So you have two ads due tomorrow. Oh, and you have no assets to pull from, brand guidelines or product shots. Hmm. This was our situation with Carolina Pride, not the worst situation to be in when doing some sports program ads. But not the best either.

Since the strategy was wide open, we concepted headlines with attitude, insulting the extreme dieters and going straight for the tastebuds. Even vegans like the taste of a hot dog.

All the ads shown did run, the packaging and billboards never got sold. I think two of my favorite lines from the proposed packaging labels was for pre-sliced ham "It's pre-sliced otherwise people would just bite into it" and jumbo beef franks "You're gonna need two hands."

Anyway, the ads won multiple Addy awards and the Special Judges Award.

Art directed while at Jackson Marketing.

Yesss, a rebrand!!!! This client was a tech company providing data-driven products for the healthcare industry. Enough buzzwords for you? Basically they make software I can’t understand but streamlines the complex side of healthcare (in a bunch of areas I don’t understand).

Their original logo looked like it was crowdsourced and was pretty lacking in terms of the innovative company they’ve proving to be. The concept of simple interlocking elements based around healthcare and speed drove my design for their new logo. I also was hoping to give a modern, clean type design that felt more custom than something typed in Powerpoint.

This interlocking idea could make an interesting, modern mark and still convey the connectivity their products and partnerships create. Since healthcare is at the core of the product focus, the animation shows off the heartbeat movement in it’s reveal and that “heartbeat” verbiage became a theme of content both internally and externally. In branding, like everything with a team involved, it really helps to get everyone aligned and focused on the vision. I was excited to play a small part in helping give a visual direction to their future, give the board/ employees a look they’re proud of and fuel their vision going forward.

All in all, this was a really fun rebrand and I hope to finish off the customized letterforms for a full alphabet, add some custom illustration hero graphics and additional branding pieces in the future. This project was art directed while working with BS+co.

I love a visual solution. One simple thought conveying a point in an interesting way. To convey books being abandoned and collecting dust over time, we wondered if the books and DVDs themselves could have aged.

What better way to show a book aging than to show the covers and titles changing over time. We often have guerrilla tactic ideas but it’s exciting when you finally get to execute them and develop a well-rounded campaign including digital ads, TV and radio. The posters and open-book clings were hung and stuck along Greenville’s main street. The rental DVD coasters and rental kiosks were placed in and outside some local bars and restaurants.

The campaign was a big boost in awareness and increased the total revenue at the book sale by 50%. The work won multiple Addy Awards (both locally and regionally) and multiple Special Judges awards, plus a feature on Ad Age’s Creativity Online.

Art directed while at Jackson Marketing.

The Little League World Series is a globally followed tournament played on ESPN. The Big League World Series, though affiliated with Little League World Series, takes place in Easley, South Carolina. And though it’s played on ESPN2, it isn't quite as well known. Our job is to bring as much exposure to it as possible with a limited budget and make the most out of donated ad space (ask to see some of the ideas that never got executed in the "we wish it ran" category). 

The dual posters were placed in various locations on sliding doors and various local business' windows. The goal was to place the posters 60' 6" apart (the distance from the pitchers mound to the batter's box). The commemorative cup featured a baseball on the side with positions given for each finger and a legend for throwing each type of pitch.

The work successfully promoted the event, won multiple Addy Awards, Obie Gold, Obie Finalist and Best in Show at the Obies for the entertainment category.

Art directed while at Jackson Marketing.

Working with a client, like Michelin, who had a great work was Awesome. Doing great work, however, isn’t easy. It takes a good idea, good art direction, good copy, editing, etc. and the bigger the client, the harder getting that great work approved becomes. Levels upon levels of approvals. Committees all weighing in or showing their spouses. Many times it leads to work that is void of any risk or personality completely.

Working with Michelin has been both an awesome experience and a challenge. Being multiple levels away from the final decision maker is tough, but selling work becomes as important as the work itself. Anyway a few projects that were worth showing are included and I have stories for days on projects, presentations and 10 years of producing creative for a global company like Michelin. Language barriers and all.

Art directed while at Jackson MG.

Hoverstate is one of those clients where I can’t fully explain even what they do. They build apps, kind of. They create virtual environments and digital experiences, I guess. Basically they can create and adapt to build anything. It’s the reason the tagline we came up with was “Invent Tomorrow.” Speaking to the flexibility and technology some concepts included 3d environments and movement while others were clean and simple in thought. I included a mashup of the initial concepts here as well.

In a world where technology is constantly evolving and there are more and more opportunities to interact with people creatively (due to restrictions and all the noise watering typical ways of communication), this client really can disrupt and blow minds. Sure, there are a bunch of clients that speak to UX and CX, but having that user first approach engrained in the culture and branding is what we really wanted to go after. One way we were able to highlight this was with the imagery using code and human touch. A couple of examples included.

Anyway, I reworked the logo, provided branding direction with color palettes, typography, an asset library, tagline/ initial messaging direction, brand elements, deck template and really just helped lay some ground work to build off of. I still am not sure exactly how to describe the ins and outs of “what they do”, but now “who they are” is much easier to stand behind internally and going forward in telling that story externally.

For an athlete, sports fan or just live show fan is there anything better than The Original Harlem Globetrotters? I didn't know. Truthfully I had never been to a game live. I knew their theme music and sure I had seen clips of them breaking records. I knew they did the 3-man weave and the overall idea of their show, but after watching a game live, SOLD! They created an experience that really was a great time, even for myself and I'm 30. To a kid, this had to be unreal. The history from Meadowlark Lemon to Magic Johnson, Wilt Chamberlain and the list goes on and on. They've been around for over 90 years, had their own animated show, board games, spun the ball on the pope's finger and hold Guinness World Records for days. Are you kidding me? Hard to get a more awesome client to promote.

We were tasked with creating three thousand plus pieces of collateral and marketing projects with a consistent look and feel to promote the 2017 tour. We wanted to promote their new website, wrap the busses, direct mail and more. Yeah, alot of stuff. We had to streamline the process of getting content out for every venue/arena on a fast timeline and sometimes in multiple languages. The players are really genuinely excited to bring joy to families and one art director. That's right, I got a ball signed by a bunch of them. It's been fun to work with such a big name and be a part of such a great show.

Art directed while at Jackson Marketing.

The details are what makes an event great. Our goal is to connect all those details together to further develop the event theme and reinforce key messaging. In this case, that meant making even the water bottle labels reinforce the all-season traction feature of the tire. This was one of two ideas that we came up with for the rush labels, the other idea was just a little too far out (ask me about Sprumfalter sometime). The challenge of illustrating a yeti in all four environments, even with a very short timeframe, really was a lot of fun.

You may be wondering, was the Glacier Water colder than the Spring Water? Was the Creek Water fresher than the Lake Water? To tell the truth, I hear all bottles were put on ice and all tasted the same.

Art directed while at Jackson MG.

Probably my favorite thing to do in the world is design a logo. Taking a concept and condensing it down to a simple and easily identified execution is a welcomed challenge.

I do freelance logo work on a weekly if not daily basis. I love it. If I don't have a project going on, I am probably thinking of proposing one to someone someplace. To see some recent marks and concepts visit my instagram page.

Just about all of these logos made companies, events or causes look more professional, however, one or two in there were concepts only and didn't make the final cut. 

Each of the following logos and marks had a thought behind their creation. To see a good example of the thought I like to put into each mark I create, see the jackson motorsports page.

Trijicon makes amazing products and while they are known by those in the military and those deep into the firearm space, the average firearm owner or hunter most likely wouldn’t know them well. Our goal was to raise awareness, bring new product lines into the fold as they make acquisitions and create new products and raise engagement with their audience/dealers.

We worked on everything from ads, catalogs, websites, events, etc. and really enjoyed working with top tier talent and shooting (bullets and footage) in some amazing locations.

Art directed while at Jackson MG.

Simple. It’s the goal of every logo I design. Simple stands the test of time. Simple stands out amongst the chaos. Simple is remembered.

ECI was a great opportunity to keep things simple. The subject matter of eggs was a blessing and a curse. In one sense, having one thing you’re associated with is awesome, but on the other hand there is a lot out there. Avoiding what’s been done already in both their market and readily visible online, not easy. Seeing something similar, especially in this case, really could become confusing to prospect members/customers.

Being known as ECI already and recognized in their market, the description text really wasn’t needed in this case. Simpler! Winning! The final logo was responsive in the sense that if there is a purpose or need for the full name to be included, it could be in both horizontal or vertical applications, even in a badge.

In creating brand identity, the illustrations and icons, brand patterns, etc. all could include the orange dot (yolk). Since the previous logo was limiting in application/use, I wanted this rebrand to include a logo that was more versatile and flexible with brand elements as well.

All in all, this really was a rewarding project and the leadership was really pleased with the versatility of such a simple word mark vs. the large swoosh element creating such small, harder for application secondary text of the previous logo. Something to remind myself of again on the next project: SIMPLE WINS. Keep it simple stupid.

It’s doubtful an Accounts Payable solutions discussion is getting anyone out of their chair or even out of bed, but standing out in a space where not many are already is a welcomed opportunity. Kontrol payables creates software that has two awesome benefits for clients: 1. virtual, efficient payment solutions 2. powerful rebates. The payments going out and returns coming in fueled the inspiration in the “K” icon and new identity work. The biggest contribution may have been removing “Payables” from the logo itself. It elevated them as more than just a payables software product company to presenting themselves as experts in the financial space. This challenges their team to consult and lead clients on the bigger financial picture vs. sell a single product.

Upgrading the look of Kontrol’s brand also included creating a digital ad campaign for rolling out on LinkedIn and also creating an animated video that could tell their story.

So it turns out with a little strategy and creative thinking advertising works. Sure I’ve been able to work on ad campaigns, events and branding with plenty of large clients and see results, but bringing attention to a small business without a big ad budget really has been rewarding.

For Ben Daniel Dentistry I’ve designed and produced roof signage, yard political signs, tote bags, ceiling clings, print and digital ads plus loads of social posts. From fun parody photoshops on screens in the office to posters in schools, we’ve been able to establish a tone where people actually smile when visiting.

The political yard signs were a last minute thought that really got noticed during a busy election cycle. One caller to the office said “I’ve been in marketing for 30 years and had never seen something so brilliant.” Some patients also said they heard people talking about them at the polls. Anyway, besides making a splash for my client the advertising pulled in a couple Addy awards and I’m excited to continue to develop simple non-traditional advertising that attracts some eyeballs.

Coast is a southern lifestyle brand that has clothing and products in stores all across the east coast and a few spots randomy by the great lakes (so says the store locator). They already have a cool vibe, quality products, great color schemes, etc. so I was pumped to work with them on some illustration, collateral, retouching needs, etc.

On the retouching side, I retouched over 100gigs worth of photos, both batch retouching and color matching in areas also. These assets flooded Dropbox giving us the firepower needed to create look-books, e-blast campaigns and their new catalog. I had a blast creating some illustration assets using their theme “Don’t Stress, Just Coast” and working the text into a loose/free flowing crab that hinted back to their original logo mark. That visual was used in various print/web materials but may show up on shirts, cozies, stickers, you name it.

If you can’t own a sailboat (speaking for you only, I have countless), at least you can wear pants that make it seem like you sailed last weekend. Anyway if you read this far, I like eating seafood and turns out illustrating it just as much, more to come here.

What’s sexier than a meeting notes app? Nothing. Sales calls and setting up meetings. The subject matter alone get’s you reading this whole page I bet. Ok, so maybe CRM isn’t your favorite subject, but it’s important! Your sales team is likely only selling 1/3rd of their day due to all the administrative tasks. For those who want to keep their notes organized, integrated with their CRM and stop duplicating meetings in various apps, this baby is $$$$. My goal was to give this a clean/ soft feel and sell the benefits for those who actually sell. The bright gradient, whites and contrasting blue was reflective of what Dakota was doing elsewhere but taken a step further to stand out from their other products. To help market the features/ functionality, I created some .gifs and a couple sales decks/ one sheeters to match the UI design. A really fun project to work on and fun to see come to life. Also, hopefully some time-saving functionality = sexy to sales-teams using Salesforce.

NAPA Filters wanted to promote their annual Farm and Fleet Sale, but we didn’t want to brand it the same way they’ve done in the past. No starbursts and huge % signs. We decided to create a campaign thematic to their work ethic and instilling pride in what they do. Sun Up to Sun Down, these men and ladies work hard to bring products and food to consumers across the country. Anyway, the campaign was a big success and resonated so well, they wanted to use it for videos and all sorts of creative throughout the year.

The commemorative tins were illustrated by Chris Pellicano and I added some retouching efforts with the old rust and styling just in case the metal printing looked too perfect.

Art directed while at Jackson MG.

Drawing/painting has always been restful for me. It was something I could always retreat to after too much screen time in design. I’ve been in a gallery, sold some art, been in a few shows, etc., but the most rewarding thing about art for me is just being creative.

Using cardboard (corrugated, I know, I know) has been both fun and a creative challenge. Whenever I get the urge to get off the computer, I grab a piece from my garage, the neighbors trash or a dumpster that has easy access (long story).

Staying sharp creatively and bringing custom illustrations into my client work really has been exciting. See more of my shenanigans and illustrations @jordanfretzart

See more of my salvaged cardboard art here: jordan fretz cardboard art

Creating a look for an upstart is always a lot of fun, especially when the deadline isn't around the corner. I had a great time sketching out the look for Brotherhood Brewery. The direction for this brewery could have gone a dozen different directions, but we focused on the Brotherhood name. The headline on the typography "Best enjoyed the way it was brewed, with friends" became the direction. We couldn't have a snooty, superior high end look when the brewery is everyday guys who started the brewing to get time together. The hand-drawn typography was fun to create and gave the impression they were looking for. 

There is more in the works on this project and a lot of emails going to and from Norway.

It's not easy to stand out at a gun show. Most booths have basically the same products for sale, similar pricing, grunged up type and a red/black color scheme. To help a southern gun dealer stand out, we decided to create an identity and look that would get noticed. The palmetto flag is one of the most recognizable marks in South Carolina. It's everywhere on car stickers, clothes and of course the state flag. Since the word itself, "palmetto" was already in the gun dealers name, we played off of the tree by turning its branches into bullets. A custom flag kicked off the rebrand and made a great backdrop for the booth causing people to look twice.

Next, we had the idea to shoot all of his identity and really make a statement when handing to potential customers. At first we thought the cards that were obliterated was a bad thing, but then we piled them up at his booth in the show and people loved them. It was different and compelling. The cards were shot with a .45 Springfield XDM to make a big impact, but as for the letterhead and envelopes we used .556 rounds from a DPMS AR15. This enabled them to work in printers if necessary and the mailing system as well. 

In college, I was commissioned to design a crest for a local soccer club. Not a big project, but hey it's for a soccer team, so who cares and I was always looking for a book piece. Anyway, I tossed the logo onto my struggling Dreamweaver-built website and it went to #1 on Google images if you searched for "soccer crest." Who knows.

Anyway, that’s where my love for soccer branding started.

Soon after, I received multiple inquiries a month, then multiple inquiries a week and finally at least one inquiry a day. Once Penn State University called, I knew I had a solid niche. My Dreamweaver website with drop shadows and newly discovered rollover features had to go. So it’s history. Kaput. Blown up. It’s been replaced with a halfway decent micro-site. See more of my sports identity work and crest designs at customsportslogo.com.

My passion for soccer crests and sports identity is just as strong today as yesterday. I still put just as much time and thought into each club's work and the work is getting better each time. My initial goal was to get a local team to look more professional. My new goal is to get a professional team to look more professional. 

"Respect the Crest" was a phrase I used in promoting my soccer identity work (customsportslogo). I developed screen-printed posters and they were sent out to more D1 universities, semi-pro and pro organizations. This work made it into Print Magazine and was featured in a Logolounge trend video as well.

It's not often I have tons of time during the day to sketch out some typography. If I was going to carve out some time and do away with sleep for a project, my wedding was the perfect venue. For our wedding invites, save-the-dates and favors, I wanted to do something custom to us and our story. So I used subtle elements and imagery that pertained to our relationship and incorporated those into the typography.

I'm not sure I know of a worse speller than myself. In the third grade I was the first one out of the spelling bee and will never forget the shame of walking back to my seat first! Anyway, I have moved on but still am pretty terrible. It's pretty well known at the agency too that my stuff should probably be proofed twice before going to clients. I poke fun at myself in my personal "thanc you" cards by having the misspelling and the back reads "Illustrated and proofed by Jordan Fretz." I liked the idea of drawing type and having an ornate card design with a misspelling included. Was fun to create and one of the more on-brand designs I've done recently :).

Outdoor is always a challenge. Get across your concept in as few words as possible so it gets noticed and remembered. You can't cram multiple messages into something people see only for a few seconds as they drive by. After a few years hockey-less, Greenville finally got a new team, and we were called on to get the word out with some outdoor, banner ads and a look.

We wanted the look to scream hockey, the lines had some punch to them and the boards lined the highways on the way to the arena bringing some much-needed attention.

Art directed while at Jackson Marketing.

When a bank hasn't changed their name since 1906—and every single one of their competitors has changed their name almost every year—then you need to make a splash. And what better way to make a splash than a Facebook app. This app would give you a custom bank name based on your choices of relevant bank options, like your favorite movie genres, animals and mustaches. Ok, we would incorporate some of the bank’s heritage information and reasons for staying consistent in a world of change.

Once we had the client go-ahead to create a Facebook app, it was off to the races. The designs were turned around within 24 hours and somehow all of our initial ideas made it into the final game. After you received your final bank name, you could share it on your page and tell your friends. This work was an Addy Award winner.

Art directed while at Jackson Marketing.

Here lies some of my better work. Their deaths are all unique. All gory. All painful. Some were too far “out there.” Some were too expensive. Some were approved by everyone on the board except that one person who was sick the day of the presentation and who we never met, nor ever will meet. We’re still proud though. 

Smithfield had a sponsorship with Richard Petty Racing for a looooong while. Truly, I’m not a big follower of NASCAR, but the bacon!!!!!!!!!! They have a bacon eating contest! Anyway, it was really fun to work with Smithfield and we had some very cool event opportunities. We pitched and worked on Disney projects with them, gave away cars and I got to meet Richard Petty. From sketching out events, working with illustrators and jumping through production hoops left and right, Smithfield gave me amazing experience and again bacon!

Art directed while at Jackson MG.

We took the Hyster lift truck brand back to its roots, being tough. The brand started being used in the logging industry and is over 80 years old. Working on Hyster gave me experience in how an international rebrand and ad campaign should be developed and implemented.

Working on this brand has included everything from directing photo shoots to large experiential design projects. We then extended that campaign and brand look into everything we did, including this project in Charlotte, NC.

The task essentially was to take an empty room and create an experience that would capture the brand and its heritage, complete with hologram. 

Art directed while at Jackson Marketing.

I am fortunate to have started in an agency that really needed help. I wasn't cutting slugs and mounting ads to foam core all day; I got real projects for real clients on my desk. I designed everything from car wraps to military coins to car interiors. Working with multiple vendors and our production team gave me some great experience and insight into the industry.

Each project comes with its own challenge, but, in the end, seeing impressed clients and happy coworkers is a great feeling. The majority of these projects won Addy Awards. 

These projects were art directed while at Jackson Marketing.