My Work
Explore my portfolio to see how I’ve transformed insights into compelling narratives and strategic outcomes that engage and inspire.
Brand Anthem | Visit Central Oregon
This Brand Anthem was developed through an in-depth research process, incorporating in-person focus groups in key direct-flight markets, online surveys, and visitor center feedback. It brings the region’s scenic beauty, adventurous lifestyle, welcoming communities, and talented local artisans to life, resonating with high-potential visitors and capturing the essence of what makes this destination truly special.
“This Is Central Oregon”
Brand Anthem | Camp Fire Central Oregon
This Brand Anthem for Camp Fire Central Oregon captures the essence, values, and mission of the organization, serving as a strategic foundation for all messaging. Crafted to enhance emotional connection, brand identity, storytelling, and loyalty, this guiding statement unifies communications across marketing, fundraising, and community outreach. By setting a consistent tone and voice, the anthem ensures alignment between our visual and verbal brand identity, strengthening our impact and bringing one cohesive voice to every message. I created this on a $600 budget.
“Ignite the fire. Inspire the future.”
“Pure Beauty. Pure Golf”
:30 | Central Oregon Golf Trail
This spot was developed from detailed consumer research and profiling, creating two distinct golfer personas based on annual rounds played, income level, and preferred post-round activities. Designed to attract golfers from multiple audiences, it highlights some of the 30 courses within the Central Oregon Golf Trail, including three ranked in Golf Digest’s Top 100, inviting enthusiasts to experience some of the best golf in the country.
Series Trailer | Visit Central Oregon (Click here for the full series)
In collaboration with a National Geographic photographer, this series offered an immersive look into the people, landscapes, and culture of Central Oregon across all seasons. Each action-packed and visually captivating 30-minute episode brought the region’s unique character to life, creating a deep connection with viewers and inspiring many to become visitors. This extended format allowed for a richer, more engaging storytelling experience that resonated with audiences.
“Adventure Calls”
:30 | San Francisco Giants & Visit Central Oregon
This :30 spot promoted the "Two Flaps Down Night" at Oracle Park, where fans received an exclusive hat featuring both SF Giants and Visit Central Oregon branding. Starring Giants pitcher Will Smith and a Bigfoot mascot, the campaign leveraged the Giants’ influence to authentically connect Visit Central Oregon's messaging with the SF Bay Area audience. This event was part of a larger partnership between Visit Central Oregon, the SF Giants, and Alaska Airlines, which included a sweepstakes offering winning fans free vacations to Central Oregon.
“Biggy”
Brand Campaign | First Interstate Bank
After acquiring new territory across eight states, First Interstate Bank launched a branding campaign to strengthen its legacy of effortless human banking while embracing growth. The campaign balanced modern digital and hyper-local traditional media to reach new markets and reconnect with existing clients. This approach revitalized the bank’s presence, creating continuity across branches and enhancing visibility throughout the American West, making First Interstate top-of-mind for millions in its expanded footprint.
“Built for You”
Brand Campaign | Virgin Islands Olympic Team
Following the momentum going into the 2012 London Olympics, the Virgin Islands Olympic Committee (VIOC) launched a bold rebrand, including a new logo, brand guidelines, and website. The logo’s dynamic, asymmetrical design symbolizes movement, hope, and aspiration, featuring a vibrant color palette inspired by Caribbean flora and fauna. The abstract bird-in-flight motif suggests waves and hills, embodying the spirit of the Virgin Islands. VIOC President Angel “Chico” Morales described it as “inspirational, patriotic, and symbolic of the hope of all Virgin Islands athletes.”
Olympic Rebrand
Brand Launch
When developing HumanCompliance, I took the brand from concept to launch in just six weeks, crafting a strong identity and clear voice to embody a “human-centered ” approach to HR. A crucial part of this work involved establishing the brand’s mission, vision, and values to ensure a purposeful foundation grounded in empathy, respect, and simplicity—values that would resonate deeply with clients. This process entailed developing brand guidelines, a distinctive color palette, typography, and logo, each element carefully designed to reflect professionalism and approachability. Additionally, I created a comprehensive 90-day launch plan, to introduce HumanCompliance as a trusted, approachable presence in the HR industry.
HumanCompliance
Photo Shoot & Social Media | Bud Light
This Bud Light photoshoot in the Virgin Islands captured the brand’s fun, social spirit by featuring local locations and models to create an authentic connection with the community. Set against vibrant island backdrops, the shoot showcased Bud Light as the perfect companion for good times and gatherings. Each shot highlighted the energy of island life, positioning Bud Light as a brand that celebrates local flavor and social moments unique to the Virgin Islands.
“Island Time”
As an avid photographer for nearly 30 years, I launched Joey Hamilton Photography after losing my job during the pandemic. Since then, I’ve had the privilege of working with a diverse range of clients who have trusted me to capture their most meaningful moments and stories. Combining artistic vision with a strategic marketing approach, I create images that captivate, connect, and tell a powerful narrative. Each project is crafted to resonate deeply and leave a lasting impression, reflecting my commitment to storytelling through the lens.