Esprit de She—The Spirit of Her Race Series is a women-only event series, offering 18 events nationwide including runs, cycle tours, duathlons and triathlons. Being a female athlete myself, I loved having the chance to work on this brand from it's very beginning. It was my goal to create a brand that was feminine but strong. One that would empower women to take on new challenges and celebrate in their accomplishments. The results were amazing. Nearly 10,000 women headed to the starting lines in the debut year, making the first year a success.

Creative Director: Mark Chapman
Art Director/Designer: Amanda Ward Calder
Copywriters: Brendan Loughrey, Andy Zetzman
Illustrator: Charis Tsevis
Agency: Life Time Athletic Events

Recognition: AIGA MN Design Show 2014

Eprinex is a pour-on dewormer used in the spring and fall on cattle. Proven to kill 99.9% of all parasites, Eprinex truly is Deadly Effective.

Creative Director: John Walker
Art Director: Amanda Ward Calder
Copywriter: Grant Parsons
Agency: broadhead

Dakota44 began when 44 family turkey farmers came together with a shared vision to blend tradition with innovation in the Dakotas. As a new brand coming to market, it was our goal to create a premium looking brand that proved turkey wasn’t just for Thanksgiving anymore.

Creative Director: Debbie Christensen
Art Director: Amanda Ward Calder, Alex Bausch
Copywriter: Betty Graca, Declan Desmond
Agency: broadhead

sWheat Scoop was the first all-natural cat litter on the market. Instead of using clay, like traditional litters, it uses wheat enzymes and starches to enhance clumping and make smelly pet odors virtually disappear.

Creative Director: Greg Wetzel
Art Director: Amanda Ward
Copywriter: Monique Thomas
Agency: broadhead

Just thinking about the legal system is enough to give people anxiety. It’s a complicated world. Whether you’re an individual or a big company, the law can seem like it’s designed to make life hard. Wagner, Falconer & Judd, Ltd believe it doesn’t have to be that way. Our goal was the show that while the questions one might have about the law may be complex, WFJ’s answers — and solutions — won’t be. They simplify the complex.

Creative Director: Debbie Christensen
Art Director: Amanda Ward Calder
Copywriter: Declan Desmond
Agency: broadhead

The California Strawberry Commission had two challenges: Create a fun and engaging brand around strawberries, and drive connections with the farmers who grow them and the consumer moms who make purchase decisions.

Creative Director: Debbie Christensen
Art Director: Amanda Ward Calder
Copywriter: Betsy Graca
Agency: broadhead

Bovikalc is an oral calcium supplement given to dairy cows after calving. As a leader in its category, it was our goal to position Bovikalc as a premium brand and educate dairy producers about the importance of supplementing their cow's calcium.

Creative Director: John Walker
Art Director: Amanda Ward Calder
Copywriter: Monique Thomas
Agency: broadhead

Baking bread from scratch is simple. The ingredients. Simple. The process. Simple. So why aren’t more people baking? Simple. Because they’re afraid. They’re overwhelmed by their ovens. They feel like there’s just no time. Scared and alone, they’re opting for the relative safety of pre-packaged, lifeless loaves.

Our goal was to change all that and to show them how simple it really is. To do so, we created a campaign that offered support and guidance in a warm, social, environment. No swearing Masterchefs. No intimidating celebrity bakers. Just real people coming together with a common purpose. To bake a loaf of bread from scratch. To Rise.

Creative Director: Dennis Ryan
Art Director/Designer: Amanda Ward Calder
Copywriter: Kris Growcott
Agency: OLSON

Young people want to feel alive. They want fun experiences, fun friends, and rewarding opportunities. A U.S. Maritime Academy education can give them that and so much more. Ready. Set. Adventure. taps into the exciting experiences real maritime students have had to inspire future students. It frames this opportunity as a thrilling call to action: seize this chance; do something bold.

Creative Director: Greg Wetzel
Art Director: Amanda Ward Calder
Copywriter: Monique Thomas
Agency: broadhead

As one of the top research universities in the nation, the University of Minnesota has always been Driven to Discover. This year's campaign set out to answer the question of "Why are we Driven to Discover?" highlighting the positive impact the UMN has on Minnesota's economy.

Following the lead of the UMN Brand campaign, the UMN Physicians campaign aimed to answer "Why chose UMN Physicians?" The campaign's goal was to highlight UMN Physicians' dedication to research and patient care.

Creative Director: Eric Luoma
Art Director/Designer: Amanda Ward Calder
Art Director: Bryan Michurski
Copywriter: Matt Burgess
Photographer: Jeff Johnson
Agency: OLSON

Recognition: Named "Best of All Higher Education Advertising" by The Wall Street Journal

With so many colleges and universities to choose from, why should a student choose to attend the University of Minnesota? Because it’s one opportunity that leads to 10,000 more. With its top-ranked academics, affordability, Twin Cities location and multitude of organizations— students will discover that opportunities for learning, exploration and adventure are around every corner.

Creative Director: Matt Burgess
Art Director/Designer: Amanda Ward Calder
Copywriter: Monique Thomas
Agency: OLSON

To help people understand the differences between the wide assortment of almonds, the Almond Board of California created an eLearning course. Throughout the course, users learned about the various almond varieties, forms, sizes, and common specifications for USDA grades and standards.

Creative Director: Pam Mariutto
Art Director: Amanda Ward Calder
Copywriter: Lauren Eggert
Agency: broadhead

Boehringer Ingelheim Vetmedica Inc.’s is a proud leader in equine health. Their singular focus on researching and developing products that improve horses’ lives has allowed them to bring more products to market than any other animal health company in the past ten years. To celebrate this, we created a campaign that illustrates how BIVI is Shaping the Future of equine health.

Creative Director: Greg Wetzel
Art Director: Amanda Ward Calder
Copywriter: Monique Thomas
Illustrator: Cate Parr
Agency: broadhead

Every year, Olson invites the moms of all their employees to a Mother's Day lunch where they are the guests of honor. What better way to honor your mom than by making her feel like a superhero!

Art Director/Designer: Amanda Ward Calder
Copywriter: Nick Rudie
Agency: OLSON

The Chicagoland Half Marathon Series allows runners the opportunity to challenge themselves over the course of the season by taking part in multiple races. Runners are invited to kick their season off with the Chicago Spring Half Marathon in May, and finish their season strong with the Chicago Half Marathon in September. Runners who accept the 26.2 Challenge are rewarded with a special series medal, custom race bib, and series awards. Those who want even more are invited to take on the 39.3 Challenge by also running the Michelob Ultra 13.1 Marathon Chicago.

Art Director/Designer: Amanda Ward Calder
Copywriter: Andy Zetzman
Photographer: Ali Engin
Agency: Life Time Athletic Events

Between the bright lights, fast cars and never-ending party you’ll find people who just want to be seen. Seen in certain clothing. Doing certain things. Achieving certain goals. Because Miami Famous is all about being seen doing what you love to do. Love to party? Party Miami Famous. Love to eat? Eat Miami Famous. Love to cross a marathon off of your bucket list? Run Miami Famous at the Miami Marathon.

Art Director/Designer: Amanda Ward Calder
Copywriter: Andy Zetzman
Agency: Life Time Athletic Events

To help my favorite little ones learn how to spell their names, I wrote and illustrated a book for each that tells the story of how their name was picked. Throughout the book, different animals of the jungle help select the letters of their names.

Designer/Copywriter: Amanda Ward Calder

purplehippobooks.com