Trish McCabe Rawls — Brand Designer. Storyteller. Creative Director. — 830.456.6926 • trish@teamrawls.com
Branding Portfolio: Cameron-Brooks
My Primary Roles: Creative Director, Lead Designer, Client Liaison, Videographer, Photographer, Content Creator
Worked in collaboration with: Account Team, Print Production Artist, UX Designer/Programmer, Digital Marketing Strategist
Brand Assets Created: Logo, brand guide, paper system, e-newsletters, brochures, website, paid and organic social, iconography, original photography, videos, webcasts
Overview
Cameron-Brooks has one of the most niche audiences of any client I’ve worked with: Junior Military Officers that are 4-6 years into their military career and considering a transition to business. They don’t work with enlisted. They don’t work with senior officers. This “sweet spot” in the military is where officers can take the huge amounts of leadership training they have been given to and jump into business careers that will catapult their future earning potential. This singular focus is what makes marketing Cameron-Brooks easy — and challenging.
Logo
One of the first items on the list for this client was modernizing the logo to more closely align with the professionalism of their brand. You’ll see their old logo in the video above. This transition marked a significant move forward in modernizing their marketing.
Paper System
An attractive and clean paper system was important to Cameron-Brooks because they did a fair amount of business correspondence with traditional letters. Pre-covid, their 5 Career Conferences were held in person at various locations throughout the country and were also “paper heavy”.
However, post-Covid, they operate almost 100% virtually with clients and JMO candidates. Today, they rely heavily on digital marketing, social media, and a tenacious and passionate team of recruiters who speak with potential candidates daily.
Company Brand Collateral
Cameron-Brooks has two target audiences. One consists of the Junior Military Officers looking to transition to Corporate America. The second makes up the client company representatives who see the incredible value in these leaders and want to hire them. This brochure was designed to pitch to the latter audience and make them aware of this valuable pool of leadership talent. With so many boomers retiring, many companies are not “filling their leadership pipeline” accordingly.
Social Media
Social Media is a critical component in the Cameron-Brooks overall marketing plan. Their JMO audience is continually turning over as current candidates funnel into the business community and younger JMOs consider their military exit. Staying in front of an always-changing audience is challenging. They leverage LinkedIn, Facebook, and Instagram. They are not TikTok people. And Twitter has not worked well for them.
Website
Clearly, because of its niche, difficult-to-reach JMO audience, the Cameron-Brooks website is one of the most important assets of its brand and a major selling tool. I did not design the UX nor program the site, but worked with the team and served as Creative Director throughout the process.
Webcast Design
It’s hard to describe in few words how much value Cameron-Brooks can bring to a Military Officer. Post-COVID, this client embraced the digital game by creating online tools, resources, drip campaigns and webcasts to pull new enrollees into their Development and Preparation program. As the lead designer, I translates their old PowerPoint presentations into dynamic and engaging webcasts on Beautiful.ai that are now available on-demand.
