the shortest
distance
between two
points
is a line
from me
to you

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NICK+DEYRING

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Nick is a designer working in NYC with over 20 years of experience in visual, motion, brand, and web design. He  enjoys pushing pixels and managing orgs. He believes in  making beautiful things, that optimism is a competitive advantage, and that talent is the most important resource.

STAND+SPEAK

We spend months developing the work, then short minutes presenting it. The success of every project is linked to how well it is presented to stakeholders. When you tell your story, be ready.

TEAM+BUILDING

Creative work is done by people. It's always felt only natural to me to care about the people who make the work, and in return they will care about making great creative. 

ORG+PURPOSE

The traditional, hierarchal approach to leadership is being redefined to meet value-based priorities. It's not enough to just do the work, there needs to be a strong purpose behind it.

TOOLS

Figma
Creative Suite
After Effects

RECOGNITION

W3 Awards
Communicator
MarCom
NY Addy
ihaf

EXPERIENCE

LG
360i / Dentsu
Canon
G2 / Grey group
NIA
DMNA

LG.COM + NEW 2022

Launching brand and e-commerce design systems

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lilgreyline-1

Client: LG
Role: EDD
Date: 2022

Using a whole-org approach, LG is reshaping every channel using design system thinking, content initiatives, and branding consistency. It all starts with customer listening, testing, and a belief that the people who connect with Life's Good are the reason we do it all.

LG + CATEGORY DEFINITION

How might we design, position and brand an entirely new category of television?

lilwhiteline

Client: LG
Role: ECD
Date: 2016

First there were cathode TVs, then LCD TVs. Then LG invented an entirely new technology for television, LG OLED. The strategy, creative, and design of the program took shape by highlighting that this new category of television was indeed entirely different. It meant not just focusing on messaging, but also creating new means of selling with retailers, new training programs for associates, and new technology approaches to distribution.

This project won the global LG innovation award in 2016, the first time it was ever given to a creative agency, rather than an internal product engineering team.

LG + DESIGN SYSTEMS

Data-driven, beautifully crafted design systems for all LG digital channels and all product lines

lilwhiteline

Client: LG
Role: ECD
Date: 2019-2021

Data-driven media meets beautifully crafted design systems. Working in all channels including video, display, social, crm, as well as sophisticated cross-team dynamic integrations. Using first party data and all media buying done in-house, this allows for beautiful things to be made at speed and scale. Now that's good.

LG + SUSTAINABLE DESIGN

How might we create a global, portable and universal expression of LG's committment to sustainability?

lilwhiteline

Client: LG
Role: ECD
Date: 2021

LG committed to going carbon neutral by 2030, which is 20 years sooner than most other major CE brands. It's an example of the kind of company positioning that you would never hear about, because LG is such a humble company. So we created this global , language-agnostic, visual platform that shows product and design coming together to improve the world's environment.

LG + GLASS DESIGN

How might we sell a design-driven television in an otherwise sea full of TV sameness?

lilwhiteline

Client: LG
Role: ECD
Date: 2018

The LG Glass television has an elegant unique design that isn't found at your normal TV store. We wanted to strategically position the TV not just in tactics or executions, but to change the place the model is sold. It is a TV for those that appreciate unique materials usage in their homes. So where might we find that kind of shopper? High end furniture stores were the answer. Winnder of multiple strategic positioning awards.

LG  + SITE EXPERIENCE

How might we launch a new kind of a digital watch?

lilwhiteline

Client: LG
Role: ECD
Date: 2016

LG launched the first totally ciruclar Android wearable. So we  created a fully immersive experience that shows how great the G Watch R looks and the real things you can do with it. Using animated viewpoints of the customer, it shows why the watch is unique but also the practical benefits of it. Winner of multiple best in show awards.

CANON  + WEB DESIGN

How might we make a site experience that focuses photographers on adding to their lens collection?

lilwhiteline

Client: Canon
Role: ACD
Date: 2014

Professional photographers don't need to be convinced that getting the right lens for their work is important. But the knowledge gap for many aspiring pros and advanced consumers is quite wide. Canon launched a major new web initiative for lenses, to educate and inspire photographers of all levels about the powers of different kinds of lens types and levels. 

LG  + SUPERBOWL BLITZ

How might we turn a SuperBowl campaign into a digital event that drives conversion?

lilwhiteline

Client: LG
Role: ECD
Date: 2016

LG OLED TVs had been launched and announced before, but due to a new lineup of models and lowered pricing structure, it was becoming possible for anyone to buy one. This meant the technology of the future was going to be available to anyone. A Superbowl campaign, partnering with Ridley Scott, used science fiction storytelling to get viewers excited. So in digital channels we used a character from the future to talk about it today.

Drove more direct to-site traffic than any other SuperBowl campaign before it.

wonderful1

The most important work I do isn't on a screen or in a deck. Celebrating people, team building, teaching and facilitating creative thinking are the best parts of my experience. Reminding everyone, whether creative is in your job description or not, to enjoy the process, have fun, and work together, is the real joy. It is a profession of creation, and we are bonded by it.
Believe >

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