Optotraffic

Marketing Manager/
Graphic Designer

Mar 2016 — June 2018

technology company │ Lanham, Md

Worked as the in-house designer and marketing manager for a medium-sized manufacturing company specializing in LiDAR-based traffic enforcement equipment. Working directly under the Chief Executive Officer and Chief Technology Officer, my role was to manage the company’s marketing, focusing on B2B/B2G advertising, with an additional focus on softening their public image, public awareness over various traffic issues such as speed, Slow Down Move Over awareness laws, among others.

Hired to manage the project of creating a new company website and sales collateral to elevate the company to the national stage, I was partnered with Substance151, a creative agency based in Baltimore, Maryland, to develop the back-end site structure. I developed all content internally and finished all web pages on the front end using WordPress. Content created for the website included writing all web copy, creating all illustrated graphics, and producing product and PSA videos.

Launched company blog and wrote bi-monthly articles for over two years, including the creation of graphics, images, and infographics. Managed all corporate social media accounts and produced biweekly content for Facebook, Twitter/X, and LinkedIn.

Fieldwork obtaining principal photography on all traffic enforcement products and atmospheric shots for web use and print.

Created illustrations of all company traffic enforcement products for brochures, web pages, and other use cases.

Additional content created was a series of animated videos to help the sales team show potential customers how the LiDAR enforcement cameras work in real time. These were especially popular at events and trade shows.

Produced several public awareness campaigns for various traffic safety issues, including speed, slow down, move over law awareness, red-light running, and more. Produced work for several police agencies, such as the Prince George’s County Police Department, Seat Pleasant Police Department, the City of Youngstown Police Department, and the City of Davenport Police Department.

Product Videos

Sample Work

Once the website launched at the end of 2016, I set out to create a series of animated short product videos featuring each of the traffic enforcement solutions in its own short-form explainer video.

For the speed, red-light, and vehicle height LiDAR-based enforcement systems, I developed a few animated street scenes showing how the LiDAR enforcement technology works.

Here are the completed videos featuring the company's various traffic cameras, the parking enforcement app, and their back-office services. All videos were created with Adobe After Effects and Illustrator.

Product Illustrations

Sample Work

As part of the content created for both the website and print collateral, I made a series of vector illustrations for each traffic enforcement solution to be used on product flyers, videos, and other sales collateral.

Using a photorealistic approach, I isolated each system into white space so that the focus would be entirely on the company's product, unlike previous marketing, which used actual photographs of the traffic cameras.

Below are the final illustrations of the handheld, line-height, pad-mounted, red-light, and speed camera enforcement systems, along with an illustration of the phone used for the parking enforcement app. They were created with Adobe Illustrator.

Traffic Enforcement Solution Illustrations

Traffic Enforcement Solution Brochures (Front and Back, postcards)

Parking Enforcement User Manual

Once they launched their new parking enforcement app, Hawkeye, in 2018, we needed to create a basic user manual for our clients to train new users.

The goal was to create an easy-to-read user guide that would help parking enforcement officers get started using the new Hawkeye system in the field, which included a Wi-Fi-connected printer.

I created the user guide layout in Adobe InDesign and created user interface mockups in Adobe Illustrator.

Click here the view the Hawkeye User Manual PDF

Optotraffic parking enforcement app user manual cover page

Copywriting for Webpages, Social Media and Blog Articles

Sample Work

While building the new website, I was tasked with creating articles and blog posts for the company. Traffic enforcement tends to be an unpopular subject amongst the general public, so my goal was to market their services and solutions to police departments and municipalities. I also felt that a portion of the marketing should be dedicated to public awareness of traffic safety.

As part of the initial website launch, I wrote an article, "Case for Enforcement," to be used as a dedicated webpagepublished before launch.

After finishing the website, I wrote 1-2 monthly articles on Optotraffic's blog. Here are a couple of sample snapshots of the blogs for which I wrote and designed the accompanying graphics.

Click on each image for the full article—graphics created with Adobe Illustrator and Photoshop.

Blog Articles with Infographics

Social Media campaigns

For St. Patrick’s Day, 2018, I created a public awareness campaign on social media that included a short animated video “5 Facts About St. Patrick’s Day”

St. Patrick’s Day PSA Video

Additional Public Awareness Campaigns

Sample Work

Slow Down Move Over Video
Launched September, 2016

Public awareness video created to promote "Slow Down Move Over" laws. This video focused on safety awareness of the law and why it's important to keep not only police officers safe, but other roadside workers such as towing, EMT, fire, and roadside assistance.

GRAPHIC WARNING: there are a couple clips of close calls in this video where an officer was struck by a vehicle, or close to being struck. Viewer discretion is advised.

Public Awareness Mail Campaigns

With some of the traffic enforcement contracts, Optotraffic was tasked with creating a letter-sized mailer to send out during the initial warning period to violators in lieu of a traffic ticket.

Here are a few samples of the campaigns I created for Slow Down Move Over, red-light, and speed for the City of Seat Pleasant Police Department, the City of New Carrollton Police Department, and the City of Davenport Police Department.