CHRISTOPHER LIECHTY

 The following consulting and design work was produced at Meyer & Liechty from 1994 to 2008 and at WordPerfect Corporation from 1991 to 1994. When working as a team, it is sometimes difficult to identify individual contributions clearly. The item “Role” on each item below is an attempt to indicate my role in the project, but I couldn’t have done any of this without the fantastic people I have worked with throughout my career.

Culture Map :: Exhibited at the Guggenheim NYC, 2004

CLIENT: Personal Experiment / Berlitz
ORGANIZATION: Meyer & Liechty, Inc. / Berlitz
ROLE: Consultant, Strategist, Creative Director, Co-Designer

Name Poetry Welcome Experience :: Exhibited at the Guggenheim NYC, 2004

CLIENT: Personal Experiment
ORGANIZATION: Meyer & Liechty, Inc.
ROLE: Consultant, Strategist, Creative Director, Designer

Time Warner Welcome Experience 

CLIENT: Time Warner (Holding Company), CEO’s Office
ORGANIZATION: Meyer & Liechty, Inc.
ROLE: Consultant, Strategist, Creative Director, Technical Implementation

Global Travelers Cheque Acceptance Campaign

CLIENT: American Express
PROJECT: Global campaign to promote acceptance of Travelers Cheques to merchants (140 countries, 30 languages)
ORGANIZATION: Meyer & Liechty, Inc.
ROLE: Consultant, Strategist, Creative Director, Co-Designer, Production, Fulfilment

Our team worked as part of the global Travelers Cheque acceptance marketing team, including participation in bi-weekly team calls. The customer experience for Travellers Cheque users depended on merchants accepting the Cheques as currency wherever they might travel. This campaign was designed with global markets in mind. The goal was to produce a single, centralized campaign that could be used everywhere with minor adaptations of language and contact information. Initially, the design was created and tested with Amex representatives worldwide. When that was approved, we then translated and produced about the materials in 30 languages for use in 140 countries, coordinating approvals directly with Amex contacts in each country and region. This centralized creative, localization and production process was a significant improvement over previous methods where campaigns had been produced for the US market, then sent to major regions and countries for adaptation. Our centralized method reduced the cost by more than half and improved the consistency and quality of the campaigns. The increased efficiencies also allowed us to produce materials for smaller markets where it had been cost prohibitive in the past to hire a local agency for a few thousand pieces.

Meyer & Liechty also produced the printing of all versions locally and shipped the materials globally. That year we were the third largest international shipper for UPS in their Utah-Idaho region.

The zoom lens in the graphic shows that this was a globally centralized campaign.

American Express, Euro Travelers Cheque Launch

(140 Countries, 30 Languages)
CLIENT: American Express
ORGANIZATION: Meyer & Liechty, Inc.
ROLE: Consultant, Strategist, Creative Director, Co-Designer, Production, Fulfillment

Our team was also on the team that produced the only images of the actual Euro Travelers Cheque used in all marketing worldwide. Our images of the Cheque were provided to Ogilvy & Mather and other agencies throughout the world. We worked directly with the global head of security to both overcome security features in the Cheque and  to do it in a way that could not be counterfeited by others.

American Express, Rand Currency Travelers Cheque Announcement

(15 Languages)
CLIENT: American Express
ORGANIZATION: Meyer & Liechty, Inc.
ROLE: Consultant, Strategist, Creative Director, Illustrator, Co-designer 

World Trade Centers Association, Global Rebranding

CLIENT: World Trade Centers Association
ORGANIZATION: Meyer & Liechty, Inc.
ROLE: Consultant, Strategist, Creative Director

World Trade Week NYC, Brand Identity, Marketing, Posters

CLIENT: World Trade Week, New York City (Association)
ORGANIZATION: Meyer & Liechty, Inc.
ROLE: Consultant, Strategist, Creative Director, Illustrator, Co-designer, Member of WTW Board