GIG EAST

Gig East’s problem is perception. People see it as a co-working space, not a brand immersed with culture, creativity, or innovation itself. Although the A in Gig East stands for “Art,” artists, teenagers, musicians, and athletes do not see themselves in the brand at all.

The idea behind the Innovation Everywhere campaign was innovation should not feel distant, corporate, or reserved for people in tech. It happens in schools, homes, concerts, and beyond. It is creativity, experimentation, self-expression, problem solving, and ambition in every age and culture.

I wanted the four pillars of EAST - Entrepreneurship, Art, Science, and Technology - to be the emotional center of the campaign. I wanted to bring the brand alive through bright colors, energetic photography, expressive typography, and attractive storytelling.

The creative work shifts the perception of Gig East to more modern, ambitious, and tapped into culture, able to stand confidently next to larger innovation and lifestyle brands. People are naturally pulled toward brands that feel optimistic, active, and emotionally alive.

I wanted people in Wilson to feel pride. I wanted residents to look at the campaign and think, “We have something cool here.” A local brand that believes in creativity, supports ambition, and wants to help bring people’s ideas to life.

I’ve worked with Gig East as director, strategist, and producer, I’ve led public workshops and developed the brand identity. The work here extends my thinking - a camping concept further positioning Gig East as the innovation champion of eastern North Carolina.