UNC Charlotte
UNC Charlotte
Stake Your Claim
One of my most memorable new-business wins was the UNC Charlotte pitch with Tattoo Projects. On the surface, they were the Charlotte 49ers with a gold miner mascot — but almost none of that identity was showing up in the brand. Gold and green were used timidly, and the story behind the name was largely ignored.
That gap became the idea
Digging into the region’s gold-prospecting history, I wrote the campaign line “Stake Your Claim” — a phrase born directly from mining, but perfectly suited for students ready to define their future. It connected the school’s heritage with ambition, ownership, and momentum in a way that felt authentic, not academic.
We won the pitch, launched the campaign across real-world channels, and the impact was immediate.
The work generated significant press and awareness, campus pride surged, and applications increased by 36%.
That gap became the idea
Concept, Design, Writing & Video Production
I led the campaign from initial insight through execution, developing the core concept, writing the platform and messaging, designing the visual system, and producing video content. Acting as Creative Director on this campaign and others helped earn Tattoo Projects Ad Age “Best Small Agency” of the Year recognition.
Outdoor
Interactive magazine
Website
Student Recruitment Mobile
Family welcome package
