Carrie Hamm
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Carrie Hamm
SENIOR WRITER // CONCEPT DESIGNER
 

Brand building through concept design and campaign strategy.

Concept design is the art of creating beautiful--and meaningful--experiences through ideas, language and images. Without a good concept, everything falls flat. The concepts here cover larger brand stories, platforms and social media campaigns.

 
 
 
CarrieHammSahliaJewelry

Sahlia Jewelry

roles

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Brand CONCEPT DESIGNER

Campaign strategist

copyWRITER

Content writer

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brand

Sahlia Jewelry is a study in organic shapes, mixed metals and breezy, cool-girl vibes. Working closely with the owner and designer, I led the company on branding and storytelling projects, paying special attention to the interaction between design and language. Using a dreamy tone and aesthetic, we told the story of Sahlia Jewelry in digital spaces, as well as in-person experiences like music festivals and design fairs. Below is a snapshot of what I helped create.

 

projects

Website redesign and rewrite // brand tone refresh // ongoing creative work // campaign strategy and creation

 
 

web

Keeping with the brand’s visual philosophy of easy beauty and understated simplicity, we kept the Sahlia Jewelry webpage bright, spare and easy to navigate.

 
 
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tone

 

When writing the website copy, I kept the tone relaxed, a little magical and rounded out with technical metalwork details:

CRESCENT MOON HOOP: A variation of the beloved hoop earring, these beauties are inspired by the upward-crescent shape of the moon as seen from the tropics. All hand-formed, a sterling-silver hoop frames the rose-gold or white-bronze plate. 

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social

To launch a collection of oxidized cuffs, chains and assorted jewels, we collaborated with blogger Alison Wu to create an Instagram-ready photo story for the brand. Alison and I worked together on the concept, art direction, photography and styling, while she co-starred alongside the jewels. 

 
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Nike

+1 Concept

 

roles

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concept designer

copywriter

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project

I worked with Nike Talent Attraction to design a new brand voice, laying the foundation for a more personal, conversational tone. In addition to helping shape Nike TA's new brand voice and writing global jobs.nike.com content, I was asked to imagine an entirely new talent platform for the brand. This concept site is a sketch of that experiment.

 

concept

Nike+1 takes the NikePlus concept one step further, inviting users to connect to the brand, maybe even becoming the next addition to the Swoosh family.

The site is broken down into three main sections: Nike Stories, a digital magazine with editorial storytelling seen through a talent attraction lens; Job Shop, an e-commerce-style career center complete with a shopping cart and check out for easy applications; and Customize Career, a crisp super-UX tool worthy of the finest startup, designed to help sort and guide candidates by skills, location and goals. 

 
 

stories

Millions of athletes, sneaker fans and aspiring Nike fam search for news on the brand every day. So, why not create a digital space devoted to telling these stories? Using Bella Hadid’s Cortez campaign as an example cover story, I introduce the magazine concept. Nike Stories break out into three main categories: Brand, Culture and People. These cover everything from the latest launch to campus life to interviews with the people who make Nike tick.

 
 
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job shop

On this page, candidates can browse through jobs or filter by function, title and location. They can then add jobs and internships to their cart and when ready, can apply in-app or through the Nike+1 site using their candidate profile.

 
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custom 

This page contains an interactive step-by-step tool to help every level of job candidate find the job that's right for them, plus a path to their future dream job at Nike.

 
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OCF

Oregon Country Fair

 

roles

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Social Media lead

Campaign strategist

copywriter

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project

If magical realism was a place, it'd be the Oregon Country Fair. The festival--placed forever in the 1960s--is one part hippie, one part circus, one part culture jam. In my tenth year on the advertising team and my second year running the event's social media pages, I design campaigns, write copy, select photos and communicate with directors on the essentials.  

 
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campaign

All the Fair’s a stage. This ongoing campaign encourages Fair-goers to participate--to be the fair--rather than simply watch as passive observers. Forces in our culture lull us into a fog of consumption, hoping we’ll forget the spontaneous creators that we are. Fair helps draw us out in ways that are both wild and deeply kind, humble yet insanely flamboyant. In our costume and our conversations, we are checked in to life. We create our own magic.

 

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