This is an advertising campaign I worked on for FA Outdoor Spaces during my tenure at craft media/digital

FA Outdoor Spaces is a Veteran-owned home contracting company based in the DMV that specializes in decks, patios, enclosures, and other outdoor spaces for your home. My agency manages their incredibly robust print advertising campaign, and I lead the creative development for the account.

The volume of print deliverables for this account is massive, and managing to deliver fresh designs every week is no small feat. It has been my responsibility to ensure we are regularly producing high quality original advertising materials that accentuate the premier quality homeowners can expect from an FA Outdoor Spaces produced deck, and help raise their profile as a deck builder in the community.

The success of this campaign speaks for itself. Since joining the account, the company’s leads have consistently trended upward compared to similar months in years past. This can be attributed both to a smart, targeted, cost-effecient strategy and the strength of the creative used in our advertising. A large part of my focus once taking over the creative side of the account was using more full-bleed photography, where we could let the image speak for itself.

This is more clearly shown in this piece shown below. This was an ad we developed for the January issue of Coastal Style Magazine, a high end lifestyle magazine published in the Eastern Shore. The audience is more affluent and elevated than our typical direct mailers, so we opted to remove some of the discount language or package descriptions we usually use. It was important to us that we use a high quality photo of a deck FA built themselves, and that we let that image tell its own story.