As part of an agency pitch to Singer Sewing Machine, we presented two conceptual directions for a branding campaign. I lead one of the teams in creating this "Make" campaign for the pitch. I was in charge of choosing the direction and establishing the look and feel. This is the result after starting from scratch on the visual direction 36 hours before the pitch. 

MAKE is a direction that highlights a moment in time when the projects people make on a SINGER result in an emotion. Everything we create, we do so with emotion. And we believe that emotions shape our memories. So whether you make something for your community, for a friend, or for yourself, a little bit of you goes into it. These combinations of words symbolize a belief in a pre-existing ability. It’s saying you already have it in you to ‘make’. You make happiness. You make confidence. Connecting these positive moments with the Singer brand demands the audience not only impress their world but leave an impression on their world. After all, making memories is done on a SINGER.