Joe Dreher

I led the creative direction and messaging strategy for this hero video, collaborating across engineering, business development, and our agency partner to turn ATR technology into a clear, compelling case for low-carbon hydrogen adoption. What began as a dense technical brief became a cinematic anchor for our global LCH™ campaign, fueling a 337% YoY increase in LCH™ page traffic and indirectly secure $474M in project wins. It is still one the most watched videos on JM’s YouTube.

We brought the campaign to life at World Hydrogen North America, using a branded booth and cinematic explainer video to spark high-value conversations around ATR technology and JM’s LCH™ solution. The monitor became a natural draw, turning foot traffic into focused dialogue. That’s me on the right.

The ATR explainer video opened a Johnson Matthey business development keynote, delivering a high-impact, story-led introduction to an audience directly targeted for early adoption of low-carbon hydrogen technologies. Positioned as both narrative and proof point, the video helped frame ATR as commercially viable, not just technically sound.

Following the success of our LCH™ hero video, I led strategy for this multifunctional explainer video, positioning ATR technology as a foundational enabler across JM’s wider hydrogen and methanol portfolio. This asset became a reusable tool across multiple business units, expanding impact while maintaining narrative consistency.

Before (left): A default form that funneled spam and non-sales inquiries into a shared Outlook inbox, forcing managers to sift manually and delaying lead follow-up.

After (right): A clean, CRM-connected form that filters out noise, auto-qualifies and prioritizes MQLs in real time, speeds SQL creation, saves hundreds of manager hours annually, and serves as a replicable template across sectors.

As part of the LCH™ campaign, I secured a podcast spotlight (on the #1 oil and gas podcast) for one of our hydrogen business developers, captured live during the event to position JM’s technology directly in front of decision-makers and early adopters. This helped extend our reach beyond the booth and reinforce our commercial narrative in a trusted, industry-facing format.

The new assets became a catalyst for attracting high-value prospects online. By placing detailed technical imagery across key pages, we engaged operational and engineering decision-makers with the proof points they needed, a first for JM’s digital presence. This credibility not only positioned us as thought leaders but also pulled qualified traffic deeper into the funnel. The LCH page quickly climbed into the top 20 most visited pages on matthey.com— the strongest performer in its sector—delivering a +337% year-on-year increase in views and a marked uplift in engaged, sales-relevant visitors.

I led a cross-channel overhaul (video, education modules, web, print, and tradeshow) that unified BakoDx’s brand, simplified provider education, and created a reusable launch playbook that scaled demand across the portfolio.

I designed collection guides to standardize SARS-CoV-2/Flu A/B swabbing, cut submission errors, and speed processing- helping BakoDx rapidly scale testing and capture regional market share.

I managed and rebuilt key pages on bakodx.com to spotlight main offer, streamline physician/payer paths, and lift conversions- supporting market-share gains before and during the diagnostics pivot.

Distinct branding cut through clinical sameness, earned engagement from podiatry audiences, and funneled interest to the resistance-testing landing page.

This social creative anchored a cross-channel rollout that moved clinicians from awareness to orders, accelerating a new revenue line and strengthening BakoDx’s share with podiatry practices.

Part of a system-wide Practice Essentials library, I translated complex lab requirements into clear, compliant visuals that reduced specimen errors and sped physician workflow across four brands.

I led the design of compliant packaging and quick-reference inserts that made clinical steps simple for physicians, accelerating adoption across StrataDx’s network.

I built a unified print suite for a new offer DermSTAT that clarified the clinical value prop and standardized visuals across sister brands, strengthening sales enablement and accelerating physician adoption.

I designed a browser-based booth with education modules, live rep handoff, and integrated lead capture to replace canceled trade shows, preserving pipeline and generating qualified provider inquiries during lockdown.

I led the UX and physician-facing messaging for sister-brand sites like this, creating clear, compliant web assets as part of my multi-brand remit at BakoDx.

Left: Early days home brewing, selling old logo merch, and pitching the dream.

Right: Co-founders proudly posing in front of the commercial brewery housed in our 16,000 sq ft facility.

Let the product speak. We garnered thousands of reviews on Untappd, and a top rating on Google reviews. Unlike competitors, we didn’t make it a practice to beg for reviews at the register, offer incentvies to do so, and just let the happy ones sing our praises over time.

A logo that shines through the night, as seen here on the building’s facade. Equipped with color-changing backlit LEDs, it made signage fun and drew in visitors from the road.

Sure, great beer is here but each visitor will experience relaxation in a psychedelic rock inspired cosmos unlike any other brewery around.

By design, this mural served as the background for thousands of photos. I often used this table to leverage the natural light from the building’s facade windows.

Expansion of fermentation tanks and more to serve the growing demand for the products.

Wearing many hats as the co-founder, including being a one-man marketing dept. I was constantly creating opportunities to raise awareness of our new brand and often getting in front the camera myself.

I contacted and directed a local muralist to make this piece for the tap room, knowing that it would serve as a must-try photo opportunity for visitors (and giving us an ongoing supply of UGC).

This fun photo, taken from a 2020 interview at the brewery, proved the lasting power of the atmosphere I built there. It is still used today on the Explore Gwinnett homepage https://www.exploregwinnett.org/ that sees 150K visits/month.

A theme of mine was to maximize UGC potential by providing another must-try photo backdrop, hand-painted by myself. Each visitor had to pass by this entering the beer garden from the interior.

My creative strategy paid dividends month after month, providing opportunities to repost/recycle popular content and keep the momentum online.

An example of securing precise target market press. I secured this Explore Gwinnett feature to validate the brand story, build top-of-funnel awareness, and drive RSVPs/investor interest ahead of opening, de-risking a pandemic-era launch.

I created a tradition for customers to aspire to: pose with the keg that you kicked! This was another strategy to forge a personal relationship to the brewery, and supply another stream for content.

The brand had nearly a cult-like following through years of my digital marketing efforts, well before we opened the doors. This teed up an explosive demand once the business could legally sell product.

Testing products that have a quick expiration date is a challenge like no other and every drop counts in a startup. I not only prioritized sales through market research, but also seasonal exclusivity and ingredient supply.

I planned and programmed a three-zone outdoor layout (events, live music, seating) that increased dwell time and per-guest revenue, turning Monkey Wrench into a destination despite a pandemic-era launch.

I optimized sales potential with limited open hours by testing food vendor, music, and entertainment combinations. We hosted corn hole leagues which brought in another audience to supplement the other customer personas, plus amplified cross-promo.

I drove the campaign for completing Georgia’s first revenue sharing offer via Mainvest. This solidified customer commitment to our brand amogst economic headwinds and brought each one into the beer business as a low level “investor.”

Quickly after launch, this became the scene- a jam-packed parking lot of customers. The back entrance to the beer garden allowed a dual-flow into the brewery, accepting hundreds of patrons at a time.

I orchestrated the viral Taco Bell × C4 Belts “taco belt” worn by pro Wesley Bryan, triggering PGA Tour coverage that drove national awareness and inbound demand for our custom co-brand programs.

I partnered with Springbot to design an Instagram-to-checkout flow for C4 Belts, an early social commerce play that cut click-path friction and earned an Adobe Experience Cloud feature, boosting brand credibility and purchase intent.

I led the design and positioning for this B2B wholesale offering, proving C4’s enterprise readiness and enabling high-volume, co-branded orders through national retail partners.

I led a co-branded belt collection with a sock brand, using pattern-matched design and bundle-ready merchandising to expand reach, deepen retail placement, and create new DTC and wholesale demand.

I led design and production for this co-branded wholesale program, proving C4’s platform could meet enterprise standards and opening a high-volume channel that boosted credibility with national retailers.

I led a co-branded capsule with an equestrian brand to meet riders where they are, sharpening product–market fit and driving DTC demand and brand affinity for C4. This deepened our position as leading belt product for female equestrians in the US.

I concepted and designed C4’s Magento-2 belt configurator, the category’s first online designer, enabling self-serve personalization for consumers and turnkey co-branding for enterprises, which differentiated the brand and lifted conversion.

I directed and launched this design, which became a top seller and helped lift C4’s average order value by 15% through smart pricing, bundling, and merchandising.

During my tenure as Creative Director, monthly site visitors grew from ~30K to ~70K and social followers from ~35K to ~71K (Apr 2016–Aug 2017), demonstrating sustained demand and brand lift.

The band’s iconic Fishman pattern in a as a social media teaser, tapping music fandoms to expand DTC reach and showcase C4’s pop-culture agility.