Convoy Moonshot Branding
Pioneering AI-Driven Brand Campaign Design
For Convoy's 2023 Moonshot hackathon, focused on Generative AI innovation, I conceived and executed the company's first AI-integrated brand campaign. Transforming experimental technology into a cohesive visual identity that captured both the event's cutting-edge focus and Convoy's forward-thinking culture.
Strategic Innovation
First-to-Market Approach: Recognized the unique opportunity to authentically integrate generative AI tools into our creative process, creating alignment between the event's theme and its visual expression; a decision that demonstrated Convoy's genuine commitment to AI innovation rather than surface-level adoption.
Technology Integration: Strategically deployed Midjourney, Adobe Firefly, and Dall-E across different asset types, optimizing each platform's strengths while maintaining visual consistency throughout the campaign ecosystem.
Creative Leadership & Execution
Comprehensive Campaign Development: Designed and produced a complete brand experience spanning physical merchandise (posters, t-shirts, awards), digital content (video spotlights, hype reels), and internal communications. Each piece reinforcing the innovative spirit while maintaining professional brand standards.
Creative Direction: Balanced experimental AI-generated imagery with Convoy's established brand guidelines, creating a cohesive visual language that felt both cutting-edge and authentically Convoy.
Organizational Impact & Knowledge Transfer
Executive Recognition: Delivered campaign quality that earned C-suite acclaim as "the best Moonshot branding yet," setting new internal benchmarks for event marketing excellence.
Team Capability Building: Identified the broader organizational opportunity and proactively led training sessions for marketing team members, establishing generative AI workflows and best practices for prompt engineering and output optimization.
Cultural Catalyst: Generated significant enthusiasm within the marketing organization for AI tool adoption, positioning the team at the forefront of marketing technology trends.
Innovation Leadership
Proof of Concept: Successfully demonstrated practical applications of generative AI in corporate branding, providing a scalable model for future campaigns and establishing Convoy as an early adopter in AI-integrated marketing.
Process Development: Created replicable frameworks for incorporating AI-generated assets into professional brand campaigns while maintaining quality standards and brand consistency.
