A bold green palette and clean layouts created a confident identity that stood apart from traditional auction marketing.

THE CONCEPT: IT'S FIVE O'CLOCK SOMEWHERE
OVE puts auctions on the dealer's schedule—giving them the freedom to buy and sell inventory anytime.
24/7 access. On your terms.

INITIAL RESULTS:
According to an independent brand health study - very strong reception and engagement at auction and among dealers. OVE Brand Equity = 71%, Brand Believability = 67%
Due to various associated campaigns during the year:
Gained a significant lift in new buyers as well as won back a good number of former buyers' business, resulting in thousands of additional digital transactions.

HOLIDAY MINI CAMPAIGNS
I introduced the idea of launching mini campaigns to bring awareness to the fact that while the auctions are closed during the typical holidays, OVE is always open.
4th of July results: 70% growth in transactions. Thanksgiving results: 3,000+ units sold yielding a 13% overall YOY growth. Regional Commercial transactions grew 32%.

NATIONAL AUCTION ACTIVATION
Auctions really get into the spirit of things by cover their locations with the provided launch kit items and maybe a few creations of their own.

OVE REBRAND

The Challenge

OVE (Online Vehicle Exchange), Manheim’s 24/7 digital marketplace for dealer-to-dealer vehicle transactions, needed a clearer brand identity that reflected its always-on nature and growing role in digital wholesale.

The goal was to reposition OVE as the go-to platform for buying and selling inventory anytime, anywhere.

My Role

Creative Director leading concept development, visual direction, and campaign articulation. I partnered with a copywriter to translate strategy into a scalable visual system and integrated campaign.

The Approach

We built the concept around the familiar phrase “It’s 5 o’clock somewhere.”

The idea reinforced that dealers no longer had to wait for live auctions—OVE allowed them to buy and sell inventory anytime. A bold green palette, clean layouts, and playful messaging created a modern identity that stood apart from traditional auction marketing.

The Outcome

The campaign repositioned OVE as a convenient, always-on digital marketplace and provided a flexible visual system that scaled across marketing, digital, and dealer communications.