Re-branding the in-store shopping experience through strategic creative direction & execution

Partnered closely with leadership and marketing teams to elevate the in-store customer experience.

• Leading a cross-functional creative team
• Directing regional direct mail marketing
• Producing photoshoots
• Designing social media assets
• Developing in-store signage
• Creating outdoor advertising

Results
Rolled out a consistent brand experience across 57 locations over 14 months. Piloted the remodeled Pleasanton store as an innovation lab, testing destination concepts like "The Eatery" and "The Drinkery," along with video menu boards and recipe kiosks, all of which proved successful and informed future rollout decisions.

Redesigning the V2 board through collaborative creative direction with founders & marketing

• Directing board deck graphics and colorways
• Overseeing packaging design
• Producing product photography
• Designing launch marketing collateral (web, social, ads)
• Developing retail and point-of-sale presentation

Results
Delivered the full creative package, from deck graphics to launch marketing on a tight 3-month timeline, keeping the V2 launch on schedule.

Re-branding the mobile app and in-store shopping experience through strategic creative direction & execution

Collaborated with leadership and marketing teams to elevate the in-store customer experience for Save Mart. Assignments also included a stronger app rewards program and in-store experience.

• Leading the creative team
• Developing overall brand identity and guidelines
• Developing the mobile app reward and store map experience
• Directing weekly flyer creative
• Developing in-store signage
• Creating in-store promotions

Photo Art Direction

Led creative direction across a wide range of photoshoots spanning product, home, food, and lifestyle categories: including home and product photography for Macy's, home store campaigns for Special Events and Martha Stewart, and bicycle photoshoots for Raleigh, Diamondback, and Univega. For NatureBox, a food snack startup, took on full production and styling in addition to creative direction, shaping the food photography from concept through final shot. Resulting imagery was deployed across magazine, outdoor, digital, social, direct mail, and in-store signage.

Approach adapts to each assignment — adjusting between natural light and studio setups, and between styling directions, based on what best serves the brand and product. Skilled at working within time and resource budgets without compromising quality, and known for building the right team for each shoot — assembling photographers, stylists, and producers suited to the specific creative and logistical needs of the job.

Seasonal Magazine Campaigns

Strategic creative direction & execution for seasonal Martha Stewart product campaigns sold within Macy's.

• Leading the creative team
• Directing national magazine concepts & creative
• Directing national direct mail concepts & creative
• Producing outdoor advertising, including NYC subway takeovers
• Producing photoshoots
• Designing social media assets
• Developing in-store signage

Results
Continuing the repositioning of the brand through omnichannel campaigns, experiential activations, press tours, and product demonstrations designed to reconnect with customers through consumer insight. The relaunch became the highest revenue-generating collection at Macy's.

Strategic creative direction, brand guidelines & digital production

An early-stage startup app, this was my first startup assignment, taken on after moving from NYC to San Francisco, and it turned out to be a crash course in everything that comes with working at a lean, early-stage team: wearing multiple hats, moving fast, and learning to prototype and validate fast with minimal resources. Though Amplify didn't grow past the proof-of-concept stage, the experience shaped how I approach ambiguity and scrappy execution in creative work since.

• Developing a brand toolbox
• Designing UX

Typography & Lettering

A collection of custom typography and lettering work, some created for client assignments, some purely for the love of it. My career began as an illustrator collaborating with Disney, working on The Lion King and Pocahontas. Hand-lettering and type design have remained close to that root ever since. This is the direction I'm most excited to lean into more in future work, bringing an illustrator's eye to type as its own form of visual storytelling. Always excited to bring hand-lettering and custom type into future brand and editorial projects.

Strategic Creative Direction & Execution

Millennial Campaign

Seasonal campaigns targeting the millennial demographic, a then-emerging spending segment for Macy's home category.

• Leading the creative team
• Directing national direct mail creative
• Producing photoshoots
• Designing social media assets
• Developing in-store signage
• Creating outdoor advertising and NYC Subway takovers

Results
Captured a new, maturing customer base reaching peak spending power, requiring campaigns that spoke to them through both visual style and messaging tailored specifically to this generation.

Strategic Brand Repositioning with Creative Development & Execution

• Logo and brand postioning
• Trade show displays
• Bicycle graphics 
• Consumer & dealer catalogs
• Photoshoot production

Marketing & Branding
Strategic Creative Direction Digital, Mobile & Print

• Website design
• UX design
• Social media assets
• Lead creative marketing
• Magazine concepts & creative

 

Strategic Brand Repositioning with Creative Development & Execution

• Logo and brand postioning
• Trade show displays
• Bicycle graphics
• Web assets and development

Strategic Brand Positioning and Creative Development & Execution

• In-store signage & p.o.s. 
• Digital placement 
• Photoshoot production

Restaurant Launch with Strategic Brand Positioning 
& Creative 

• Development & execution
• Logo & brand positioning
• Digital assets
• Restaurant materials 
• Magazine advertising

Strategic Creative Development & Execution

• Digital assets
• National ad campaigns
• Photoshoot production 
• Consumer events advertising
• Direct mail invite creative
• Consumer registry catalog
• In-store signage & p.o.s.
• Style guide

Creative Development & Branding

• Brand refresh
• Concept development

Multi-Channel Alignment & Creative Strategic Brand Execution

• Digital assets
• Email campaigns
• Consumer catalogs
• Corporate catalogs
• Photoshoot production
• National ad campaigns

Strategic Positioning & Rebranding with Creative Direction & Execution

• National ad campaigns
• Consumer direct mail
• Product launch
• Photoshoot production
• Style guide