Scotsman Guide:
Annual Ad Series
Every year, RCN Capital creates a themed advertising series for a leading real estate industry magazine called Scotsman Guide. Each month introduces a new creative concept, with individual full-page ads designed to stand on their own while contributing to a larger visual story.
The campaign builds toward a featured issue of the magazine in which RCN designs the cover and a two-page spread. Often utilizing creative elements introduced throughout the series, these pieces bring the individual full page ads together into one cohesive campaign—creating a visual progression that feels intentional, connected.
Arcade
Inspired by the nostalgia and visual energy of arcades, I created an original RCN Capital themed arcade where each advertisement featured a custom-designed game representing one of the company’s loan programs or services.
The individual ads explored different game concepts while building a cohesive arcade environment throughout the series. The cover and two-page spread brought all the previous ads together through two connected views: a detailed look at the arcade’s prize area and a wider view showcasing the full interior.
The series was later expanded with an additional cover and two-page spread. For this version, I created a second classic arcade location featuring a retro-inspired exterior and a new interior filled with entirely new custom games. This allowed the campaign to evolve visually while maintaining the original concept and overall brand continuity.
Selected as a winner in the 2026 GDUSA InHouse Design Awards Showcase.
Comics
Inspired by the visual language, bold artwork, and storytelling of classic comic books, I created an original RCN Capital comic universe. Each advertisement explored a different comic book genre and featured a custom-designed character representing one of RCN Capital’s loan programs or services.
The characters were developed to reflect the unique qualities of each program while maintaining a consistent comic book aesthetic across the series. Each ad functioned as its own story while introducing characters and elements that would eventually connect to the larger series, which. culminated in a custom designed cover and two-page spread designed as a crossover comic bringing all of the characters together for one larger story, creating a visual connection between the individual advertisements and tying the entire series together as one cohesive comic book universe.
Theme Park
This series was inspired by the excitement and visual spectacle of a theme park. I developed an original RCN Capital theme park, with each advertisement featuring a different ride or attraction designed to represent one of the company’s loan programs.
Each individual ad introduced a new attraction while maintaining a consistent visual style and building toward a larger, interconnected world. The cover and two-page spread featured an aerial view of the entire theme park, bringing together the rides and visual elements established throughout the series.
The campaign was later expanded with an additional cover and two-page spread. To create a fresh variation while maintaining continuity with the original concept, I transformed the daytime park scene into a nighttime environment, introducing new lighting, atmosphere, and visual details while preserving the overall design and composition.
Selected as a winner in the 2026 GDUSA InHouse Design Awards Showcase.
Music Festival
Inspired by the energy, aesthetic, and visual language of a music posters and festivals. Drawing from the bold graphics, vibrant imagery, and personality-driven design of festival promotions, I created an original RCN Capital interpretation of the concept.
Each advertisement was designed as a poster for a unique genre specific musical act, with each “act” representing one of RCN Capital’s loan programs or services.
The cover and two-page spread brought the individual advertisements together as one cohesive music festival experience. Each “act” was featured on its own stage using design elements from the previous ads. The result was a playful, high-energy series that transformed RCN Capital’s lending programs into the cohesive visual experience of a music festival.
Selected as a winner in the 2026 GDUSA InHouse Design Awards Showcase.
Vintage Travel
A series inspired by the painted, Art Deco aesthetic of vintage travel posters. Drawing from the bold typography, stylized illustrations, and nostalgic charm of classic destination posters, I created a series of original designs with an RCN Capital twist.
Each advertisement showcased a different RCN loan program, paired with a destination where the company has an office/employee. This allowed the campaign to give each ad its own unique visual identity within the larger series.
The magazine cover and two-page spread designed as a travel journal documenting a cross-country journey. The spread brought the individual advertisements together through a collection of Polaroid-style snapshots featuring imagery from each destination, along with illustrated stickers highlighting various RCN Capital remote employees.
Selected as a winner in the 2026 GDUSA InHouse Design Awards Showcase.
Children’s Books
For this series, I developed a nostalgic concept inspired by classic children’s books and beloved authors from our marketing team’s childhoods. Each advertisement reimagined a familiar literary world through a distinct visual style with a RCN twist,
Each ad featured a different book-inspired concept, with the story and characters creatively tied to one of RCN Capital’s loan programs, products, or services.
The cover brought the various book-inspired concepts together as part of a whimsical Little Free Library, while the spread was designed as an RCN Capital pop-up book highlighting the key benefits and advantages of working with the company.
One of the advertisements resulted in two final creative directions that were equally successful. Rather than choosing one over the other, we used the opportunity to test both concepts. When the series was rerun during the second half of the year, the alternate version was used as an A/B test.
Selected as a winner in the 2026 GDUSA InHouse Design Awards Showcase.
Board Games
I developed a campaign inspired by the nostalgia of classic board games. I reimagined familiar game concepts with an RCN Capital twist, using each one to creatively highlight a different loan program, product, or service.
Each monthly advertisement introduced a new game-inspired concept while maintaining a consistent visual identity across the series, which culminated in a magazine cover and two-page spread.
Selected as a winner in the 2026 GDUSA InHouse Design Awards Showcase.
Circus
Inspired by popularity of the movie The Greatest Showman, I developed a circus-inspired creative concept.
The idea was to create an original “RCN Circus,” where each act represented a different loan program or service offered.. Each advertisement introduced a new character and story while maintaining a consistent visual language across the campaign.
The individual ads were designed to work independently while building toward a larger narrative. The campaign culminated in a custom magazine cover and two-page spread, bringing together visual elements from the existing ads.
Selected as a winner in the 2026 GDUSA InHouse Design Awards Showcase.
