Digital

    Catiki

     1024 683 Michael Kraabel

    Developed and managed tiki-inspired DTC consumer brand. The Challenge The Catiki Kingdom brand was started from the ground up, from the initial business concept all the way through to visual branding and product development.   The challenge was to create an irreverent brand that would tap into the feeling of nostalgia for good coctails and a…

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    Ecolab

     1024 765 Michael Kraabel

    I spearheaded the creative direction of a transformative project for Ecolab, pivoting their brand narrative from a product-centric and chemistry-focused approach to a more human-centered, service-oriented direction. Everywhere It Matters A Brand Platform designed to highlight all the places where Ecolab is making a difference in the world. Challenge Ecolab was a nearly 100-year-old company…

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    The Unplug Project

     1024 576 Michael Kraabel

    A movement to increase awareness of the negative side-effects of consuming too much digital media. The Unplug Project is a initiative aimed at encouraging individuals to consciously disconnect from the digital world and reconnect with the essence of real-life experiences. The project promotes mindful use of technology, advocating for regular digital detoxes and a more…

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    Target

     1024 683 Michael Kraabel

    Managed a cross-functional team to re-imagine and re-design the target.com homepage experience. Challenge Target challenged my team to re-imagine what the target.com homepage could become, from featured products to the overall user experience.  This project would allow us to experiment with various design and UI elements to create the best customer experience possible, while tracking…

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    Smart Sense

     1024 683 Michael Kraabel

    Developed a comprehensive marketing campaign to highlight the importance of protecting your home’s gas appliances.  A simple device can save you from a dangerous situation. Challenge Crafting a marketing strategy for a small connector fitting that attaches to a gas line, especially one that is typically concealed behind appliances, poses a unique challenge. This connector,…

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    United Heath Group

     1024 682 Michael Kraabel

    Responsible for developing a brand, campaign, and digital platform for aging populations looking to learn more about Medicare options from UHG. The Challenge Medicare, a crucial aspect of healthcare for retirees, often presents a complex landscape for those nearing retirement. Navigating its intricate rules and multiple parts, including Part A for hospital insurance, Part B…

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    3D Systems

     1024 683 Michael Kraabel

    Guided 3D Systems through the complicated landscape of digital lead generation for their On Demand and printer sales divisions. 3D Systems Overview 3D Systems On Demand Manufacturing is a service provided by 3D Systems, a company specializing in 3D printing technologies. This service offers custom manufacturing solutions using 3D printing and traditional manufacturing methods. It…

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    Dominica

     1024 683 Michael Kraabel

    In the aftermath of hurricane Erika, the Commonwealth of Dominica was looking to attract adventure-seeking travelers for their next vacation. Covered with lush tropical jungle, volcanic peaks, and dotted with rivers and waterfalls, Dominica offers a much different island experience. My team developed the “Seeking Adventurers” campaign to target active travelers looking for a unique…

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    CertainTeed – Digital Transformation

     1024 576 Michael Kraabel

    I led a multi-disciplinary team through my Distill workshop process to gain internal alignment and to help craft a long-term digital transformation strategy.

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    SAM Nutrition

     1024 683 Michael Kraabel

    Worked directly with the SAM Nutrition executive team to refresh and modernize the brand – from tradeshows to digital experiences. The Challenge SAM Nutrition is a growing international importer of animal nutrition ingredients, but they had never really spent much time developing their brand.  They needed a refresh to reflect their status as a global…

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