Jocelyn M. Polley

PORTFOLIO

Created to Care for You: Brand Campaign

2026 | Bringing the Concordia Plan Services brand to life through real people and stories

Created to Care for You is a multi-channel campaign that sets Concordia Plan Services apart by showing the people it serves. I led art direction for the campaign, starting with on-site photo and video shoots with real members, which give the brand an authenticity stock imagery can’t. For video, I storyboarded and set the visual direction. Then I designed the campaign across multiple channels: print ads, segmented emails, website graphics, internal launch event graphics, and the conference exhibit booth, which I took from concept through production. I also reviewed social media copy and visuals so the brand message and each platform’s audience nuances came through in both.

Role: Art direction (photo and video shoots, video storyboards), design and production (print, email, web, exhibit, event), image and social content review
Channels: Photo and video, print, email, web, social, conference exhibit, internal launch event

“Energy & Light”: Visual Rebrand

2024 | Repositioning Concordia Plan Services’ imagery to match the organization it had become

Leadership asked our team to reimagine the Concordia Plan Services brand imagery so it reflected a professional organization on par with its peers. I led the design work from discovery through rollout. I analyzed the ask and developed a rebranding strategy, then presented creative options first to our team and then to leadership. Once the direction was approved, I updated the brand identity package and led the implementation, including sourcing new photography to begin the shift across channels. Early in the generative AI wave, I also saw how AI image tools could extend a still-evolving brand, and I built them into the workflow with guidelines so the new visual style could scale across channels without losing consistency.

“This is the best marketing presentation I’ve seen in my career!”
— Concordia Plan Services leadership, on the rebrand pitch

Role: Brand strategy, art direction, rollout lead
Scope: Brand discovery, rebranding strategy, identity package, implementation, photography sourcing, AI-assisted image workflow

This “Be” Campaign video launched our in-house creative visual rebrand.

A modular design for a triggered benefits email campaign sent to new hires.

Mental Health Campaign

2024 | I crafted email series visuals to encourage workers to seek mental health care if/when needed.

Campaign results: exceeded the organization’s EAP engagement target!

Retirement Savings Campaign: Email Series

2024 | I designed an email series encouraging members to save for retirement.

Campaign results: retirement contributions at an all-time high month following campaign!

Financial Educators Campaign: Web & Email

2024 | I designed a webpage and email campaign positioning Concordia’s financial educators as trusted experts and driving sign-ups for their event.

Results: “The response for this upcoming event has been phenomenal! The time slots filled up so quickly that several educators made available their calendars for a few days the following week as well.” -Financial Educator

Segmented Self-Mailer: Print

2024 | I designed a six-panel self-mailer and adapted it into seven versions, one for each audience segment.

Mental Health Postcard: Print

2024 | I designed a postcard to increase engagement with mental health benefits and services. To create the imagery, I generated elements with text-to-image prompts and composited them in Photoshop into a single scene, an early use of generative AI in our brand work.

Result: Exceeded the organization’s Employee Assistance Program (EAP) engagement target and drew unsolicited praise from members. “Messaging and images are warm and encouraging.” — Member feedback