The FedEx brand was of a historical B2B mindset: leading with capabilities, speaking inwardly, and leaving them with some coupons. FedEx purchased Kinko's, scoring them Main Street visibility with decision-makers who were nowhere to be seen in the creative. Small business marketing was picking up steam, and they would be left behind.

 

Through active listening, inspiration, and motivating presentations, we sold some of the first insight-driven, emotional storytelling that FedEx had done. Beginning with the stories of carefully selected Small Business Grant winners, we seized the opportunity to make an authentic connection. Armed with FedEx Office's myriad of print products and expertise, these real entrepreneurs are making their way.

 

Being that this was a new level of production for the brand, we were sure to make the most of it. The body of work lived on an inspirational microsite that banner ads and in-stream video drove to. The beautiful journalistic videos made perfect cut-downs for social content. The ad photography and print examples that we designed filled out a bespoke multi-page bag-stuffer. In the end, we created awareness, inspired print solutions, drove traffic, increased order volume and built lasting brand affinity.

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Creative Direction, Art Direction and Strategy