Gregg Hutson

What do you get when you brand some really nice apartments in the middle of Charlotte, NC with an offbeat, quirky persona? You get Arlo, of course.

This brand not only gave a unique identity to the property that matched the brand, it was also supremely effective in connecting with and attracting prospects, as well as aiding in lease-up, which is the entire point of the brand.

The name Arlo came from the locale, since the property is near the middle of Charlotte, “Arlo” is literally in the middle of “Charlotte”. While the brand is just launching, there is a full program of social posts and engagement activations planned over the coming year to introduce Arlo and engage the local community. And given the location near two stadiums, the Carolina Panthers’ and Charlotte Knights’, there will be ample outreach opportunities to extend the brand.

SPECIES OF THE CHESAPEAKE
A campaign that is a nature guide to the types of “characters” that choose to sign up for this event. Using a bit of humor to describe what it takes to take part in the cause, we can generate interest in traditional and social media by allowing people to imagine what type of character they would want to be.

This is one of my favorite brands due to the way it perfectly encapsulated the product and how it fulfilled the potential of the properties.

The first challenge was to develop a name that would link the two decidedly different buildings that comprised the offering: one, a complete renovation of an existing brick building, the other, brand-new construction that matched the historic architecture of the neighborhood. The second challenge was to market these exceptional properties in a manner that showcased their modern, lavishly appointed features, while inextricably linking them to an upscale and historic Old Town living experience.

Inspired by the rich history of the area, the name, Brightleaf & Cooper, refers to the tobacco and casks that were used to purchase the land present-day Alexandria sits upon. The two-part name allowed for both building’s identities to live together in harmony, as well as planting the seed of their Old Town roots. The brand messaging and design were created to showcase the concept of bespoke living and how the residences deliver a truly tailored experience. The tagline, “A Stitch In the Fabric of Alexandria”, positioned the buildings as an established and integral part of the city, while creating a link between the properties’ build quality and the expert craftsmanship of fine tailors. The design followed suit with a modern simplicity tempered by traditional elements, including cross-stitching patterns throughout and a number of artful embellishments on collateral pieces.

Spay and Neuter Campaign

How do you get people to pay attention to their pet's reproductive woes? Shock them a bit, then frame the problem in a different light so they can relate. Birth control is a pretty big issue, so we wanted to do it in a light-hearted tone and make it a bit funny. 

MTC Agency Promo

There comes a time in every creative's life where they have to promote themselves, or their company. These pieces are some of them. From original Mimobot thumb drive characters to a culture book, I helped promote the fun and outgoing agency persona. Plus it won a couple of Addys, yay!

Tasked with producing more engaging content for TownePlace Suites’ social media account, we strategized with our team, created images, animations and videos for Facebook that fit within the brand’s voice and tone.

MAKING EXTENDED STAYS LESS WORK
A campaign that reinforces the identity of TownePlace Suites as a place where business travelers can have a little more freedom to enjoy themselves when on extended travel for business. We use the juxtaposition of “business speak” and images of TownePlace Suites residents, who are going a little bit further than the normal enjoyment of the spaces, to highlight the fact that while business doesn’t stop while traveling, neither should play.

CRAFT YOUR LIFE
A brand experience built around craftsmanship and a life well crafted. From a logo inspired by the original Winchester proof mark to a website with rich textures, historic details and custom animations to a local artisanal retail guidebook and posters by Hatch Show Print, Winchester Lofts is offering potential residents the experience of a life where all of the details have been considered.

These are two articles I wrote as part of a campaign for an apartment community in DC. We wanted to showcase the people behind the brand and how their passions influenced the final product. 

FREE YOUR SPACE
A brand built around the emotional needs of organizational clients as well as the friendly, helpful approach of the We OrgaNYze team. The brand stands out in a marketplace filled with rational capabilities and to-do lists.

Homegrown Harvest

Mellow Mushroom wanted to launch its new seasonal menu with some flash and dazzle. So we concepted and created a game that allowed users to get familiar with some of the new ingredients while having fun. Gamification at its tastiest!

Agency Promotion

We took a gigabyte out of ordinary flash drives by designing a series of creative monster flash drives in a collaboration with Mimobot®. We brought three characters to life, Juggerthought, Pixilla and the Messinja, that playfully came together to represent the various facets of the agency in a way that also showcased our design prowess. The fun of creating them would’ve been enough, but to my delight, they also garnered favorable mention at the HOW Design Awards.

Holiday Card

Among the newsletters and other random stuff I did for PBR, this card was my favorite. 

Print Ads, Direct Mail, Web

Occasionally, I'll find the time to do some other stuff just for fun. Imagine that.