Jewell Rutledge

Microsoft is a juggernaut. It’s huge-maybe too huge. With business groups spread across the globe, Microsoft needed a standardized digital language for its deep catalog of online properties.

The result was the design of a responsive system of building blocks, components and templates that are used across Microsoft’s network of sites. Check 'em out: Microsoft, Microsoft Store, Windows Phone, Surface, Microsoft Learning, Kinect for Windows. The list goes on. I helped design all elements including an online destination (shown here) and a printed resource guide.

AT&T, the largest communications company in the US, needed a way to communicate with its customers.

AT&T Thread, a content marketing platform, is a new way to connect with AT&T. The platform features content with a human voice that offers ideas to simplify your digital life, and gives you what you need to relax and enjoy it.

Microsoft, as one of the biggest, most recognizable brands in the world, has a PR problem. Popular sentiment portrays Microsoft as a big brother organization poised for world domination. In reality the company invests millions of dollars to charitable organizations around the world. They just don't prioritize getting the word out into popular media. I wanted to change that.

With a redesign of Microsoft Citizenship, I proposed the "Microsoft Good" campaign. It's digital core is a web app that let's users share stories about Microsoft's international  philanthropic efforts. Anyone can share the stories, but to get things started Microsoft employees and vendors would share the hyper-local, human-focused stories in order to spread Microsoft Good to the masses.

The campaign would be supported by PR, a banner campaign and a call for nominations for other recipients of Microsoft Good. How good is it? It's Microsoft Good.

AT&T U-verse needed a new user-friendly interface. This redesign gives users what they want in a brand-appropriate way along with a showcase of celebrity-curated content to invite more discovery and sponsored opportunities.

Shred Ready was new in the protective head gear market. They were in a great position to specialize in water sports.

It seemed like a good idea to focus on something every kayaker knows first hand: the sport can be brutal. Hiding under glistening waves, the rocks, jags and boulders are out to get you. Their cycle of brutality has to end. The campaign, supported with trade show posters, guerrilla and POP displays, was named Campaign of the Year by Canoe & Kayak Magazine.

In early 2009, this campaign gave consumers something they sorely needed: a “financial chaos-free moment” in grim economic times. The campaign strategy trumpeted member satisfaction as the credit unions’ point of difference with a light-hearted break from the chaos on Wall Street.

On September 9th, we launched Kites Over Washington, an event that supported the financial chaos-free moment theme. It was a living art installation that brought an unexpected moment of serenity to our state citizens and showcased the spirit of cooperation between credit unions. 121 handmade, 20-foot long kites - each representing a credit union - soared in a sky ballet 250 feet above Gasworks Park in Seattle. The architect who designed Gasworks said, “it felt like (he) was walking through (his) dreams.”

Public relations notices from the event reached across the state, and was covered nationally by CNN. We created an aggregator site to track the day in real time, featuring photo and video contests, media coverage, and a cascade of tweets. The art film we produced won an Emmy. The experience was magical.

Godiva had a problem. Sales were only significant around Christmas or Valentine’s Day. To increase sales year-round, our "Godiva the Thought" campaign equated Godiva with the act of giving.

When you cherish someone, tell them with a sweetly-inspired piece of Belgian love. With each tasty morsel shared, Godiva would donate to the FEED Foundation, a charity dedicated to feeding the children of the world.

No, I didn’t work with Larry David, but did you see the Pinkberry episode? So funny.

The Pinkberry app is a mobile hub for Pinkberry groupies to connect with Pinkberry in order to influence their products and social community. With the app, groupies can create, order and deliver Pinkberry treats to themselves or friends (but mostly themselves). The app invites groupies to open their mouths and minds to a Swirl of Goodness.

The state’s credit unions wanted to take on banks, but their biggest obstacle wasn’t banks; it was the fear of change among bank customers. The ‘Change is Beautiful. Change is Calling’ campaign served as a wake up to the frustrated hordes. The interactive campaign, featuring Carl Weathers, allowed visitors to send the message of change to the masses.

Advertising Age called this one of the best campaigns of the summer, and found the videos “inspiring and crack-like.” Seriously, what could be better than "crack-like"?

FSN wanted a print campaign to inspire their rabid NBA fans, an idea that would hit them in their hoops-filled hearts. For NBA basketball fans, THE UNIVERSE IS ROUND. The concept rang true for the fans of the 17 NBA franchises that FSN represents. For the first time in FSN's history, the look and spirit of the print campaign was carried throughout all markets in all mediums for two years.

This Boys and Girls Clubs campaign won a National Gold Addy as well as other regional awards, and was selected for Print Magazine's "Best of" edition. Campaign generated over $50K in revenue for our local branch between national prizes and donations.

Hi-Tec was in an economic funk. They were consistently losing market share in the outdoor category, despite a stable supply chain. They needed to be repositioned in the consumers' mind as a light-hearted alternative to elite performance gear. Hi-Tec could be worn on the mountain trail or the aisles of the supermarket. While at Mandala, I conceived of and illustrated the "Go Have Fun" campaign.

As a result, the Perpetua shoe became the best selling shoe in the company's history and sales increased by 14% the following year. Now that's what I call fun.

Fox College Sports televises every big college sport. When it came time to promote the lesser known National Collegiate Bass Fishing Championships, this college newspaper and interactive campaign announced the arrival of these unknown athletes as the next huge thing.

Norton Zone was a cloud-based file sharing and online backup service operated by Symantec that was used to share, sync, access, store, and backup data. They needed a promotional product video so I wrote it.

Art direction and design

The Trailblazers' behavior on and off the court had earned them the nickname "Jail Blazers." To help turn that image around, the team reached out to us. Our strategy was simple: Teach these kids a lesson, because they're alienating their fans. We decided to let the fans voice their opinions.

The campaign was a Creativity Magazine Editor's Pick.

I have been known to paint from time to time.