ABOUT THE COMPANY

Carolina Cat is the authorized Caterpillar dealer for North and South Carolina, serving construction, power systems, rental, and industrial customers across the region. More than an equipment provider, Carolina Cat represents a culture of pride, reliability, and long-term partnership rooted in the Caterpillar legacy. The brand carries deep meaning for the operators, technicians, and businesses who rely on Cat equipment daily—signaling durability, trust, and hard-earned respect. Carolina Cat’s mission is to support the people who build, power, and maintain critical infrastructure, combining world-class machinery with service, expertise, and a strong sense of community belonging.

For the Service After Dark campaign, I served as the lead creative and product-minded designer, partnering with marketing to shape campaign messaging, define user intent, and translate strategy into execution. I led the initial concepting and messaging workshops, directed the development of a detailed shot list, and oversaw overnight video and photography production to ensure the narrative aligned with real customer needs. I also designed and built the campaign landing page in WordPress using the company’s proprietary site builder, structuring content, visual hierarchy, and interaction patterns to guide users clearly from awareness to action. Throughout the project, I focused on creating a cohesive, human-centered experience across touchpoints—aligning storytelling, usability, and business goals into a clear, conversion-focused campaign.