Parrish portfolio 2015_web_sm

franklin parrish: creative director—integrated campaign page 1
HELLO
THEREMY NAME IS
FRANKLIN PARRISH
AND I’D LIKE TO
TELL YOU A STORY.

I WILL TAKE EVERY OPPORTUNITY TO MAKE
SOME ASPECT OF YOUR BUSINESS WORK
BETTER OR BE MORE PROFITABLE.
I LOVE QUESTIONS THAT START WITH
“WHAT IF...?” AND ENCOURAGE IDEAS
TO FLOW FROM ANYONE, ANYWHERE.
I RECRUIT, MENTOR, SHIELD, OPTIMIZE AND
EMPOWER TEAMS SO THAT THEY BRING ME
THEIR BEST EVERY DAY, ON EVERY PROJECT.
I HAVE THE INTELLECT TO DEVELOP
SOUND CREATIVE PLATFORMS AND THE
EXPERIENCE TO RECOGNIZE, CURATE AND
SELL GREAT CREATIVE IN ANY MEDIUM.
I AM A
CREATIVE
DIRECTOR.
I AM AN
INNOVATOR.
MY NAME IS FRANKLIN PARRISH.
I MIGHT BE JUST WHAT YOU’RE LOOKING FOR.
I AM
A DREAMER.
I AM A
MANAGER.
I AM A
MARKETER WITH
DESIGN SKILLS.
I AM AN
INSIGHTS NERD.
I DISSECT A BUSINESS PROBLEM THEN
STRATEGIZE AND EXECUTE A BEAUTIFUL
SOLUTION ON TIME AND ON BUDGET.
I BELIEVE THAT WINNING CONCEPTS
GROW FROM A DEEP UNDERSTANDING
OF THE AUDIENCE’S NEEDS, POINT OF VIEW
AND EXPECTATIONS.
By the way, I can draw any state in the union.
Freehand. From memory. Yes, even that one.

DREAM IT CODE IT NURTURE IT
DESIGN IT PITCH IT SELL IT
DIRECT IT BUDGET IT BRAINSTORM IT
CRANK IT LOVE IT DISTILL IT
WRITE IT CONCEPT IT BRIEF IT
INTEGRATE IT PROTECT IT NUDGE IT
CURATE IT RECOGNIZE IT BRAND IT
INTEGRATED CAMPAIGNS TEST IT
WORDSMITH IT PLAN IT TEACH IT
MENTOR IT SOCIALIZE IT FRAME
IT BETTER IT COMMUNICATE IT

overview
Capital One purchased Beech Street Capital
to bolster its position as a leader in multi-family
real estate investment ﬁnancing. Capital One
sought to transfer the considerable brand equity
Beech Street commands to the new Capital One
Multifamily unit of Capital One Commercial Bank.
strategy
Everything I love about Beech Street will stay the
same even after Capital One merges with them.
execution
The “ad within an ad” approach works well by
showing Capital One Multifamily as integral to the
success of ﬁnancing buildings much like the ones
in which the target audience would be investing.
Using Beech Street’s leaf logo is a wink to the
audience that only the name is changing.
results
Capital One Commercial Bank experienced no
loss to its client base as it established itself as a
leader in the multifamily space.
beech street capital
brand transition
magazine ads
email banner
digital banner ad: paid media
digital banner ad: corporate intranet
tablet ad
identity/brandingmulti-channel executionmarketing strategy creative direction

capital one home
loans awareness
campaign
overview
Capital One Home Loans is seeking to increase
awareness of its products and services in cities
outside of the branch footprint. A $1.7M ad buy in
two large markets was proposed to test response
and awareness over an 8-week campaign.
strategy
Capital One understands the pain associated with
getting a home loan and will make it easier and
hassle-free.
execution
Based on my visual system for Capital One Home
Loans, heavy-hitting atmospheric graphics in reds
and yellows coupled with emotional headlines
and up-front benefits make these stand-out
creative. Layout is clean and simple as a visual
representation of an easy mortgage process.
results
Significant lift in response from test markets. In
one case, the response rate beat control by 7-to-1.
Act now for $1,000 off closing costs.
Call 1-855-622-0212
to speak with a Mortgage Savings Specialist
8 a.m.–8 p.m., 7 days a week.
www.capitalone.com/homeloans
LOW RATES
FREE 60-DAY RATE LOCK
$1,000 OFF CLOSING
NO SURPRISES
YOUR CAPITAL ONE
®
MORTGAGE
We don’t think it’s enough to just save you money.
We’re also committed to an experience that changes
the way you look at home loans.
With a Capital One home loan, you get:
No hidden fees to catch you by surprise
Free 60-Day Rate Lock
MyLoanStatus, our online tool to keep you informed in real time
Mortgage Savings Specialists to guide you every step of the way
Add it all up, and you’ll see that a Capital One mortgage values
both your budget and your time. Call us today for answers.
Advertised discount available only on applications submitted to Capital One 360 online or by phone between October 15, 2013 and January 15, 2014 that are funded. Advertised discount can only be applied
towards payment of closing costs, up to a total amount of $1,000. Any portion of the discount amount not used towards closing costs will be waived. Advertised discount not available on home equity loans or
home equity lines of credit. This offer is non-transferrable and cannot be combined with any other offer. Not all loan products or terms are available in all states. Normal credit qualifications and other terms
and conditions apply. This does not represent an offer to enter into a loan agreement. Loans subject to credit approval. Products, rates and terms subject to change without notice. Products and services
offered by Capital One, N.A., NMLS ID 453156, Equal Housing Lender and Member FDIC. © 2013 Capital One. All rights reserved.
Mortgage rates and closing costs
below the national average.
YOU’REINA
GOOD PLACE.
Guarantee your low rate today with the
No-Fee 60-day Rate Lock and check your
status online anytime. Whether you’re
buying a home or refinancing, we’ll help
you find a mortgage you’re comfortable with.
Act now for $1,000 off closing costs.
Call 1-855-622-0212
8 a.m.–8 p.m., 7 days a week.
newspaper ad newspaper ad
animated digital banner ads
digital banner ads
mobile banner ads

DIRECT IT BUDGET IT TEST IT
BRAINSTORM IT CRANK IT LOVE IT
DISTILL IT WRITE IT CONCEPT IT
BRIEF IT INTEGRATE IT PROTECT IT
CURATE IT RECOGNIZE IT
DIGITAL AND VIDEO WORDSMITH IT
PLAN IT TEACH IT MENTOR IT
SOCIALIZE IT BRAND IT FRAME IT
BETTER IT COMMUNICATE IT NUDGE

franklin parrish: creative director—digital and video page 7
saint francis
healthcare
overview
Saint Francis Healthcare is a Wilmington
institution known for its compassion, but not for
the competency and variety of their care. Saint
Francis wants to compete with local hospital
chains in the area and make the brand top-of-
mind for potential patients and doctors in the
geographical market.
strategy
Saint Francis is a ﬁrst-rate healthcare system that
values my care over their proﬁts.
execution
The Saint Francis website was redesigned to
visually demonstrate modernity and organization.
Cleaner lines and plenty of white space enhances
usability and the brand’s credibility as a modern
healthcare facility. Digital, mass media and OOH
ads were placed to raise awareness of the new
branding.
results
Brand favorables increased and the campaign
won the 2012 Silver Davey Award for Integrated
Campaign.
website
banner ads

capital one
commercial bank
people graphics
overview
Capital One Commercial Bank wanted to add a
human face to their multifamily financing inbound
marketing effort on their website.
strategy
The people that work hard to make your
deals happen are Capital One Multifamily’s
greatest asset.
execution
Piggybacking on the Beech Street transition
campaign, the creative uses a similar graphic
treatment that continues the story on the site.
Benefits are up front and positioned in a way
that makes it appear that the person in the shot
said the words on the wall. Adding locations
underscores Capital One’s national footprint in the
commercial lending space.
results
Bounce rates decreased.

bank of america
worldpoints™
rewards portals
overview
Responding to Voice of the Customer data,
Bank of America desired a makeover of the
WorldPoints™
redemption site. The site, with more
than 25 million annual users, is the web portal
where users redeem accumulated loyalty points
for merchandise, travel and more.
strategy
Redeeming my WorldPoints rewards is just like
shopping for my favorite stuﬀ.
execution
The persona of the typical user is web savvy
and accustomed to online shopping. Since the
target audience is engaged in the brand and fully
engaged in the loyalty program, a richer visual
environment with a retail feel was implemented.
results
The revamped portal pushed online points
redemptions past those from the print catalogue.
The site has been used as a model for other Bank
of America rewards portals.

food trends, nyc
overview
Food Trends in NYC is a first-class caterer that
wanted to raise its visibility in their office-rich
neighborhood. They wanted a site to serve as a
hard-working marketing tool, complementing their
print marketing efforts.
strategy
Food Trends is a world-class caterer with the skills
to produce exciting cuisine...that I can have for
lunch every day if I want.
execution
The food is the hero in this execution, and the site
and other collateral are just the vessels to show
the work. Fresh greens and clean whites allow the
brilliant colors of the culinary presentations to
shine.
results
Increased site traffic and sales.
Full Service Catering
Office Catering
Model Staffing
Florals and Décor
Rentals, Lighting and Entertainment
Create an event
to remember.
56 East 41st Street
New York, NY 10017
212.972.7320
Fax: 212.867.2147
There is no
mistaking
a truly great
caterer.
You can see the quality, the craftsmanship, the love
that goes into every display. Welcome to Food Trends.
A New York caterer with simply out of this world
selection and value. Become part of the Trend.
dramatic simplicity
website
flyer

jay lassiter,
political consultant
overview
Jay Lassiter is a preeminent ‘NetRoots blogger
and consultant in the New Jersey political
arena. Jay needed identity and a web presence
that would allow him to market his experience
to political campaigns and issue-oriented
organizations.
strategy
Jay Lassiter is a credible political operative and
issues-based thought leader.
execution
The logo illustrated his political roots and the
site echoes the design of many campaign sites,
so that the target audience will feel as though
Jay speaks their language. The RSS feed from his
blog populates the site so that the user is aware
that Jay is continuously developing content and
opinions.
strategy
Increased business and media exposure.
campaign consulting
JayLassiter

conjure consulting
overview
Conjure Consulting is a start-up consulting firm
that assists principals in the hospitality industry
to improve business processes and market their
facilities more effectively.
strategy
Conjure Consulting understands what it’s like to
run a restaurant.
execution
A vibrant color scheme was developed for the
identity and for digital and print collateral. The site
identifies pain points in the hospitality industry,
which demonstrates inside knowledge of the
business and establishes credibility with the target
audience.
results
Jim’s consultancy business has taken off.
He’s currently working on a restaurant
concept in China.
website business card with
branded qr code

capital one home
loans $1K refresh
overview
Capital One Home Loans wanted a last big push
of their $1,000 off closing cost offer to drive
response and originations before the program
ended.
strategy
Capital One is offering $1,000 off closing costs on
their hassle-free mortgages.
execution
Bold color fields to stand out in the crowded
spaces in the paid media space coupled with icons
that identified the category and the time-sensitive
nature of the offer. These accompanied a direct
mail package to prospective homebuyers.
results
Uptick in applications as the deadline approached.

maryland
family dental
overview
Maryland Family Dental was created from a failed
practice in Aberdeen, Maryland. The new owners
sought new visual representation and marketing
to bring patients from the old practice into the
new.
strategy
Maryland Family Dental is a modern dental
oﬃce that oﬀers cosmetic dentistry that already
knows you.
execution
A spa-like, luxury brand was created that
emphasized service and was a marked departure
from the old brand. A bright, clean, uncluttered
web site was created to complement the new
identity. Direct mail promotional cards were
designed to encourage disengaged patients to
return.
results
Old patients returned to the practice and sales of
cosmetic dental procedures increased.
website
postcard

caleb smith, author
overview
Self-publishing author Caleb Smith wished to
create a web presence to build his brand and sell
copies of his books.
strategy
Create a web and social media presence that
allows users to interact with and evangelize the
Caleb Smith brand and sample his work before
making a purchase decision.
execution
Cal’s experience and passion lies in sailing and
things nautical and is a common theme in his
books. The site is designed to combine the
strength and tranquility of the ocean while
establishing the primacy of the Caleb Smith brand
with literary visuals and high contrast typography.
Clear calls to action support purchase decisions.
results
Online book sales increased dramatically.

video projects
overview
“Reversal” video done in 2010 as part of an application for a
position at Bank of America. Was inspired by a video seen on
YouTube and made one of my own.
Design and audio in AfterEffects and Soundbooth.
Tap or click image to view or use QR code to right
overview
My animated resume. Done for a position that I applied for at
Bank of America in 2010. Was a lot of fun to make, we took over
1,200 images over an 8-hour period. I put the video together in
After Effects.
overview
Sales Conference Presentation video for Meyer-Chatfield.
Used regularly by sales associates in new client pitches.
Raw video and staff images were provided by client.
Concept, editing and sound bed done by yours truly.
animated resume
“reversal” video qr code link to youtube
meyer-chatfield conference video

BRAND AND PRINT WORDSMITH IT
PLAN IT TEACH IT MENTOR IT
SOCIALIZE IT BRAND IT FRAME IT
BETTER IT COMMUNICATE IT NUDGE

franklin parrish: creative director—brand and print page 18
capital one home
loans visual system
overview
Capital One Home Loans (COHL), a business
unit of Capital One inherited a brand style from
the acquisition of ING that is incongruous with
the master brand. COHL needed a visual system
that aligned with the executions of other business
units, while maintaining a style that is unmistakable
for home loans.
strategy
Develop a visual system that follows the construct
of the master brand, but base color, voice and
image selection on the four pillars of clarity,
advocacy, transparency and empathy. Each pillar
can be manifested in each touch point.
execution
Using warmer brand colors paired with joyful
images from the home ownership experience,
we created a visual style that identified both
the market and the audience in a way that feels
comforting and friendly. Initial response has been
overwhelmingly positive.
results
The Visual System has served as the basis for
Home Loans creative executions and marked an
expansion of the brand.
2Home Loans House Style Visual System DRAFT
OUR AUDIENCE
ACCEPTED CUSTOMER BELIEFS/KEY CONCERNS
Regardless of demographic, our audience
holds a dim view of large financial
institutions. Specifically, they are
concerned that banks do not have
their best interests at heart and
that unpleasant surprises await
around every corner.
They feel that mortgage lenders do not
disclose information in a timely manner
if at all. Mortgage seekers come to the
market with a limited knowledge of
key terms and feel uncomfortable and
intimidated by what they see as esoteric
knowledge of the mortgage provider.
Key concerns:
(numbers represent the percentage of respondents that consider issue
a primary concern when buying a home)
58%
Hidden costs at closing
46%
Lender not looking out
for my best interests
44%
Lender not responding
to my questions in a
timely manner
Other concerns lead to the conclusion
that mortgage consumers fear that
banks use their knowledge of the market
to their benefit and that consumers are
at the mercy of a complicated, opaque,
unpredictable process.
Source: Home Loans Process Mapping and Pricing Qualitative Research 2013
OUR PILLARS
Capital One Home Loans can win in the market by demonstrating at each touch point that we have the consumer’s
best interests at heart. In addition to a communicated mind set, Capital One Home Loans can create a visual
system that underscores the following notions:
CLARITY
Capital One Home Loans will communicate
with the consumer in clear language that
not only is clear to understand, it is relevant
to the particular loan s/he is seeking.
Banking terms are eschewed for a “here’s
what you really need to know” approach.
ADVOCACY
At every opportunity, Capital One Home Loans
will recognize that the key to our continued
success is a customer that feels cared for
and protected. Our relationship with our
customers is of paramount importance.
CERTAINTY
Communicating the pillars to the customer
creates certainty that the information that
they receive from us is truthful, relevant and
is in their best interest. They can be therefore
confident that the decisions they make based
on this information are the best possible.
TRANSPARENCY
Capital One Home Loans will keep the
consumer abreast of her loan’s process
until closing, alerting her to next steps and
potential issues. Preparing the mortgage
product customer to minimize surprises is a
key component of garnering trust.
EMPATHY
Capital One Home Loans can, subtly at least,
acknowledge that obtaining a mortgage is a
serious, sometimes daunting process.
By demonstrating empathy at each touch point
and communication, Capital One Home Loans
can solidify its position as a trusted source of
information and guidance.
VISUALIZATION
$1,000 OFF AT CLOSING
CLOSING COSTS
40% BELOW NATIONAL AVERAGE
LOWER RATES THAN
OTHER MAJOR BANKS.
YOU’RE IN A GOOD PLACE.
40% lower closing costs than the
national average and mortgage rates
below other major banks.
YOU’REIN A
GOOD PLACE.
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Call 1-800-123-4567
8a.m. – 8p.m. 7 days a week.
You can also guarantee your low rate with the
No-Fee 60-day Rate Lock today and check your
status online anytime with My Loan Status.
Suddenly, the right choice is the easy choice.
ACT NOW FOR $1,000 OFF CLOSING COSTS.
IMAGES IN ACTION
Below are adcepts that both meet the criteria for images, color and voice.
ADCEPT ADCEPT 2: FLASH BANNER STORYBOARD
Yellow tones boosted in image
to give warm, nostalgic glow
Headline in conversational tone,
no “bank-speak”
unposed, “slice of life” image that tells a story
subject lit by natural light
simple, uncluttered composition
subtle branding
IMAGE
“MOMENTS OF JOY”
Joy can come in the grandest or simplest of forms.
A moment of contemplation. The realization of a dream.
Welcoming a new life into your home. A straight-A
report card. Those roses you’ve been working on have
finally started to bloom. A fleeting, unique moment of
pure contentment than can only be enjoyed at home.
These are the emotions that Capital One Home Loans
can inspire with the proper images. They are glimpses
into lives that give us a reason to smile every time the
reader/user/viewer comes into contact with our brand.
Key elements:
Simple compositions with clear subject matter
Natural light prominent in the shot
Usually taken indoors, but some outdoor shots
permissible given the project
Unstaged, natural slices of life

meyer-chatfield
brand guidelines
overview
Meyer-Chatfield, a financial advisor to small- to
medium-sized banks, wanted a fresher identity.
strategy
Develop a visual system that modernized the
brand in a confident way that didn’t seem trendy
as the audience looks to this organization for
advice for long-term benefit.
execution
A brighter color scheme that included gradients
for digital and a rounder, more approachable
font makes the brand seem hip without losing
credibility. Slightly blowing out images makes
stock photography own-able.
results
Clean, coherent, consistent marketing pieces that
have a distinct point of view.
BRAND IDENTITY GUIDELINES
VERSION 1.3
06/08/12
Meyer-Chatfield Brand Identity Guidelines 06/08/12
4
PRINT COLOR PALETTE
The Meyer-Chatfield brand is represented in fours colors, three of which are reserved for the three main lines of business of the
Meyer-Chatfield corporation. Each business unit will use identical materials colored to their corresponding business unit and black or
80% black. In certain cases, all four colors can be used to identify products or business units that affect all other business units, such
as products, internal marketing or administration.
The CMYK and Pantone information is designed for use in professionally printed materials. Please use the RGB values to set color in
programs like Microsoft Word and Powerpoint.
Meyer-Chatfield
Corporation Blue
CMYK: 73 56 16 1
RGB: 88 112 160
HEX: #5870A1
Pantone: 645C/U
(note: not an exact match
to CMYK and RGB; use
only when necessary)
Meyer-Chatfield
Compensation Advisors
Yellow/Green
CMYK: 48 32 100 9
RGB: 139 142 54
HEX: #8C8F36
Pantone: 582C/U
Meyer-Chatfield
Administrative Services
Aqua
CMYK: 75 24 45 8
RGB: 69 130 132
HEX: #458385
Pantone: 5483C,
5493U
Brand Color 4
This color is the fourth
color of the brand. Not
to be used by itself.
CMYK: 18 82 100 8
RGB: 191 77 39
HEX: #C04E27
Pantone: 166C/U
(note: notable color drift
when compared to CMYK
and RGB; use only when
necessary)
Black
This color is used for
text or for black and
white advertising or
printed materials like fax
cover sheets.
80% Black
text in presentation
documents. Not to
be used in ordinary
internal business
communication.
5
DIGITAL COLOR PALETTE
While the specifics of web usage are still being developed, a key design technique in the digital space is the use of gradients.
Gradients are not to be used in print as they do not reproduce as well as on a screen. Gradients are acceptable for use in projected
PowerPoint presentations.
The formula for determining gradients is a 100% and an 80% tint of the brand color.
Below please find acceptable gradient usage for digital projects.
Meyer-Chatfield
Corporation Blue
Gradient
Dark HEX: #5870A1
Light HEX: # 7282AD
Dark RGB: 88 112 60
Light RGB: 115 131 173
Meyer-Chatfield
Compensation Advisors
Yellow/Green Gradient
Dark HEX: #8C8F36
Light HEX: # 9D9E50
Dark RGB: 139 142 54
Light RGB: 159 160 84
Meyer-Chatfield
Administrative Services
Aqua Gradient
Dark HEX: #458385
Light HEX: # 699496
Dark RGB: 69 130 132
Light RGB: 105 148 150
Brand Color 4 Gradient
Dark HEX: #C04E27
Light HEX: # CA6D43
Dark RGB: 191 77 39
Light RGB: 202 109 67
Black
text. Not to be used as
a gradient.
80% Black
text. Not to be used as
a gradient.
7
IMAGES
The selection of images is an important part of the branding puzzle. While this is still being created, there are still guidelines to use
when developing presentations and materials.
Our standards are to utilizes photography over illustrations; people over concepts. We should strive to show a range in age, ethnic
groups and diversity whenever possible. Images should support our business and have a broad appeal to our C-level executives,
board members other people in our target market.
In order to stylize our images slightly, we recommend a slight enhancement of the color saturation and blur the image slightly. This
helps make royalty-free images appear different and modernized. Images need to compliment the content and serve more as a
partner to the copy and not the focal point.
Image Examples:

capital one
commercial bank
sponsorship mass
media ads
overview
Capital One Commercial Bank Relationship
managers routinely sponsor events or provide
recognition to clients or prospective clients as
part of their personal sales eﬀort. The sponsorship
and recognition ads needed to be refreshed from
the current creative.
strategy
Make the ads work harder as a brand building
device at this important touchpoint and reinforce
the connection with the individual or cause with
the brand personality.
execution
Recognition ads were designed to show what
the brand and the recipient had in common,
e.g., insight, vision, commitment. Sponsorship
ads showed Capital One Commercial Bank’s
dedication to good corporate citizenship.
Branded graphics were used for extra impact and
to align more closely with the Commercial Bank
brand look.
results
Templated ads increased speed to market and the
responsiveness of the front-line sales force.
Commercial Banking Sponsorship and Recognition Ads
RECOGNITION EXPERTISE
© 2013 Capital One. Capital One is a federally registered service mark. All rights reserved.
capitalonecommercial.com
John Smith
(123) 456.7890
john.smith@capitalone.com
Body Copy will highlight the group, event,
or person being recognized. Faceatur
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John Smith
(123) 456.7890
MAESTRO
CONGRATULATIONS
or person being recognized. Faceatur
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7Commercial Banking Sponsorship and Recognition Ads
RECOGNITION VISION
or person being recognized. Faceat repel
laccum voloribusdam faccupis dolent.
John Smith
(123) 456.7890
HONORING YOUR
INSIGHTBody Copy will highlight the group, event,
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John Smith
(123) 456.7890

capital one home
loans
100K cross-sell
overview
Capital One Home Loans devised a new product
to sell to current mileage rewards customers,
offering 100,000 bonus miles to customers that
closed on a Capital One Mortgage.
strategy
Capital One is rewarding me for doing business
with them in a currency that I understand.
execution
Surprisingly, awareness among Capital One
cardholders that Capital One also sold mortgages
is low. We created a standout mail piece paired
with an email featuring exotic locales to appeal to
the aspirations of the miles card holder, building
awareness and consideration.
results
This piece generated an increase in call volume by
40% over the previous offer with 75% less mail.
PRESORTED
STANDARD
U.S.POSTAGE
PAID
CAPITALONE
WE’REGOINGTHEEXTRA
100,000MILES
FOROURCUSTOMERS.
Find out when you buy a
home or refinance with us.
100,000
BONUS MILES
WHERE WILL
TAKE YOU?
We’re proud to have you as a customer,
and rather than just tell you, we want
to show you.
Choose us for your mortgage. We’ll give
you 100,000 bonus miles for doing it.
That’s enough bonus miles to go practically
anywhere in the world, and we think it’s
another valuable benefit of being a
Capital One customer.
<F15><F14><F13>
<F1>
<F3><F4>
<F5>,<F6><F7>-<F8>
CapitalOne®
275BroadhollowRd.
POBox8914
Melville,NY11747-8914
MORTGAGE RATES AMONG THE
LOWEST OF THE MAJOR BANKS
Save more over the life of your loan
with competitive mortgage rates.
CLOSING COSTS WELL BELOW
THE NATIONAL AVERAGE
With zero lender fees and closing cost
rates over 60% below the national average,
we make the decision to buy or refinance
that much easier.
OUR MORTGAGE CONSULTANTS
HELP MAKE THE PROCESS SIMPLER
Our team of experienced Mortgage Consultants
will guide your every step of the way. And our
online tool, MyLoanStatus, helps keep you
informed in real time.
HOW IT WORKS
cardholders and is good for both new home purchases and
mortgage refinancing.
There’s only one way in: You must begin your application
process by dialing the dedicated phone number <P26>,
and you must apply between <P4> and <P5>.
miles, in order to be eligible.
you by.
be combined with any other Capital One Home Loans promotion.
June 30, 2014.
COMPETITIVE RATES.
LOW CLOSING COSTS.
HASSLE-FREE PROCESS.
100,000 MILES.
Don’t get caught in standby.
CALL <P26>
to speak with a Mortgage Consultant
8 AM to 8 PM, seven days a week.
Advertised bonus available only on applications submitted to Capital One by phone between <P4>
and <P5> that are funded. Not available on assumption or modification loans, home equity loans
or home equity lines of credit, or online. This offer non-transferrable and cannot be combined
with any other offer. You may not be eligible if your miles reward account is not in good standing.
Rate and closing cost average based on Icon Advisory September 2013 survey.
Not all loan products or terms are available in all states. Normal credit qualifications and other
terms and conditions apply. This does not represent an offer to enter into a loan agreement. Loans
subject to credit approval. Products, rates and terms subject to change without notice.
Refinancing to pay off existing debt may extend the term of the debt, possibly resulting in higher
overall costs and increasing the total amount paid when compared to your current situation.
Products and services offered by Capital One, N.A. ID 453156, Equal Housing Lender
and Member FDIC. @2014 Capital One. All rights reserved.
self-mailer email

midcoast
community bank
overview
MidCoast Community Bank, having enjoyed rapid
growth in the Delaware business lending sector,
wished to create an annual report that can be
used as a marketing device to potential investors.
strategy
MidCoast Community Bank is sophisticated
and well-run.
execution
Taking cues from the annual reports of global
corporations, the layout was stripped of noise and
a clean, structured design was adopted for clarity
and legibility.
results
This project won the agency more work from
this client.
Charting the Future of Growth
222222222200000111122222 AAAAAAnnnnnnnnnnnnuuuuuaall RRReeeeeeppppppoooooooooorrrrrrrtttttttt
MidCoast Community Bancorp, Inc.
2011 Annual Report
2
broad cross section of business types, and an equally broad
geographical market. This industry and market diversification is further
enhanced by our focus on commercial and industrial lending and
seasoned income-producing real estate properties. The basis of this
lending philosophy precludes the greater risk loan categories of land
and real estate development projects which only represent a small
portion of our lending activity the past five years.
The industry and geographic segmentation within our commercial
portfolio is shown in figures 3 and 4.
The combination of the bank’s loan growth and asset quality is
further supported by an experienced team of executives and
managers whose management philosophy embraces a proactive
approach to the operating challenges we face, in concert with firm
overhead discipline. The result has been not only sound asset growth,
but sustained profitability as well. The bank has been profitable since
January 2009 or 21 months since our opening. This was ahead of
most of our peer bank’s opened in 2007, and actually ahead of several
banks in 2006 as well.
The net profitability has now been consistent, and increasing over
the last 13 quarters (March 31, 2012). However, as a young, growing
commercial lending based community bank, the cost of growth often
temporarily offsets the actual annual net profit. This is evident
in our profit structure, which is impacted by the strong loan volume
we generate each year. Specifically, the associated loan loss provision
required to be expensed as new loans are booked, will reduce net
income for that specific year. While the interest income will in fact
earn well beyond the loan provision, the consecutive years of this
strong growth evidence the impact each year. However, at this point
in our development, this short-term net income loss is a desired
compromise to the ability to grow our market share and earning
asset base.
The net income was also impacted by the advent of tax liability in
2010. This was an initial considerable impact to profitability, which
however has since been absorbed. Due to this, to better illustrate
the growth in profitability, shown in Figure 5 is the bank’s pre-tax
net income from 2009-2011. Also shown is the offsetting loan loss
provision for each year that is directly related to the new loan volume.
Land Held for Dev
1% Residential
Properties
19%
Office Buildings
6%
Industrial
Buildings
2%
Retail - R/E
Secured
5%
Residential
Construction
1%
Other Real Estate
3%
Agriculture
7%
Manufacturing
6%
Wholesale
5%
Retail
9%
Services,
commercial
29%
Non-Profit
3%
Consumer
4%
SegmentationIndustry Segmentation
All Other Areas
$27.6
Chester County, PA
$24.4
Kent County, DE
$43.6Sussex County, DE
$43.6
New Castle County, DE
$92.6
Figure 3
Figure 4
Geographic Segmentation
(Dollars in Millions)

the nj league of
humane voters
issue ﬂyer
overview
The League of Humane Voters is a political
lobbying organization that seeks to enact
legislation that protects animal rights and oppose
laws that promote animal cruelty. The organization
targeted NJ Senate and Assembly bills that
sanctioned beaver trapping laws.
strategy
Design a marketing piece that caught the eye of
legislators and established The League’s credibility
through solid design to indicate their organization
and dedication.
execution
Using bold color, call-outs and graphic images of
animal caught in traps helped to create a stand-
out piece that cut through the clutter of home-
made ﬂiers. The clear “NO” indicated at a glance
the call to action and the desired result of the
legislator acting accordingly.
results
The bill passed the New Jersey Legislature and
raised the visibility of the New Jersey League
of Humane Voters.
FRONT BACK

capital one small
business conversion
direct mail
overview
Capital One Small Business planned to inform its
legacy business customers that it was converting
their accounts to a Spark Small Business account.
The wrinkle was that many of the free accounts
were converting to accounts that carried a
monthly fee and the bank wanted to prevent
account leakage during the transition.
strategy
Inform the small business owner that her account
was changing to a new account that carried fees
that, when compared with the benefits that this
new account provided, created value.
execution
A simple creative layout belied the copy work
that the team did to make this letter pull double
duty. Strong headline illustrates the penalty of not
complying with the balancing call to action at the
bottom of the first page. A chart on the reverse
page highlighted the product benefits.
results
An orderly conversion with no significant loss
of accounts.
On 7/9/14, your account ending in [XXXX] will become Spark Business Basic CheckingSM
.
As a business owner, you know the value of seizing a great opportunity. And now you can do that with one of
the new Spark Business CheckingSM
accounts we’ve built for you.
HERE’S WHAT’S CHANGING.
On 7/9/14, your current accounts will be converted to Spark Business Basic Checking. With this checking
account you can deposit up to $5,000 in cash monthly and make 100 transactions a month at no charge.
Your account and debit card numbers will stay the same.
MISSING INFORMATION MEANS YOU COULD BE MISSING OUT. ON CASH.
Your accounts are being converted to Basic Checking because we don’t have all the info we need to put you
in any of our other new checking accounts. Based on your relationship, we think Spark Business Cashback
CheckingSM
is the best account for you. We just need you to help us fill in the blanks so we can fill your
accounts with cash back.
THIS IS WHAT YOU NEED TO DO.
Stop by a branch to speak with a banker and provide some simple answers to switch to Cashback Checking.
While you’re there, ask about the ways to waive the monthly service fee that comes with these new accounts.
We’ve spelled out your options on the reference page. And if one or more of your checking accounts aren’t
referenced in this letter, we’ll let you know about them in another letter. When you visit your branch, you can
switch to any Spark Business Checking account you choose. Just come in before 7/9/14, because the sooner
you switch, the more you can earn.
<F15> <F14> <F13>
1 1 1 *** AUTO 5-DIGIT ANYWHERE
<F1>
<F2>
<F37> <F38>
<F4> <F39> <F40>
<F3>
<F5>, <F6> <F7>-<F8>
DON’T LEAVE
MONEY ON
THE TABLE
A FEW MINUTES AT YOUR
BRANCH CAN PUT CASH IN
YOUR ACCOUNT EVERY MONTH.
Drop by a branch to give us more info so you can start earning cash back.
COME IN
LOCATE A BRANCH AT
MAPS.CAPITALONE.COM
SPARK BUSINESS
INTEREST CHECKING
SM
DESIGNED FOR:
Business owners who want their money
to work hard for them
PRODUCT HIGHLIGHTS:
Earn an above-the-national-average
interest rate on balances up to
$100,000. You’ll earn a standard
rate on the portion of your balance
over that
First 2 domestic wires are free
each month
300 transactions included
each month
Deposit up to $10,000 in cash
at no charge each month
SPARK BUSINESS
UNLIMITED CHECKING
SM
DESIGNED FOR:
Business owners who want checking
that’s as unlimited as their business
PRODUCT HIGHLIGHTS:
Get unlimited business transactions
First 5 domestic wires are free
each month
Get fast access to your deposits
with next-day funds availability
Enjoy no fee for cash deposits
SPARK BUSINESS
CASHBACK CHECKING
SM
DESIGNED FOR:
Business owners who want cash back
straight to their bottom line
PRODUCT HIGHLIGHTS:
Earn 10 cents when you swipe your
debit card, pay bills online or make
a withdrawal
Receive an anniversary cash back
bonus of 0.5% on your average
annual balance; you can earn up
to $1,000
100 transactions included
each month
Deposit up to $5,000 in cash at
no charge each month
$15 MONTHLY SERVICE FEE
Waived with a $2,000 minimum
30- or 90-day average account
balance
Waived with a $10,000
minimum 30- or 90-day average
account balance
Waived with a $25,000
minimum 30- or 90-day average
account balance
MONTHLY SERVICE FEES AND WAYS TO WAIVE THEM
OR
Spark Business Checking accounts give you a wide array of choices: from the basics, to cashback rewards, to unlimited
transactions. Spark Business Checking is designed to fit your business, no matter what business you’re in.
GET TO KNOW SPARK BUSINESS CHECKING.
Have an active business product in two or more of these categories: Spark Business Credit Card, Small Business Loan or Line of Credit,
Merchant Services account (including Spark Pay), or Spark ProDeposit (only available with Spark Business Unlimited Checking).
Right now, you can’t buy Treasury Management services through a Spark Business Checking account.
If you think you’ll need Treasury Management, talk with your banker.
CALL
FOR MORE INFO:
1-888-755-2172
M-F 7AM-10PM,
SAT 8AM-7PM ET
CLICK
GETSPARKCHECKING.COM
(PLACEHOLDER UNTIL NEW
URL IS APPROVED)
COME IN
FIND A BRANCH NEAR YOU
AT MAPS.CAPITALONE.COM
SM
FRONT BACK

WHAT OTHERS ARE SAYING
WORDSMITH IT PLAN IT TEACH IT
SOCIALIZE IT BRAND IT BETTER IT
FRAME IT COMMUNICATE IT NUDGE

franklin parrish: creative director page 26
“As a creative professional and leader, Franklin combines a keen aesthetic sense
with a real and sincere passion for branding. As Franklin’s colleague at Capital
One, I witnessed him coming into an area of tremendous opportunity, and doing
just exactly what you’d want your Creative Director to do in order to move the
brand forward. He is a great listener, a wonderful presenter, an effective
problem solver, and a thoughtful marketer.”
John Taylor, Senior Manager
Capital One
“I have had the opportunity to work with Franklin for a few years on a number of
projects. Franklin always takes the time to understand the customer, the client’s
expectations, the business goal and the competitive environment prior to
crafting a complete and compelling marketing plan. His depth of knowledge and
creativity represent a significant contribution to the end product and campaign.”
Mark McInnes, SVP, Product Development,
Bank of America
“Franklin consistently demonstrates a professional demeanor, he is extremely
knowledgeable of web design concepts and applications, which he is equally
able to communicate and teach to students. His ability to work effectively with
students (Clients) is commendable. He is dependable and willing to assume
additional responsibilities.”
George Slentz, Program Coordinator, iTac Division,
Wilmington University
“I have had the pleasure of working with Franklin for over 3 years. Throughout
that time, he has provided value though thoughtful insight coupled with
meaningful creative designs to accomplish marketing and communication
objectives. He shapes team dynamics and drives internal and external
partnerships to satisfy clients and deliver results. Franklin’s passion for superior
work will make him a substantial addition to any organization.”
Josh Kelso, Vice President, Product Marketing,
Bank of America
“I first met Franklin in 2006 and quickly hired him as a Web Design Consultant.
He did a terrific job for our client, consistently producing high quality work.
Franklin possesses the perfect storm for success in the marketing and
advertising world – he is vibrant, uniquely creative, and has a keen
business sense.”
Anne Keehan, Partner,
Brandywine Technology
“I have known Franklin for nearly 10 years. While we have not worked together, we
have had many conversations about the nature and direction of our industry. In
that time and through those conversations, I have seen his understanding of the
strategy and science behind marketing and advertising grow.
He has a keen grasp of the interaction between the brand and the user and is
grounded in the use of visual communication to accomplish the business goal,
regardless of the vertical or touch point. I see him leading an enterprise’s brand/
advertising team, not only acting as their brand steward, but also as a visionary
who can see new possibilities for that brand as the market ecosystem changes.”
Greg Lehmkuhl, Creative Director,
Terrain/Urban Outfitters
In the world of creative design, Franklin’s approach is not only captivating to
his audience, but is delivered in the highest possible quality. He has a unique
ability to translate what his clients are trying to accomplish into highly usable
designs, with the best user experience always in mind. Franklin has always been
a pleasure to work with, represented our company well, and has become a trusted
resource. I would recommend Franklin to any organization looking for a strong
reliable resource”
Jake Hughes, Director, Retail Bank Recruiting
Capital One
“Franklin embodies the finer qualities of both creative project and resource/
personnel management. He exhibits grace under pressure, and is able to
effectively diagnose and troubleshoot any issue and address any project challenge
that is presented.
As a creative manager, Franklin excels at communication; both internally, with team
members, project managers, and product owners; and externally, with clients and
business partners. He clearly defines project objectives and responsibilities,
enabling creative team members to operate effectively and efficiently, while
retaining creative ownership.
Franklin’s ability to deliver a superior product and service, on time and in
budget, while promoting a comfortable and productive working environment, is
unparalleled. Franklin is an ideal, management-level addition to any established
department and a keystone centerpiece around which to assemble a team.”
Shane Spiker, Contract Art Director
Aquent@Capital One
what others
are saying

CURATE IT RECOGNIZE IT PLAN IT
FP@FRANKLINPARRISH.COM
302 229 7070 WORDSMITH IT TEACH
IT SOCIALIZE IT BRAND IT BETTER IT
FRAME IT COMMUNICATE IT NUDGE

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