Creative Brief

• Project Title: Brand It Blue — Creative Direction & Storytelling for Community Impact

• Client: Express Employment Professionals Companies — Grand Rapids, MI

• Creative Director / Producer: Nic Dampier

• Years Active: 2020–Present

• Scope: Brand Identity | Story Film | Social Clips | Campaign Graphics | Partner Blurbs | Wish Lists | Web & Print Design

• Objective: Create a cohesive, heart-driven annual campaign that visually and emotionally inspires community engagement, supports nonprofit partners, and reflects Express Employment Professionals’ commitment to giving back through the Brand It Blue initiative.

Project Overview

• Brand It Blue is an annual community service initiative led by Express Employment Professionals to rally staff, clients, and the greater Grand Rapids community around a local nonprofit partner each summer. Since 2020, I’ve led the creative development of this campaign, producing all visual storytelling and design assets—from a signature campaign video and social media visuals to donation wish lists, branding packages, and organizational highlight blurbs.

• Each year features a new nonprofit partner, including organizations like Helen DeVos Children’s Hospital, American Cancer Society, SECOM, Wedgwood Christian Services, and AYA Youth Collective. My creative work helps build awareness, deepen community engagement, and increase participation by bringing these causes to life in a clear, visual, and emotionally resonant way.

Purpose & Goals

• Build a consistent annual brand for Brand It Blue that can flex to highlight each year’s nonprofit partner

• Create emotional connection to the cause through compelling video storytelling and thoughtful graphic design

• Drive participation in donation drives and volunteer events through clear, user-friendly content packages

• Reinforce Express Employment Professionals' identity as a community-first organization that serves beyond the workplace

Target Audience

• Express Employment Professionals internal teams and associates

• Clients, business partners, and volunteers in the greater Grand Rapids area

• Local nonprofit supporters and donor communities

• Social media audiences and the broader West Michigan public

Deliverables (Annually)

• Brand It Blue Story Film (4–5 minutes):
  A powerful mini-documentary highlighting the mission of the year’s nonprofit partner, featuring interviews, on-site visuals, and community impact messaging. This film becomes the emotional centerpiece of the campaign.

• Short Social Clips (30–60 seconds):
  Edited versions of the story film optimized for Instagram, LinkedIn, and Facebook—used to increase reach and engagement in the lead-up to the event.

• Branded Graphics Package:
  Includes a logo lockup for the year’s theme, typography styles, color palette alignment, and consistent graphic elements.

• Web & Social Media Graphics:
  Designed assets for Express Grand Rapids' Brand It Blue landing page, event promotion, donation links, and countdowns.

• One-Sheet PDF with Donation Wish List:
  A visually branded flyer summarizing the nonprofit’s mission, list of needed items, donation drop-off details, and ways to get involved.

• Partner Blurb / Write-Up:
  A concise, heartfelt description of the nonprofit’s mission and why they were chosen—used in internal communications, the website, and social copy.

Creative Strategy

• Mission-First Visuals:
  Every design decision—from typography to color—supports the mission of the nonprofit partner, not just the campaign brand.

• Cohesive Yet Flexible Design:
  Created a brand system that evolves year to year without losing recognition—ensuring every year feels fresh but familiar.

• Authentic Storytelling:
  Films focus on personal narratives, frontline impact, and volunteer voices to drive emotional resonance and community pride.

• Multi-Channel Visibility:
  Content is optimized for video screens at Express offices, email marketing, social platforms, and client presentations—ensuring broad reach and consistent experience.

Tone & Voice

• Hopeful and heartfelt

• Professional with purpose

• Warm, community-rooted, and sincere

• Aligned with Express’s brand values: respect, compassion, and service

Impact Metrics

• Year-over-year increase in community engagement and donations

• High internal engagement from Express teams and leadership

• Story videos used beyond the campaign to support nonprofit fundraising and awareness

• Visual consistency that strengthened campaign recognition and equity across multiple years

• Strong cross-partner relationships, with nonprofits expressing gratitude for the creative work’s impact on their visibility and mission

Why It Matters

• Through story, design, and strategic creativity, I’ve helped bring this commitment to life for four consecutive years. These videos and visuals don’t just promote an event—they honor the people and organizations who are making our community better every day. Creativity became a conduit for generosity—and that’s the kind of work that lasts.