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.

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.