Maria Hanley — Creative Director
Ruth Keane, Maria Hanley — Strategy
Maria Hanley, Laura Hodson — Design
Josef Zacek — Wordpress

Website—www.roq.ie

Brief

ROQ was moving from start-up to scale-up, and the construction industry doesn't hand out trust easily to the newer name in the room. Incumbents had the history. ROQ needed to earn its place without pretending to have one it hadn't built yet.

Concept

We built the brand around ‘Certainty’, an essence that speaks directly to what construction clients actually buy on i.e. can this company deliver, on time, on spec, without surprises?

The tagline, ‘Built on our word’, turned that certainty into a promise, backed by an everyday hero archetype and four values built to be provable rather than aspirational—Preparedness, Judgement, Scale, Integrity.

Execution

Brand strategy, full visual identity suite, brand guidelines, tone of voice definition, content development, full website build, signage, vehicle livery.

Maria Hanley — Creative Director
Libby Ellis — Copywriter
Nika Sarabi — Experiential Design
Dustin Ambrosio — Executive Creative Director

Brief

Showcase Adobe Firefly's new text-to-video technology at Adobe Summit 2025, in the most heroic way possible, through Accenture's booth and Vu screen.

Concept

Reel Reinvention turned the booth into a premium experiential cinema, a multi-sensory experience built around the ritual of going to the movies. Fresh popcorn, handed out in sustainably made branded bags drew people in.

In collaboration with Accenture Song the experience extended further: Studio Greenlight, an interactive LLM, trained on the Gemini Real-Time API, played the role of a Hollywood producer, guiding guests through the booth's zones, from studio to cinema, as they discovered how Firefly is changing the creative process.

Execution

Experiential booth activation, on-site AI film production suite, custom interactive LLM experience developed with Accenture Song, big-screen guest content, branded movie trailer content.

Recognition

Winner, five Adobe Summit Partner of the Year Awards. Currently nominated, IHAF In-House Creativity Award.

Team

Maria Hanley - Lead Art Director
Ronnie Trouton - Copy
Gabi Kalo - UX
Greg Kaplan - CD

BRIEF

Conceive and develop a premium interactive experience for TQ (Technology Quotient), Accenture’s award winning global training platform.

Now in its 3rd year TQ has trained employees in multiple tech content categories most recently we have trained 750K people in Generative AI.

CONCEPT

TQ + You—Powering Change.

The Q in TQ becomes the power button that launches the experience and your personal TQ journey.

Imagery used throughout is bright and colorful with neon accents adding a futuristic note to a fun and engaging learning experience.

Our second proposed concept ‘Zero to TQ’ is also being used as a social/promotional campaign for the initiative.

EXECUTION

UI/UX of end-to-end digital experience and campaign assets.

Team

Maria Hanley - Lead/Art Director
Libby Ellis - Copy
Julie Hogh-Christiansen - Creative Director
Greg Kaplan - Executive Creative Director

Brief

Inspire our people and clients to actively engage and join us in celebrating Pride throughout the whole year.

​Concept

Pride is rooted in the quest for equality, and the colors and evolution of the Pride flag over the years represent different aspects of LGBTQI+ community and progress.

This year we removed the colors from our Pride flag to pause and reflect on eroding LGBTQI+ rights globally.

Through the end of June, we added the color back to the flag using art submissions from a global employee call to entry, as well as a series of educational pieces.

Execution

Global call for entries internal campaign, educational content development, cross channel social activation campaign and custom digital experience.

TEAM

Art Director: Maria Hanley
Copywriter: Jane Myers
Motion: Rodrigo Lima
Creative Director: Henry Brook

BRIEF

Create a global campaign and digital experience for Fjord Trends 2021

ROLE

Digital design and direction for a broad global campaign for Fjord Trends.

Art Direction/Storyboarding for hero asset—60 second manifesto for Accenture and Fjord social channels.

UI/UX for custom Fjord Trends Site on A.com

Design and build primary still assets for social and display.

Team

Maria Hanley - Lead Art Director
Jane Myers - Copy
Julie Hogh Christiansen - CD

Brief

Define a new direction and digital experience for global recruitment. Leverage amazing stories of our people to give a tangible sense of what it means to work in Accenture and showcase the kind of problem-solving work we do for clients, using the gamut of technologies combined with human ingenuity

Solution— Landing page

We worked with strategy and global content development teams to identify and write 26 stories of our people doing amazing things. Each story to correspond with a letter of the alphabet.

We then developed the visual direction showcased and executed it with all people working remotely. So without access to professional photography or lighting!

We worked with creatives across the globe to develop a custom creative experience for each story that tells that story in a unique way.

Results

The campaign is a major departure for Accenture globally, in being colorful, playful, and accessible and it has been extremely well received . 26 out of our 27 global MU’s have adopted this creative campaign to lead recruitment in their region, it’s been translated into more than 20 languages and given a spot in the A.com marquee.

TEAM

Maria Hanley - Lead/Art Director
Ronnie Trouton - Copy
Marty Cowman - Creative Director
Greg Kaplan - Executive Creative Director

BRIEF

Create a global campaign and concept for AI Iconic Thought Leadership from Accenture Research.

CONCEPT

We did not need to sell the concept of AI to this audience.​ They are already interested in and experimenting with the technology.​

What we needed was for them to understand the company-wide value of placing AI at the core of their organization, unleashing it’s potential as a true differentiator.

We proposed that while AI experimenters are many, there is there is a particular art to becoming an AI Achiever. A unique blend of talent, tech, mindset, investment and outlook - that advances an organization from mere practice to a level of virtuoso performance.

EXECUTION

Creative idea, concept visuals, social campaign, UI/UX of end-to-end digital experience and campaign assets.

ROLE 

Creative Director

BRIEF

Differentiate Harmony Prenatal test from three competitors by positioning it as the go-to brand for all pregnant women, not just those considered high risk.

SOLUTION

Through an in-depth positioning process and extensive competitive analysis we reached a brand essence of 'Clarity'. Based on the goal of positioning Harmony for a broader target market, the brand’s secondary personality traits became humanity, strength, practicality, simplicity and confidence. 

Directed and managed broad team to deliver custom photoshoot, responsive website, patient and physician print material, trade show booth and comprehensive brand guide.

RESULTS

A major increase in traffic to the new www.ariosadx.com resulted in more direct sales leads in its first week than the old site had produced in more than two years

www.ariosadx.com won two IMAs (Interactive Media Awards), Best in Class in 'Medical' and 'Pregnancy and Baby' categories

*Work completed while consulting at Ariosa Diagnostics (Roche)

ROLE

Creative Director

BRIEF

LIDL International requested new brand book from every trading region. OLIVER onsite team tasked with developing a new brand positioning platform, tone of voice and refreshed visual language to differentiate Lidl Ireland from competitors in the discount grocer space.

SOLUTION

Through in-depth market and competitor research, we reached a new progressive set of values aligned with Lidl International Guidelines yet with a local flavour.

We developed a joyful and playful tone of voice and visual language to support a new, differentiated and more youthful positioning, yet still fitting with the existing tagline which wouldn’t change.

Visual language is inspired by the geometry in existing LIDL mark but uses a more zesty and current colour palette.

A newly articulated photographic style is a key component to this brand refresh and will inform all moving and still imagery created for the brand going forward.

RESULTS

New brand style has been rolled out successfully in both OOH and POS applications.

CAMPAIGN STYLE GUIDES

Valentines Style Guide (PDF)

ROLE

Creative Director

BRIEF

Based on research provided by the client’s marketing team, brief was to develop a digital first campaign strategy for Lidl Ireland’s Back to School period.

Parents of school age children were to be targeted exclusively via social media, digital PPC and store POS.

SOLUTION

With competitors like Dunne’s and M&S perceived as quality leaders and scoring very high marks in tests, Lidl needed to improve the perception of their school uniform quality without trying to compete directly on a quality message. 

I conceived a campaign hashtag #lidlgenius, and built a story around our client’s school uniforms being the clever choice i.e. durable enough and at the most reasonable price. 

CAMPAIGN ROLES

Art direction of 2-day still photoshoot with Patrick Bolger Photography

Script writing and art direction for one-day video shoot for 20 second video to be used on Lidl’s digital and social channels

48 Sheets, store billboards and POS design

Campaign microsite design

RESULTS

Landing page received more than 50K views with a low bounce rate and average dwell time of 40 minutes

Video received more than 3K views on YouTube

Season's uniform sales were more than 40% higher than previous selling season.

AWARDS

Shortlisted for ‘Best Integrated Media Strategy’ Digital Media Awards (DMA)

CASE STUDY

For a more complete look at the campaign download the case study

ROLE

Creative Director

BRIEF

Create imagery and materials for a print and digital campaign publicizing the 'Get In Front Performance' held at YBCA (Yerba Buena Center for the Arts) in San Francisco.

Material for previous performances had been created using the very clean, simple branding of the parent non-profit, Get In Front.

Clients wanted to take the performance to another visual level, still on-brand, but far more reflective of the drama, elegance, movement, and athleticism of the stunning dance showcase.

SOLUTION

Worked with photographer to shoot dancers from SF Ballet. Simple styling and use of a trampoline showcase dancer's athleticism. 

I created an elegant type solution as a brand for the event and used the wonderful photographic imagery to reinforce the concept of 'Get in Front'.

RESULT

The Get in Front performance is a charity dance event where leading performers from the San Francisco ballet and other top Bay Area dance companies gave their time to raise money for cancer prevention. The event raised more than $250,000.

*Work completed as freelance art director

TEAM

Art Director: Maria Hanley
Copywriters: Mark Emerson, George Bragdon (NYC)
Video Editors: Theo Godley, Daisy Gaffney
Creative Directors: Marty Cowman, Mark Emerson

BRIEF

Develop a comprehensive global information experience for Accenture’s newly formed Sustainability business.

CONCEPT

The inherent circularity of our existence and co-existence allows us to tell a story of an interdependent future where 360 value cannot be created at the expense of the planet, our fellow humans or any other species.

Connecting footage of circular motion in nature (whales and dolphins breaching, skipping stones, sun flares), to human ingenuity in circular motion (ice skater spins, ballet pirouettes, painters marks, scientific drawings), to circular motion in sustainable business (windmills, flares on solar panels, business people interacting with circular data) allows us to tell a story of beauty, dynamism and interdependence, where earth’s magnificence is allied with human brilliance to create a circular future that drives value for business, humanity and the planet.

EXECUTION

—Multi-video touch cast experience.

—2 min promo video plus 4 deep dive videos.

—London studio shoot with Accenture’s head of Sustainability.

Team

Maria Hanley - Lead Art Director
Theo Godley - Video Editing
Mark Emerson - Copy and CD

Brief

Conceive and create a sizzle video for the Eco Innovation Challenge global internal campaign.

Solution

We aligned this piece with our overarching Sustainability visual language, using circles and letter zoom throughs and footage with circular motion and shapes.

The vibe, however, is much more energetic, pacy and fun and serves to get people really excited to enter and compete in this sustainability innovation competition.

Result

2021 saw entries to the Eco-Innovation Challenge climb by almost 20%.

TEAM

Art Direction: Olga Diuwe, Mark Laycock, Maria Hanley

Copywriting: Sinead Kennedy, Jane Myers

CDS: Martin Cowman, Mark Emerson

ECD: Greg Kaplan

BRIEF

Create a world-class digital experience for Accenture’s recent Purpose rebrand.

ROLE

Member of global art direction team tasked with design and delivery of the internal and external expressions of Accenture’s brand purpose launch in October 2020.

Art direction and delivery of bespoke front end digital experience for key A.com landing pages.

Art direction, digital experience direction for 100+ priority internal sites.

Art direction for major repackage of Accenture’s Tier One Case Studies approach.

Daily communication and presenting work to high-level stakeholders within Accenture throughout the development phase.

TEAM

Art Director: Maria Hanley
Copywriter: Jane Myers
Motion: Rodrigo Lima
CD: Henry Brook

BRIEF

In conjunction with Fjord develop suite of launch campaign assets for Fjord Trends 2020 (Accenture International Thought Leadership) including art direction and design for static and animated social, display, WSJ takover and UI/UX of microsite.