scott steele creative

“What started out as a big product transcended into a big mission.” When you’re a brand that is already known for breaking the rules, a brand guide is a bit of a contradiction. But like any company, it’s important to establish how Caddis talks to people in words and pictures. Far more than a prescriptive graphic style guide, this also works as an introduction to Caddis’ origin, customers, values and brand pillars.

The Caddis NYC store is the clubhouse for the mission disguised as readers. It’s the perfect place for people who like to speak with real human beings, try on as many frames as they want, and just hang out and age for a while. It’s not a tourist destination yet, but for Caddis cult members from around the world who happen to find themselves in the Big Apple, it’s a must-see.

Even as marketers hurtle towards all-things-pixelated, the printed page still has the potential to stand apart if it’s something you’re interested in, especially if you’re of a certain age who grew up reading cereal boxes at the breakfast table and now you’re having trouble reading anything more than a foot in front of your face. Catalogs are an immersive, analog, non-AR goggles way to dive deeper into the brand story.

This UI/UX redesign, along with a messaging refresh helped make the whole experience of finding your way around the Caddis site way better. If you’re into looking at images of another site inside another site, you’re welcome to stay here. Or click around for yourself at caddislife.com

Some stop at a c-store simply to give their vehicle a drink of gas. For others it’s all about the experience. This is their precious morsel of time for escape and unapologetic indulgence between home or work. On the surface, convenience stores aren’t really that different. It’s the wrapper that you put around and inside the store that makes it the most interesting stop on the block. Past projects include brand guide development (including messaging), product naming, packaging, in-store POP, outdoor, print, web/app content, events, TV and radio.

Hospitals like to say, “We Care,” but why? Shouldn’t that already be a given? St Lukes wanted to open up the conversation and share their new proactive approach to healthcare that focuses more on the life you live outside of the hospital. “Take Care Forward” has a more progressive, action-oriented quality to it that works as an umbrella across a variety of topics. It’s aspirational without being an over promise.

Being an RV owner means freedom of the open road with all of the comforts of home. While other dealers push “stackin’ them deep and sellin’ them cheap” Bish’s has taken another route, the promise of adventure and real-life experiences with the family.

Funko has one of the largest licensed portfolios in the industry (1100+). It has grown into a family of 12 brands of collectible products in multiple categories including vinyl figures, action toys, plush, apparel, housewares and accessories. The concept of the Funko-verse was created as a way to contain this abstract, massive, fan-powered, mashup of pop culture worlds where everyone is a fan of something and everyone can be a fan.

A creative solution divined from two truths. From the research side, it turns out that every year there is a huge chunk of lame people who leave their hard-earned vacation on the table. From “the feels” side, parents know that they have a limited window of opportunity to get out as a family and make memories – 18 Summers. First launched in 2014, this campaign has progressed in various incarnations to the present. It has tapped into an emotional truth that has drawn throngs of vacationing families to Idaho and has garnered its fair share of awards; US Travel Association named Best Of Show, Best Digital Campaign, Best Co-Op Marketing, and more.

4 out of 5 Idaho kids aren’t prepared for life out of high school. This spot relies completely on visual storytelling to wrap true emotion around a benign statistic. It is intended to instill a sense of urgency that targets not only the parents of students, but all Idahoans to act.

Homeownership is a point of pride, especially when it’s a new home with all of the personal finishing touches. CBH Homes has been building the dream in Idaho for over 25 years. They’re a bold, passionate brand that understands the powerful emotions around buying a home.

The lottery isn’t just fun, it’s an experience that captures the imagination of the player. Aside from all the finer details to be considered when telling your boss off as you moonwalk out of the office with your pet unicorn, there are the limitless possibilities of what one does with all the money. Over the span of three years, I worked on a steady stream of exclusive and recurring game promotions in a wide range of media. Here are some of the greatest hits.

Everyone has their thing. The things we love to listen to, to make, to watch, to do, to eat, these are what makes each of us unique. Take pitas, a delicious thing of self-expression, with custom-built choices that make it your thing. “Make It Your Thing” became the hero line of a complete Pita Pit rebrand in print, signage, uniforms – all the way down to the pita wrappers, cups and tip jars. In addition to the new look at in-store and print, local events were proposed that were designed to celebrate “makers” or those individuals doing things their own way, and that is a beautiful thing.

People can unwittingly spread invasive species seeds with their outdoor equipment, vehicles and clothing. By knocking off gear and vehicles before heading home, people can significantly reduce the spread of invasive seeds that can take over native wildlife habitats. To most, advertising is already annoying. In the case of Bob Noxious, the intent is to be annoying in a likable way, hopefully anyway, to drive home this simple, yet effective message.

This series of brand videos depicts the grit, work ethic, craftsmanship and high standard of excellence of this family-owned maker of distilling systems.

Don’t let that rustic western exterior fool you. This is the “beer you’d have a beer with.” Payette Brewing is made up of people who are as passionate about making beer as they are about getting outside to spend time with friends – and drink beer. Payette is the first brewer in Idaho to offer canned beer, making it the preferred fermented adult beverage to bring along on the many outdoor activities Idaho has to offer. Over the years, I’ve worked on a variety of content for Payette Brewing – messaging, beer naming, beer descriptions, beer swag and more things usually made of words that begin with beer.

To put it kindly, Opera Idaho’s “mature” audience had been slowly dwindling, and young people were not exactly scrambling to fill those vacant seats. However, this particular season featured a well-known classic, Carmen, and Nosferatu, a newly composed vampire-themed opera with the potential to make opera more accessible to a younger audience. Season ticket sales increased by nearly 10 percent due in part to this campaign that included out-of-home, print, direct mail and TV.