

The bill passed the New Jersey Legislature and

raised the visibility of the New Jersey League

of Humane Voters.

FRONT BACK



capital one small

business conversion

direct mail

overview

Capital One Small Business planned to inform its

legacy business customers that it was converting

their accounts to a Spark Small Business account.

The wrinkle was that many of the free accounts

were converting to accounts that carried a

monthly fee and the bank wanted to prevent

account leakage during the transition.

strategy

Inform the small business owner that her account

was changing to a new account that carried fees

that, when compared with the benefits that this

new account provided, created value.

execution

A simple creative layout belied the copy work

that the team did to make this letter pull double

duty. Strong headline illustrates the penalty of not

complying with the balancing call to action at the

bottom of the first page. A chart on the reverse

page highlighted the product benefits.

results

An orderly conversion with no significant loss

of accounts.

On 7/9/14, your account ending in [XXXX] will become Spark Business Basic CheckingSM.

As a business owner, you know the value of seizing a great opportunity. And now you can do that with one of

the new Spark Business CheckingSM accounts we’ve built for you.

HERE’S WHAT’S CHANGING.

On 7/9/14, your current accounts will be converted to Spark Business Basic Checking. With this checking

account you can deposit up to $5,000 in cash monthly and make 100 transactions a month at no charge.

Your account and debit card numbers will stay the same.

MISSING INFORMATION MEANS YOU COULD BE MISSING OUT. ON CASH.

Your accounts are being converted to Basic Checking because we don’t have all the info we need to put you

in any of our other new checking accounts. Based on your relationship, we think Spark Business Cashback

CheckingSM is the best account for you. We just need you to help us fill in the blanks so we can fill your

accounts with cash back.

THIS IS WHAT YOU NEED TO DO.

Stop by a branch to speak with a banker and provide some simple answers to switch to Cashback Checking.

While you’re there, ask about the ways to waive the monthly service fee that comes with these new accounts.

We’ve spelled out your options on the reference page. And if one or more of your checking accounts aren’t

referenced in this letter, we’ll let you know about them in another letter. When you visit your branch, you can

switch to any Spark Business Checking account you choose. Just come in before 7/9/14, because the sooner

you switch, the more you can earn.

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DON’T LEAVE MONEY ON THE TABLEA FEW MINUTES AT YOUR BRANCH CAN PUT CASH IN YOUR ACCOUNT EVERY MONTH.

Drop by a branch to give us more info so you can start earning cash back.COME IN

LOCATE A BRANCH AT MAPS.CAPITALONE.COM

SPARK BUSINESS INTEREST CHECKINGSM

DESIGNED FOR: Business owners who want their money to work hard for them

PRODUCT HIGHLIGHTS: Earn an above-the-national-average interest rate on balances up to $100,000. You’ll earn a standard rate on the portion of your balance over that

First 2 domestic wires are free each month

300 transactions included each month

Deposit up to $10,000 in cash at no charge each month

SPARK BUSINESS UNLIMITED CHECKINGSM

DESIGNED FOR: Business owners who want checking that’s as unlimited as their business

PRODUCT HIGHLIGHTS: Get unlimited business transactions

First 5 domestic wires are free each month

Get fast access to your deposits with next-day funds availability

Enjoy no fee for cash deposits

SPARK BUSINESS CASHBACK CHECKINGSM

DESIGNED FOR: Business owners who want cash back straight to their bottom line

PRODUCT HIGHLIGHTS: Earn 10 cents when you swipe your debit card, pay bills online or make a withdrawal

Receive an anniversary cash back bonus of 0.5% on your average annual balance; you can earn up to $1,000

100 transactions included each month

Deposit up to $5,000 in cash at no charge each month

$15 MONTHLY SERVICE FEE

Waived with a $2,000 minimum 30- or 90-day average account balance





MONTHLY SERVICE FEES AND WAYS TO WAIVE THEM

OR

Spark Business Checking accounts give you a wide array of choices: from the basics, to cashback rewards, to unlimited transactions. Spark Business Checking is designed to fit your business, no matter what business you’re in.

GET TO KNOW SPARK BUSINESS CHECKING.

Have an active business product in two or more of these categories: Spark Business Credit Card, Small Business Loan or Line of Credit, Merchant Services account (including Spark Pay), or Spark ProDeposit (only available with Spark Business Unlimited Checking).

Right now, you can’t buy Treasury Management services through a Spark Business Checking account. If you think you’ll need Treasury Management, talk with your banker.

CALLFOR MORE INFO: 1-888-755-2172M-F 7AM-10PM, SAT 8AM-7PM ET

CLICKGETSPARKCHECKING.COM (PLACEHOLDER UNTIL NEW URL IS APPROVED)

COME INFIND A BRANCH NEAR YOU AT MAPS.CAPITALONE.COM

SM

FRONT BACK



DREAM IT CODE IT NURTURE IT DESIGN IT PITCH IT SELL IT DIRECT IT BUDGET IT TEST IT BRAINSTORM IT CRANK IT LOVE ITDISTILL IT WRITE IT CONCEPT IT BRIEF IT INTEGRATE IT PROTECT IT CURATE IT RECOGNIZE IT WHAT OTHERS ARE SAYING WORDSMITH IT PLAN IT TEACH IT SOCIALIZE IT BRAND IT BETTER IT FRAME IT COMMUNICATE IT NUDGE

franklin parrish: creative director page 26

“As a creative professional and leader, Franklin combines a keen aesthetic sense

with a real and sincere passion for branding. As Franklin’s colleague at Capital

One, I witnessed him coming into an area of tremendous opportunity, and doing

just exactly what you’d want your Creative Director to do in order to move the

brand forward. He is a great listener, a wonderful presenter, an effective

problem solver, and a thoughtful marketer.”

John Taylor, Senior Manager

Capital One

“I have had the opportunity to work with Franklin for a few years on a number of

projects. Franklin always takes the time to understand the customer, the client’s

expectations, the business goal and the competitive environment prior to

crafting a complete and compelling marketing plan. His depth of knowledge and

creativity represent a significant contribution to the end product and campaign.”

Mark McInnes, SVP, Product Development,

Bank of America

“Franklin consistently demonstrates a professional demeanor, he is extremely

knowledgeable of web design concepts and applications, which he is equally

able to communicate and teach to students. His ability to work effectively with

students (Clients) is commendable. He is dependable and willing to assume

additional responsibilities.”

George Slentz, Program Coordinator, iTac Division,

Wilmington University

“I have had the pleasure of working with Franklin for over 3 years. Throughout

that time, he has provided value though thoughtful insight coupled with

meaningful creative designs to accomplish marketing and communication

objectives. He shapes team dynamics and drives internal and external

partnerships to satisfy clients and deliver results. Franklin’s passion for superior

work will make him a substantial addition to any organization.”

Josh Kelso, Vice President, Product Marketing,

Bank of America

“I first met Franklin in 2006 and quickly hired him as a Web Design Consultant.

He did a terrific job for our client, consistently producing high quality work.

Franklin possesses the perfect storm for success in the marketing and

advertising world – he is vibrant, uniquely creative, and has a keen

business sense.”

Anne Keehan, Partner,

Brandywine Technology

“I have known Franklin for nearly 10 years. While we have not worked together, we

have had many conversations about the nature and direction of our industry. In

that time and through those conversations, I have seen his understanding of the

strategy and science behind marketing and advertising grow.

He has a keen grasp of the interaction between the brand and the user and is

grounded in the use of visual communication to accomplish the business goal,

regardless of the vertical or touch point. I see him leading an enterprise’s brand/

advertising team, not only acting as their brand steward, but also as a visionary

who can see new possibilities for that brand as the market ecosystem changes.”

Greg Lehmkuhl, Creative Director,

Terrain/Urban Outfitters

In the world of creative design, Franklin’s approach is not only captivating to

his audience, but is delivered in the highest possible quality. He has a unique

ability to translate what his clients are trying to accomplish into highly usable

designs, with the best user experience always in mind. Franklin has always been

a pleasure to work with, represented our company well, and has become a trusted

resource. I would recommend Franklin to any organization looking for a strong

reliable resource”

Jake Hughes, Director, Retail Bank Recruiting

Capital One

“Franklin embodies the finer qualities of both creative project and resource/

personnel management. He exhibits grace under pressure, and is able to

effectively diagnose and troubleshoot any issue and address any project challenge

that is presented.

As a creative manager, Franklin excels at communication; both internally, with team

members, project managers, and product owners; and externally, with clients and

business partners. He clearly defines project objectives and responsibilities,

enabling creative team members to operate effectively and efficiently, while

retaining creative ownership.

Franklin’s ability to deliver a superior product and service, on time and in

budget, while promoting a comfortable and productive working environment, is

unparalleled. Franklin is an ideal, management-level addition to any established

department and a keystone centerpiece around which to assemble a team.”

Shane Spiker, Contract Art Director

Aquent@Capital One

what others

are saying


DREAM IT CODE IT NURTURE IT DESIGN IT PITCH IT SELL IT DIRECT IT BUDGET IT TEST IT BRAINSTORM IT CRANK IT LOVE ITDISTILL IT WRITE IT CONCEPT IT BRIEF IT INTEGRATE IT PROTECT IT CURATE IT RECOGNIZE IT PLAN IT [email protected] 302 229 7070 WORDSMITH IT TEACH IT SOCIALIZE IT BRAND IT BETTER IT FRAME IT COMMUNICATE IT NUDGE