case studies & portfolio
Mark Campanale
Creative leader with experience shaping brands and delivering results-driven work across finance, hospitality, environmental, and nonprofit sectors. Expert in creative direction, brand strategy, and storytelling that connects vision to business impact.
Adobe Creative Suite, Microsoft Products & WordPress Proficient
CASE STUDY
NEW BEDFord jazzfest
Revive and Rebrand Cultural Arts Scene
Role: Co-creator / Creative lead / Event Management
Scope: brand and creative direction, event marketing strategy, graphic design and promotion, talent scouting, event management
The Challenge
New Bedford, MA, once know for as a cultural incubator, had lost its identity. With support from my employer, I co-created and aided in the rebranding of New Bedford and developed a music festival that would promote and enhance the profile of local artisans. Additionally, our goal was to revive and highlight the cultural impact the town was originally known for.
The Solution
Together with the New Bedford Cultural Revival group, we developed New Bedford Jazzfest – a festival that featured prominent local jazz musician and local artisans, and headlined by national acts. The festival, held on a pier in New Bedford, drew 5,000+ attendees at the first performance, solidifying the event for years to come.
To date, New Bedford JazzFest is known for fostering community, supporting arts organizations, and offering accessible live jazz experiences. JazzFest is one of the key cultural events in a city with a rich artistic scene, alongside other festivals and arts programming.
My Role
Brand refresh and development
Event management
Print production & graphic design
Community outreach
- Talent acquisition
CASE STUDY
MAGAZINE REVIVAL
LAYOUT, CONTENT, AND STRATEGY
Role: Creative Lead / Designer / Strategist
Scope: Brand Refresh, Editorial Design, Layout, Business Development Revenue Strategy
The Challenge
The magazine had become visually outdated and editorially unfocused, leading to declining engagement and limited advertiser interest. Layouts were inconsistent, content lacked hierarchy, and advertising felt disconnected from the overall experience.
The Solution
I led a full creative overhaul to reposition the magazine as a modern, relevant, and commercially viable publication. This included redefining the editorial vision, redesigning the layout system, and aligning content and advertising into a cohesive, premium experience.
My Role
Redesigned the magazine’s visual identity (layout, graphics, typography)
Established a consistent layout system that enhanced readability and storytelling
Working with the marketing team, refreshed recurring features and assembled new content from industry experts
Redesigned advertising placements to feel integrated and intentional
Working with Business Development, created new sponsorship opportunities and premium ad sections, both digital and print
PRODUCTION & VISUAL DESIGN
WEB DESIGN
LAYOUT, CONTENT, AND STRATEGY
As design lead, directed end-to-end web design initiatives that blended brand storytelling with performance-driven UX. Collaborated with business development to support acquisition efforts, optimized digital touchpoints for new member and customer growth, and built educational content frameworks that elevated the overall user experience.
CASE STUDY
target marketing refresh
MARKETING STRATEGY, MEMER EXPERIENCE, VISUAL PRODUCTION
Role: Creative Lead / Designer / Strategist
Scope: Brand Refresh, Editorial Design, Layout, Business Development Revenue Strategy
The Challenge
Bridgewater Credit Union set out to modernize its advertising to better connect with younger audiences, while preserving the trust and familiarity valued by existing members. The challenge was to evolve the brand visually—updating its look and tone without losing the equity built with longtime members.
Strategy & Concept
I developed a refreshed look and feel designed to appeal to younger current and potential members through contemporary photography, lifestyle-driven imagery, and a cleaner, more flexible design system. The creative direction focused on relatability and authenticity, helping financial products feel relevant, human, and easy to understand.
Design System & Execution
The new visual language was applied consistently across brochures, posters, flyers, emails, and in-branch materials. Each piece was designed to work independently while reinforcing a cohesive brand presence across all touchpoints. Imagery and messaging were intentionally inclusive, allowing both members and non-members to quickly identify with the products and services being promoted.
Results & Impact
The refreshed advertising system strengthened brand consistency across channels and improved visual recognition for BCU. The work helped position the credit union as modern and approachable, supporting broader appeal with younger audiences while maintaining credibility with existing members. Internally, the flexible system made it easier to roll out new campaigns quickly and maintain a unified brand voice over time.
EDUCATION & TRAINING
CUSTOMER experience
INSTRUCTOR, PROGRAM DEVELOPMENT, COACHING
DISNEY OPERATION CORE FACILITATOR & GUEST SERVICES TRAINER
As an Operations Training Core Facilitator and Guest Services Trainer for resorts at Disney, I designed, implemented, and delivered training programs to ensure Cast Members provide high-quality guest service and maintain safety standards. I facilitated both classroom and on-the-job training, and collaborated with leadership to support resort initiatives.
PROJECT EMPATHY
A Customer Experience Training Program
Project Empathy is a customer experience training program I developed and delivered to conferences, associations and organizations to help teams rethink how they engage with customers. The core concept is simple but powerful: to create exceptional experiences, businesses must intentionally see their brand, service, and manage touch points through the customer’s eyes.
By providing real-world scenarios, journey mapping, and interactive exercises, Project Empathy challenges teams to evaluate every stage of the customer experience—from first impression to post-purchase/transaction follow-up—and identify opportunities to elevate service, communication, and brand perception.
Designed for both leadership and frontline teams, the presentation blends storytelling, strategy, and actionable tools.Attendees were given strategies to anticipate customer needs, and create meaningful, loyalty-building interactions. The result is a mindset shift: moving from transactional service to intentional, experience-driven engagement.
Project Empathy reflects my broader philosophy that brand, marketing, and customer experience are inseparable—and that sustainable growth starts with understanding expectations at a human level.
More samples available upon request.