This project tapped into my full skill set — branding, experiential/environmental design, UI/UX, coordinating photoshoots and project leadership. From concept to execution, I ensured that every element supported Manheim's culture, engaged employees, and reinforced the company's commitment to exceptional client experiences.

PLAYBOOK
Wrote and created the initiative's playbook, covering everything from schedules, budgets, tech specs, trouble shooting manual and launch day festivity planning.

SAMPLE PLANS + MOCKUP
Each auction location identified a location in their building for the install. and provided measurements so the creative team could then create a custom plan and design just for them.

CUSTOMIZEABLE LAUNCH KIT
Provided templates as well as delivery of a launch kit which included banner, light pole flags, location specific posters, desk-drop invite, email invite, balloons and apparel.

LOCATION LAUNCHES

APP DISPLAY TEST ON MONITORS

BE THE MANHEIM WALL IN-AUCTION ACTIVATION

Be the Manheim: A Company-Wide Culture Initiative

For over 75 years, Manheim has set the industry standard for buying and selling used vehicles. But a great brand isn’t just about business — it’s about people. This project was all about driving team member behaviors that create positive client experiences and celebrating employees when they do.

We wanted every team member to have clarity, consistency, and commitment to “Be the Manheim”—an internal extension of our dealer-facing campaign, “That’s My Manheim.” Our goal? To inspire employees to embody the brand and ensure every client walks away saying, “That’s My Manheim.”

Bringing the Vision to Life

Working closely with Marketing and all 75 U.S. auction locations, the Creative team rolled out a dynamic, interactive "Be the Manheim" wall display. Each location featured:

A recognition platform: Employees could use a location-based app to give shout-outs to colleagues. Dealers could also recognize outstanding team members.
Personalized commitment ads: Employees could submit a photo, choose their auction location, and select a commitment statement, which was then displayed on a digital monitor.
Custom-designed wall displays: Each auction had its own setup, featuring two monitors — one for recognition messages and one for personalized commitment ads — alongside bold Manheim branding.
A connection to HQ: Content from each location was collected and displayed at Manheim’s Atlanta headquarters, bridging the gap between corporate and field teams.

My Role as Art Director

I worked with Sr. Creative Director Michelle Ducayet to execute the creative vision and execution of this initiative, including:

✅ Environmental Design – Designed the wall display layout, ensuring it fit seamlessly into each auction’s unique space.
✅ Launch Collateral – Created posters, emails, swag, and in-auction signage to celebrate each location launch and drive engagement.
✅ Tech & UX Design – Worked with a development team to spec out the technology, design the app UI/UX and final display look and feel.
✅ Playbook Creation – Developed a comprehensive launch playbook covering installation, tech requirements, messaging, and brand consistency.
✅ Project Execution – Partnered with a project manager and installation vendor to oversee every detail of 21 successful installs.

This initiative also worked alongside our Auction Crashers project, which helped auctions refresh their spaces. Each location had the option to add a "Be the Manheim" wall, custom-designed to fit their space.

This project tapped into my full skill set — branding, experiential/environmental design, UI/UX, and project leadership. From concept to execution, I ensured that every element supported Manheim’s culture, engaged employees, and reinforced the company’s commitment to exceptional client experiences.