FEVO
FEVO
FEVO
Role: Chief Creative Officer
category: saas, b2b
FEVO provides 800+ world-class brands in sports, music and live entertainment with revolutionary e-commerce software that helps them sell more tickets, reach new fans and capture more customer data.
Design/Art Direction: Mike Falco
Animation: Sam Walker
As Chief Creative Officer, I built FEVO’s Creative/Brand Department from scratch — hiring, onboarding and managing a cross-disciplinary team of designers, writers, producers and strategists — before leading the organization in a wholesale reimagining of the FEVO brand identity.
Subsequently, I spearheaded and oversaw all sales and marketing content initiatives, partner campaigns and experiential brand activations. Additionally I worked directly with the company’s product design and business development leads on the creation of a codified UX/UI design ethos and product design system, as well as the creation of FEVO’s first software offering in the online retail space.
brand overhaul
The FEVO branding project included core values, brand persona, mission statement, value proposition, brand positioning, brand voice and visual guidelines.
Our goal was to take a highly complex software product with many applications and humanize it in a way that highlighted its most important attribute: the ability to take the often lonely and isolated e-commerce experience and transform it into something fun and engaging that brings people together.
Thus the brand tagline “Shop like a human” was born.
Our work was ultimately distilled and codified into the company’s first comprehensive “brand bible,” a document that now functions as the bedrock of the FEVO brand identity and ensures both internal alignment as well as scalable, cohesive storytelling across all external touchpoints.
From digital assets to brand collateral to the software product itself, this foundational work permeated every aspect of the FEVO business. We even designed and produced some pretty sick merch for our employees and clients.
website
The first major external expression of our brand identity project was a dynamic new website focused on articulating the FEVO story in a clear and compelling way to the company’s various audiences, including clients, partners, investors and consumers.
The site was concepted, written and designed entirely in-house, and then built on Webflow with the assistance of the massively talented Jonathan Morin of Jomor Design — should you ever find yourself in the market for a site build, I cannot recommend his services strongly enough.
impactful content creation
With our new brand identity and website in the can, my next task at FEVO was to captain an audit and overhaul of all brand content and attendant workflows to maximize efficiency while simultaneously raising the quality of the work.
My team began by liaising with senior stakeholders across the business to create an Audience Profile Dossier that would centralize institutional knowledge and inform communications across the company’s diverse client and consumer audiences. Anyone who knows me will tell you that I believe a deep understanding of audience to be absolutely paramount in creating effective content, and with so many audiences to consider (North American professional/collegiate/minor league sports, UK sports, music, live entertainment, attractions, luxury retail, investors, etc.), this dossier was a crucial first step.
Next we updated all existing materials including sales decks, product mocks, product marketing materials, investor and board updates, email newsletters, presentations, onboarding and orientation documents, social media posts, event collateral and more.
We then set about establishing an ongoing content strategy, building a calendar and executing brand marketing and product marketing content across various formats and distribution channels (video, photography, social, blog posts, experiential, etc)— this included the creation of “FEVO Academy,” a tentpole product marketing initiative designed to maximize adoption and usage that featured an interactive training portal, twice-weekly newsletter, case studies and live webinars.
Additionally, we ideated and produced co-branded campaigns with partners including Costco, Clemson University and NFL star wide receiver Tee Higgins.
FEVO x Costco
fevo x clemson
fevo x tee higgins
Product design
I also worked directly with VP of Product Design Chad Higinbotham and Design Director Mike Falco (legends both) on a codified FEVO UX/UI ethos: a set of high-level design principles that then informed the development of the company’s first holistic design system that combined sleek, professional aesthetics with engaging, interactive elements.
The result was a cohesive and visually compelling design framework that not only reinforced FEVO’s reputation for reliable and intuitive software, but also added a playful touch to the user experience in keeping with our stated brand goal of re-humanizing e-commerce.
In addition, Chad and I worked with Business Development leads on the creation of FEVO’s first product offering in the luxury retail space.
This project included market research, user journey analysis, design concepting and wireframing, as well as the development of all client pitch materials.
After extensive development, we ultimately secured marquee beta partners including Tiffany & Co, Michael Kors and cosmetics brand Peter Thomas Roth.
events
My purview as FEVO’s CCO also extended to the realm of events, as my team was placed in charge of all experiential activations large and small. We managed FEVO’s presence at various trade shows and conferences, created presentations and brand assets for senior stakeholders across the business, coordinated intimate, high-touch gatherings for investors and board members, and spearheaded all large-scale brand activations.
Two of our biggest and best activations can be found just below, and if you’d like to check out other event work I’ve done as well, please step right this way…
fevo fest miami
FEVO celebrated its sixth (and most successful) year with a massive blowout at Miami’s iconic Fontainebleau Hotel to celebrate clients and partners. 700+ guests were treated to three days of programming, including a pop-up salon/spa on the hotel’s La Côte Lawn, an oceanfront “Havana Nights” soiree with hand-rolled cigars and the Afro-Cuban rhythms of Celia Cruz All Stars, a speaker session that included renowned author Rishad Tobaccowala and Reddit founder Alexis Ohanian, a Riviera-themed brunch and pool bash, and a black-tie “Old Blue Eyes Ball” capped off with a jaw-dropping fireworks display. Every detail was considered, creating a truly immersive experience that FEVO’s clients still talk about to this day. Seriously, they won’t shut up about it.
fevo fan lounge, f1 austin
FEVO’s creative team was given the opportunity to take over the F1 fan lounge situated at the iconic first turn of Circuit of the Americas in Austin, TX, we knew it had to be something special. And thus we went all out with a gorgeously appointed VIP lounge overlooking the track, a racing simulator activation with a continuous leaderboard and prizes for the fastest times, a series of limited-edition signed race posters created by some of Austin’s leading artists, and a curated series of performances by the city’s most celebrated underground party DJs.
The resulting bacchanal has earned the FEVO Fan Lounge a reputation as THE spot to party for US Grand Prix attendees in the know. If you find yourself at COTA for F1 weekend, go check it out.
