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Chris Mueller

Creative Director

 

I tell stories that help brands achieve their goals.

I’m a multidisciplinary creative director with extensive experience helping brands connect, engage, entertain, and grow across all platforms. With over two decades in the industry, I've built a vast collaborative network consisting of top editors, illustrators, designers, and photographers with whom I’ve developed strong professional relationships. I bring together inspiring creative teams to achieve award winning work that exceeds expectations and grows brands.

 

CASE STUDY:

Design Lead and Creative Director:

GEICO Insurance Content Program, The Foundry

THE GOAL:

Increased engagement, acquisition, and retention using the power of design and storytelling.

THE RESULTS:

52% Increase in quarterly traffic, 250% increase in social actions, 28% increase in sales leads

Their team clearly has deep expertise in all the areas that matter to us: developing content strategy across multiple channels- from print to digital and social.

 

MOBILE APPS

While at Vanity Fair, I collaborated with Kristina DiMatteo and Mike Bain of EDG to create templates for Condé Nast's first mobile magazine app. The unique contraints of a mobile screen required collapsed menus and some challenging typographic solutions.

In 2014, I spearheaded the redesign of the New Yorker's Goings On mobile app. With improved navigation and typography the app was successfully relaunched in July, 2015. It was nominated for, and won, several awards for design and interactivity in 2014 and 2015.

2014 and 2015's New Yorker Festival apps feature complete listings, a Twitter feed, maps, and the ability to favorite the user's events for "My Festival". 

CAse Study: Lincoln

INITIAL CHALLENGE:

Lincoln re-enters the luxury market with its flagship Continental. The problem: The mass perception that the Brand had lost its voice in the category and was no longer considered relevant.

A TWO TIERED STRATEGY:

Determine the market: Lincoln charts a psychographic profile for its ideal Continental customer: Male, 58 Years Old, Empty Nester, HHI - $210,000, Owns BMW 5 series or Mercedes M Class; “I want to savor the life I built.” Through its massive first– party data from 100 premium brands, 200 million monthly viewers and over 1 billion registered users, Time Inc. Data Solutions - Powered by Viant—locates John. He is in market and already a Time Inc customer.

Target Effectively: People-based targeting (v. cookie-based) removes uncertainty and allows Lincoln to definitively and efficiently speak to individuals based on verifiable identifiers. Tapping into offline data partner resources, these can include age, gender, geography, purchase behavior, online behavior and media consumption across TV, print and digital. In the end, a clear picture of John’s tastes and preferences emerges.

 
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THE CAMPAIGN: DEFINING LUXURY

Print: A 32 page coffee table book defined luxury through custom editorial framed within primary lifestyle pillars and core attributes intrinsic to the Continental’s DNA. It also includes an invitation to an exclusive test-drive. Digital: A targeted Viant Conto Box provided an interactive platform to engage and educate online, while furthering opportunities to commit to a test-drive.

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digital experiences

INTERACTIVE Long-Form content

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THE MOST RADIOACTIVE PLACE IN NEW YORK CITY

THE NEW YORKER: An interactive feature produced for NewYorker.com with director Nate Lavey and designer Deanna Donnegan. Click here to see the page.

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BITTER WEATHER: SWEETER TIPS

THE NEW YORKER: Online interactive piece comparing food delivery tips to the temperature outside. Spoiler: colder weather equals slightly better tips. Click here to see it live.

THE NEW YORKER FICTION SERIES

The New Yorker's fiction pieces are legendary and the opportunity to illustrate them as book covers proved to be an incredibly rewarding process. This is a selection of cover treatments I designed myself while in my role as design director, in collaboration with the brilliant team at the New Yorker.