Delighted to host you.
Thank you for your consideration. Select work from my portfolio as a creative director in the internet industry is curated below. If youād like further backstory on the projects, email or text and Iād be happy to share more.
Andy Kennedy
ā®
Airbnb Speculative Work
Airbnb Speculative Work
I made a few brand campaigns to demonstrate my thinking and approach. The concepts reflect this moment in time for Airbnb, accounting for the competitive landscape, macro trends, and opportunities I see in front of the company.
(All art is clickable for expanded view)
Idea: Letās go together
America is more divided than ever. Itās getting worse. Airbnb has a unique opportunity to further its position as a voice of reason, care, and unity. Though this message is evergreen, I think it would be particularly effective around the 2024 elections.
Audience: General
Idea: Made possible by Airbnb.
Insight: Upmarket, one-of-a-kind hosts present a defensible brand position for Airbnb. Experiences canāt be commoditized.
Commentary: This concept furthers Airbnbās upmarket, experiential push, placing the brand (literally) at the intersection of the unique accommodation and the corresponding experience. Made possible by Airbnb.
Audience: Upmarket, Adventurer
Idea: Thereās so much good to see.
Commentary: Things feel heavy right now. This idea inserts some optimism without being out of touch, encouraging a wide audience to get up and go see some of the goodness out there.
Audience: General
Idea: Live anywhere not the same.
Commentary: This brand campaign is targeted at an affluent, WFH, geographically mobile, self-aware traveler. The copy is slightlyāand intentionallyā disorienting, aiming to show a sophisticated audience Airbnb can not only keep up with their evolving lifestyle, but is here to push it further. This campaign continues to move the brand away from travel specifically and toward lifestyle generally.
Audience: Affluent, WFH, Adventurer
Idea: Hate Host
Commentary: This one is personal to me, as hosting has opened my eyes to the goodness of humanity. No logo necessary.
Audience: General
Idea: Run Wild
With a two-sided marketplace and an incredibly diverse audience, Airbnbās brand needs multiple personalities. This concept encourages travelers in their 20s to go live a little and have some fun.
Audience: Single, 20s
Idea: Airbnb.com/family
Groups, families, and those traveling with pets are much more likely to stay Airbnb. These campaign concepts own it, further positioning the brand as the obvious choice over alternatives.
Audience: Families, Groups
Brand Ideas
Brand Ideas
Personal Portfolio: A collection of my favorite brand ideas.
Iām a communicator first and a designer second. I always tell my teams; art exists in service to the communication.
The board to the left is a personal favorite. Using a word we say every day, the essence of a company comes through with precision, intrigue. This is effective brand communication.
āAndy pushed us to think differently about who we are. I would have never imagined trying to own the word when. Heās a visionary thinker. And he gets things done. For 6 months he served as an in-house creative director to systemize the work.ā
Renato Profico, CEO, Doodle
Brands are ideas. Ideas that help, inspire, solve problems, or bring joy. Whatever it is, the role of brand design is to communicate the idea and compel belief.
For Microblink the idea is artificial intelligence for good. It bounces off another idea, that AI is ominous, scary, out of control. Our team developed a continuous motion logo and gradient system with approachable, predictable, trustworthy characteristics to communicate this idea.
Brand Idea: Young at 90
Client: Cordia
Brand Idea: Then. Now.
Client: NowIncluded
Brand Idea: Mindset Flip.
Client: MathTrack
Brand Idea: Expect the Unexpected
Client: Innovatemap
Note: Art sourced with DALLĀ·E 2 text to image AI generator
Experiments
Experiments
Artist and executive.
I have tugs in both directions. This makes me a natural translator.
I help artists feel heard and respected, multiplying their impact and empowering them to press on in their creative pursuits. And executivesāI help them see the universal value of great design with a business-minded, outcome-focused orientation.
Everyone wins.
DALLĀ·E 2 Motion Experiments
Words
Words
Iām at my best working with and through a team of extraordinarily talented individuals. I earn trust, make the work fun, cast visions, establish a high bar for excellence, and create space for them to run. Then I stay out of the way and let magic, magic.
Short form writing can be an exception. This is my strongest practitioner skill and one I regularly practice. I believe words matter more than ever, are harder than ever to get right, and will remain carriers of meaning for any great brand.
Hope you enjoyed your stay.
Hope you enjoyed your stay.