Case Study

Innovative Ag Services (IAS)

Communications Director & Creative Strategy Lead

Context

Member-based organization with multiple business units and diverse stakeholder needs across the Midwest.

The Challenge

Modernize brand and communications while maintaining trust with long-standing audiences. Support multiple teams, initiatives, and channels during a period of growth and digital expansion—without losing clarity or consistency.

My Role

Led brand strategy, creative direction, and execution across the organization. Partnered with executive leadership and cross-functional teams from concept through delivery to align vision, messaging, and visuals.

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Approach

  • Built a flexible brand framework to support multiple teams under one unified identity

  • Anchored creative decisions in audience insight, business goals, and clear metrics

  • Centered storytelling around real people and organizational values

Scope of Work

  • Brand evolution and creative direction across divisions

  • Integrated campaigns (digital, print, video, social, email, paid media)

  • Employer branding and talent storytelling

  • Product and service launches

  • Photography and video storytelling

  • Internal communications and culture initiatives

Leadership

  • Mentored creative contributors and guided external partners

  • Served as creative advisor to executive leadership

  • Translated complex initiatives into clear, accessible narratives

  • Balanced fast-turn needs with long-term brand stewardship

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Impact

  • Increased brand clarity and alignment across a complex organization

  • Improved engagement through more focused storytelling

  • Elevated perception as forward-thinking and people-centered

  • Built scalable systems that improved efficiency and collaboration