Brand Overview

PGN Agency is an award-winning advertising and marketing agency based in Metro Detroit, known for its high-impact campaigns in both consumer and B2B markets. With a longstanding reputation for direct-response marketing and measurable results, PGN has carved a niche in the Harley-Davidson dealer network, delivering customized programs that speak to the unique lifestyle, culture, and buying mindset of the Harley rider.

To support outreach to new and prospective Harley-Davidson dealerships, PGN needed a quad-fold brochure that would instantly resonate with dealers and clearly communicate the agency’s expertise in the Harley space.

Creative Approach

1. Design Tone & Format

This piece was intentionally designed to feel bold, aggressive, and distinctly Harley, using a quad-fold format that unfolded like a story—building momentum as readers moved through each panel.

• The brochure utilized Harley-inspired colors (close variations of orange and black) to pay tribute to the brand without infringing on trademarked assets.
• The layout emphasized grit and motion, with angular cuts, dynamic spacing, and confident typography throughout.

2. Custom Illustrations & Footer Details

A standout feature of the piece was the inclusion of hand-drawn sketches of Harley-Davidson models, used as footer artwork on each panel.

• These subtle, fine-line renderings added craftsmanship and authenticity, nodding to the mechanical artistry of the bikes themselves.
• They grounded the layout and visually reinforced PGN’s deep respect for the brand’s heritage.

3. Message Flow & Dealer-Specific Positioning

The content was structured to speak directly to Harley dealers, starting with shared values and ending with performance results.

• Opening Panel: Set the tone with the declaration:

“Now... Let’s Talk Harley.”
This direct approach created immediate alignment with the dealer audience.

• Interior Panels: Detailed PGN’s 15+ year track record with Harley-Davidson dealers—including a feature on a long-time client whose 2005 marked their biggest sales year ever.
• Emphasis was placed on PGN’s deep understanding of:
  • The dealer process
  • The Harley rider mentality
  • The sacredness of the brand
• A highlighted quote summed it up best:

“A Harley isn’t just a motorcycle. It’s a brotherhood, an escape, a declaration of independence.”

4. Final Panel – Call to Action

The closing panel featured a message from PGN’s president—a lifelong rider—along with a confident CTA to “Let us create a program that’s guaranteed to increase your sales.”
Contact info and a bold closing statement reinforced the results-driven, no-nonsense tone of the agency.

Outcome

This quad-fold brochure gave PGN a powerful outreach tool that did more than promote services—it reflected a shared passion for the Harley-Davidson lifestyle and brand legacy.

• It resonated strongly with dealers because it spoke their language, acknowledged their customers, and offered real proof of performance.
• Visually, it captured the spirit of the open road while staying grounded in strategy and measurable results.

This project highlights my ability to craft brand-specific print collateral that balances storytelling, visual culture, and conversion-focused messaging—especially for industries where authenticity is everything.

Brand Overview

Calumet Harley-Davidson isn’t just a dealership—it’s a local hub for Harley riders and enthusiasts across the region. With a reputation for bold personality, passionate service, and deep community ties, Calumet needed a branded content piece that would feel like it came straight from the heart of the Harley culture. That vision became Blast, a monthly magazine that combined dealership news, sales events, lifestyle content, and featured bikes—all wrapped in a design that hit with the same energy as a revving engine.

Creative Approach

1. Cover Design & Feature Focus

The February issue of Blast kicked off the year with two key focal points:

• A hero feature on the return of the Softail Custom to the 2007 Harley-Davidson lineup
• A promotion for the After Inventory Sale, featuring special deals on gear, parts, and bikes

The cover was designed to capture attention fast, combining:

• A bold cover photo of the 2007 Softail Custom
• Grunge-inspired textures and Harley-esque typography
• Prominent placement of sale dates and event highlights to drive foot traffic

The visual tone was unapologetic, tough yet clean, built to resonate with riders looking for real value and raw power.

2. Layout & Content Design

Inside, the magazine served a dual purpose: celebrating Harley culture and moving inventory.

• Pages were structured to showcase after-inventory specials, including riding gear, parts, and pre-owned models
• Layouts blended lifestyle photography, custom product graphics, and dealer copywriting that reflected Calumet’s no-BS, rider-first tone
• Sections were modular, giving the dealership the flexibility to update or expand specific segments monthly (e.g. featured bikes, rider events, service specials)

I maintained a balance between sales-driven content and editorial storytelling, helping “Blast” feel more like a rider’s insider zine than a generic promo piece.

3. Dealership Voice & Community Connection

The magazine included a letter-style intro echoing Calumet’s casual, community-driven brand voice.

“2006 is a not too distant memory and 2007 beckons with possibility and opportunity... If you didn’t get permission to buy yourself that new Harley—good. You don’t need it.”

This tone ran throughout the magazine—relatable, rebellious, and 100% Harley—reinforcing the idea that riders don’t follow trends, they make them.

Outcome

The “Blast” magazine became a signature branded asset for Calumet Harley-Davidson—part dealership update, part cultural badge for the local riding community.

• It helped move post-inventory product, keeping energy high during the winter sales lull
• It strengthened customer loyalty by offering relevant, rider-driven content in a format that felt personal and authentic
• This project highlights my ability to design multi-page branded editorial materials, capture the voice of a subculture, and align visual storytelling with strategic dealership goals

Brand Overview

Frenchcrete is a full-service concrete and home improvement company with a legacy dating back to 1968. Known for their craftsmanship, competitive pricing, and customer-first values, they specialize in textured and stamped concrete solutions that transform everyday spaces into works of art. From walkways and patios to sunrooms, poolside surrounds, and driveways, Frenchcrete’s work enhances both the beauty and function of residential and commercial environments.

To support their business growth and introduce their Textured Concrete Services, Frenchcrete needed a refined, image-driven brochure that spoke to both the elegance and durability of their work.

Creative Approach

1. Format & Structure

I designed a 4-page brochure that was both elegant and practical, balancing visual storytelling with detailed service information.

• Cover: Featured ornamental graphics, clean layout, and a striking stamped concrete patio photo set in a beautiful yard.
• Inside spread: Divided into two primary sections—
  • One showcasing 7 top patterns in swatches (with clear, labeled visuals)
  • The other featuring 4 core applications—driveways, patios, walkways, and poolside—each accompanied by a photo example
• Back cover: Reinforced the company’s reputation with a welcome message, contact info, and a gentle invitation to explore Frenchcrete’s additional services like roofing, windows, additions, and decks.

2. Visual Design & Color Strategy

• The brand color—deep red—was used strategically throughout the layout to anchor key content areas and provide warmth.
• I curated imagery that naturally complemented the red tones, selecting photos with rich earth, brick, and clay hues to enhance the brochure’s overall harmony.
• Decorative flourishes and subtle line work added a touch of sophistication while keeping the focus on the concrete artistry.

3. Typography & Hierarchy

• I used a combination of modern serif and clean sans-serif typefaces to balance professionalism with approachability.
• Content was carefully structured into bite-sized sections, allowing homeowners to easily browse patterns, services, and value propositions without feeling overwhelmed.

Outcome

The final brochure provided Frenchcrete with a versatile and visually refined marketing tool that communicates both their technical capabilities and design sensibility.

• It gave potential clients a clear overview of what textured concrete can do for their homes, while highlighting Frenchcrete’s experience, reliability, and commitment to quality.
• The swatch section made it easy for clients to envision design choices, while the lifestyle photography provided emotional appeal.

This project demonstrates my ability to create print collateral that merges visual elegance with practical clarity, reflecting both craftsmanship and customer confidence—perfectly suited for a brand with Frenchcrete’s heritage.

Brand Overview

Aeglea Biotherapeutics is a biotechnology company focused on developing enzyme-based therapies for rare metabolic diseases, including Arginase 1 Deficiency (ARG1-D). As part of their commitment to global collaboration and research advancement, Aeglea hosts and supports meetings for the International Arginase Deficiency Working Group (IADWG)—a collective of medical professionals and researchers dedicated to improving outcomes for those affected by this ultra-rare condition.

Creative Approach

1. Banner Purpose & Messaging

To welcome attendees to the IADWG Meeting in Rio de Janeiro, I was tasked with designing a large-format banner to greet international guests upon arrival at the venue.

• The banner needed to be warm, inclusive, and professional, while maintaining visual alignment with Aeglea’s brand.
• The headline read:

“Welcome International Arginase Deficiency Working Group Members”

• Subtext featured the meeting registration date and location, clearly displayed for orientation and event consistency.

2. Visual Direction

The design centered around a hero image of a sunset over Rio de Janeiro, selected to:

• Evoke a sense of arrival and natural beauty
• Create an inviting and memorable first impression
• Ground the event in its stunning host city while subtly conveying optimism and global unity

The image was carefully color-balanced to bring out the warmth of the sunset while ensuring text visibility and contrast over the background.

3. Brand Consistency & Clarity

• I incorporated Aeglea’s logo, color accents, and typography, preserving brand integrity across large-scale applications.
• The layout prioritized legibility from a distance, with clean spacing and hierarchy appropriate for a physical banner viewed in a busy environment.

Outcome

The banner successfully set the tone for a globally-minded, mission-driven scientific meeting, helping attendees feel welcomed and grounded from the moment they arrived.

• It reflected Aeglea’s dedication to international collaboration and its role as a leader in rare disease research.
• This project demonstrates my ability to create large-format designs that are visually impactful, brand-aligned, and event-specific.

Brand Overview

PGN is a bold, results-driven advertising agency known for creating campaigns that demand attention and drive action. Their message is simple and direct: Safe advertising doesn’t cut it. With a strong emphasis on real-world impact and fearless creative, PGN needed a promotional postcard that would showcase client success stories while reinforcing the agency’s own unique personality and effectiveness.

Creative Approach

1. Concept & Headline

The card’s headline set the tone immediately:

“We Know What Your Favorite Color Is.”

This intriguing line pulled readers in—followed by a brand message that flipped the script on conventional marketing:

You need to get bold. Safe advertising and marketing don’t cut it. You Need PGN. We create advertising and marketing that “grab” your customers, encouraging them to take ACTION.

This wasn’t just a promo—it was a challenge to business owners: if your advertising isn’t bold, you’re not doing it right.

2. Format & Design

• The postcard was small and pocket-sized, making it tactile, memorable, and easy to share.
• Visuals were bold and modern, with energetic type treatments and confident use of color, echoing PGN’s fearless tone.
• A mix of textural backgrounds, strong contrast, and modular content blocks kept the design clean but dynamic.
• The layout was built for both physical print and digital distribution, ensuring clarity across mediums.

3. Real-World Results Section

To reinforce PGN’s promise of results over fluff, the postcard included mini case studies on the back side—real projects, measurable outcomes:

🟡 Farmington Hills Economic Development

The Problem: Attracting new business owners to Farmington Hills
PGN’s Solution: A pocket-sized promotional postcard that highlighted the benefits of setting up shop in the area.

Strategic message. Big-city appeal in a small, carryable format.

🟠 Motor City Harley-Davidson®

The Problem: Increasing new and repeat sales of Harley-Davidson bikes, services, and gear
PGN’s Solution: A bold, on-brand sales brochure designed for hand-outs and mailing.

Result: Sales increased by 5%.

🔴 Jet’s Pizza – Birmingham, MI

The Problem: Increasing sales at a single Jet’s Pizza location
PGN’s Solution: A jumbo postcard featuring the new manager, personal messaging, and strong coupon offers.

“The postcard response was great—it exceeded our expectations.”
—Dan Weaver, Owner & Operator
Result: Sales up 18%.

Outcome

This postcard positioned PGN as a creative force that gets results—by blending attitude, clarity, and proof of performance into one bold piece of collateral.

• It reinforced the brand’s fearless voice while offering concrete ROI examples.
• Compact in format but strong in message, it proved that even a small piece of mail can make a loud statement.

This project reflects my ability to design tactile, conversion-driven print assets, structure short-form storytelling, and match visual energy to brand voice with precision.

Brand Overview

Boswell’s Harley-Davidson is a powerhouse dealership with deep roots in the riding community—offering everything from high-performance upgrades to trusted service. Known for its unapologetic, no-nonsense tone, Boswell’s needed a magazine-style mailer that would land in mailboxes with the same impact as one of their roaring bikes.

This piece was designed for their Holiday Service and Performance Specials, targeting existing and potential customers with a bold, high-octane layout that put savings and horsepower front and center.

Creative Approach

1. Concept & Layout Strategy

The mailer was designed as a mini-magazine experience, grabbing attention the moment it hit the doorstep.

• The visual theme was built around big, bold, overlapping images, using an intentionally chaotic but controlled grid to reflect Harley’s rugged spirit.
• Headlines were styled in thick, heavy-stroked typefaces with sharp edges and all-caps, creating a voice that shouted just like the bikes themselves.
• The tone: in your face, confident, and rider-focused—with offers that practically demanded action.

2. Key Campaign Messaging

At the heart of the mailer was a bold headline that defined the energy of the piece:

“Feast on the Savings during Boswell’s Holiday Service and Performance Specials!”

Supporting highlights were styled with aggressive callouts, featuring:

• “Save BIG on Genuine Harley-Davidson® Upgrades!”
• “Add Torque and Horsepower to Your Ride—Let Boswell’s Pros Do the Work”
• A value stack of bold offers:
  • MSRP Pricing
  • 0% Interest for 90 Days
  • 0 Payments for 120 Days
  • 0 Down Payment

A large call-to-action prompted readers to visit or call for full details, reinforcing urgency and trust with the message that Boswell’s backs all service with a one-year unlimited mileage warranty.

3. Visual Treatment & Brand Consistency

The layout embraced Boswell’s loud, fearless visual identity:

• Full-bleed photos of Harley models and performance upgrades
• Textures, overlays, and shadows to give the page a gritty, lived-in look
• Layered elements and angled placements to simulate movement and unpredictability—true to the Harley lifestyle

The design stayed consistent with Boswell’s branding while pushing the envelope for seasonal marketing impact.

Outcome

The mailer landed exactly as intended: bold, high-impact, and impossible to ignore.

• It energized Harley fans with a strong call to upgrade, ride harder, and save big during the holiday push.
• By pairing attention-grabbing visuals with clear value propositions, the piece drove in-store visits, phone inquiries, and winter service bookings.
• This project showcases my ability to combine print marketing, aggressive promotional strategy, and bold layout design into one cohesive, high-performance campaign.

Brand Overview

Kim Price Realty is a seasoned commercial real estate brokerage based in Orange County, California, with over 20 years of experience navigating one of the nation’s most competitive markets. Specializing in retail, industrial, office, and unique-use spaces, the brand offers expert guidance tailored to the needs of local businesses and property owners. To reflect Kim’s trusted presence and high-level service, I designed a business card and promotional flyer that balanced sophistication with accessibility—delivered with premium print finishes that make a lasting impression.

Creative Approach

1. Business Card Design

The business card was created to serve as both a personal connection point and a professional brand touchstone—sleek, modern, and immediately memorable.

• The double-sided layout featured a full photo of Kim Price on one side to reinforce her personal brand, and her contact information and QR code on the other for fast digital access to her website.
• Set on a matte black background, the typography and layout were kept clean and legible, designed to feel modern and polished without excess.
• The cards were printed on thick, velvety soft-touch stock, creating a luxurious tactile feel that stood out in the hand and left a premium impression.

2. Flyer Design – Lease Promotion

The flyer was created to support a current commercial lease listing, while reinforcing Kim’s overall brand story and market expertise.

• The top section introduced Kim’s mission with the headline:

“Your Commercial Real Estate Partner in Orange County”

• Supporting body copy highlighted her two decades of local expertise and the range of commercial property types she represents.
• The flyer’s main feature section presented property details and selling points with clear structure—ideal for scanning at a glance.
• The bottom section included a call to action prompting viewers to fill out an inquiry form or scan the QR code to learn more.
• The flyer echoed the card’s aesthetic with a matte black base, refined gold and white accents, and clean layout to maintain brand continuity.
• Like the business card, the flyer was printed on heavy, soft-touch matte stock for a luxurious, high-end finish that reflected the caliber of Kim’s services.

Outcome

The printed materials effectively elevated Kim Price Realty’s brand presence, striking a balance between professionalism, personal touch, and market authority.

• The tactile quality of the print reinforced the brand’s high-end positioning.
• The flyer and card worked in tandem to generate interest, build trust, and guide leads toward listings and consultation.
• This project highlights my ability to design and produce cohesive brand materials, manage visual hierarchy in print, and bridge strategy, aesthetics, and tactile experience in real-world marketing tools.

Brand Overview

Series M Theaters by VFX offers high-end, in-home cinematic experiences—bringing the magic of the movies into the comfort of a private residence. As a luxury product line, Series M focuses on turning home theaters into prestige showpieces, combining cutting-edge technology with immersive design. The goal of this project was to promote Series M’s premium offerings through printed marketing materials that would immediately communicate cinematic quality, lifestyle appeal, and exclusivity.

Creative Approach

1. Visual Concept & Art Direction

The campaign’s visual direction was rooted in evoking the feeling of a true theater-going experience, while signaling the luxury and accessibility of bringing that experience home.

• A rich red curtain graphic served as the background across all materials, immediately tying the viewer’s mind to the ambiance of a real movie theater.
• The curtain created visual drama and warmth, setting the tone for a premium, cinematic environment.
• Prominent gold elements were used throughout, both for the film reel and movie ticket illustrations, enhancing the materials with a sense of prestige and exclusivity.

2. Door Hanger Designs

I developed two distinct door hanger variations, each using a different focal point to highlight the cinema-at-home concept:

• Version 1: Featured a gold film reel as the hero graphic, symbolizing timeless movie magic and high production value.
• Version 2: Showcased a gold movie pass ticket, playing into exclusivity and the personalized, invitation-only nature of luxury home theaters.

Both door hangers included:

• A hero image of a family enjoying a movie night, showcasing the lifestyle benefits and emotional appeal of owning a home theater.
• Bold but elegant typography to balance headline impact with brand sophistication.
• A call-to-action encouraging homeowners to take the next step in making their dream theater a reality.

3. Yard Sign Design

The yard sign echoed the visual language of the door hangers for campaign consistency. It prominently featured the headline:

“Your Cinematic Experience Awaits.”

• The design was bold enough to be readable from a distance, with a clean layout that allowed the red curtain, gold accents, and key messaging to stand out.
• The composition centered around aspirational lifestyle marketing—showing not just what the product is, but what it feels like to live with it.

4. Production & Print Considerations

All layouts were designed with print production in mind, using:

• CMYK-safe gold tones that retained richness without metallic ink
• High-contrast layering to ensure clarity between background and foreground
• Proper bleed, trim, and safe zones for flawless edge-to-edge printing

Outcome

This suite of printed materials successfully communicated the luxury, comfort, and emotional pull of the Series M home theater experience. The combination of cinematic motifs, premium visual styling, and lifestyle-driven messaging made the door hangers and yard sign effective tools for lead generation and brand presence in local markets.

This project highlights my ability to art direct for print, build campaigns across formats, and create visually cohesive experiences that sell both product and lifestyle.

Brand Overview

Graybug Vision is a clinical-stage biopharmaceutical company focused on developing transformative therapies for diseases of the retina and optic nerve. Known for its precision in ocular drug delivery and targeted treatment innovation, Graybug Vision bridges science and patient care through advanced research and technology. For two major professional events, the company needed clean, visually compelling posters that reflected their scientific expertise and brand sophistication.

Creative Approach

1. Project Scope

Design two professional event posters that communicate critical details while visually reinforcing Graybug Vision’s mission in eye health innovation.

• Poster 1: CRA Training
• Poster 2: Clinical Investigator Meeting
  Both pieces were created to align with brand guidelines while addressing distinct event audiences.

2. Poster 1 – CRA Training

This design centered around a high-resolution close-up image of a human eye, selected for its symbolic and visual depth.

• The intricate iris detail communicates Graybug’s commitment to precision and targeted therapies for complex retinal conditions.
• The photo was color-graded to align with Graybug’s brand palette, and served as a striking visual anchor.
• Event information—including date, location, and registration details—was presented in a clean, corporate format beneath the imagery, reinforcing clarity and professionalism.

3. Poster 2 – Clinical Investigator Meeting

The second poster employed a modern, abstract design to complement the technical nature of the event while remaining brand-aligned.

• The layout featured the Graybug Vision logo prominently, supported by geometric design elements in brand colors (deep blue, light gray, and clinical green hues).
• Abstract forms created a sense of structure and depth, subtly referencing retinal pathways and scientific systems.
• The typographic structure emphasized hierarchy and readability, helping attendees quickly identify key information about the meeting.

4. Outcome

Both posters successfully balanced visual storytelling and corporate clarity, adhering to Graybug Vision’s brand while elevating the presence of their events.
These designs demonstrate expertise in:

• Photo retouching and enhancement
• Professional event layout composition
• Typographic balance and brand integration

The result was a cohesive set of materials ready for both print and digital distribution, strengthening Graybug Vision’s position as a leader in ocular innovation.

Brand Overview

Horizon Brands builds and scales innovative consumer product companies that enhance everyday life. Their portfolio includes high-performance lifestyle and automotive products designed with precision, innovation, and modern aesthetics. As part of their partnership with Formula Drift racer Vaughn Gittin Jr., Horizon Brands launched a poster campaign to promote their TYPE S Underglow LED Lighting at a national motorsport event—blending high-octane excitement with product visibility.

Creative Approach

1. Concept & Purpose

The goal of this poster was to capture the bold energy of Formula Drift culture while showcasing the TYPE S product in a real-world, high-performance setting. The poster was designed for live event distribution, serving both as a collectible for fans and a visually striking brand showcase for TYPE S underglow LED technology.

2. Visual Execution

The layout features Formula Drift champion Vaughn Gittin Jr., dramatically lit and staged to highlight the vibrant TYPE S LED underglow on his vehicle.

• The pose, lighting, and composition were carefully selected and retouched to draw focus to the product without overpowering the athlete.
• A high-contrast treatment gives the poster a cinematic, aggressive feel, consistent with motorsports branding.

3. Typography & Composition

The poster showcases strong typographic hierarchy, emphasizing Vaughn’s name, the TYPE S logo, and key messaging.

• Bold, condensed fonts were used to mimic the raw speed and control of drifting.
• Text placement and balance were managed to maintain clear visual flow from brand to product to athlete.

4. Asset Integration & Branding

After reviewing the Horizon Brands style guide, I curated and retouched existing photography, adjusted lighting and color to align with brand standards, and seamlessly integrated all required logos and brand elements.

• Care was taken to preserve consistency across visual tone, layout margins, and brand-approved color applications.

5. Outcome

The final poster delivered a visually bold, brand-compliant piece that captured the energy of Formula Drift and celebrated the TYPE S product line. The piece highlighted my skills in Photoshop retouching, layout design, and typographic composition, and was well received both by fans and brand stakeholders at the event.

Brand Overview

Genesis Motors is the luxury automotive division of Hyundai, known for combining premium craftsmanship, bold design, and next-generation technology. As the brand expanded its lineup and presence in the U.S., dealer websites such as Genesis of West Houston and others needed high-impact hero images to promote new models, build excitement around upcoming arrivals, and guide prospective buyers toward inventory and reservations.

These assets played a key role in translating national brand messaging into local, sales-driven experiences that still felt elevated and on-brand.

Creative Approach

1. Hero Image Production & Model-Specific Messaging

I created a series of hero images designed to feature prominently at the top of Genesis dealer websites. Each hero focused on a specific model or seasonal initiative, combining luxury visuals with concise, conversion-focused messaging.

Featured Vehicles Included:

• The All-New Genesis G80 / G90 / GV70
• Genesis GV80 (the brand’s first-ever SUV)
• Full seasonal lineup featuring sedans and SUVs side by side

Each asset was carefully composed to include:

• A bold headline such as “The All-New [Year] Genesis G80”
• A subheadline that highlighted a key feature or value proposition (e.g. “Now with Available AWD and a 14.5” Display”)
• A clear call to action, such as “Reserve Yours Before It Arrives” or “View Inventory”

2. Visual Composition & Image Curation

The design process began with reviewing official Genesis brand photography, selecting imagery that best showcased each model’s design language and complemented the hero’s layout requirements. For the GV80 launch in particular, I emphasized:

• A clean, dramatic layout to mirror the vehicle’s sculpted design
• Cinematic lighting that evoked a sense of arrival and presence
• Positioning that allowed for clear copy overlays without compromising visual balance

For the full-lineup seasonal image, I arranged a progression of Genesis vehicles from sedan to SUV, showcasing the breadth of the brand while maintaining uniform lighting and consistency in visual depth.

3. Copywriting & Brand Voice Adaptation

I wrote and refined short-form promotional copy that stayed true to the Genesis voice—refined, aspirational, yet accessible.

• The tone balanced product excitement with luxury restraint
• Every word was designed to convert interest into action while still maintaining brand dignity

Each CTA was strategically placed to align with user reading flow, and optimized for visibility across both desktop and mobile layouts.

4. Dealer Customization

While the assets aligned with Genesis’ national branding, each hero was adapted to the individual dealer’s needs, with flexible overlays that allowed for:

• Localized vehicle availability
• Dealer-specific promotions
• Real-time inventory CTAs like “Now Arriving at Genesis of West Houston”

Outcome

These hero images played a key role in bridging brand storytelling with dealer-level performance marketing. They helped:

• Build momentum for new model releases, especially the GV80
• Drive early reservations and inventory exploration for dealerships
• Position Genesis as a forward-thinking luxury brand, even at the dealership website level

This project showcases my strength in creative direction, layout design, automotive brand alignment, and high-impact promotional messaging—all while working within strict visual guidelines and performance goals.

Creative Approach

1. Strategic Banner Redesign

Rather than using traditional banner formats cluttered with overlapping elements, I proposed a refined visual hierarchy that emphasized clarity, focus, and brand prestige.

Each banner was structured to guide the user’s eye top-to-bottom in a deliberate sequence of importance:

1. Genesis Logo – Prominently placed at the top to immediately establish brand recognition and elevate trust
2. Hero Vehicle Image – A bold, unobstructed shot of the G70, given generous space to breathe and make visual impact
3. Offer Messaging – Clear, concise, and aligned with the campaign type (e.g., “Year-End Event,” “Genesis Cares,” “Exclusive Offer”)
4. Call to Action – Rather than a typical round button, the CTA was designed as a sleek horizontal bar that spanned the width of the banner’s base, subtly evoking digital luxury and confidence

2. Consistency Across Campaigns

Though each campaign had unique messaging, all banners were unified by this shared design language, which:

• Reinforced Genesis’s premium tone
• Allowed the vehicle to remain the visual centerpiece
• Echoed the layout and typography structure seen in Genesis’s larger digital and print campaigns

The G70 model name was also featured prominently and consistently—reflecting how Genesis integrates vehicle identity across its branding ecosystem.

3. UX Consideration & Platform Fit

• Designed in multiple IAB standard sizes (leaderboard, MPU, skyscraper, etc.)
• Optimized for high-resolution display with clean compression and fast load times
• All elements were carefully placed to minimize distraction and maximize elegance, ensuring compatibility with both static and animated versions

Outcome

The redesigned banners delivered a modern, brand-aligned advertising system that emphasized impactful visuals and hierarchy over clutter.

• Genesis benefited from a premium ad presentation that stood out within crowded digital ad spaces
• The banners drove increased engagement while reinforcing the brand’s positioning as refined, innovative, and design-forward
• This project demonstrates my strength in visual hierarchy, UX-informed layout strategy, and translating brand principles into high-performing digital assets

Branding Overview

To create visually striking, on-brand banner ads that align with the premium positioning of the Genesis brand while driving engagement and click-throughs during a high-impact promotional period.

Strategy Components

1. Brand Positioning

Genesis positions itself as a modern luxury alternative—offering world-class design, technology, and service without compromise. The Signature Event supports this positioning by pairing premium aesthetics with compelling purchase incentives, designed to appeal to discerning buyers seeking performance and prestige.

2. Visual Identity & Messaging

The campaign’s visual language emphasized elegance, minimalism, and clarity. Banner ads featured:

• High-resolution imagery of flagship models (e.g., G80, GV70)
• Polished typography consistent with Genesis brand guidelines
• Strong CTAs such as “Explore Offers” or “Limited-Time Event”
  Messaging balanced urgency with luxury, ensuring the tone stayed aspirational rather than overly promotional.

3. UX & Digital Design Strategy

• Responsive and Scalable Layouts: Banners were designed in multiple sizes to perform across programmatic, social, and dealership ad placements.
• Subtle Animation: Where applicable, motion was used to draw attention without compromising load speed or visual integrity.
• Brand Integrity: Every element—from type to spacing—was crafted to mirror the Genesis brand’s design standards and create a seamless cross-platform experience.

4. Performance Optimization

• A large number of asset versions were optimized for file size and platform requirements (HTML5, JPG, GIF) through a sophisticated automation workflow (see video below).
• A modular design system allowed rapid creation of localized variations while maintaining consistency.
• CTAs and focal points were placed strategically for high visibility and conversion.

Result

The banners reinforced Genesis’s premium image while supporting traffic and conversion goals across digital media buys, dealership sites, and remarketing channels.

Brand Overview

Hyundai is a global automotive brand known for its innovation, advanced safety features, and sleek modern design. For a social media campaign centered on the Hyundai Elantra, the goal was to create a set of engaging, visually striking social cards tailored for Instagram and other platforms, each spotlighting a key vehicle feature. These cards were crafted to align with Hyundai’s bold visual identity while delivering bite-sized, tech-focused content that educates and excites potential drivers.

Creative Approach

1. Clari-Fi™ Music Restoration Technology Card

This card highlighted the Clari-Fi™ audio system, which restores depth and clarity to compressed digital music files.

• The visual concept featured a soundwave motif expanding outward from the Elantra’s interior speaker system, symbolizing immersive, high-fidelity sound.
• The layout paired clean typography with a layered, tech-inspired background, reinforcing the advanced audio engineering behind the feature.
• Subtle gradients and motion-inspired design elements conveyed energy, aligning with the emotional impact of music behind the wheel.

2. Blind Spot Detection + Rear Cross-Traffic Alert Cards (Two Variations)

These two cards each focused on Hyundai’s driver-assist technologies, with different graphic treatments to appeal across varied scroll behaviors and content formats:

Card A – Top-Down Illustration Style

• A bird’s-eye view of the Elantra on a multilane road illustrated blind spot zones and the detection system in action.
• Animated-style motion lines and directional arrows showed where and how alerts are triggered, making the feature visually intuitive.
• The Elantra was highlighted in a vivid color to draw focus amidst a minimal environment.

Card B – Close-Up Rear Perspective

• A dynamic rear-quarter view of the vehicle emphasized the rear cross-traffic alert system.
• Nearby approaching vehicles were shown with glowing alert zones, visually communicating the vehicle’s situational awareness.
• Crisp UI-inspired overlays and icons reinforced Hyundai’s smart tech capabilities in a clean, digestible format.

3. Lane Change Assist Card

This card focused on Lane Change Assist, a feature that extends blind spot detection when merging or changing lanes.

• The visual used stylized lane lines and motion blur effects to convey speed, precision, and safety in one glance.
• Directional indicators and a highlighted side mirror subtly emphasized where the technology is active.
• The tone was confident and composed, mirroring Hyundai’s brand voice.

Outcome

These social cards successfully translated technical vehicle features into compelling, user-friendly visuals.

• Each card adhered to Hyundai’s brand guidelines while introducing creative variation in layout, illustration style, and motion cues.
• Designed for high performance on Instagram, Facebook, and other mobile-first platforms, the cards contributed to increased feature awareness and engagement among Hyundai’s digital audience.

Brand Overview

Good Look Apparel is a custom footwear brand that designs one-of-a-kind boots for men and women—transforming fashion staples into bold statements of personal style. The brand brings an artistic lens to product development, merging original surface design with high-quality materials to create boots that are both wearable and collectible. Each design draws from a unique visual world, allowing customers to express individuality through form, pattern, and story.

Creative Approach

1. Product Sourcing & Surface Design

At the core of this project was the creation of custom-printed boot designs, developed from the ground up to reflect artistic themes and cultural influences.

• I was responsible for sourcing the base boots, evaluating style, construction, and material compatibility with digital printing processes.
• Each boot design began with a creative concept, which I translated into original surface artwork tailored for precise application to curved, wearable forms.
• Designs ranged from bold graphic patterns to more textured, illustrative motifs—each intended to stand out in both everyday wear and editorial settings.
• Special care was taken to adapt each design to the boot’s structure, ensuring visual flow across seams, heels, and shafts.

This wasn’t just art placement—it was a custom product creation process that balanced creative expression with material constraints and manufacturing feasibility.

2. Product Visualization

To bring the designs to life pre-production, I created a series of high-impact digital composites showing the boots in contextual environments that echoed their artistic roots—urban, abstract, historical, or cultural.

• These composites allowed the brand to showcase each design with a narrative lens, turning each product into part of a larger story.
• I used advanced retouching and compositing techniques in Photoshop to match lighting, texture, and material realism, presenting the boots as both tangible and aspirational.

3. Packaging System Design

With a product this expressive, the packaging needed to feel equally thoughtful.

• I designed a cohesive packaging system that extended each boot’s story into the physical unboxing experience.
• Boxes, tissue paper, and inserts were customized with design elements derived directly from the surface artwork—making every delivery feel intentional and immersive.
• The result was a packaging experience that reinforced the artistic value of the product and aligned with the brand’s identity as both a fashion label and design house.

Outcome

This project unified product sourcing, surface design, brand storytelling, and packaging into a cohesive creative system.

• The boots themselves stood out in a crowded marketplace for their originality, craftsmanship, and art-first aesthetic.
• Visual storytelling through composites and packaging gave customers a deeper connection to the product—and to the brand’s values.
• The work showcases my ability to develop products from concept through design and visual presentation, demonstrating strength in creative direction, product development, and brand expression.

Brand Overview

Hyundai is a global automotive brand known for its sleek design, innovative technology, and refined approach to value. Each year, Hyundai launches a high-visibility holiday campaign—formerly the Hyundai Holidays Sales Event, now known as the Hyundai Getaway Sales Event—to promote special seasonal offers across its vehicle lineup. For this campaign, Hyundai aimed to highlight the Hyundai Sonata through a website experience that felt festive, premium, and on-brand.

Creative Approach

1. Animated Header Design

To support the campaign, I designed and animated a hero section for the Hyundai website, balancing brand visibility with seasonal ambiance.

• The layout featured the Hyundai Holidays logo on the left and the Hyundai Sonata on the right, establishing a clear visual hierarchy and product focus.
• The composition was optimized for clarity and elegance, keeping the layout responsive and adaptable across screen sizes and resolutions.

2. Motion Design & Atmosphere

The animation centered around a soft, subtle bokeh effect—a seasonal nod without overwhelming the interface.

• The background featured gently animated bokeh lights in soft whites and cool blues, creating a sense of winter lightness and holiday calm.
• The motion was designed to be minimal and fluid, contributing to a polished experience while staying light on performance.
• The animation helped set an elevated seasonal tone that stood apart from typical retail-style holiday graphics.

3. Brand Alignment

Every visual and motion element was built to adhere closely to Hyundai’s brand and campaign guidelines, focusing on:

• A refined, modern aesthetic
• Clean layout structure that integrated seamlessly with Hyundai’s broader website system
• Subtlety and precision—keeping the focus on the Sonata and the campaign message

Outcome

The animated header contributed a visually immersive and brand-consistent experience to one of Hyundai’s key seasonal campaigns. It brought motion, balance, and atmosphere to the Hyundai Holidays event while reinforcing the vehicle’s appeal. This project reflects my ability to blend motion design, layout composition, and brand sensitivity into a cohesive digital asset for large-scale promotional use.

Brand Overview

USA.gov is the official web portal of the United States government, designed to help citizens easily access accurate, up-to-date government information and services. This campaign aimed to increase awareness of how simple and reliable it is to find trusted federal resources—whether you're researching benefits, policies, or official forms. The banner ads highlighted ease-of-use and credibility through clean, interactive design and subtle animation.

Strategy Components

1. Objective

To design and animate a series of digital banner ads that educate users about the simplicity and reliability of using USA.gov to search for official government information, while reinforcing trust and approachability.

2. Campaign Execution

A. Magnifying Glass Animation Banner

• Visual Concept: A clean, minimal banner with the USA.gov logo as the focal point.
• Animation: A magnifying glass moved slowly and intentionally across the logo—visually reinforcing the idea of discovery, clarity, and search.
• Tone: Calm, professional, and trustworthy—aligned with the government’s visual identity.
• CTA: “Find the latest official information at USA.gov” encouraged direct interaction and exploration.

B. Interactive Search Field Banner

• Visual Concept: Modeled after the familiar Google-style search field, this banner allowed users to type in queries and see sample auto-populated results sourced from official government records.
• Interactivity: Mimicked real search behavior, pulling in dynamic examples like “unemployment benefits,” “passport renewal,” and “federal student aid.”
• Design Goal: To demonstrate how intuitive and user-friendly USA.gov’s search functionality is—removing the intimidation sometimes associated with government websites.

3. Outcome

Both banners effectively communicated ease of access and authority, positioning USA.gov as a go-to tool for reliable government information. The magnifying glass animation created a calm sense of clarity, while the interactive search field banner demonstrated real-world utility—helping shift perceptions of government sites from complex to approachable.

Brand Overview

USAA (United Services Automobile Association) is a financial services provider dedicated to serving military members and their families. Known for its integrity, value, and customer-first approach, USAA offers banking, insurance, and investment products tailored to the unique needs of those who serve. These banner ad campaigns aimed to raise awareness and drive conversions across three core offerings: free checking accounts, investment opportunities, and auto insurance—each highlighting trust, convenience, and long-term value.

Strategy Components

1. Objective

To design and animate a series of interactive, high-impact banner ads that clearly communicate USAA’s key benefits, attract user attention, and encourage clicks and sign-ups across banking, insurance, and investment verticals.

2. Campaign Execution

A. USAA Free Checking Account

• Messaging: “No Monthly Fees. No Minimum Balance. Free ATM Use. Free Web Bill Pay.”
• Visual Direction: Bright, simplified UI-style visuals reinforced the digital-first, hassle-free nature of the account.
• Animation: Features appeared one by one in a clean, confident rhythm—building up a sense of value and momentum.
• Interactive Elements: Hover states and expandable panels allowed users to explore benefits before clicking through.

B. USAA Investments

• Messaging: Focused on potential gains and long-term financial growth, framed around trust and stability.
• Visual Direction: Subtle data visualizations and upward graph animations helped convey potential financial growth without overwhelming the user.
• Tone: Professional, calm, and goal-oriented—instilling confidence in future planning.
• Interactive Features: Tool-tip style animations encouraged users to explore scenarios or benefits based on their investment interests.

C. USAA Auto Insurance

• Messaging: Centered on value, coverage, and military-focused benefits.
• Visual Direction: Eye-catching motion graphics of vehicles, safe driving icons, and simplified claims processes.
• Animation: Seamless transitions highlighted ease of switching and getting a quote.
• CTA Focus: “Get a Free Quote” and “See Your Savings” drove strong engagement.

3. Outcome

The campaign’s mix of animation, interactivity, and clear messaging helped effectively communicate USAA’s value across multiple products. Each banner was tailored in tone and pacing to fit its subject matter while maintaining a consistent brand voice. The work supported increased awareness and conversions across targeted audiences, reinforcing USAA’s reputation for reliable, member-focused financial solutions.

Brand Overview

OnStar, a subsidiary of General Motors, is a trusted leader in connected vehicle safety and communication services. Their Automatic Crash Response feature is designed to alert emergency personnel in the event of a collision—even if the driver can’t call for help. This campaign focused on highlighting OnStar’s life-saving capabilities and its close coordination with public safety responders to deliver timely, GPS-enabled assistance.

Strategy Components

1. Objective

To create emotionally resonant and visually impactful animated banner ads that raise awareness about OnStar’s Automatic Crash Response service, emphasizing its critical role in emergencies and its partnership with first responders.

2. Creative Execution

I designed two distinct animated banners to dramatize the urgency and effectiveness of OnStar’s emergency support:

• Cracked Screen Banner: Featured a sudden, sharp screen crack animation symbolizing a vehicle impact—immediately capturing attention and conveying the seriousness of a crash. This visual metaphor reinforced the idea that OnStar is there the moment something goes wrong.
• Emergency Call Waveform Banner: Showcased animated voice frequency waves of a calm emergency responder speaking over a call. This visual represented the real-time, human connection between OnStar and public safety teams, creating a sense of reassurance and precision during high-stress moments.

3. Messaging and Tone

The banners emphasized fast response, GPS accuracy, and seamless communication in emergencies. Messaging was concise and urgent, using phrases like “Help when you need it most” and “We speak to first responders so you don’t have to.” The tone was serious yet hopeful, reflecting OnStar’s mission of protecting lives.

4. Technical and Visual Approach

Animation was subtle but powerful—designed to quickly engage users without being intrusive. Visual and motion design techniques were chosen to reflect real-world urgency while maintaining a polished, brand-aligned look.

5. Outcome

The banners served as powerful awareness tools, helping educate audiences about OnStar’s behind-the-scenes capabilities and real-world life-saving impact. They successfully brought attention to a feature often taken for granted, while visually honoring the essential collaboration between technology and emergency services.

Brand Overview

Hyundai is a global automotive brand known for its innovation, reliability, and approachable design. This particular campaign focused on the Hyundai Tucson 2017, targeting Spanish-speaking audiences with culturally relevant, upbeat messaging.

Strategy Components

1. Objective

To create a vibrant, animated Spanish-language banner ad that captured the energy of summer and promoted the Hyundai Tucson 2017 during the clearance event.

2. Creative Execution

I designed and animated a dynamic HTML5 banner with playful motion, vibrant color palettes, and bold type. The headline—“Más divertido que un día de playa” (“More fun than a day at the beach”)—set a lighthearted, aspirational tone aimed at emotionally connecting with viewers while reinforcing the value and versatility of the Tucson.

3. Animation Approach

The animation emphasized smooth transitions, summery visual cues, and a CTA that stood out without disrupting the visual rhythm. The pacing was tailored to catch attention quickly in digital ad placements, especially on mobile devices.

4. Cultural Relevance

The Spanish copy and visuals were designed to resonate with Hispanic markets—maintaining the brand's visual standards while creating a culturally authentic and engaging experience.

5. Outcome

The animated banner aligned with Hyundai’s seasonal campaign goals, helping drive awareness and engagement among Spanish-speaking consumers during a key sales window.

Brand Overview

Intel Gaming, in collaboration with Crystal Dynamics and Square Enix, launched a premium PC gaming partnership to support the release of Marvel’s Avengers. The campaign celebrated Intel’s hardware as the engine behind a mightier, more immersive gaming experience—bridging powerful performance with the iconic Marvel universe. Hosted on Intel’s gaming site, the experience was designed to energize fans and elevate Intel’s position in the high-performance PC gaming market.

Strategy Components

1. Objective

To create a dynamic, cinematic masthead animation for Intel’s gaming website that embodied the epic scale of the Marvel’s Avengers universe while reinforcing Intel’s role in delivering next-level performance for PC gamers.

2. Creative Execution

I developed a hero animation featuring the Avengers team rising out of swirling smoke, timed for dramatic visual impact. The animation was crafted to feel like a cinematic reveal—bold, immersive, and worthy of the Marvel name. It served as the first impression users had when landing on the campaign site, building instant excitement.

3. Animation Style & Tools

Using After Effects, I layered smoke effects, lighting flares, and depth-of-field to create a moody, atmospheric intro. The Avengers characters emerged with subtle, controlled motion—balancing intensity with compositional clarity. The motion was designed to align with the tagline:
“Game with Intel for a Mightier PC Experience.”

4. Brand Alignment

The animation visually married Intel’s brand values—power, precision, and innovation—with the cinematic excitement of the Marvel franchise. Typography, pacing, and motion cues were carefully calibrated to reflect both brands’ tones without overwhelming the user interface.

5. Outcome

The animated masthead became a visual centerpiece of the Intel x Marvel’s Avengers campaign landing page—delivering emotional impact, reinforcing the narrative, and setting the tone for the partnership. It helped position Intel not just as a hardware provider, but as a key player in the immersive PC gaming experience.

Brand Overview

Checkers & Rally’s is a bold, flavor-first fast food brand known for its crave-worthy burgers, famous fries, and no-nonsense attitude. The Checkers & Rally’s Rewards Loyalty App gives guests access to exclusive offers, personalized rewards, and member-only deals—encouraging repeat visits and deeper brand engagement. This campaign focused on driving app downloads through eye-catching animated banner ads across digital platforms.

Strategy Components

1. Objective

The goal of the campaign was to increase visibility and drive downloads of the Checkers & Rally’s Rewards App by communicating the app’s benefits in a fast, visually impactful format optimized for display ad placements.

2. Creative Execution

I designed and animated a series of digital banners using Checkers & Rally’s branded illustration assets, incorporating high-energy motion and bold typography to capture attention immediately. The animations were short, punchy, and designed to reflect the brand’s bold personality while clearly conveying value—like “exclusive rewards,” “free food,” and “member-only offers.”

3. Animation Style

Motion was used to highlight core features of the app in an energetic, rhythmic sequence. Bright color palettes, bold contrast, and quick transitions ensured the ads stood out across both desktop and mobile environments.

4. Optimization & Deployment

The banners were developed in various standard ad sizes and exported in optimized formats to ensure fast loading and platform compatibility. Each ad featured a strong CTA like “Download the App” or “Get Your Rewards”, guiding users directly to the app store.

5. Outcome

The animated banner ads successfully brought the brand’s personality to life in a digital space—reinforcing awareness while supporting conversion-focused goals. The creative aligned tightly with the Checkers & Rally’s identity, delivering a visually cohesive and compelling user acquisition asset.

Brand Overview

Genesis is a luxury automotive brand redefining modern elegance through bold design, advanced technology, and dynamic performance. With a challenger spirit, Genesis speaks to drivers who value both innovation and confidence. The “Daring in Every Way That Counts” campaign reinforced this identity—highlighting the brand’s fearless commitment to standing apart in a crowded luxury landscape.

Strategy Components

1. Brand Positioning

Genesis positions itself as a bold alternative to traditional luxury—refined yet forward-thinking. The campaign focused on capturing this mindset visually and emotionally, showcasing what it means to be “daring” through both design and storytelling.

2. Visual Identity & Messaging

The creative direction emphasized minimalism with power—clean compositions, high-contrast imagery, and messaging that communicated confidence without excess. The phrase “Daring in Every Way That Counts” was reinforced through both static and animated visuals, designed to reflect movement, edge, and composure.

3. Motion Design Execution

To elevate the hero section of the campaign email, I created a cinemagraph-style animation using Adobe After Effects, where the spinning wheel of the Genesis vehicle remained in motion against an otherwise static scene. This technique added a refined sense of dynamism and intrigue, drawing attention without overwhelming the inbox environment. The animation was optimized for performance across major email clients, maintaining visual quality while adhering to file size and playback constraints.

4. Outcome

The animated hero provided an elegant focal point that captured the viewer’s attention instantly. It reinforced the brand’s daring essence while delivering a premium visual experience aligned with Genesis’ design philosophy. The execution balanced creativity with technical precision—mirroring the Genesis brand itself.

Result

The animated hero elevated the email’s impact and brand perception, creating a visually engaging experience right at the inbox entry point. It supported stronger engagement metrics and reinforced the Genesis identity as bold, refined, and forward-thinking.

Brand Overview

Teleploy is an international digital job board designed to help business owners promote remote career opportunities to a global talent pool. The brand champions flexibility, accessibility, and the modern shift toward location-independent work. With a name that fuses “telecommuting” and “deploy,” Teleploy represents a new era of employment where companies and professionals connect across borders with ease.

Creative Approach

1. Concept & Symbolism

The logo features a simplified illustration of a person working from home—seated at a desk with a laptop, framed within the outline of a house. This symbol captures the essence of remote work: comfort, productivity, and flexibility. The human figure makes the brand feel personal and relatable, while the home structure reinforces the concept of working from anywhere.

2. Typography & Style

The logo is paired with clean, modern typography that communicates professionalism and digital innovation. The typeface balances geometric clarity with a friendly tone, making it approachable for both startups and international freelancers.

3. Color Palette

A palette of soft neutrals, muted blues, and fresh digital greens was chosen to reflect clarity, calm productivity, and trust. The colors support the work-from-home narrative without feeling corporate or rigid—ideal for a forward-thinking remote job platform.

4. Versatility

The icon functions effectively as a standalone mark for social media profiles, mobile app icons, or favicons, while the full logo lockup presents a balanced, professional identity for broader branding. Whether displayed on a landing page or inside a job listing portal, the logo maintains strong recognition and clarity.

Brand Overview

Rock, Candy, Scissors is a vibrant and edgy hair salon that blends bold creativity with feminine flair. The brand name playfully twists the classic game "rock, paper, scissors" into a statement of style and empowerment. Catering to a diverse clientele seeking standout hair transformations, the salon embodies confidence, individuality, and a touch of sweetness.

Creative Approach

1. Concept & Symbolism

The logo ingeniously utilizes typography to form the silhouette of a woman's head, capturing the essence of a freshly styled hairdo. The integration of pink lips adds a pop of color and femininity, reinforcing the salon's focus on beauty and self-expression. This design choice not only showcases the salon's artistic approach but also creates an immediate visual connection with its target audience.

2. Typography & Style

The typography is both phenomenal and functional, serving as the primary visual element that shapes the woman's profile. Each letter is thoughtfully crafted to contribute to the overall form, demonstrating the salon's commitment to detail and design excellence. The font choice balances modernity with elegance, appealing to a clientele that values both trendiness and sophistication.

3. Color Palette

A palette of black, white, and vibrant pink is employed to convey professionalism, clarity, and a playful edge. The black and white provide a clean, timeless backdrop, while the pink accents highlight key features like the lips, adding warmth and approachability to the brand identity.

4. Versatility

Designed with adaptability in mind, the logo maintains its impact across various mediums, from signage and business cards to digital platforms and merchandise. Its distinctive silhouette ensures brand recognition, while the typographic elements allow for scalability without loss of detail or clarity.

Brand Overview

Herricane is a bold, women-owned survival kit brand created to empower urban women in times of crisis. The name is a play on "her" and "hurricane", capturing both strength and urgency while reclaiming the narrative of survival through a feminine lens. With the tagline "Surviving the Storm in the City," Herricane is more than a product—it’s a statement of resilience, independence, and preparedness for modern women.

Creative Approach

1. Concept & Symbolism

The logo centers on the silhouette of a female superhero, representing strength, protection, and empowerment. Her pose is confident and grounded, reflecting readiness and control in the face of chaos. The stylized hurricane symbol on her chest merges the brand name with purpose—she doesn’t just weather the storm, she embodies the force that overcomes it.

2. Character Design

The heroine is depicted with a bold afro hairstyle, intentionally reflecting the brand’s identity as Black-owned and women-owned. Her cape and red suit are powerful visual cues of heroism, while maintaining a grounded, urban edge that speaks to everyday resilience.

3. Color Palette

The color scheme—red, black, and white—is strong, high-contrast, and emotionally charged. Red symbolizes urgency and action. Black conveys power and seriousness. White adds clarity and modernity. Together, the palette reinforces both the emergency-focused product line and the brand's unapologetic presence.

4. Typography & Layout

The wordmark is bold and confident, with custom lettering that balances femininity and impact. The name “Herricane” stands strong beneath or alongside the silhouette, while the tagline “Surviving the Storm in the City” adds clarity and attitude, grounding the brand in its purpose.

5. Versatility

The logo is designed to scale—from product labels and emergency kit bags to digital applications and merchandise. The heroine silhouette can stand alone as a powerful emblem, while the full lockup communicates the full narrative behind the brand.

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Brand Overview

Jaided Aesthetics MedSpa is a modern, client-focused wellness brand dedicated to enhancing natural beauty and confidence through advanced aesthetic treatments. With a name that plays on the unique identity of being “Jaided,” the medspa positions itself as both luxurious and approachable—inviting clients to indulge in transformative self-care that is elegant, empowering, and memorable.

Creative Approach

1. Concept & Symbolism

The logo features a stylized flame-like leaf encased in an oval frame, symbolizing renewal, vitality, and transformation. The vertical, interwoven lines suggest balance, rejuvenation, and the layered journey of personal care, while the oval enclosure conveys protection and holistic well-being. Together, the imagery captures both the artistry and science behind medspa treatments.

2. Typography & Style

The typography is sleek, classic, and refined. With an all-caps serif font, the brand conveys professionalism, trust, and timeless elegance, while the clean spacing adds a modern feel. The tagline “Let’s Get You Jaided” introduces a playful and memorable twist, balancing the sophistication of the logo with approachability and personality.

3. Color Palette

The muted sage green palette communicates serenity, healing, and natural balance—qualities that align with both wellness and beauty. Its understated tone conveys luxury without excess, appealing to clients who value subtle elegance and holistic care. The monochromatic simplicity also ensures adaptability and timelessness.

4. Versatility

The logo is designed to be versatile and impactful across all touchpoints, from signage and packaging to social media and digital platforms. The emblem can function independently as a recognizable icon for products, treatments, or branded merchandise, while the full lockup communicates the complete brand identity. Its clean lines and balanced proportions make it scalable without losing clarity.

Brand Overview

Jaided Aesthetics MedSpa is a modern, client-focused wellness brand dedicated to enhancing natural beauty and confidence through advanced aesthetic treatments. With a name that plays on the unique identity of being “Jaided,” the medspa positions itself as both luxurious and approachable—inviting clients to indulge in transformative self-care that is elegant, empowering, and memorable.

Creative Approach

1. Concept & Symbolism

The logo features a stylized flame-like leaf encased in an oval frame, symbolizing renewal, vitality, and transformation. The vertical, interwoven lines suggest balance, rejuvenation, and the layered journey of personal care, while the oval enclosure conveys protection and holistic well-being. Together, the imagery captures both the artistry and science behind medspa treatments.

2. Typography & Style

The typography is sleek, classic, and refined. With an all-caps serif font, the brand conveys professionalism, trust, and timeless elegance, while the clean spacing adds a modern feel. The tagline “Let’s Get You Jaided” introduces a playful and memorable twist, balancing the sophistication of the logo with approachability and personality.

3. Color Palette

The muted sage green palette communicates serenity, healing, and natural balance—qualities that align with both wellness and beauty. Its understated tone conveys luxury without excess, appealing to clients who value subtle elegance and holistic care. The monochromatic simplicity also ensures adaptability and timelessness.

4. Versatility

The logo is designed to be versatile and impactful across all touchpoints, from signage and packaging to social media and digital platforms. The emblem can function independently as a recognizable icon for products, treatments, or branded merchandise, while the full lockup communicates the complete brand identity. Its clean lines and balanced proportions make it scalable without losing clarity.

Brand Overview

OC Men’s Therapy is a specialized counseling practice dedicated to empowering men in Orange County to overcome personal challenges and build resilience. Rooted in a masculine yet approachable identity, the brand emphasizes strength, balance, and authenticity—helping men navigate relationships, stress, and emotional growth in a supportive environment. The name and design reinforce both locality (Orange County’s coastal identity) and purpose (therapy tailored for men).

Creative Approach

1. Concept & Symbolism

The logo incorporates the iconic silhouette of a pier with flowing ocean waves beneath and a rising sun above. This imagery symbolizes stability, renewal, and forward momentum—values that align with the therapeutic journey of clients. The pier evokes a distinctly Orange County landmark, grounding the brand in its community, while the rising sun represents hope, clarity, and new beginnings. Together, the design communicates both strength and optimism.

2. Typography & Style

Bold, sans-serif typography conveys confidence and modernity, while the careful use of spacing ensures readability across all platforms. The emphasis on “MEN’S” with a clean, sharp font establishes focus and purpose, while the softer secondary text “THERAPY” creates balance. This typographic hierarchy positions the practice as professional yet approachable, appealing to men seeking a safe, direct, and results-oriented therapeutic experience.

3. Color Palette

The palette blends a deep slate gray with bright white and a pop of warm orange. The gray provides stability, professionalism, and seriousness, reflecting the grounded nature of therapy. The white symbolizes openness and clarity, while the orange sun introduces warmth, energy, and encouragement. This combination reinforces the brand’s promise of growth through challenge and guidance.

4. Versatility

The logo is highly adaptable, maintaining impact across print, digital, and environmental applications. Whether displayed on the website, business cards, signage, or social media, the design remains clean and recognizable. The pier-and-sun icon can also stand alone as a secondary mark, perfect for branding collateral, social media profiles, or mobile-first contexts. Its strong lines and balanced proportions ensure scalability without loss of detail.

Brand Overview

Rock, Candy, Scissors is a vibrant and edgy hair salon that blends bold creativity with feminine flair. The brand name playfully twists the classic game "rock, paper, scissors" into a statement of style and empowerment. Catering to a diverse clientele seeking standout hair transformations, the salon embodies confidence, individuality, and a touch of sweetness.

Creative Approach

1. Concept & Symbolism

The logo ingeniously utilizes typography to form the silhouette of a woman's head, capturing the essence of a freshly styled hairdo. The integration of pink lips adds a pop of color and femininity, reinforcing the salon's focus on beauty and self-expression. This design choice not only showcases the salon's artistic approach but also creates an immediate visual connection with its target audience.

2. Typography & Style

The typography is both phenomenal and functional, serving as the primary visual element that shapes the woman's profile. Each letter is thoughtfully crafted to contribute to the overall form, demonstrating the salon's commitment to detail and design excellence. The font choice balances modernity with elegance, appealing to a clientele that values both trendiness and sophistication.

3. Color Palette

A palette of black, white, and vibrant pink is employed to convey professionalism, clarity, and a playful edge. The black and white provide a clean, timeless backdrop, while the pink accents highlight key features like the lips, adding warmth and approachability to the brand identity.

4. Versatility

Designed with adaptability in mind, the logo maintains its impact across various mediums, from signage and business cards to digital platforms and merchandise. Its distinctive silhouette ensures brand recognition, while the typographic elements allow for scalability without loss of detail or clarity.

Brand Overview

Toledo Harley-Davidson represents the rugged spirit of American freedom, biker culture, and Midwest grit. As a regional extension of the iconic Harley-Davidson brand, this dealership serves as a hub for local riders and enthusiasts—offering bikes, gear, and a place to belong. The custom logo was created to embody bold patriotism, power, and brand loyalty with unmistakable energy.

Creative Approach

1. Concept & Symbolism

The centerpiece of the logo is a fierce cartoon eagle, drawn in a dynamic, action-packed pose, clawing the top of the "Toledo" logotype as if asserting dominance and ownership. This eagle—bold, sharp-eyed, and full of attitude—symbolizes freedom, strength, and national pride, all key themes in the Harley-Davidson lifestyle.

Behind the eagle flies a stylized American flag, rippling in motion to reinforce the sense of speed, freedom, and patriotism. Above the scene sits the classic Harley-Davidson badge, anchoring the design with brand authority and legacy.

2. Illustration Style

The eagle is rendered in a custom cartoon illustration style—bold lines, exaggerated features, and powerful form give it presence and energy. Its claws, feathers, and expression are meticulously detailed to emphasize intensity and attitude, connecting with the raw emotion of the Harley rider.

3. Typography & Layout

The “Toledo” logotype is strong and masculine, built to withstand the force of the eagle clutching it. The composition is tiered vertically:

• Top: Harley-Davidson badge (as a towering banner of brand legacy)
• Middle: Ferocious eagle in motion, American flag waving
• Bottom: Toledo logotype under pressure—suggesting strength and identity

4. Color Palette

Classic Harley orange, black, and white anchor the color scheme, while reds, whites, and blues from the American flag add patriotic flair. The colors are carefully balanced to maintain legibility and high visual impact across patches, signage, apparel, and digital assets.

5. Versatility

Despite its high-energy composition, the logo was designed for scalability and clarity, working well in both full color and single-color variations. It translates seamlessly to merchandise, vehicle decals, event posters, and embroidered jackets—perfect for riders who want to rep their hometown dealership with pride.

Brand Overview

Wayne Tree Manor is a distinguished banquet and wedding venue. Known for its spacious, remodeled event center and elegant chapel, it has hosted countless weddings, receptions, and cultural celebrations with a legacy of exceptional customer service. Whether for intimate gatherings or grand occasions, Wayne Tree Manor provides a timeless setting for unforgettable events.

Creative Approach

1. Concept & Symbolism

The logo features a stylized black tree silhouette framed inside a traditional Arabic arch design, set against a rich green background. The tree symbolizes life, growth, and lasting memories—perfect for weddings and milestone occasions. The Arabic arch adds a graceful architectural element, suggesting formality, heritage, and the versatility of the venue to host multicultural events.

2. Color Palette

The combination of black and green speaks to elegance and renewal. Green represents celebration, growth, and harmony—while black anchors the design with formality and prestige. The palette enhances the logo's visual weight without overpowering its sense of sophistication.

3. Typography & Style

The wordmark is set in a refined serif typeface, chosen for its timeless and upscale appearance. The typography complements the architectural motif while reinforcing the brand’s professional, classic identity. Optional flourishes or ligatures can be used to evoke a sense of romance and tradition, especially for wedding-related materials.

4. Versatility

The logo was designed to be highly versatile, working across signage, invitations, menus, digital platforms, and embroidered materials. The icon functions beautifully as a standalone emblem, while the full lockup conveys the venue’s full name and refined aesthetic.

Brand Overview

Jackson & Co. Woodworks is a premium woodworking studio specializing in handcrafted furniture, custom cabinetry, and artisanal wood design. Known for timeless craftsmanship and meticulous attention to detail, the brand represents a modern take on traditional woodworking—blending heritage techniques with contemporary style. The logo was designed to reflect that same balance of precision, elegance, and durability.

Creative Approach

1. Concept & Symbolism

The logo features a wood carving tool icon—a nod to the artisan craft and hands-on process behind each piece. The tool sits either above or beside the logotype as a quiet but powerful reminder of the brand’s deep connection to skilled labor and material authenticity.

2. Typography & Style

A refined serif typeface anchors the brand’s visual identity, chosen for its balance of tradition and sophistication. The typography is carefully spaced and weighted to give the name “Jackson & Co. Woodworks” a timeless, confident presence. It communicates quality and professionalism while retaining a handcrafted feel.

3. Color Palette

The logo is rendered in a warm brown tone, inspired by natural wood grains. The earthy color palette reinforces the brand’s organic roots and tactile craftsmanship, while maintaining a neutral and versatile application across printed materials and digital assets.

4. Aesthetic Qualities

Sleek, minimalist, and clean, the logo avoids ornamentation in favor of a professional and high-end finish. The layout is flexible enough to work in both horizontal and stacked formats, and the icon can stand alone as a subtle brand mark on wood stamps, tools, or furniture tags.

5. Versatility

The logo was designed with flexibility in mind—ready for use on engraved branding irons, packaging, signage, business cards, and a clean online presence. Its clarity and timelessness ensure it holds up across modern and traditional mediums alike.

Brand Overview

Black Ambition, launched in 2020, is a national initiative founded to bridge the opportunity and wealth gaps faced by Black and Latinx entrepreneurs. Focused on industries such as tech, healthcare, design, and consumer services, the organization provides funding, mentorship, and exposure to early-stage ventures. Its flagship competitions—the Black Ambition Prize and the HBCU Prize—seek to elevate founders from underrepresented communities, with the HBCU Prize specifically targeting students and alumni affiliated with historically Black colleges and universities.

In celebration of its third year, Black Ambition required a pair of videos: one to promote the HBCU Prize competition itself and another to capture the energy of the So Ambitious HBCU Tour—a multi-campus event series designed to inspire, engage, and empower student entrepreneurs.

Creative Approach

1. Promotional Video – HBCU Prize: Year 3 Launch

The competition video was crafted to generate excitement and participation for the third year of the HBCU Prize.

• I combined bold text animation, brand-consistent colors, and motion graphics overlays to highlight key messaging around eligibility, sectors supported, and prize opportunities.
• The pacing was designed to be energetic and motivational, with a focus on representation and community impact.
• The visuals were carefully selected to reflect diverse founders, HBCU campus life, and entrepreneurial hustle, reinforcing the authenticity and reach of the initiative.

2. Social Media Recap Video – So Ambitious HBCU Tour

For the tour recap video, I edited a series of still photographs taken at HBCU campuses across the country into a visually rhythmic montage for social platforms.

• Using Premiere Pro, I performed color correction and grading to ensure a consistent look and tone across all photos—despite variable lighting and settings.
• I synced each image transition to the rhythm and beat of the audio, giving the piece a musical, dynamic flow that matched the energy of the live events.
• The final video captured the movement, laughter, engagement, and ambition of students, speakers, and organizers—making it highly shareable and true to the spirit of the tour.

Outcome

Both videos helped extend Black Ambition’s reach and visibility among its core audience of students, founders, and future leaders.

• The HBCU Prize promo video drove interest and applications, serving as a versatile asset for email campaigns, social media posts, and presentations.
• The So Ambitious Tour video energized online audiences and helped tell the story of impact through presence, using music, imagery, and motion to celebrate community and possibility.

This project demonstrates my ability to create brand-aligned, purpose-driven content that fuses technical editing, visual consistency, and cultural relevance—tailored for social platforms and entrepreneurial engagement.

Brand Overview

Little Wedding Box creates beautiful, custom wedding websites that help couples effortlessly manage and share event details. The brand is built on simplicity, elegance, and peace of mind—offering couples a stress-free alternative to DIY website setups. From RSVPs to event schedules and design customization, Little Wedding Box handles the technical side so couples can focus on celebrating their big day.

Creative Approach

1. Project Scope – Whiteboard Animation Promo

To help introduce the brand and its services to newly engaged couples, I created a whiteboard-style promotional video that clearly and playfully explains what Little Wedding Box does—and why it’s a must-have for modern weddings.

2. Visual Style & Tone

The video features:

• Hand-drawn animations that align with the elegance and simplicity of the brand
• Clean, white backgrounds paired with flowing black line work and soft accent colors for warmth and charm
• A gentle, upbeat narration or subtitle-based script to guide viewers through the story

The tone is light, helpful, and reassuring, appealing to couples overwhelmed by wedding planning.

3. Narrative Flow

The animation walks viewers through:

• The stress of traditional website setup (hosting, design, tech issues)
• How Little Wedding Box handles everything—from setup and customization to guest management
• A final message about saving time and focusing on the moments that matter

4. Branding Integration

The video ends with a branded splash screen, featuring the Little Wedding Box logo, tagline, and a strong call-to-action inviting viewers to “Start Your Wedding Website Today.” The branding is gentle but confident—consistent with the brand’s calm, supportive voice.

Outcome

The video simplifies a potentially complex service into a warm, engaging explainer, perfect for sharing on the company’s homepage, social media, or digital ads. This project highlights my skills in scripted storytelling, whiteboard animation, and visual clarity—all tailored to a niche audience with emotional and functional needs.

Brand Overview

All Seasons Sprinkler and Landscaping is a residential landscaping company dedicated to transforming outdoor spaces through expert design, reliable sprinkler systems, and year-round yard care. Known for their friendly, approachable service, the company focuses on helping homeowners enhance curb appeal and maintain vibrant, functional landscapes. This promotional campaign aimed to increase awareness of their full-service offerings and position the brand as a trusted neighborhood expert.

Strategy Components

1. Objective

To create a compelling and approachable video promo that introduces All Seasons’ services to new homeowners and local residents, building trust through personality, visuals, and clarity.

2. Creative Execution

I hired and directed a professional spokesperson to serve as the face of the brand—someone who could explain the services in a clear, friendly tone that reflects the company’s customer-first approach.

3. Video Production Workflow

• After Effects: Used to key out the spokesperson from green screen footage, ensuring clean transparency and seamless integration with branded backgrounds.
• Premiere Pro: Used to edit the full promotional video, combining live spokesperson delivery with a curated selection of portfolio clips showcasing lawns, irrigation installs, and landscaping transformations.
• Animated Transitions: Custom transitions were created to match the tone of the brand—soft, welcoming, and polished.
• Music Selection: I sourced and synced friendly, upbeat music to match the neighborhood-friendly, professional vibe of the brand.

4. Outcome

The final promo positioned All Seasons as a personable and reliable service provider. The use of a spokesperson added trust and human connection, while the dynamic edit highlighted their range and quality of work. The video became a versatile asset—ideal for social media, web, and local advertising.

Brand Overview

Genesis is a luxury automotive brand known for its bold design language, refined engineering, and progressive identity. Positioned as a sophisticated disruptor in the premium vehicle market, Genesis consistently delivers emotionally resonant storytelling through powerful visuals and sound. This Facebook and Instagram campaign aimed to capture that essence—bringing the detail and drama of Genesis vehicles to life for a social-first audience.

Strategy Components

1. Objective

The campaign was designed to spotlight the meticulous craftsmanship and signature features of Genesis vehicles in a short-form, mobile-optimized video tailored for high-impact performance on Facebook and Instagram feeds.

2. Creative Direction

Working from raw footage, I led the video editing and art direction to create a dramatic and emotionally immersive visual experience. The edit was structured to build tension and elegance—emphasizing fine details like headlight design, grille texture, wheel movement, and cabin finishes.

3. Audio Sync & Tone

The visual narrative was tightly paired with impactful orchestral music, giving the final edit a cinematic rhythm. The footage was cut and paced to feel in sync with a live orchestra, allowing the car’s movements and details to feel orchestrated—turning every curve and glint of light into a choreographed moment. This elevated the sense of luxury and control, aligning perfectly with Genesis’ brand tone.

4. Platform Strategy

The final edit was optimized for vertical and square formats, ensuring visual clarity and maximum impact in-feed. The opening seconds were carefully designed to hook the viewer instantly—leading with bold motion and striking close-ups.

5. Outcome

The campaign successfully delivered an elevated brand presence across social platforms. The video’s pacing, sound design, and elegant cut made it stand out in crowded feeds, driving strong engagement and reinforcing Genesis’ positioning as a design-first luxury brand with emotional depth.

Brand Overview

Genesis Motors is a luxury automotive brand renowned for its refined design language, progressive engineering, and elevated brand presence. To support the visual identity of the newly redesigned Genesis G90, the flagship sedan, the brand required a hero image that embodied sophistication and timelessness. The final image would be featured on Instagram, aligning with Genesis’s minimalist, luxury-forward social aesthetic.

Creative Approach

1. Complex Retouching & Scene Clean-Up

The original image, delivered in raw format, featured a strong base composition but required meticulous, high-end retouching to meet luxury brand standards.

Key challenges included:

• Removing plant reflections from the vehicle’s surface—particularly intricate due to curved metallic panels and lighting gradients
• Eliminating unwanted elements from the scene, including physical plants, background clutter, and miscellaneous objects
• Rebuilding and extending architectural elements, such as sections of the wall where visual gaps were left behind
• Extending secondary subjects in the image to rebalance the frame and improve composition

The image was carefully reconstructed using a blend of advanced masking, clone and healing tools, digital painting, and gradient retouching, ensuring that no visual noise disrupted the vehicle's commanding presence.

2. Black & White Conversion for Brand Tone

After completing the technical retouching, I converted the image to black and white, a deliberate stylistic choice to align with Genesis’s timeless and classical brand tone.

• The absence of color allowed the focus to shift entirely to form, light, and material, emphasizing the G90’s sculpted body and distinctive Crest Grille
• Tonal contrast and highlight/shadow dynamics were adjusted to maintain depth, clarity, and visual drama, resulting in a piece that felt elegant, controlled, and editorial

Outcome

The finished image was published on Genesis’s official Instagram account, successfully showcasing the Genesis G90 as a redefinition of luxury.

• The image aligned seamlessly with the brand’s visual tone—clean, bold, and sophisticated
• The technical precision and aesthetic refinement of the final result demonstrated the brand’s commitment to excellence in every visual detail

This project showcases my ability to perform complex image retouching, maintain luxury-level aesthetic standards, and contribute to brand-consistent content for high-profile campaigns in the automotive space.

Brand Overview

Teleploy is an international digital job board designed to help business owners promote remote career opportunities to a global talent pool. The brand champions flexibility, accessibility, and the modern shift toward location-independent work. With a name that fuses “telecommuting” and “deploy,” Teleploy represents a new era of employment where companies and professionals connect across borders with ease.

Creative Approach

1. Concept & Symbolism

The logo features a simplified illustration of a person working from home—seated at a desk with a laptop, framed within the outline of a house. This symbol captures the essence of remote work: comfort, productivity, and flexibility. The human figure makes the brand feel personal and relatable, while the home structure reinforces the concept of working from anywhere.

2. Typography & Style

The logo is paired with clean, modern typography that communicates professionalism and digital innovation. The typeface balances geometric clarity with a friendly tone, making it approachable for both startups and international freelancers.

3. Color Palette

A palette of soft neutrals, muted blues, and fresh digital greens was chosen to reflect clarity, calm productivity, and trust. The colors support the work-from-home narrative without feeling corporate or rigid—ideal for a forward-thinking remote job platform.

4. Versatility

The icon functions effectively as a standalone mark for social media profiles, mobile app icons, or favicons, while the full logo lockup presents a balanced, professional identity for broader branding. Whether displayed on a landing page or inside a job listing portal, the logo maintains strong recognition and clarity.

Brand Overview

Rock, Candy, Scissors is a vibrant and edgy hair salon that blends bold creativity with feminine flair. The brand name playfully twists the classic game "rock, paper, scissors" into a statement of style and empowerment. Catering to a diverse clientele seeking standout hair transformations, the salon embodies confidence, individuality, and a touch of sweetness.

Creative Approach

1. Concept & Symbolism

The logo ingeniously utilizes typography to form the silhouette of a woman's head, capturing the essence of a freshly styled hairdo. The integration of pink lips adds a pop of color and femininity, reinforcing the salon's focus on beauty and self-expression. This design choice not only showcases the salon's artistic approach but also creates an immediate visual connection with its target audience.

2. Typography & Style

The typography is both phenomenal and functional, serving as the primary visual element that shapes the woman's profile. Each letter is thoughtfully crafted to contribute to the overall form, demonstrating the salon's commitment to detail and design excellence. The font choice balances modernity with elegance, appealing to a clientele that values both trendiness and sophistication.

3. Color Palette

A palette of black, white, and vibrant pink is employed to convey professionalism, clarity, and a playful edge. The black and white provide a clean, timeless backdrop, while the pink accents highlight key features like the lips, adding warmth and approachability to the brand identity.

4. Versatility

Designed with adaptability in mind, the logo maintains its impact across various mediums, from signage and business cards to digital platforms and merchandise. Its distinctive silhouette ensures brand recognition, while the typographic elements allow for scalability without loss of detail or clarity.

Brand Overview

Herricane is a bold, women-owned survival kit brand created to empower urban women in times of crisis. The name is a play on "her" and "hurricane", capturing both strength and urgency while reclaiming the narrative of survival through a feminine lens. With the tagline "Surviving the Storm in the City," Herricane is more than a product—it’s a statement of resilience, independence, and preparedness for modern women.

Creative Approach

1. Concept & Symbolism

The logo centers on the silhouette of a female superhero, representing strength, protection, and empowerment. Her pose is confident and grounded, reflecting readiness and control in the face of chaos. The stylized hurricane symbol on her chest merges the brand name with purpose—she doesn’t just weather the storm, she embodies the force that overcomes it.

2. Character Design

The heroine is depicted with a bold afro hairstyle, intentionally reflecting the brand’s identity as Black-owned and women-owned. Her cape and red suit are powerful visual cues of heroism, while maintaining a grounded, urban edge that speaks to everyday resilience.

3. Color Palette

The color scheme—red, black, and white—is strong, high-contrast, and emotionally charged. Red symbolizes urgency and action. Black conveys power and seriousness. White adds clarity and modernity. Together, the palette reinforces both the emergency-focused product line and the brand's unapologetic presence.

4. Typography & Layout

The wordmark is bold and confident, with custom lettering that balances femininity and impact. The name “Herricane” stands strong beneath or alongside the silhouette, while the tagline “Surviving the Storm in the City” adds clarity and attitude, grounding the brand in its purpose.

5. Versatility

The logo is designed to scale—from product labels and emergency kit bags to digital applications and merchandise. The heroine silhouette can stand alone as a powerful emblem, while the full lockup communicates the full narrative behind the brand.

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Brand Overview

Jaided Aesthetics MedSpa is a modern medical spa based in Corona, California, offering a curated selection of rejuvenating treatments—from advanced skincare and injectables to wellness and hair restoration therapies—that empower clients to look, feel, and radiate confidence through personalized, minimally invasive care.

1. Website Strategy & Design

• Purpose & Design Approach: The website, jaidedaesthetics.com, was designed to function as both a brand gateway and a seamless appointment hub, balancing sophistication with approachability via clean layouts and serene visual imagery‍.
• Aesthetic & Tone: A calming, confident tone is established through messaging like “Confidence begins with self‑care,” paired with elevated, professional visuals to underscore self‑empowerment.

2. Structure & User Experience

The site is structured to guide users—from initial curiosity to informed decisions and bookings. Key sections include:

• Home Page: Delivers a compelling hero message and introduces the spa’s philosophy: personalized care designed to enhance appearance and confidence‍.
• Services: Clearly segmented offerings such as Medical Grade Skincare, Microneedling + Chemical Peels (including PRP enhancements and Salmon DNA “VAMP” treatments), Neurotoxins and Fillers, Medical Weight Loss, IV Therapy, Skin Injectables, Hair Restoration, and even private spa parties—each with descriptions that explain benefits and process.
• Blog: A knowledge hub with regularly updated content—such as information on microneedling, injectables, and wellness trends—that positions the brand as both caring and authoritative.
• Contact & Booking: Users can easily book appointments, find contact details, and access the spa’s service area in Riverside County through visible CTAs and a streamlined interface.

3. Performance & Usability

• Mobile-First Responsiveness & SEO: The site follows responsive design principles and likely leverages semantic HTML and meta-optimization for better discoverability (typical for modern Webflow builds).
• Clear Navigation & Accessibility: Demarcated sections and intuitive labels make it easy for visitors to explore services suited to their needs.
• Trust-Building Elements: Testimonials, informative blog content, and transparent communication—including privacy policy and service details—cultivate credibility and safety.
• Cross-Channel Consistency: The messaging theme of confident self-care is consistently reinforced across the homepage, service descriptions, and blog, fostering a cohesive brand experience.

Outcome

The result is a polished, trustworthy digital presence that elevates Jaided Aesthetics as both a professional and compassionate medspa destination. The site’s clear structure, rich content, and design-focused presentation build confidence in potential clients, streamline the booking process, and establish the brand as both expert and approachable in the competitive aesthetics space.

Brand Overview

OC Men’s Therapy is a specialized counseling practice in Orange County dedicated exclusively to supporting men through life’s challenges—ranging from anxiety, depression, and stress to relationship issues, career transitions, and self-identity. The brand needed a modern, approachable website that removed the stigma around men’s mental health while positioning the practice as credible, discreet, and trustworthy.

1. Website Strategy & Design

The website, oc-mens-therapy.webflow.io, was designed as both a welcoming introduction to therapy and a professional digital home for the practice.

• Tone & Aesthetics: Clean, calming visuals paired with bold typography create a balance of strength and openness, appealing directly to a male audience while remaining inclusive.
• Visual Identity: Imagery draws on themes of clarity, resilience, and growth—helping normalize therapy for men while highlighting the positive outcomes of seeking support.
• Messaging: Copy was crafted to resonate with men who may hesitate to seek help, using straightforward language that emphasizes empowerment and personal progress.

2. Structure & User Experience

The site’s flow was designed to encourage trust and easy access to care.

• Home Page: A clear statement of purpose—helping men feel understood, accepted, and motivated to take action.
• About: A human-centered section introducing the practice’s philosophy, qualifications, and commitment to confidentiality.
• Services: Clear breakdown of therapy focus areas such as stress, anxiety, relationships, trauma, and career challenges.
• FAQ & Process: Step-by-step guidance on what to expect from therapy sessions, helping to reduce uncertainty and stigma.
• Contact / Booking: A streamlined contact form and clear next steps for scheduling, ensuring quick and frictionless conversions.

3. Performance & Usability

• Responsive & Mobile-First: Optimized for users on any device, reflecting how potential clients often search for help on mobile.
• SEO Optimization: Keyword strategy around men’s therapy, Orange County counseling, and mental health services helps increase local discoverability.
• Accessibility: Thoughtful layout, readable fonts, and intuitive navigation ensure a supportive user experience for all visitors.

Outcome

The finished site provides OC Men’s Therapy with a professional yet approachable online presence that speaks directly to its audience. By creating a digital space that is empathetic, easy to navigate, and action-oriented, the site encourages men to take the first step toward therapy with confidence. Beyond functionality, it positions the practice as a safe, credible, and modern solution for mental health support in Orange County.

Brand Overview

UnRavelled is an original stage play by Jake Broder and Cath Brittan that interweaves science, art, and human emotion into a poignant exploration of memory, love, and dementia. Inspired by real stories of neuroscience and artistic expression, the production required a digital presence that could both honor the gravity of its subject matter and remain accessible to theatergoers, educators, and advocates. The brand embodies sophistication, empathy, and cultural significance—positioning the play as more than entertainment, but a catalyst for conversation.

Creative Approach

1. Concept & Symbolism

The website was conceived as a digital stage, guiding visitors through the narrative arc of the play. Visual motifs of layering, fragmentation, and subtle textures symbolized the themes of memory and loss, while immersive imagery and storytelling banners mirrored the emotional journey of the production. The site balanced theatrical sophistication with approachability, ensuring audiences could engage deeply while navigating easily.

2. Typography & Style

Typography was chosen to reflect both elegance and modernity, with headline fonts evoking cinematic drama and body copy designed for clarity across all devices. This combination ensured that the site conveyed artistic weight while maintaining readability, appealing equally to theater critics, casual audiences, and community partners.

3. Color Palette

A subdued, cinematic palette of deep neutrals, soft gradients, and warm highlights was employed to echo the play’s emotional themes. These tones established a sense of intimacy and gravity, while contrast elements in call-to-action banners drew focus to ticketing and engagement opportunities. The palette created cohesion across storytelling sections while remaining sensitive to accessibility standards.

4. Versatility

The website was built to serve multiple audiences:

• Theatergoers – Quick access to performance dates, venues, and ticketing.
• Educators & Advocates – Dedicated sections for educational impact, neuroscience resources, and community partnerships.
• Press & Media – A curated hub for reviews, interviews, and press kits.

Optimized for mobile, tablet, and desktop, the site adapts seamlessly across platforms, ensuring usability and visual impact in every context.

Outcome

The finished site provided UnRavelled with a professional, moving digital presence that mirrored the sophistication of the production itself. By blending storytelling with functionality, the website became a central hub for ticketing, press engagement, and advocacy outreach. The result was a design that not only elevated the play’s visibility but also deepened its cultural resonance—bridging art and science while connecting with audiences on both emotional and intellectual levels.

Brand Overview

Jaided Aesthetics MedSpa is a modern, client-focused wellness brand dedicated to enhancing natural beauty and confidence through advanced aesthetic treatments. With a name that plays on the unique identity of being “Jaided,” the medspa positions itself as both luxurious and approachable—inviting clients to indulge in transformative self-care that is elegant, empowering, and memorable.

Creative Approach

1. Concept & Symbolism

The logo features a stylized flame-like leaf encased in an oval frame, symbolizing renewal, vitality, and transformation. The vertical, interwoven lines suggest balance, rejuvenation, and the layered journey of personal care, while the oval enclosure conveys protection and holistic well-being. Together, the imagery captures both the artistry and science behind medspa treatments.

2. Typography & Style

The typography is sleek, classic, and refined. With an all-caps serif font, the brand conveys professionalism, trust, and timeless elegance, while the clean spacing adds a modern feel. The tagline “Let’s Get You Jaided” introduces a playful and memorable twist, balancing the sophistication of the logo with approachability and personality.

3. Color Palette

The muted sage green palette communicates serenity, healing, and natural balance—qualities that align with both wellness and beauty. Its understated tone conveys luxury without excess, appealing to clients who value subtle elegance and holistic care. The monochromatic simplicity also ensures adaptability and timelessness.

4. Versatility

The logo is designed to be versatile and impactful across all touchpoints, from signage and packaging to social media and digital platforms. The emblem can function independently as a recognizable icon for products, treatments, or branded merchandise, while the full lockup communicates the complete brand identity. Its clean lines and balanced proportions make it scalable without losing clarity.

Brand Overview

Jaided Aesthetics MedSpa is a modern, client-focused wellness brand dedicated to enhancing natural beauty and confidence through advanced aesthetic treatments. With a name that plays on the unique identity of being “Jaided,” the medspa positions itself as both luxurious and approachable—inviting clients to indulge in transformative self-care that is elegant, empowering, and memorable.

Creative Approach

1. Concept & Symbolism

The logo features a stylized flame-like leaf encased in an oval frame, symbolizing renewal, vitality, and transformation. The vertical, interwoven lines suggest balance, rejuvenation, and the layered journey of personal care, while the oval enclosure conveys protection and holistic well-being. Together, the imagery captures both the artistry and science behind medspa treatments.

2. Typography & Style

The typography is sleek, classic, and refined. With an all-caps serif font, the brand conveys professionalism, trust, and timeless elegance, while the clean spacing adds a modern feel. The tagline “Let’s Get You Jaided” introduces a playful and memorable twist, balancing the sophistication of the logo with approachability and personality.

3. Color Palette

The muted sage green palette communicates serenity, healing, and natural balance—qualities that align with both wellness and beauty. Its understated tone conveys luxury without excess, appealing to clients who value subtle elegance and holistic care. The monochromatic simplicity also ensures adaptability and timelessness.

4. Versatility

The logo is designed to be versatile and impactful across all touchpoints, from signage and packaging to social media and digital platforms. The emblem can function independently as a recognizable icon for products, treatments, or branded merchandise, while the full lockup communicates the complete brand identity. Its clean lines and balanced proportions make it scalable without losing clarity.

Brand Overview

OC Men’s Therapy is a specialized counseling practice dedicated to empowering men in Orange County to overcome personal challenges and build resilience. Rooted in a masculine yet approachable identity, the brand emphasizes strength, balance, and authenticity—helping men navigate relationships, stress, and emotional growth in a supportive environment. The name and design reinforce both locality (Orange County’s coastal identity) and purpose (therapy tailored for men).

Creative Approach

1. Concept & Symbolism

The logo incorporates the iconic silhouette of a pier with flowing ocean waves beneath and a rising sun above. This imagery symbolizes stability, renewal, and forward momentum—values that align with the therapeutic journey of clients. The pier evokes a distinctly Orange County landmark, grounding the brand in its community, while the rising sun represents hope, clarity, and new beginnings. Together, the design communicates both strength and optimism.

2. Typography & Style

Bold, sans-serif typography conveys confidence and modernity, while the careful use of spacing ensures readability across all platforms. The emphasis on “MEN’S” with a clean, sharp font establishes focus and purpose, while the softer secondary text “THERAPY” creates balance. This typographic hierarchy positions the practice as professional yet approachable, appealing to men seeking a safe, direct, and results-oriented therapeutic experience.

3. Color Palette

The palette blends a deep slate gray with bright white and a pop of warm orange. The gray provides stability, professionalism, and seriousness, reflecting the grounded nature of therapy. The white symbolizes openness and clarity, while the orange sun introduces warmth, energy, and encouragement. This combination reinforces the brand’s promise of growth through challenge and guidance.

4. Versatility

The logo is highly adaptable, maintaining impact across print, digital, and environmental applications. Whether displayed on the website, business cards, signage, or social media, the design remains clean and recognizable. The pier-and-sun icon can also stand alone as a secondary mark, perfect for branding collateral, social media profiles, or mobile-first contexts. Its strong lines and balanced proportions ensure scalability without loss of detail.

Brand Overview

Rock, Candy, Scissors is a vibrant and edgy hair salon that blends bold creativity with feminine flair. The brand name playfully twists the classic game "rock, paper, scissors" into a statement of style and empowerment. Catering to a diverse clientele seeking standout hair transformations, the salon embodies confidence, individuality, and a touch of sweetness.

Creative Approach

1. Concept & Symbolism

The logo ingeniously utilizes typography to form the silhouette of a woman's head, capturing the essence of a freshly styled hairdo. The integration of pink lips adds a pop of color and femininity, reinforcing the salon's focus on beauty and self-expression. This design choice not only showcases the salon's artistic approach but also creates an immediate visual connection with its target audience.

2. Typography & Style

The typography is both phenomenal and functional, serving as the primary visual element that shapes the woman's profile. Each letter is thoughtfully crafted to contribute to the overall form, demonstrating the salon's commitment to detail and design excellence. The font choice balances modernity with elegance, appealing to a clientele that values both trendiness and sophistication.

3. Color Palette

A palette of black, white, and vibrant pink is employed to convey professionalism, clarity, and a playful edge. The black and white provide a clean, timeless backdrop, while the pink accents highlight key features like the lips, adding warmth and approachability to the brand identity.

4. Versatility

Designed with adaptability in mind, the logo maintains its impact across various mediums, from signage and business cards to digital platforms and merchandise. Its distinctive silhouette ensures brand recognition, while the typographic elements allow for scalability without loss of detail or clarity.

Creative Approach

1. Strategic Banner Redesign

Rather than using traditional banner formats cluttered with overlapping elements, I proposed a refined visual hierarchy that emphasized clarity, focus, and brand prestige.

Each banner was structured to guide the user’s eye top-to-bottom in a deliberate sequence of importance:

1. Genesis Logo – Prominently placed at the top to immediately establish brand recognition and elevate trust
2. Hero Vehicle Image – A bold, unobstructed shot of the G70, given generous space to breathe and make visual impact
3. Offer Messaging – Clear, concise, and aligned with the campaign type (e.g., “Year-End Event,” “Genesis Cares,” “Exclusive Offer”)
4. Call to Action – Rather than a typical round button, the CTA was designed as a sleek horizontal bar that spanned the width of the banner’s base, subtly evoking digital luxury and confidence

2. Consistency Across Campaigns

Though each campaign had unique messaging, all banners were unified by this shared design language, which:

• Reinforced Genesis’s premium tone
• Allowed the vehicle to remain the visual centerpiece
• Echoed the layout and typography structure seen in Genesis’s larger digital and print campaigns

The G70 model name was also featured prominently and consistently—reflecting how Genesis integrates vehicle identity across its branding ecosystem.

3. UX Consideration & Platform Fit

• Designed in multiple IAB standard sizes (leaderboard, MPU, skyscraper, etc.)
• Optimized for high-resolution display with clean compression and fast load times
• All elements were carefully placed to minimize distraction and maximize elegance, ensuring compatibility with both static and animated versions

Outcome

The redesigned banners delivered a modern, brand-aligned advertising system that emphasized impactful visuals and hierarchy over clutter.

• Genesis benefited from a premium ad presentation that stood out within crowded digital ad spaces
• The banners drove increased engagement while reinforcing the brand’s positioning as refined, innovative, and design-forward
• This project demonstrates my strength in visual hierarchy, UX-informed layout strategy, and translating brand principles into high-performing digital assets

Brand Overview

Black Ambition, launched in 2020, is a national initiative founded to bridge the opportunity and wealth gaps faced by Black and Latinx entrepreneurs. Focused on industries such as tech, healthcare, design, and consumer services, the organization provides funding, mentorship, and exposure to early-stage ventures. Its flagship competitions—the Black Ambition Prize and the HBCU Prize—seek to elevate founders from underrepresented communities, with the HBCU Prize specifically targeting students and alumni affiliated with historically Black colleges and universities.

In celebration of its third year, Black Ambition required a pair of videos: one to promote the HBCU Prize competition itself and another to capture the energy of the So Ambitious HBCU Tour—a multi-campus event series designed to inspire, engage, and empower student entrepreneurs.

Creative Approach

1. Promotional Video – HBCU Prize: Year 3 Launch

The competition video was crafted to generate excitement and participation for the third year of the HBCU Prize.

• I combined bold text animation, brand-consistent colors, and motion graphics overlays to highlight key messaging around eligibility, sectors supported, and prize opportunities.
• The pacing was designed to be energetic and motivational, with a focus on representation and community impact.
• The visuals were carefully selected to reflect diverse founders, HBCU campus life, and entrepreneurial hustle, reinforcing the authenticity and reach of the initiative.

2. Social Media Recap Video – So Ambitious HBCU Tour

For the tour recap video, I edited a series of still photographs taken at HBCU campuses across the country into a visually rhythmic montage for social platforms.

• Using Premiere Pro, I performed color correction and grading to ensure a consistent look and tone across all photos—despite variable lighting and settings.
• I synced each image transition to the rhythm and beat of the audio, giving the piece a musical, dynamic flow that matched the energy of the live events.
• The final video captured the movement, laughter, engagement, and ambition of students, speakers, and organizers—making it highly shareable and true to the spirit of the tour.

Outcome

Both videos helped extend Black Ambition’s reach and visibility among its core audience of students, founders, and future leaders.

• The HBCU Prize promo video drove interest and applications, serving as a versatile asset for email campaigns, social media posts, and presentations.
• The So Ambitious Tour video energized online audiences and helped tell the story of impact through presence, using music, imagery, and motion to celebrate community and possibility.

This project demonstrates my ability to create brand-aligned, purpose-driven content that fuses technical editing, visual consistency, and cultural relevance—tailored for social platforms and entrepreneurial engagement.

Brand Overview

Genesis Motors is a luxury automotive brand renowned for its refined design language, progressive engineering, and elevated brand presence. To support the visual identity of the newly redesigned Genesis G90, the flagship sedan, the brand required a hero image that embodied sophistication and timelessness. The final image would be featured on Instagram, aligning with Genesis’s minimalist, luxury-forward social aesthetic.

Creative Approach

1. Complex Retouching & Scene Clean-Up

The original image, delivered in raw format, featured a strong base composition but required meticulous, high-end retouching to meet luxury brand standards.

Key challenges included:

• Removing plant reflections from the vehicle’s surface—particularly intricate due to curved metallic panels and lighting gradients
• Eliminating unwanted elements from the scene, including physical plants, background clutter, and miscellaneous objects
• Rebuilding and extending architectural elements, such as sections of the wall where visual gaps were left behind
• Extending secondary subjects in the image to rebalance the frame and improve composition

The image was carefully reconstructed using a blend of advanced masking, clone and healing tools, digital painting, and gradient retouching, ensuring that no visual noise disrupted the vehicle's commanding presence.

2. Black & White Conversion for Brand Tone

After completing the technical retouching, I converted the image to black and white, a deliberate stylistic choice to align with Genesis’s timeless and classical brand tone.

• The absence of color allowed the focus to shift entirely to form, light, and material, emphasizing the G90’s sculpted body and distinctive Crest Grille
• Tonal contrast and highlight/shadow dynamics were adjusted to maintain depth, clarity, and visual drama, resulting in a piece that felt elegant, controlled, and editorial

Outcome

The finished image was published on Genesis’s official Instagram account, successfully showcasing the Genesis G90 as a redefinition of luxury.

• The image aligned seamlessly with the brand’s visual tone—clean, bold, and sophisticated
• The technical precision and aesthetic refinement of the final result demonstrated the brand’s commitment to excellence in every visual detail

This project showcases my ability to perform complex image retouching, maintain luxury-level aesthetic standards, and contribute to brand-consistent content for high-profile campaigns in the automotive space.

Brand Overview

PGN Agency is an award-winning advertising and marketing agency based in Metro Detroit, known for its high-impact campaigns in both consumer and B2B markets. With a longstanding reputation for direct-response marketing and measurable results, PGN has carved a niche in the Harley-Davidson dealer network, delivering customized programs that speak to the unique lifestyle, culture, and buying mindset of the Harley rider.

To support outreach to new and prospective Harley-Davidson dealerships, PGN needed a quad-fold brochure that would instantly resonate with dealers and clearly communicate the agency’s expertise in the Harley space.

Creative Approach

1. Design Tone & Format

This piece was intentionally designed to feel bold, aggressive, and distinctly Harley, using a quad-fold format that unfolded like a story—building momentum as readers moved through each panel.

• The brochure utilized Harley-inspired colors (close variations of orange and black) to pay tribute to the brand without infringing on trademarked assets.
• The layout emphasized grit and motion, with angular cuts, dynamic spacing, and confident typography throughout.

2. Custom Illustrations & Footer Details

A standout feature of the piece was the inclusion of hand-drawn sketches of Harley-Davidson models, used as footer artwork on each panel.

• These subtle, fine-line renderings added craftsmanship and authenticity, nodding to the mechanical artistry of the bikes themselves.
• They grounded the layout and visually reinforced PGN’s deep respect for the brand’s heritage.

3. Message Flow & Dealer-Specific Positioning

The content was structured to speak directly to Harley dealers, starting with shared values and ending with performance results.

• Opening Panel: Set the tone with the declaration:

“Now... Let’s Talk Harley.”
This direct approach created immediate alignment with the dealer audience.

• Interior Panels: Detailed PGN’s 15+ year track record with Harley-Davidson dealers—including a feature on a long-time client whose 2005 marked their biggest sales year ever.
• Emphasis was placed on PGN’s deep understanding of:
  • The dealer process
  • The Harley rider mentality
  • The sacredness of the brand
• A highlighted quote summed it up best:

“A Harley isn’t just a motorcycle. It’s a brotherhood, an escape, a declaration of independence.”

4. Final Panel – Call to Action

The closing panel featured a message from PGN’s president—a lifelong rider—along with a confident CTA to “Let us create a program that’s guaranteed to increase your sales.”
Contact info and a bold closing statement reinforced the results-driven, no-nonsense tone of the agency.

Outcome

This quad-fold brochure gave PGN a powerful outreach tool that did more than promote services—it reflected a shared passion for the Harley-Davidson lifestyle and brand legacy.

• It resonated strongly with dealers because it spoke their language, acknowledged their customers, and offered real proof of performance.
• Visually, it captured the spirit of the open road while staying grounded in strategy and measurable results.

This project highlights my ability to craft brand-specific print collateral that balances storytelling, visual culture, and conversion-focused messaging—especially for industries where authenticity is everything.

Brand Overview

Calumet Harley-Davidson isn’t just a dealership—it’s a local hub for Harley riders and enthusiasts across the region. With a reputation for bold personality, passionate service, and deep community ties, Calumet needed a branded content piece that would feel like it came straight from the heart of the Harley culture. That vision became Blast, a monthly magazine that combined dealership news, sales events, lifestyle content, and featured bikes—all wrapped in a design that hit with the same energy as a revving engine.

Creative Approach

1. Cover Design & Feature Focus

The February issue of Blast kicked off the year with two key focal points:

• A hero feature on the return of the Softail Custom to the 2007 Harley-Davidson lineup
• A promotion for the After Inventory Sale, featuring special deals on gear, parts, and bikes

The cover was designed to capture attention fast, combining:

• A bold cover photo of the 2007 Softail Custom
• Grunge-inspired textures and Harley-esque typography
• Prominent placement of sale dates and event highlights to drive foot traffic

The visual tone was unapologetic, tough yet clean, built to resonate with riders looking for real value and raw power.

2. Layout & Content Design

Inside, the magazine served a dual purpose: celebrating Harley culture and moving inventory.

• Pages were structured to showcase after-inventory specials, including riding gear, parts, and pre-owned models
• Layouts blended lifestyle photography, custom product graphics, and dealer copywriting that reflected Calumet’s no-BS, rider-first tone
• Sections were modular, giving the dealership the flexibility to update or expand specific segments monthly (e.g. featured bikes, rider events, service specials)

I maintained a balance between sales-driven content and editorial storytelling, helping “Blast” feel more like a rider’s insider zine than a generic promo piece.

3. Dealership Voice & Community Connection

The magazine included a letter-style intro echoing Calumet’s casual, community-driven brand voice.

“2006 is a not too distant memory and 2007 beckons with possibility and opportunity... If you didn’t get permission to buy yourself that new Harley—good. You don’t need it.”

This tone ran throughout the magazine—relatable, rebellious, and 100% Harley—reinforcing the idea that riders don’t follow trends, they make them.

Outcome

The “Blast” magazine became a signature branded asset for Calumet Harley-Davidson—part dealership update, part cultural badge for the local riding community.

• It helped move post-inventory product, keeping energy high during the winter sales lull
• It strengthened customer loyalty by offering relevant, rider-driven content in a format that felt personal and authentic
• This project highlights my ability to design multi-page branded editorial materials, capture the voice of a subculture, and align visual storytelling with strategic dealership goals

Brand Overview

Frenchcrete is a full-service concrete and home improvement company with a legacy dating back to 1968. Known for their craftsmanship, competitive pricing, and customer-first values, they specialize in textured and stamped concrete solutions that transform everyday spaces into works of art. From walkways and patios to sunrooms, poolside surrounds, and driveways, Frenchcrete’s work enhances both the beauty and function of residential and commercial environments.

To support their business growth and introduce their Textured Concrete Services, Frenchcrete needed a refined, image-driven brochure that spoke to both the elegance and durability of their work.

Creative Approach

1. Format & Structure

I designed a 4-page brochure that was both elegant and practical, balancing visual storytelling with detailed service information.

• Cover: Featured ornamental graphics, clean layout, and a striking stamped concrete patio photo set in a beautiful yard.
• Inside spread: Divided into two primary sections—
  • One showcasing 7 top patterns in swatches (with clear, labeled visuals)
  • The other featuring 4 core applications—driveways, patios, walkways, and poolside—each accompanied by a photo example
• Back cover: Reinforced the company’s reputation with a welcome message, contact info, and a gentle invitation to explore Frenchcrete’s additional services like roofing, windows, additions, and decks.

2. Visual Design & Color Strategy

• The brand color—deep red—was used strategically throughout the layout to anchor key content areas and provide warmth.
• I curated imagery that naturally complemented the red tones, selecting photos with rich earth, brick, and clay hues to enhance the brochure’s overall harmony.
• Decorative flourishes and subtle line work added a touch of sophistication while keeping the focus on the concrete artistry.

3. Typography & Hierarchy

• I used a combination of modern serif and clean sans-serif typefaces to balance professionalism with approachability.
• Content was carefully structured into bite-sized sections, allowing homeowners to easily browse patterns, services, and value propositions without feeling overwhelmed.

Outcome

The final brochure provided Frenchcrete with a versatile and visually refined marketing tool that communicates both their technical capabilities and design sensibility.

• It gave potential clients a clear overview of what textured concrete can do for their homes, while highlighting Frenchcrete’s experience, reliability, and commitment to quality.
• The swatch section made it easy for clients to envision design choices, while the lifestyle photography provided emotional appeal.

This project demonstrates my ability to create print collateral that merges visual elegance with practical clarity, reflecting both craftsmanship and customer confidence—perfectly suited for a brand with Frenchcrete’s heritage.

Brand Overview

Aeglea Biotherapeutics is a biotechnology company focused on developing enzyme-based therapies for rare metabolic diseases, including Arginase 1 Deficiency (ARG1-D). As part of their commitment to global collaboration and research advancement, Aeglea hosts and supports meetings for the International Arginase Deficiency Working Group (IADWG)—a collective of medical professionals and researchers dedicated to improving outcomes for those affected by this ultra-rare condition.

Creative Approach

1. Banner Purpose & Messaging

To welcome attendees to the IADWG Meeting in Rio de Janeiro, I was tasked with designing a large-format banner to greet international guests upon arrival at the venue.

• The banner needed to be warm, inclusive, and professional, while maintaining visual alignment with Aeglea’s brand.
• The headline read:

“Welcome International Arginase Deficiency Working Group Members”

• Subtext featured the meeting registration date and location, clearly displayed for orientation and event consistency.

2. Visual Direction

The design centered around a hero image of a sunset over Rio de Janeiro, selected to:

• Evoke a sense of arrival and natural beauty
• Create an inviting and memorable first impression
• Ground the event in its stunning host city while subtly conveying optimism and global unity

The image was carefully color-balanced to bring out the warmth of the sunset while ensuring text visibility and contrast over the background.

3. Brand Consistency & Clarity

• I incorporated Aeglea’s logo, color accents, and typography, preserving brand integrity across large-scale applications.
• The layout prioritized legibility from a distance, with clean spacing and hierarchy appropriate for a physical banner viewed in a busy environment.

Outcome

The banner successfully set the tone for a globally-minded, mission-driven scientific meeting, helping attendees feel welcomed and grounded from the moment they arrived.

• It reflected Aeglea’s dedication to international collaboration and its role as a leader in rare disease research.
• This project demonstrates my ability to create large-format designs that are visually impactful, brand-aligned, and event-specific.

Brand Overview

PGN is a bold, results-driven advertising agency known for creating campaigns that demand attention and drive action. Their message is simple and direct: Safe advertising doesn’t cut it. With a strong emphasis on real-world impact and fearless creative, PGN needed a promotional postcard that would showcase client success stories while reinforcing the agency’s own unique personality and effectiveness.

Creative Approach

1. Concept & Headline

The card’s headline set the tone immediately:

“We Know What Your Favorite Color Is.”

This intriguing line pulled readers in—followed by a brand message that flipped the script on conventional marketing:

You need to get bold. Safe advertising and marketing don’t cut it. You Need PGN. We create advertising and marketing that “grab” your customers, encouraging them to take ACTION.

This wasn’t just a promo—it was a challenge to business owners: if your advertising isn’t bold, you’re not doing it right.

2. Format & Design

• The postcard was small and pocket-sized, making it tactile, memorable, and easy to share.
• Visuals were bold and modern, with energetic type treatments and confident use of color, echoing PGN’s fearless tone.
• A mix of textural backgrounds, strong contrast, and modular content blocks kept the design clean but dynamic.
• The layout was built for both physical print and digital distribution, ensuring clarity across mediums.

3. Real-World Results Section

To reinforce PGN’s promise of results over fluff, the postcard included mini case studies on the back side—real projects, measurable outcomes:

🟡 Farmington Hills Economic Development

The Problem: Attracting new business owners to Farmington Hills
PGN’s Solution: A pocket-sized promotional postcard that highlighted the benefits of setting up shop in the area.

Strategic message. Big-city appeal in a small, carryable format.

🟠 Motor City Harley-Davidson®

The Problem: Increasing new and repeat sales of Harley-Davidson bikes, services, and gear
PGN’s Solution: A bold, on-brand sales brochure designed for hand-outs and mailing.

Result: Sales increased by 5%.

🔴 Jet’s Pizza – Birmingham, MI

The Problem: Increasing sales at a single Jet’s Pizza location
PGN’s Solution: A jumbo postcard featuring the new manager, personal messaging, and strong coupon offers.

“The postcard response was great—it exceeded our expectations.”
—Dan Weaver, Owner & Operator
Result: Sales up 18%.

Outcome

This postcard positioned PGN as a creative force that gets results—by blending attitude, clarity, and proof of performance into one bold piece of collateral.

• It reinforced the brand’s fearless voice while offering concrete ROI examples.
• Compact in format but strong in message, it proved that even a small piece of mail can make a loud statement.

This project reflects my ability to design tactile, conversion-driven print assets, structure short-form storytelling, and match visual energy to brand voice with precision.

Brand Overview

Boswell’s Harley-Davidson is a powerhouse dealership with deep roots in the riding community—offering everything from high-performance upgrades to trusted service. Known for its unapologetic, no-nonsense tone, Boswell’s needed a magazine-style mailer that would land in mailboxes with the same impact as one of their roaring bikes.

This piece was designed for their Holiday Service and Performance Specials, targeting existing and potential customers with a bold, high-octane layout that put savings and horsepower front and center.

Creative Approach

1. Concept & Layout Strategy

The mailer was designed as a mini-magazine experience, grabbing attention the moment it hit the doorstep.

• The visual theme was built around big, bold, overlapping images, using an intentionally chaotic but controlled grid to reflect Harley’s rugged spirit.
• Headlines were styled in thick, heavy-stroked typefaces with sharp edges and all-caps, creating a voice that shouted just like the bikes themselves.
• The tone: in your face, confident, and rider-focused—with offers that practically demanded action.

2. Key Campaign Messaging

At the heart of the mailer was a bold headline that defined the energy of the piece:

“Feast on the Savings during Boswell’s Holiday Service and Performance Specials!”

Supporting highlights were styled with aggressive callouts, featuring:

• “Save BIG on Genuine Harley-Davidson® Upgrades!”
• “Add Torque and Horsepower to Your Ride—Let Boswell’s Pros Do the Work”
• A value stack of bold offers:
  • MSRP Pricing
  • 0% Interest for 90 Days
  • 0 Payments for 120 Days
  • 0 Down Payment

A large call-to-action prompted readers to visit or call for full details, reinforcing urgency and trust with the message that Boswell’s backs all service with a one-year unlimited mileage warranty.

3. Visual Treatment & Brand Consistency

The layout embraced Boswell’s loud, fearless visual identity:

• Full-bleed photos of Harley models and performance upgrades
• Textures, overlays, and shadows to give the page a gritty, lived-in look
• Layered elements and angled placements to simulate movement and unpredictability—true to the Harley lifestyle

The design stayed consistent with Boswell’s branding while pushing the envelope for seasonal marketing impact.

Outcome

The mailer landed exactly as intended: bold, high-impact, and impossible to ignore.

• It energized Harley fans with a strong call to upgrade, ride harder, and save big during the holiday push.
• By pairing attention-grabbing visuals with clear value propositions, the piece drove in-store visits, phone inquiries, and winter service bookings.
• This project showcases my ability to combine print marketing, aggressive promotional strategy, and bold layout design into one cohesive, high-performance campaign.

Brand Overview

Kim Price Realty is a commercial real estate brokerage based in Orange County, California, with over 20 years of experience in retail, industrial, office, and unique-use leasing. As a solo broker in a competitive market, Kim needed a professional, easy-to-navigate website that reflected her credibility, showcased current listings, and helped potential clients quickly understand her value.

Creative Approach

1. Website Strategy & Design

The website, kimpricerealty.com, was designed to function as both a digital brand hub and a lead generation tool, striking a balance between clean aesthetics and commercial real estate utility.

• I crafted a modern, minimal layout that reflects the brand’s sophistication while staying approachable and clear.
• Typography and spacing were carefully considered to enhance readability and elegance, creating a trustworthy user experience.

2. Structure & User Experience

The site was built to communicate quickly and convert efficiently, with a structure tailored for both desktop and mobile users.

Key sections include:

• Home Page – Featuring a strong headline and intro paragraph positioning Kim as a trusted real estate partner in Orange County.
• About – Showcasing Kim’s 20+ years of experience and niche focus areas, reinforcing her expertise.
• Property Listings – A clean and scannable section for featured properties, highlighting square footage, use type, location, and availability.
• Contact Page – Includes a user-friendly form, clickable contact details, and an embedded map for location context.

3. Performance & Usability

• The site was designed with SEO best practices, semantic HTML, and fast-loading assets for optimal performance.
• I integrated a mobile-first responsive layout, ensuring a smooth experience across devices.
• A QR code (also used on business cards and print materials) leads directly to the site, supporting cross-channel consistency and ease of access.

Outcome

The finished website gave Kim Price Realty a credible, polished online presence that matched the professionalism of her in-person brand.

• It supports her day-to-day business by helping prospective clients quickly explore listings, learn about her services, and reach out with confidence.
• The unified design system across web and print has helped build brand recognition and trust, especially with first-time visitors.

This project showcases my ability to design and build clean, strategic websites that serve real business needs while maintaining strong brand alignment.

Brand Overview

Kim Price Realty is a seasoned commercial real estate brokerage based in Orange County, California, with over 20 years of experience navigating one of the nation’s most competitive markets. Specializing in retail, industrial, office, and unique-use spaces, the brand offers expert guidance tailored to the needs of local businesses and property owners. To reflect Kim’s trusted presence and high-level service, I designed a business card and promotional flyer that balanced sophistication with accessibility—delivered with premium print finishes that make a lasting impression.

Creative Approach

1. Business Card Design

The business card was created to serve as both a personal connection point and a professional brand touchstone—sleek, modern, and immediately memorable.

• The double-sided layout featured a full photo of Kim Price on one side to reinforce her personal brand, and her contact information and QR code on the other for fast digital access to her website.
• Set on a matte black background, the typography and layout were kept clean and legible, designed to feel modern and polished without excess.
• The cards were printed on thick, velvety soft-touch stock, creating a luxurious tactile feel that stood out in the hand and left a premium impression.

2. Flyer Design – Lease Promotion

The flyer was created to support a current commercial lease listing, while reinforcing Kim’s overall brand story and market expertise.

• The top section introduced Kim’s mission with the headline:

“Your Commercial Real Estate Partner in Orange County”

• Supporting body copy highlighted her two decades of local expertise and the range of commercial property types she represents.
• The flyer’s main feature section presented property details and selling points with clear structure—ideal for scanning at a glance.
• The bottom section included a call to action prompting viewers to fill out an inquiry form or scan the QR code to learn more.
• The flyer echoed the card’s aesthetic with a matte black base, refined gold and white accents, and clean layout to maintain brand continuity.
• Like the business card, the flyer was printed on heavy, soft-touch matte stock for a luxurious, high-end finish that reflected the caliber of Kim’s services.

Outcome

The printed materials effectively elevated Kim Price Realty’s brand presence, striking a balance between professionalism, personal touch, and market authority.

• The tactile quality of the print reinforced the brand’s high-end positioning.
• The flyer and card worked in tandem to generate interest, build trust, and guide leads toward listings and consultation.
• This project highlights my ability to design and produce cohesive brand materials, manage visual hierarchy in print, and bridge strategy, aesthetics, and tactile experience in real-world marketing tools.

Brand Overview

Series M Theaters by VFX offers high-end, in-home cinematic experiences—bringing the magic of the movies into the comfort of a private residence. As a luxury product line, Series M focuses on turning home theaters into prestige showpieces, combining cutting-edge technology with immersive design. The goal of this project was to promote Series M’s premium offerings through printed marketing materials that would immediately communicate cinematic quality, lifestyle appeal, and exclusivity.

Creative Approach

1. Visual Concept & Art Direction

The campaign’s visual direction was rooted in evoking the feeling of a true theater-going experience, while signaling the luxury and accessibility of bringing that experience home.

• A rich red curtain graphic served as the background across all materials, immediately tying the viewer’s mind to the ambiance of a real movie theater.
• The curtain created visual drama and warmth, setting the tone for a premium, cinematic environment.
• Prominent gold elements were used throughout, both for the film reel and movie ticket illustrations, enhancing the materials with a sense of prestige and exclusivity.

2. Door Hanger Designs

I developed two distinct door hanger variations, each using a different focal point to highlight the cinema-at-home concept:

• Version 1: Featured a gold film reel as the hero graphic, symbolizing timeless movie magic and high production value.
• Version 2: Showcased a gold movie pass ticket, playing into exclusivity and the personalized, invitation-only nature of luxury home theaters.

Both door hangers included:

• A hero image of a family enjoying a movie night, showcasing the lifestyle benefits and emotional appeal of owning a home theater.
• Bold but elegant typography to balance headline impact with brand sophistication.
• A call-to-action encouraging homeowners to take the next step in making their dream theater a reality.

3. Yard Sign Design

The yard sign echoed the visual language of the door hangers for campaign consistency. It prominently featured the headline:

“Your Cinematic Experience Awaits.”

• The design was bold enough to be readable from a distance, with a clean layout that allowed the red curtain, gold accents, and key messaging to stand out.
• The composition centered around aspirational lifestyle marketing—showing not just what the product is, but what it feels like to live with it.

4. Production & Print Considerations

All layouts were designed with print production in mind, using:

• CMYK-safe gold tones that retained richness without metallic ink
• High-contrast layering to ensure clarity between background and foreground
• Proper bleed, trim, and safe zones for flawless edge-to-edge printing

Outcome

This suite of printed materials successfully communicated the luxury, comfort, and emotional pull of the Series M home theater experience. The combination of cinematic motifs, premium visual styling, and lifestyle-driven messaging made the door hangers and yard sign effective tools for lead generation and brand presence in local markets.

This project highlights my ability to art direct for print, build campaigns across formats, and create visually cohesive experiences that sell both product and lifestyle.

Brand Overview

Genesis Motors is the luxury automotive division of Hyundai, known for combining premium craftsmanship, bold design, and next-generation technology. As the brand expanded its lineup and presence in the U.S., dealer websites such as Genesis of West Houston and others needed high-impact hero images to promote new models, build excitement around upcoming arrivals, and guide prospective buyers toward inventory and reservations.

These assets played a key role in translating national brand messaging into local, sales-driven experiences that still felt elevated and on-brand.

Creative Approach

1. Hero Image Production & Model-Specific Messaging

I created a series of hero images designed to feature prominently at the top of Genesis dealer websites. Each hero focused on a specific model or seasonal initiative, combining luxury visuals with concise, conversion-focused messaging.

Featured Vehicles Included:

• The All-New Genesis G80 / G90 / GV70
• Genesis GV80 (the brand’s first-ever SUV)
• Full seasonal lineup featuring sedans and SUVs side by side

Each asset was carefully composed to include:

• A bold headline such as “The All-New [Year] Genesis G80”
• A subheadline that highlighted a key feature or value proposition (e.g. “Now with Available AWD and a 14.5” Display”)
• A clear call to action, such as “Reserve Yours Before It Arrives” or “View Inventory”

2. Visual Composition & Image Curation

The design process began with reviewing official Genesis brand photography, selecting imagery that best showcased each model’s design language and complemented the hero’s layout requirements. For the GV80 launch in particular, I emphasized:

• A clean, dramatic layout to mirror the vehicle’s sculpted design
• Cinematic lighting that evoked a sense of arrival and presence
• Positioning that allowed for clear copy overlays without compromising visual balance

For the full-lineup seasonal image, I arranged a progression of Genesis vehicles from sedan to SUV, showcasing the breadth of the brand while maintaining uniform lighting and consistency in visual depth.

3. Copywriting & Brand Voice Adaptation

I wrote and refined short-form promotional copy that stayed true to the Genesis voice—refined, aspirational, yet accessible.

• The tone balanced product excitement with luxury restraint
• Every word was designed to convert interest into action while still maintaining brand dignity

Each CTA was strategically placed to align with user reading flow, and optimized for visibility across both desktop and mobile layouts.

4. Dealer Customization

While the assets aligned with Genesis’ national branding, each hero was adapted to the individual dealer’s needs, with flexible overlays that allowed for:

• Localized vehicle availability
• Dealer-specific promotions
• Real-time inventory CTAs like “Now Arriving at Genesis of West Houston”

Outcome

These hero images played a key role in bridging brand storytelling with dealer-level performance marketing. They helped:

• Build momentum for new model releases, especially the GV80
• Drive early reservations and inventory exploration for dealerships
• Position Genesis as a forward-thinking luxury brand, even at the dealership website level

This project showcases my strength in creative direction, layout design, automotive brand alignment, and high-impact promotional messaging—all while working within strict visual guidelines and performance goals.

Brand Overview

Hyundai is a global automotive brand known for its sleek design, innovative technology, and refined approach to value. Each year, Hyundai launches a high-visibility holiday campaign—formerly the Hyundai Holidays Sales Event, now known as the Hyundai Getaway Sales Event—to promote special seasonal offers across its vehicle lineup. For this campaign, Hyundai aimed to highlight the Hyundai Sonata through a website experience that felt festive, premium, and on-brand.

Creative Approach

1. Animated Header Design

To support the campaign, I designed and animated a hero section for the Hyundai website, balancing brand visibility with seasonal ambiance.

• The layout featured the Hyundai Holidays logo on the left and the Hyundai Sonata on the right, establishing a clear visual hierarchy and product focus.
• The composition was optimized for clarity and elegance, keeping the layout responsive and adaptable across screen sizes and resolutions.

2. Motion Design & Atmosphere

The animation centered around a soft, subtle bokeh effect—a seasonal nod without overwhelming the interface.

• The background featured gently animated bokeh lights in soft whites and cool blues, creating a sense of winter lightness and holiday calm.
• The motion was designed to be minimal and fluid, contributing to a polished experience while staying light on performance.
• The animation helped set an elevated seasonal tone that stood apart from typical retail-style holiday graphics.

3. Brand Alignment

Every visual and motion element was built to adhere closely to Hyundai’s brand and campaign guidelines, focusing on:

• A refined, modern aesthetic
• Clean layout structure that integrated seamlessly with Hyundai’s broader website system
• Subtlety and precision—keeping the focus on the Sonata and the campaign message

Outcome

The animated header contributed a visually immersive and brand-consistent experience to one of Hyundai’s key seasonal campaigns. It brought motion, balance, and atmosphere to the Hyundai Holidays event while reinforcing the vehicle’s appeal. This project reflects my ability to blend motion design, layout composition, and brand sensitivity into a cohesive digital asset for large-scale promotional use.

Brand Overview

Hyundai is a global automotive brand known for its innovation, advanced safety features, and sleek modern design. For a social media campaign centered on the Hyundai Elantra, the goal was to create a set of engaging, visually striking social cards tailored for Instagram and other platforms, each spotlighting a key vehicle feature. These cards were crafted to align with Hyundai’s bold visual identity while delivering bite-sized, tech-focused content that educates and excites potential drivers.

Creative Approach

1. Clari-Fi™ Music Restoration Technology Card

This card highlighted the Clari-Fi™ audio system, which restores depth and clarity to compressed digital music files.

• The visual concept featured a soundwave motif expanding outward from the Elantra’s interior speaker system, symbolizing immersive, high-fidelity sound.
• The layout paired clean typography with a layered, tech-inspired background, reinforcing the advanced audio engineering behind the feature.
• Subtle gradients and motion-inspired design elements conveyed energy, aligning with the emotional impact of music behind the wheel.

2. Blind Spot Detection + Rear Cross-Traffic Alert Cards (Two Variations)

These two cards each focused on Hyundai’s driver-assist technologies, with different graphic treatments to appeal across varied scroll behaviors and content formats:

Card A – Top-Down Illustration Style

• A bird’s-eye view of the Elantra on a multilane road illustrated blind spot zones and the detection system in action.
• Animated-style motion lines and directional arrows showed where and how alerts are triggered, making the feature visually intuitive.
• The Elantra was highlighted in a vivid color to draw focus amidst a minimal environment.

Card B – Close-Up Rear Perspective

• A dynamic rear-quarter view of the vehicle emphasized the rear cross-traffic alert system.
• Nearby approaching vehicles were shown with glowing alert zones, visually communicating the vehicle’s situational awareness.
• Crisp UI-inspired overlays and icons reinforced Hyundai’s smart tech capabilities in a clean, digestible format.

3. Lane Change Assist Card

This card focused on Lane Change Assist, a feature that extends blind spot detection when merging or changing lanes.

• The visual used stylized lane lines and motion blur effects to convey speed, precision, and safety in one glance.
• Directional indicators and a highlighted side mirror subtly emphasized where the technology is active.
• The tone was confident and composed, mirroring Hyundai’s brand voice.

Outcome

These social cards successfully translated technical vehicle features into compelling, user-friendly visuals.

• Each card adhered to Hyundai’s brand guidelines while introducing creative variation in layout, illustration style, and motion cues.
• Designed for high performance on Instagram, Facebook, and other mobile-first platforms, the cards contributed to increased feature awareness and engagement among Hyundai’s digital audience.

Brand Overview

Good Look Apparel is a custom footwear brand that designs one-of-a-kind boots for men and women—transforming fashion staples into bold statements of personal style. The brand brings an artistic lens to product development, merging original surface design with high-quality materials to create boots that are both wearable and collectible. Each design draws from a unique visual world, allowing customers to express individuality through form, pattern, and story.

Creative Approach

1. Product Sourcing & Surface Design

At the core of this project was the creation of custom-printed boot designs, developed from the ground up to reflect artistic themes and cultural influences.

• I was responsible for sourcing the base boots, evaluating style, construction, and material compatibility with digital printing processes.
• Each boot design began with a creative concept, which I translated into original surface artwork tailored for precise application to curved, wearable forms.
• Designs ranged from bold graphic patterns to more textured, illustrative motifs—each intended to stand out in both everyday wear and editorial settings.
• Special care was taken to adapt each design to the boot’s structure, ensuring visual flow across seams, heels, and shafts.

This wasn’t just art placement—it was a custom product creation process that balanced creative expression with material constraints and manufacturing feasibility.

2. Product Visualization

To bring the designs to life pre-production, I created a series of high-impact digital composites showing the boots in contextual environments that echoed their artistic roots—urban, abstract, historical, or cultural.

• These composites allowed the brand to showcase each design with a narrative lens, turning each product into part of a larger story.
• I used advanced retouching and compositing techniques in Photoshop to match lighting, texture, and material realism, presenting the boots as both tangible and aspirational.

3. Packaging System Design

With a product this expressive, the packaging needed to feel equally thoughtful.

• I designed a cohesive packaging system that extended each boot’s story into the physical unboxing experience.
• Boxes, tissue paper, and inserts were customized with design elements derived directly from the surface artwork—making every delivery feel intentional and immersive.
• The result was a packaging experience that reinforced the artistic value of the product and aligned with the brand’s identity as both a fashion label and design house.

Outcome

This project unified product sourcing, surface design, brand storytelling, and packaging into a cohesive creative system.

• The boots themselves stood out in a crowded marketplace for their originality, craftsmanship, and art-first aesthetic.
• Visual storytelling through composites and packaging gave customers a deeper connection to the product—and to the brand’s values.
• The work showcases my ability to develop products from concept through design and visual presentation, demonstrating strength in creative direction, product development, and brand expression.

Brand Overview

Little Wedding Box creates beautiful, custom wedding websites that help couples effortlessly manage and share event details. The brand is built on simplicity, elegance, and peace of mind—offering couples a stress-free alternative to DIY website setups. From RSVPs to event schedules and design customization, Little Wedding Box handles the technical side so couples can focus on celebrating their big day.

Creative Approach

1. Project Scope – Whiteboard Animation Promo

To help introduce the brand and its services to newly engaged couples, I created a whiteboard-style promotional video that clearly and playfully explains what Little Wedding Box does—and why it’s a must-have for modern weddings.

2. Visual Style & Tone

The video features:

• Hand-drawn animations that align with the elegance and simplicity of the brand
• Clean, white backgrounds paired with flowing black line work and soft accent colors for warmth and charm
• A gentle, upbeat narration or subtitle-based script to guide viewers through the story

The tone is light, helpful, and reassuring, appealing to couples overwhelmed by wedding planning.

3. Narrative Flow

The animation walks viewers through:

• The stress of traditional website setup (hosting, design, tech issues)
• How Little Wedding Box handles everything—from setup and customization to guest management
• A final message about saving time and focusing on the moments that matter

4. Branding Integration

The video ends with a branded splash screen, featuring the Little Wedding Box logo, tagline, and a strong call-to-action inviting viewers to “Start Your Wedding Website Today.” The branding is gentle but confident—consistent with the brand’s calm, supportive voice.

Outcome

The video simplifies a potentially complex service into a warm, engaging explainer, perfect for sharing on the company’s homepage, social media, or digital ads. This project highlights my skills in scripted storytelling, whiteboard animation, and visual clarity—all tailored to a niche audience with emotional and functional needs.

Brand Overview

Graybug Vision is a clinical-stage biopharmaceutical company focused on developing transformative therapies for diseases of the retina and optic nerve. Known for its precision in ocular drug delivery and targeted treatment innovation, Graybug Vision bridges science and patient care through advanced research and technology. For two major professional events, the company needed clean, visually compelling posters that reflected their scientific expertise and brand sophistication.

Creative Approach

1. Project Scope

Design two professional event posters that communicate critical details while visually reinforcing Graybug Vision’s mission in eye health innovation.

• Poster 1: CRA Training
• Poster 2: Clinical Investigator Meeting
  Both pieces were created to align with brand guidelines while addressing distinct event audiences.

2. Poster 1 – CRA Training

This design centered around a high-resolution close-up image of a human eye, selected for its symbolic and visual depth.

• The intricate iris detail communicates Graybug’s commitment to precision and targeted therapies for complex retinal conditions.
• The photo was color-graded to align with Graybug’s brand palette, and served as a striking visual anchor.
• Event information—including date, location, and registration details—was presented in a clean, corporate format beneath the imagery, reinforcing clarity and professionalism.

3. Poster 2 – Clinical Investigator Meeting

The second poster employed a modern, abstract design to complement the technical nature of the event while remaining brand-aligned.

• The layout featured the Graybug Vision logo prominently, supported by geometric design elements in brand colors (deep blue, light gray, and clinical green hues).
• Abstract forms created a sense of structure and depth, subtly referencing retinal pathways and scientific systems.
• The typographic structure emphasized hierarchy and readability, helping attendees quickly identify key information about the meeting.

4. Outcome

Both posters successfully balanced visual storytelling and corporate clarity, adhering to Graybug Vision’s brand while elevating the presence of their events.
These designs demonstrate expertise in:

• Photo retouching and enhancement
• Professional event layout composition
• Typographic balance and brand integration

The result was a cohesive set of materials ready for both print and digital distribution, strengthening Graybug Vision’s position as a leader in ocular innovation.

Brand Overview

Horizon Brands builds and scales innovative consumer product companies that enhance everyday life. Their portfolio includes high-performance lifestyle and automotive products designed with precision, innovation, and modern aesthetics. As part of their partnership with Formula Drift racer Vaughn Gittin Jr., Horizon Brands launched a poster campaign to promote their TYPE S Underglow LED Lighting at a national motorsport event—blending high-octane excitement with product visibility.

Creative Approach

1. Concept & Purpose

The goal of this poster was to capture the bold energy of Formula Drift culture while showcasing the TYPE S product in a real-world, high-performance setting. The poster was designed for live event distribution, serving both as a collectible for fans and a visually striking brand showcase for TYPE S underglow LED technology.

2. Visual Execution

The layout features Formula Drift champion Vaughn Gittin Jr., dramatically lit and staged to highlight the vibrant TYPE S LED underglow on his vehicle.

• The pose, lighting, and composition were carefully selected and retouched to draw focus to the product without overpowering the athlete.
• A high-contrast treatment gives the poster a cinematic, aggressive feel, consistent with motorsports branding.

3. Typography & Composition

The poster showcases strong typographic hierarchy, emphasizing Vaughn’s name, the TYPE S logo, and key messaging.

• Bold, condensed fonts were used to mimic the raw speed and control of drifting.
• Text placement and balance were managed to maintain clear visual flow from brand to product to athlete.

4. Asset Integration & Branding

After reviewing the Horizon Brands style guide, I curated and retouched existing photography, adjusted lighting and color to align with brand standards, and seamlessly integrated all required logos and brand elements.

• Care was taken to preserve consistency across visual tone, layout margins, and brand-approved color applications.

5. Outcome

The final poster delivered a visually bold, brand-compliant piece that captured the energy of Formula Drift and celebrated the TYPE S product line. The piece highlighted my skills in Photoshop retouching, layout design, and typographic composition, and was well received both by fans and brand stakeholders at the event.

Brand Overview

Toledo Harley-Davidson represents the rugged spirit of American freedom, biker culture, and Midwest grit. As a regional extension of the iconic Harley-Davidson brand, this dealership serves as a hub for local riders and enthusiasts—offering bikes, gear, and a place to belong. The custom logo was created to embody bold patriotism, power, and brand loyalty with unmistakable energy.

Creative Approach

1. Concept & Symbolism

The centerpiece of the logo is a fierce cartoon eagle, drawn in a dynamic, action-packed pose, clawing the top of the "Toledo" logotype as if asserting dominance and ownership. This eagle—bold, sharp-eyed, and full of attitude—symbolizes freedom, strength, and national pride, all key themes in the Harley-Davidson lifestyle.

Behind the eagle flies a stylized American flag, rippling in motion to reinforce the sense of speed, freedom, and patriotism. Above the scene sits the classic Harley-Davidson badge, anchoring the design with brand authority and legacy.

2. Illustration Style

The eagle is rendered in a custom cartoon illustration style—bold lines, exaggerated features, and powerful form give it presence and energy. Its claws, feathers, and expression are meticulously detailed to emphasize intensity and attitude, connecting with the raw emotion of the Harley rider.

3. Typography & Layout

The “Toledo” logotype is strong and masculine, built to withstand the force of the eagle clutching it. The composition is tiered vertically:

• Top: Harley-Davidson badge (as a towering banner of brand legacy)
• Middle: Ferocious eagle in motion, American flag waving
• Bottom: Toledo logotype under pressure—suggesting strength and identity

4. Color Palette

Classic Harley orange, black, and white anchor the color scheme, while reds, whites, and blues from the American flag add patriotic flair. The colors are carefully balanced to maintain legibility and high visual impact across patches, signage, apparel, and digital assets.

5. Versatility

Despite its high-energy composition, the logo was designed for scalability and clarity, working well in both full color and single-color variations. It translates seamlessly to merchandise, vehicle decals, event posters, and embroidered jackets—perfect for riders who want to rep their hometown dealership with pride.

Brand Overview

Wayne Tree Manor is a distinguished banquet and wedding venue. Known for its spacious, remodeled event center and elegant chapel, it has hosted countless weddings, receptions, and cultural celebrations with a legacy of exceptional customer service. Whether for intimate gatherings or grand occasions, Wayne Tree Manor provides a timeless setting for unforgettable events.

Creative Approach

1. Concept & Symbolism

The logo features a stylized black tree silhouette framed inside a traditional Arabic arch design, set against a rich green background. The tree symbolizes life, growth, and lasting memories—perfect for weddings and milestone occasions. The Arabic arch adds a graceful architectural element, suggesting formality, heritage, and the versatility of the venue to host multicultural events.

2. Color Palette

The combination of black and green speaks to elegance and renewal. Green represents celebration, growth, and harmony—while black anchors the design with formality and prestige. The palette enhances the logo's visual weight without overpowering its sense of sophistication.

3. Typography & Style

The wordmark is set in a refined serif typeface, chosen for its timeless and upscale appearance. The typography complements the architectural motif while reinforcing the brand’s professional, classic identity. Optional flourishes or ligatures can be used to evoke a sense of romance and tradition, especially for wedding-related materials.

4. Versatility

The logo was designed to be highly versatile, working across signage, invitations, menus, digital platforms, and embroidered materials. The icon functions beautifully as a standalone emblem, while the full lockup conveys the venue’s full name and refined aesthetic.

Brand Overview

Jackson & Co. Woodworks is a premium woodworking studio specializing in handcrafted furniture, custom cabinetry, and artisanal wood design. Known for timeless craftsmanship and meticulous attention to detail, the brand represents a modern take on traditional woodworking—blending heritage techniques with contemporary style. The logo was designed to reflect that same balance of precision, elegance, and durability.

Creative Approach

1. Concept & Symbolism

The logo features a wood carving tool icon—a nod to the artisan craft and hands-on process behind each piece. The tool sits either above or beside the logotype as a quiet but powerful reminder of the brand’s deep connection to skilled labor and material authenticity.

2. Typography & Style

A refined serif typeface anchors the brand’s visual identity, chosen for its balance of tradition and sophistication. The typography is carefully spaced and weighted to give the name “Jackson & Co. Woodworks” a timeless, confident presence. It communicates quality and professionalism while retaining a handcrafted feel.

3. Color Palette

The logo is rendered in a warm brown tone, inspired by natural wood grains. The earthy color palette reinforces the brand’s organic roots and tactile craftsmanship, while maintaining a neutral and versatile application across printed materials and digital assets.

4. Aesthetic Qualities

Sleek, minimalist, and clean, the logo avoids ornamentation in favor of a professional and high-end finish. The layout is flexible enough to work in both horizontal and stacked formats, and the icon can stand alone as a subtle brand mark on wood stamps, tools, or furniture tags.

5. Versatility

The logo was designed with flexibility in mind—ready for use on engraved branding irons, packaging, signage, business cards, and a clean online presence. Its clarity and timelessness ensure it holds up across modern and traditional mediums alike.

Brand Overview

USA.gov is the official web portal of the United States government, designed to help citizens easily access accurate, up-to-date government information and services. This campaign aimed to increase awareness of how simple and reliable it is to find trusted federal resources—whether you're researching benefits, policies, or official forms. The banner ads highlighted ease-of-use and credibility through clean, interactive design and subtle animation.

Strategy Components

1. Objective

To design and animate a series of digital banner ads that educate users about the simplicity and reliability of using USA.gov to search for official government information, while reinforcing trust and approachability.

2. Campaign Execution

A. Magnifying Glass Animation Banner

• Visual Concept: A clean, minimal banner with the USA.gov logo as the focal point.
• Animation: A magnifying glass moved slowly and intentionally across the logo—visually reinforcing the idea of discovery, clarity, and search.
• Tone: Calm, professional, and trustworthy—aligned with the government’s visual identity.
• CTA: “Find the latest official information at USA.gov” encouraged direct interaction and exploration.

B. Interactive Search Field Banner

• Visual Concept: Modeled after the familiar Google-style search field, this banner allowed users to type in queries and see sample auto-populated results sourced from official government records.
• Interactivity: Mimicked real search behavior, pulling in dynamic examples like “unemployment benefits,” “passport renewal,” and “federal student aid.”
• Design Goal: To demonstrate how intuitive and user-friendly USA.gov’s search functionality is—removing the intimidation sometimes associated with government websites.

3. Outcome

Both banners effectively communicated ease of access and authority, positioning USA.gov as a go-to tool for reliable government information. The magnifying glass animation created a calm sense of clarity, while the interactive search field banner demonstrated real-world utility—helping shift perceptions of government sites from complex to approachable.

Brand Overview

USAA (United Services Automobile Association) is a financial services provider dedicated to serving military members and their families. Known for its integrity, value, and customer-first approach, USAA offers banking, insurance, and investment products tailored to the unique needs of those who serve. These banner ad campaigns aimed to raise awareness and drive conversions across three core offerings: free checking accounts, investment opportunities, and auto insurance—each highlighting trust, convenience, and long-term value.

Strategy Components

1. Objective

To design and animate a series of interactive, high-impact banner ads that clearly communicate USAA’s key benefits, attract user attention, and encourage clicks and sign-ups across banking, insurance, and investment verticals.

2. Campaign Execution

A. USAA Free Checking Account

• Messaging: “No Monthly Fees. No Minimum Balance. Free ATM Use. Free Web Bill Pay.”
• Visual Direction: Bright, simplified UI-style visuals reinforced the digital-first, hassle-free nature of the account.
• Animation: Features appeared one by one in a clean, confident rhythm—building up a sense of value and momentum.
• Interactive Elements: Hover states and expandable panels allowed users to explore benefits before clicking through.

B. USAA Investments

• Messaging: Focused on potential gains and long-term financial growth, framed around trust and stability.
• Visual Direction: Subtle data visualizations and upward graph animations helped convey potential financial growth without overwhelming the user.
• Tone: Professional, calm, and goal-oriented—instilling confidence in future planning.
• Interactive Features: Tool-tip style animations encouraged users to explore scenarios or benefits based on their investment interests.

C. USAA Auto Insurance

• Messaging: Centered on value, coverage, and military-focused benefits.
• Visual Direction: Eye-catching motion graphics of vehicles, safe driving icons, and simplified claims processes.
• Animation: Seamless transitions highlighted ease of switching and getting a quote.
• CTA Focus: “Get a Free Quote” and “See Your Savings” drove strong engagement.

3. Outcome

The campaign’s mix of animation, interactivity, and clear messaging helped effectively communicate USAA’s value across multiple products. Each banner was tailored in tone and pacing to fit its subject matter while maintaining a consistent brand voice. The work supported increased awareness and conversions across targeted audiences, reinforcing USAA’s reputation for reliable, member-focused financial solutions.

Brand Overview

OnStar, a subsidiary of General Motors, is a trusted leader in connected vehicle safety and communication services. Their Automatic Crash Response feature is designed to alert emergency personnel in the event of a collision—even if the driver can’t call for help. This campaign focused on highlighting OnStar’s life-saving capabilities and its close coordination with public safety responders to deliver timely, GPS-enabled assistance.

Strategy Components

1. Objective

To create emotionally resonant and visually impactful animated banner ads that raise awareness about OnStar’s Automatic Crash Response service, emphasizing its critical role in emergencies and its partnership with first responders.

2. Creative Execution

I designed two distinct animated banners to dramatize the urgency and effectiveness of OnStar’s emergency support:

• Cracked Screen Banner: Featured a sudden, sharp screen crack animation symbolizing a vehicle impact—immediately capturing attention and conveying the seriousness of a crash. This visual metaphor reinforced the idea that OnStar is there the moment something goes wrong.
• Emergency Call Waveform Banner: Showcased animated voice frequency waves of a calm emergency responder speaking over a call. This visual represented the real-time, human connection between OnStar and public safety teams, creating a sense of reassurance and precision during high-stress moments.

3. Messaging and Tone

The banners emphasized fast response, GPS accuracy, and seamless communication in emergencies. Messaging was concise and urgent, using phrases like “Help when you need it most” and “We speak to first responders so you don’t have to.” The tone was serious yet hopeful, reflecting OnStar’s mission of protecting lives.

4. Technical and Visual Approach

Animation was subtle but powerful—designed to quickly engage users without being intrusive. Visual and motion design techniques were chosen to reflect real-world urgency while maintaining a polished, brand-aligned look.

5. Outcome

The banners served as powerful awareness tools, helping educate audiences about OnStar’s behind-the-scenes capabilities and real-world life-saving impact. They successfully brought attention to a feature often taken for granted, while visually honoring the essential collaboration between technology and emergency services.

Brand Overview

Hyundai is a global automotive brand known for its innovation, reliability, and approachable design. This particular campaign focused on the Hyundai Tucson 2017, targeting Spanish-speaking audiences with culturally relevant, upbeat messaging.

Strategy Components

1. Objective

To create a vibrant, animated Spanish-language banner ad that captured the energy of summer and promoted the Hyundai Tucson 2017 during the clearance event.

2. Creative Execution

I designed and animated a dynamic HTML5 banner with playful motion, vibrant color palettes, and bold type. The headline—“Más divertido que un día de playa” (“More fun than a day at the beach”)—set a lighthearted, aspirational tone aimed at emotionally connecting with viewers while reinforcing the value and versatility of the Tucson.

3. Animation Approach

The animation emphasized smooth transitions, summery visual cues, and a CTA that stood out without disrupting the visual rhythm. The pacing was tailored to catch attention quickly in digital ad placements, especially on mobile devices.

4. Cultural Relevance

The Spanish copy and visuals were designed to resonate with Hispanic markets—maintaining the brand's visual standards while creating a culturally authentic and engaging experience.

5. Outcome

The animated banner aligned with Hyundai’s seasonal campaign goals, helping drive awareness and engagement among Spanish-speaking consumers during a key sales window.

Brand Overview

All Seasons Sprinkler and Landscaping is a residential landscaping company dedicated to transforming outdoor spaces through expert design, reliable sprinkler systems, and year-round yard care. Known for their friendly, approachable service, the company focuses on helping homeowners enhance curb appeal and maintain vibrant, functional landscapes. This promotional campaign aimed to increase awareness of their full-service offerings and position the brand as a trusted neighborhood expert.

Strategy Components

1. Objective

To create a compelling and approachable video promo that introduces All Seasons’ services to new homeowners and local residents, building trust through personality, visuals, and clarity.

2. Creative Execution

I hired and directed a professional spokesperson to serve as the face of the brand—someone who could explain the services in a clear, friendly tone that reflects the company’s customer-first approach.

3. Video Production Workflow

• After Effects: Used to key out the spokesperson from green screen footage, ensuring clean transparency and seamless integration with branded backgrounds.
• Premiere Pro: Used to edit the full promotional video, combining live spokesperson delivery with a curated selection of portfolio clips showcasing lawns, irrigation installs, and landscaping transformations.
• Animated Transitions: Custom transitions were created to match the tone of the brand—soft, welcoming, and polished.
• Music Selection: I sourced and synced friendly, upbeat music to match the neighborhood-friendly, professional vibe of the brand.

4. Outcome

The final promo positioned All Seasons as a personable and reliable service provider. The use of a spokesperson added trust and human connection, while the dynamic edit highlighted their range and quality of work. The video became a versatile asset—ideal for social media, web, and local advertising.

Brand Overview

Intel Gaming, in collaboration with Crystal Dynamics and Square Enix, launched a premium PC gaming partnership to support the release of Marvel’s Avengers. The campaign celebrated Intel’s hardware as the engine behind a mightier, more immersive gaming experience—bridging powerful performance with the iconic Marvel universe. Hosted on Intel’s gaming site, the experience was designed to energize fans and elevate Intel’s position in the high-performance PC gaming market.

Strategy Components

1. Objective

To create a dynamic, cinematic masthead animation for Intel’s gaming website that embodied the epic scale of the Marvel’s Avengers universe while reinforcing Intel’s role in delivering next-level performance for PC gamers.

2. Creative Execution

I developed a hero animation featuring the Avengers team rising out of swirling smoke, timed for dramatic visual impact. The animation was crafted to feel like a cinematic reveal—bold, immersive, and worthy of the Marvel name. It served as the first impression users had when landing on the campaign site, building instant excitement.

3. Animation Style & Tools

Using After Effects, I layered smoke effects, lighting flares, and depth-of-field to create a moody, atmospheric intro. The Avengers characters emerged with subtle, controlled motion—balancing intensity with compositional clarity. The motion was designed to align with the tagline:
“Game with Intel for a Mightier PC Experience.”

4. Brand Alignment

The animation visually married Intel’s brand values—power, precision, and innovation—with the cinematic excitement of the Marvel franchise. Typography, pacing, and motion cues were carefully calibrated to reflect both brands’ tones without overwhelming the user interface.

5. Outcome

The animated masthead became a visual centerpiece of the Intel x Marvel’s Avengers campaign landing page—delivering emotional impact, reinforcing the narrative, and setting the tone for the partnership. It helped position Intel not just as a hardware provider, but as a key player in the immersive PC gaming experience.

Brand Overview

Checkers & Rally’s is a bold, flavor-first fast food brand known for its crave-worthy burgers, famous fries, and no-nonsense attitude. The Checkers & Rally’s Rewards Loyalty App gives guests access to exclusive offers, personalized rewards, and member-only deals—encouraging repeat visits and deeper brand engagement. This campaign focused on driving app downloads through eye-catching animated banner ads across digital platforms.

Strategy Components

1. Objective

The goal of the campaign was to increase visibility and drive downloads of the Checkers & Rally’s Rewards App by communicating the app’s benefits in a fast, visually impactful format optimized for display ad placements.

2. Creative Execution

I designed and animated a series of digital banners using Checkers & Rally’s branded illustration assets, incorporating high-energy motion and bold typography to capture attention immediately. The animations were short, punchy, and designed to reflect the brand’s bold personality while clearly conveying value—like “exclusive rewards,” “free food,” and “member-only offers.”

3. Animation Style

Motion was used to highlight core features of the app in an energetic, rhythmic sequence. Bright color palettes, bold contrast, and quick transitions ensured the ads stood out across both desktop and mobile environments.

4. Optimization & Deployment

The banners were developed in various standard ad sizes and exported in optimized formats to ensure fast loading and platform compatibility. Each ad featured a strong CTA like “Download the App” or “Get Your Rewards”, guiding users directly to the app store.

5. Outcome

The animated banner ads successfully brought the brand’s personality to life in a digital space—reinforcing awareness while supporting conversion-focused goals. The creative aligned tightly with the Checkers & Rally’s identity, delivering a visually cohesive and compelling user acquisition asset.

Brand Overview

Genesis is a luxury automotive brand known for its bold design language, refined engineering, and progressive identity. Positioned as a sophisticated disruptor in the premium vehicle market, Genesis consistently delivers emotionally resonant storytelling through powerful visuals and sound. This Facebook and Instagram campaign aimed to capture that essence—bringing the detail and drama of Genesis vehicles to life for a social-first audience.

Strategy Components

1. Objective

The campaign was designed to spotlight the meticulous craftsmanship and signature features of Genesis vehicles in a short-form, mobile-optimized video tailored for high-impact performance on Facebook and Instagram feeds.

2. Creative Direction

Working from raw footage, I led the video editing and art direction to create a dramatic and emotionally immersive visual experience. The edit was structured to build tension and elegance—emphasizing fine details like headlight design, grille texture, wheel movement, and cabin finishes.

3. Audio Sync & Tone

The visual narrative was tightly paired with impactful orchestral music, giving the final edit a cinematic rhythm. The footage was cut and paced to feel in sync with a live orchestra, allowing the car’s movements and details to feel orchestrated—turning every curve and glint of light into a choreographed moment. This elevated the sense of luxury and control, aligning perfectly with Genesis’ brand tone.

4. Platform Strategy

The final edit was optimized for vertical and square formats, ensuring visual clarity and maximum impact in-feed. The opening seconds were carefully designed to hook the viewer instantly—leading with bold motion and striking close-ups.

5. Outcome

The campaign successfully delivered an elevated brand presence across social platforms. The video’s pacing, sound design, and elegant cut made it stand out in crowded feeds, driving strong engagement and reinforcing Genesis’ positioning as a design-first luxury brand with emotional depth.

Brand Overview

Genesis is a luxury automotive brand redefining modern elegance through bold design, advanced technology, and dynamic performance. With a challenger spirit, Genesis speaks to drivers who value both innovation and confidence. The “Daring in Every Way That Counts” campaign reinforced this identity—highlighting the brand’s fearless commitment to standing apart in a crowded luxury landscape.

Strategy Components

1. Brand Positioning

Genesis positions itself as a bold alternative to traditional luxury—refined yet forward-thinking. The campaign focused on capturing this mindset visually and emotionally, showcasing what it means to be “daring” through both design and storytelling.

2. Visual Identity & Messaging

The creative direction emphasized minimalism with power—clean compositions, high-contrast imagery, and messaging that communicated confidence without excess. The phrase “Daring in Every Way That Counts” was reinforced through both static and animated visuals, designed to reflect movement, edge, and composure.

3. Motion Design Execution

To elevate the hero section of the campaign email, I created a cinemagraph-style animation using Adobe After Effects, where the spinning wheel of the Genesis vehicle remained in motion against an otherwise static scene. This technique added a refined sense of dynamism and intrigue, drawing attention without overwhelming the inbox environment. The animation was optimized for performance across major email clients, maintaining visual quality while adhering to file size and playback constraints.

4. Outcome

The animated hero provided an elegant focal point that captured the viewer’s attention instantly. It reinforced the brand’s daring essence while delivering a premium visual experience aligned with Genesis’ design philosophy. The execution balanced creativity with technical precision—mirroring the Genesis brand itself.

Result

The animated hero elevated the email’s impact and brand perception, creating a visually engaging experience right at the inbox entry point. It supported stronger engagement metrics and reinforced the Genesis identity as bold, refined, and forward-thinking.

Branding Overview

Damage Creative is a Los Angeles-based full-service creative agency specializing in gaming and streaming culture. Founded by gaming industry experts and powered by award-winning ad agency leaders, Damage delivers thought-provoking, category-shattering campaigns and content that resonates with the gaming community. Their mission is to engage consumers through the virtual frontier of gaming and streaming, consistently delivering provocative and authentic ideation to ingrain brands with gamers.

Strategy Components

1. Brand Positioning

Damage Creative positions itself at the intersection of gaming culture and brand storytelling. By leveraging deep-rooted connections within the gaming community and a strong understanding of brand dynamics, they bridge the gap between gamers and brands, ensuring authentic and impactful engagements.

2. Visual Identity & Messaging

The agency's visual identity reflects a bold and modern aesthetic, resonating with the dynamic nature of gaming culture. Messaging emphasizes authenticity, innovation, and a deep understanding of the gaming landscape, appealing to both endemic and non-endemic brands seeking to connect with gaming audiences.

3. UX & Digital Design Strategy

Damage Creative's digital presence is designed to be immersive and user-centric. Their website and digital campaigns prioritize intuitive navigation, engaging content, and responsive design, ensuring optimal user experiences across devices.

4. Content & Community Engagement

The agency emphasizes the importance of community engagement, creating content that not only promotes brands but also adds value to the gaming community. Through strategic partnerships with influencers, streamers, and esports teams, Damage Creative ensures that brand messages are delivered authentically and resonate with target audiences.

Branding Overview

To create visually striking, on-brand banner ads that align with the premium positioning of the Genesis brand while driving engagement and click-throughs during a high-impact promotional period.

Strategy Components

1. Brand Positioning

Genesis positions itself as a modern luxury alternative—offering world-class design, technology, and service without compromise. The Signature Event supports this positioning by pairing premium aesthetics with compelling purchase incentives, designed to appeal to discerning buyers seeking performance and prestige.

2. Visual Identity & Messaging

The campaign’s visual language emphasized elegance, minimalism, and clarity. Banner ads featured:

• High-resolution imagery of flagship models (e.g., G80, GV70)
• Polished typography consistent with Genesis brand guidelines
• Strong CTAs such as “Explore Offers” or “Limited-Time Event”
  Messaging balanced urgency with luxury, ensuring the tone stayed aspirational rather than overly promotional.

3. UX & Digital Design Strategy

• Responsive and Scalable Layouts: Banners were designed in multiple sizes to perform across programmatic, social, and dealership ad placements.
• Subtle Animation: Where applicable, motion was used to draw attention without compromising load speed or visual integrity.
• Brand Integrity: Every element—from type to spacing—was crafted to mirror the Genesis brand’s design standards and create a seamless cross-platform experience.

4. Performance Optimization

• A large number of asset versions were optimized for file size and platform requirements (HTML5, JPG, GIF) through a sophisticated automation workflow (see video below).
• A modular design system allowed rapid creation of localized variations while maintaining consistency.
• CTAs and focal points were placed strategically for high visibility and conversion.

Result

The banners reinforced Genesis’s premium image while supporting traffic and conversion goals across digital media buys, dealership sites, and remarketing channels.

Branding Overview

AboutSeniorLiving.com is a compassionate, no-cost senior care referral service operating in Southern California and Northern Idaho. Their mission is to guide families through the complex journey of finding the right senior living solution—whether it’s assisted living, memory care, board and care homes, or in-home support—by offering personalized, expert-driven placement services. Their approach is rooted in empathy, clarity, and trust, helping families make informed decisions during emotionally challenging times.

Strategy Components

1. Brand Positioning

Positioned as a trusted partner in senior living transitions, AboutSeniorLiving.com emphasizes personalized guidance and compassionate support. The brand communicates a commitment to easing the stress of finding appropriate care, ensuring families feel supported every step of the way.

2. Visual Identity & Messaging

The website's design employs a warm and approachable aesthetic, using soothing colors and clear typography to create a sense of comfort and reliability. Messaging focuses on empathy and expertise, with headlines like "Your Trusted Helper in Senior Living Solutions" reinforcing the brand's supportive role.

3. UX/UI Design Strategy

• Intuitive Navigation: Services are clearly categorized, allowing users to easily explore options such as assisted living, memory care, and in-home support.
• Responsive Design: Ensures optimal viewing across devices, catering to both tech-savvy users and those less familiar with digital platforms.
• Call-to-Action (CTA): Prominent CTAs like "Start Your Journey" guide users toward initiating the placement process.

4. Content Strategy

Content is tailored to address the concerns and questions of families seeking senior care solutions. Detailed service descriptions, testimonials, and a clear outline of the placement process build trust and demonstrate the organization's commitment to personalized support.

5. SEO & Lead Generation

The website is optimized for search engines with relevant keywords, meta descriptions, and structured data. Integrated contact forms and consultation booking features facilitate lead capture and conversion.

Branding Overview

VjP Tax & Financial Services is a Long Beach–based firm offering comprehensive financial solutions, including tax preparation, bookkeeping, business formation, and digital mailbox services. Founded by Vonya McCoy, the company emphasizes personalized service, financial education, and community empowerment. Their mission is to simplify financial processes, enabling clients to "stress less, live more."

Strategy Components

1. Brand Positioning

Positioned as a trusted financial partner for individuals and small businesses in Southern California, VjP combines professional expertise with a personal touch. The brand emphasizes accessibility, education, and long-term client relationships.

2. Visual Identity & Messaging

The website design reflects clarity and professionalism, using a clean layout and approachable language. Key messages focus on trust, expertise, and the firm's commitment to client success.

3. UX/UI Design Strategy

• Intuitive Navigation: Services are categorized clearly, allowing users to find information effortlessly.
• Responsive Design: Ensures optimal viewing across devices.
• Call-to-Action (CTA): Prominent CTAs like "Book A Consultation" guide users toward engagement.vjptaxservices.com+1vjptaxservices.com+1

4. Content Strategy

Content is tailored to address client needs, with detailed service descriptions, informative blog posts, and FAQs that build trust and demonstrate expertise.

5. SEO & Lead Generation

The website is optimized for search engines with relevant keywords, meta descriptions, and structured data. Integrated contact forms and consultation booking features facilitate lead capture and conversion.

Branding Overview

Skye Construction is an Orange County–based ADU contractor specializing in garage conversions, detached/attached ADUs, and interior remodels. Their mission is to help homeowners unlock underused spaces and turn them into rentable, high-quality living units—maximizing both functionality and ROI. The brand emphasizes reliability, regulatory know-how, and craftsmanship with a modern California aesthetic.

Strategy Components

1. Brand Positioning

Skye Construction is positioned as a modern, reliable, and knowledgeable ADU expert for Southern California homeowners. The website reinforces their role not just as contractors, but as partners in navigating complex zoning and building regulations with ease and confidence.

2. Visual Identity & Messaging

The design leverages clean lines, contemporary typography, and aspirational imagery to reflect Skye's modern craftsmanship. Messaging emphasizes simplicity, income potential, and turnkey service, making a technical offering approachable to everyday homeowners.

3. UX/UI Design Strategy

• Clear Value Proposition: The homepage clearly communicates what an ADU is and why it matters.
• Segmented Services: Pages for detached ADUs, garage conversions, and more, each with clear CTAs and benefits.
• Streamlined Navigation: Mobile-first design and intuitive structure help users quickly understand their options.
• Trust Builders: Process overviews, FAQs, and testimonial areas build credibility and reduce hesitation.

4. Lead Generation & Conversion

Prominent CTAs like “Get Started” and “Request a Consultation” appear across key pages, paired with optimized forms. The site architecture supports organic SEO with localized and service-specific keyword targeting.

Branding Overview

All Seasons Landscape is a premier landscaping company based in Orange County, California, specializing in creating custom, sustainable outdoor spaces that blend aesthetics and functionality. Their services encompass residential and commercial landscaping, outdoor lighting, synthetic turf installation, and comprehensive garden design.

Strategy

1. Brand Positioning

Positioned as a trusted partner for high-quality landscaping solutions in Orange County, All Seasons Landscape emphasizes personalized service, sustainability, and expert craftsmanship. The brand communicates a commitment to enhancing property value and outdoor living experiences through tailored landscaping services.

2. Visual Identity & Messaging

The website design reflects the company's dedication to quality and aesthetics, utilizing clean layouts, high-resolution imagery, and a cohesive color scheme. Messaging focuses on the company's expertise in creating custom outdoor spaces, highlighting services like outdoor lighting, synthetic turf installation, and garden design.

3. UX/UI Design Strategy

• Intuitive Navigation: Services are clearly categorized, allowing users to easily explore options such as residential landscaping, outdoor lighting, and synthetic turf installation.
• Responsive Design: Ensures optimal viewing across devices, catering to both desktop and mobile users.
• Call-to-Action (CTA): Prominent CTAs like "Get in Touch" guide users toward initiating consultations and service inquiries.

4. Content Strategy

Content is tailored to address the needs and interests of potential clients, with detailed service descriptions, a portfolio showcasing completed projects, and informative blog posts that establish the company's authority in the landscaping industry.

5. SEO & Lead Generation

The website is optimized for search engines with relevant keywords, meta descriptions, and structured data. Integrated contact forms and consultation booking features facilitate lead capture and conversion.

Project Overview

This project involved designing a modern website that reflects the innovative spirit of Tech Innovations Inc. The goal was to create a platform that is not only visually appealing but also highly functional.

Design Features

1. Brand Positioning

Innocean USA positions itself as an explorer in the advertising world, driven by the belief that "the further you go, the more you find." This philosophy underscores their commitment to pushing boundaries and discovering new avenues for brand storytelling and consumer engagement.

2. Integrated Services

The agency offers a comprehensive suite of services, including:

• Strategy: Qualitative & quantitative research, brand architecture, customer journey mapping.
• Creative: Video content, graphic design, animation, CGI & motion graphics.
• Digital: UX/UI design, web/app development, CRM, email marketing, e-commerce.
• Media: Omni-channel planning, programmatic digital, investment stewardship.
• Social Media: Content creation, community management, influencer marketing.
• Experiential: Event production, sports marketing, virtual events.

3. Client Portfolio

Innocean USA has collaborated with a range of prominent clients, including Hyundai, Genesis, Kia, Hankook, Hyundai Cradle, Jinro, Korean Air, LG, Manscaped, Motional, Nexon, Pacific Life, SeaWorld, Signature Kitchen Suite, Supernal, TaylorMade, UC Davis Health, Uneekor, Wienerschnitzel, and Xcient.

4. Leadership and Culture

The agency's leadership team comprises seasoned professionals who bring a wealth of experience and creativity to the organization. Their culture fosters collaboration, innovation, and a relentless pursuit of excellence, ensuring that both clients and employees thrive in a dynamic environment.

The website includes various interactive elements that engage users and enhance their experience.