top of page
Work
Booz Allen Velocity Magazine
A Three-Phase Integration Model in a High-Stakes, Compliance-Driven Environment
PROBLEM
Booz Allen's flagship annual publication for government and industry leaders was focused on AI adoption and deployment. The editorial team wanted the creation process itself to reflect the subject matter. My task was to lead the art direction by integrating AI tools across every phase of the creative process, from ideation through production through stakeholder reporting.
ACTION
Structured a two-phase AI workflow: Ideation – Employed Gemini and MidJourney to rapidly prototype concepts and secure early-stage buy-in through visual experimentation; and production – utilized Adobe Firefly and Express to polish and adapt print imagery into a multi-channel digital suite.
RESULT
Produced a high-impact, nationally circulated publication that served as a functional blueprint for ethical AI implementation in large-scale creative operations. The final product featured a Protea flower motif—a visual metaphor for resilience—solidifying the magazine's status as a tangible case study in technological evolution.
PROBLEM
Booz Allen's flagship annual publication for government and industry leaders was focused on AI adoption and deployment. The editorial team wanted the creation process itself to reflect the subject matter. My task was to lead the art direction by integrating AI tools across every phase of the creative process, from ideation through production through stakeholder reporting.
ACTION
Structured a two-phase AI workflow: Ideation – Employed Gemini and MidJourney to rapidly prototype concepts and secure early-stage buy-in through visual experimentation; and production – utilized Adobe Firefly and Express to polish and adapt print imagery into a multi-channel digital suite.
RESULT
Produced a high-impact, nationally circulated publication that served as a functional blueprint for ethical AI implementation in large-scale creative operations. The final product featured a Protea flower motif—a visual metaphor for resilience—solidifying the magazine's status as a tangible case study in technological evolution.
AAMCO "Trust" Campaign
From Brand Strategy and Campaign to Measurable Sales Lift
PROBLEM
AAMCO faced a brand perception gap, appearing archaic to the 24–50 demographic who viewed them as a legacy service. The brand required a modern strategic repositioning and a cohesive campaign to capture market share among younger drivers. My task was to help direct the creative vision for an omni-channel initiative aimed at evolving the brand’s identity from a niche transmission shop to a comprehensive, full-service automotive destination.
ACTION
Leveraging data that highlighted digital and broadcast media as the primary drivers for this audience, I transformed insights into a high-impact creative strategy. I utilized humor to increase the brand's appeal across generations, deploying a synchronized suite of video and social assets grounded in a singular, research-backed concept.
RESULT
The campaign delivered a high-performance ROI and a measurable shift in brand equity:
• Commercial Growth: Realized a 5% uplift in national sales, with key regional performance surging by 18%.
• Market Penetration: Successfully captured the target millennial and Gen Z demographics without eroding the loyalty of the existing legacy customer base.
• Brand Sentiment: Shifted the qualitative perception of the brand from a niche specialist to a comprehensive, modern automotive partner.
PROBLEM
AAMCO faced a brand perception gap, appearing archaic to the 24–50 demographic who viewed them as a legacy service. The brand required a modern strategic repositioning and a cohesive campaign to capture market share among younger drivers. My task was to help direct the creative vision for an omni-channel initiative aimed at evolving the brand’s identity from a niche transmission shop to a comprehensive, full-service automotive destination.
ACTION
Leveraging data that highlighted digital and broadcast media as the primary drivers for this audience, I transformed insights into a high-impact creative strategy. I utilized humor to increase the brand's appeal across generations, deploying a synchronized suite of video and social assets grounded in a singular, research-backed concept.
RESULT
The campaign delivered a high-performance ROI and a measurable shift in brand equity:
• Commercial Growth: Realized a 5% uplift in national sales, with key regional performance surging by 18%.
• Market Penetration: Successfully captured the target millennial and Gen Z demographics without eroding the loyalty of the existing legacy customer base.
• Brand Sentiment: Shifted the qualitative perception of the brand from a niche specialist to a comprehensive, modern automotive partner.
Corporate Website Overhaul
Corporate Website Overhaul, DAM & MarTech Operational Transformation
PROBLEM
Booz Allen’s decentralized market structure caused brand fragmentation and audience confusion. Simultaneously, the in-house team faced manual, high-volume production demands that hindered speed-to-market and operational efficiency in a fast-paste environment.
As Associate Creative Director and Creative Lead, I was charged with directing a corporate website overhaul and brand alignment. My mandate included architecting a firm-wide Digital Asset Management (DAM) system and modernizing the MarTech stack to build a scalable, compliant, end-to-end creative pipeline.
ACTION
I designed a cohesive visual architecture from the ground up, developed a unified visual architecture and UX strategy, integrating Adobe Experience Manager, Workfront, and Adobe Express to automate the workflow from intake to delivery. Beyond the identity design visual transformation, I established a robust DAM framework using Asset Bank, implemented AI-driven metadata protocols, and restructured the team’s operating model to eliminate redundancy and accelerate asset discoverability.
RESULT
• Operational Efficiency: Achieved a 15% gain in design productivity and a 20% faster time-to-market.
• Cost Optimization: Realized $1M in annual labor savings through workflow automation.
• Global Compliance: Attained 100% Level AA WCAG accessibility across 7,000+ global assets.
• Scalable Reach: Successfully deployed a unified system across worldwide social and print channels.
PROBLEM
Booz Allen’s decentralized market structure caused brand fragmentation and audience confusion. Simultaneously, the in-house team faced manual, high-volume production demands that hindered speed-to-market and operational efficiency in a fast-paste environment.
As Associate Creative Director and Creative Lead, I was charged with directing a corporate website overhaul and brand alignment. My mandate included architecting a firm-wide Digital Asset Management (DAM) system and modernizing the MarTech stack to build a scalable, compliant, end-to-end creative pipeline.
ACTION
I designed a cohesive visual architecture from the ground up, developed a unified visual architecture and UX strategy, integrating Adobe Experience Manager, Workfront, and Adobe Express to automate the workflow from intake to delivery. Beyond the identity design visual transformation, I established a robust DAM framework using Asset Bank, implemented AI-driven metadata protocols, and restructured the team’s operating model to eliminate redundancy and accelerate asset discoverability.
RESULT
• Operational Efficiency: Achieved a 15% gain in design productivity and a 20% faster time-to-market.
• Cost Optimization: Realized $1M in annual labor savings through workflow automation.
• Global Compliance: Attained 100% Level AA WCAG accessibility across 7,000+ global assets.
• Scalable Reach: Successfully deployed a unified system across worldwide social and print channels.
River Chase Equestrian Center
A solo end-to-end full client engagement, including brand identity, website, and SEO. I ran the discovery, the strategy, the UX, the design and art direction, the build, and the measurement.
PROBLEM
RCEC had virtually no online presence, an invisible brand losing prospective clients before they ever made contact. My task was to deliver a full-scope engagement including brand identity, a WCAG accessibility compliant website, and SEO architecture, entirely from concept to launch.
ACTION: I conducted audience mapping across RCEC's multi-generational target base, performed UX research to identify drop-off points in the old site, built a complete brand identity system, designed and launched a new site with on-page SEO architecture baked in from the first wireframe — all to WCAG compliance standards.
RESULT
• Launch Velocity: 50% Organic Traffic
Reduced reliance on paid spend within 30 days.
• Market Reach: 485 new visitors
Solidified brand footprint at the top of the funnel.
• User Interest: 25% Lesson Adoption
High-value content proved to be the primary engagement driver.
PROBLEM
RCEC had virtually no online presence, an invisible brand losing prospective clients before they ever made contact. My task was to deliver a full-scope engagement including brand identity, a WCAG accessibility compliant website, and SEO architecture, entirely from concept to launch.
ACTION: I conducted audience mapping across RCEC's multi-generational target base, performed UX research to identify drop-off points in the old site, built a complete brand identity system, designed and launched a new site with on-page SEO architecture baked in from the first wireframe — all to WCAG compliance standards.
RESULT
• Launch Velocity: 50% Organic Traffic
Reduced reliance on paid spend within 30 days.
• Market Reach: 485 new visitors
Solidified brand footprint at the top of the funnel.
• User Interest: 25% Lesson Adoption
High-value content proved to be the primary engagement driver.
Mars Inc. "We All Scream for Ice Cream"
Solving a Re-Launch Differentiation Problem
PROBLEM
Mars Inc. needed to re-introduce Snickers Ice Cream into a saturated market. The product had already launched before, it had no first-impression advantage, and risked being overlooked in a visually noisy category. I was responsible for cracking a differentiation strategy that would cut through category clutter and make a second launch feel like an unmissable event and not a repeat.
ACTION
Rather than leading with product features or impulse-buy triggers, I built the campaign concept around a cultural insight: the familiar phrase "we all scream for ice cream". I developed an integrated and experiential campaign that showed the consequence of that scream, placing the disruption in environments where everyday consumers were most mentally disengaged and vulnerable to surprise.
The strategic discipline here was constraint. We had a defined problem, a specific audience moment, and a limited media mix. My job was to find the one insight that made all of it work together.
RESULT
The campaign delivered a high-impact re-launch platform for a global Mars brand, generating stopping power in physical environments where the competition was relying on conventional shelf presence. The concept extended across multiple touch-points while maintaining a single, instantly legible idea.
PROBLEM
Mars Inc. needed to re-introduce Snickers Ice Cream into a saturated market. The product had already launched before, it had no first-impression advantage, and risked being overlooked in a visually noisy category. I was responsible for cracking a differentiation strategy that would cut through category clutter and make a second launch feel like an unmissable event and not a repeat.
ACTION
Rather than leading with product features or impulse-buy triggers, I built the campaign concept around a cultural insight: the familiar phrase "we all scream for ice cream". I developed an integrated and experiential campaign that showed the consequence of that scream, placing the disruption in environments where everyday consumers were most mentally disengaged and vulnerable to surprise.
The strategic discipline here was constraint. We had a defined problem, a specific audience moment, and a limited media mix. My job was to find the one insight that made all of it work together.
RESULT
The campaign delivered a high-impact re-launch platform for a global Mars brand, generating stopping power in physical environments where the competition was relying on conventional shelf presence. The concept extended across multiple touch-points while maintaining a single, instantly legible idea.
DAD's Pet Foods "From Farm to Bowl"
Brand Integrity at Scale Across Segmented Geographies
PROBLEM
DAD's Pet Foods needed to grow its customer base across rural and urban geographies simultaneously without fragmenting its brand identity in the process. The challenge was a common tension clients face: how do you customize for distinct audiences at scale while keeping the brand coherent?
ACTION
I built a single visual system: hand-painted barn imagery that flexed across segments without losing its identity. For rural markets, we painted headlines directly on real barns, making the media and the message inseparable. For urban audiences, I conceptualized and directed photoshoots that translated the same farm authenticity into print formats suited to city environments.
RESULT
DAD's expanded into new geographies and demographics without diluting the brand equity built around its farm-to-bowl story, consistent across every market, relevant in each one.
PROBLEM
DAD's Pet Foods needed to grow its customer base across rural and urban geographies simultaneously without fragmenting its brand identity in the process. The challenge was a common tension clients face: how do you customize for distinct audiences at scale while keeping the brand coherent?
ACTION
I built a single visual system: hand-painted barn imagery that flexed across segments without losing its identity. For rural markets, we painted headlines directly on real barns, making the media and the message inseparable. For urban audiences, I conceptualized and directed photoshoots that translated the same farm authenticity into print formats suited to city environments.
RESULT
DAD's expanded into new geographies and demographics without diluting the brand equity built around its farm-to-bowl story, consistent across every market, relevant in each one.
American Beverage Association "Mixify"
Multi-Message, Audience-Segmented Delivery
PROBLEM
The American Beverage Association needed to promote lower-sugar choices to moms and teens without sounding preachy. My task was to architect a multi-channel strategy that felt native to each audience while maintaining a rock-solid, consistent brand narrative. The challenge was tone: educational content that couldn't feel preachy to either group.
ACTION
I tapped into pop culture references and an interactive digital component. I designed "Mixify," a gamified digital ecosystem where teens could "roll the dice" on lifestyle combinations. This wasn't just a creative asset; it was a distribution engine. By leaning into systems thinking, I transformed a standard ad banner into a social sharing mechanism, turning the audience into an organic delivery system for the brand’s message.
RESULT
By engineering a "force multiplier" strategy that integrated gamification with social distribution, the campaign achieved superior cost-efficiency and audience resonance:
• Media Efficiency: Maximized total budget by successfully blending paid placements with high-velocity earned reach.
• Organic Engagement: Outperformed traditional impression benchmarks by delivering native, shareable content that lived authentically within target social ecosystems.
• Performance Scaling: Transformed static brand messaging into a dynamic user-driven engine, significantly extending the campaign lifecycle beyond initial media spend.
PROBLEM
The American Beverage Association needed to promote lower-sugar choices to moms and teens without sounding preachy. My task was to architect a multi-channel strategy that felt native to each audience while maintaining a rock-solid, consistent brand narrative. The challenge was tone: educational content that couldn't feel preachy to either group.
ACTION
I tapped into pop culture references and an interactive digital component. I designed "Mixify," a gamified digital ecosystem where teens could "roll the dice" on lifestyle combinations. This wasn't just a creative asset; it was a distribution engine. By leaning into systems thinking, I transformed a standard ad banner into a social sharing mechanism, turning the audience into an organic delivery system for the brand’s message.
RESULT
By engineering a "force multiplier" strategy that integrated gamification with social distribution, the campaign achieved superior cost-efficiency and audience resonance:
• Media Efficiency: Maximized total budget by successfully blending paid placements with high-velocity earned reach.
• Organic Engagement: Outperformed traditional impression benchmarks by delivering native, shareable content that lived authentically within target social ecosystems.
• Performance Scaling: Transformed static brand messaging into a dynamic user-driven engine, significantly extending the campaign lifecycle beyond initial media spend.
AARP "Fraud Watch" Campaign
Audience-Centered Creative Strategy for a Public Education Mission
PROBLEM
AARP’s Fraud Watch Network needed to address the disproportionate targeting of adults 50+ by sophisticated scammers. As the lead for concept and art direction, my challenge was to architect a visceral, high-stakes campaign that closed a critical awareness gap without being patronizing. I had to design a narrative that made complex risks feel immediate and actionable for a demographic often overwhelmed by the evolving fraud landscape.
ACTION
I pivoted from statistics to scenario-based storytelling, placing viewers directly inside realistic scam environments across broadcast and digital channels. This approach transformed abstract threats into tangible, personal experiences. By embedding tactical fraud-spotting tips directly into the creative arc, I shifted the tone from vulnerability to empowerment, ensuring a consistent emotional "north star" across disparate media formats.
RESULT
The campaign evolved AARP’s platform from passive awareness to active defense, equipping a vulnerable population with a credible toolkit for self-protection. By synchronizing the message across TV and web video, we achieved maximum reach and behavior shift, delivering a unified brand voice that turned viewers into informed "fraud-fighters."
PROBLEM
AARP’s Fraud Watch Network needed to address the disproportionate targeting of adults 50+ by sophisticated scammers. As the lead for concept and art direction, my challenge was to architect a visceral, high-stakes campaign that closed a critical awareness gap without being patronizing. I had to design a narrative that made complex risks feel immediate and actionable for a demographic often overwhelmed by the evolving fraud landscape.
ACTION
I pivoted from statistics to scenario-based storytelling, placing viewers directly inside realistic scam environments across broadcast and digital channels. This approach transformed abstract threats into tangible, personal experiences. By embedding tactical fraud-spotting tips directly into the creative arc, I shifted the tone from vulnerability to empowerment, ensuring a consistent emotional "north star" across disparate media formats.
RESULT
The campaign evolved AARP’s platform from passive awareness to active defense, equipping a vulnerable population with a credible toolkit for self-protection. By synchronizing the message across TV and web video, we achieved maximum reach and behavior shift, delivering a unified brand voice that turned viewers into informed "fraud-fighters."
American Red Cross "Ashes"
High-Stakes Public Safety Communication for a Vulnerable Population
PROBLEM
Low-income residents across Ohio faced a disproportionate risk of home fires, yet standard informational messaging was failing to move behavior change. My mandate, leading the creative was to bridge this awareness gap. Information alone wasn't enough; I had to architect a creative solution that would stop people and make a persistent threat feel visceral and immediate.
ACTION
I developed a high-impact guerrilla outdoor campaign deployed across Ohio’s five largest cities. We met the target audience in the physical spaces they occupied daily. The creative strategy bypassed dry statistics, confronting the public with the raw, emotional reality of fire's aftermath. It was a "systems-level" approach to outdoor media—unavoidable, visceral, and impossible to ignore in a crowded physical environment.
RESULT
The campaign scaled a critical public safety message across five major urban centers using a street-level media strategy designed for maximum saturation. By eliminating paid media dependency and focusing on high-traffic, native environments, we achieved high-visibility presence that placed the message directly in the path of the people who needed it most.
PROBLEM
Low-income residents across Ohio faced a disproportionate risk of home fires, yet standard informational messaging was failing to move behavior change. My mandate, leading the creative was to bridge this awareness gap. Information alone wasn't enough; I had to architect a creative solution that would stop people and make a persistent threat feel visceral and immediate.
ACTION
I developed a high-impact guerrilla outdoor campaign deployed across Ohio’s five largest cities. We met the target audience in the physical spaces they occupied daily. The creative strategy bypassed dry statistics, confronting the public with the raw, emotional reality of fire's aftermath. It was a "systems-level" approach to outdoor media—unavoidable, visceral, and impossible to ignore in a crowded physical environment.
RESULT
The campaign scaled a critical public safety message across five major urban centers using a street-level media strategy designed for maximum saturation. By eliminating paid media dependency and focusing on high-traffic, native environments, we achieved high-visibility presence that placed the message directly in the path of the people who needed it most.
The Dance Institute of Washington
Audience-First Strategy That Drove Record Donor Turnout
PROBLEM
The Dance Institute of Washington (DIW) needed its 25th-anniversary gala to evolve from a milestone event into a high-impact donor acquisition opportunity. My challenge was to build a brand narrative that resonated with DC natives while inviting in new, high-value supporters, positioning DIW not just as a school, but as a vital pillar of the city’s identity.
ACTION
I pivoted the creative strategy from "dance" to "place." By staging dancers at authentic, gritty, and iconic DC landmarks, we tapped into local pride. This creative orchestration made DIW feel like a native part of the city’s cultural fabric rather than an outsider asking for support. It was a strategic shift from showcasing performance to celebrating a shared urban heritage.
RESULT
The gala achieved record-breaking attendance, successfully converting a surge of first-time attendees into long-term donors. By anchoring the brand in local authenticity, we cemented DIW’s status as a premier cultural leader and established a foundation for future philanthropic growth.
PROBLEM
The Dance Institute of Washington (DIW) needed its 25th-anniversary gala to evolve from a milestone event into a high-impact donor acquisition opportunity. My challenge was to build a brand narrative that resonated with DC natives while inviting in new, high-value supporters, positioning DIW not just as a school, but as a vital pillar of the city’s identity.
ACTION
I pivoted the creative strategy from "dance" to "place." By staging dancers at authentic, gritty, and iconic DC landmarks, we tapped into local pride. This creative orchestration made DIW feel like a native part of the city’s cultural fabric rather than an outsider asking for support. It was a strategic shift from showcasing performance to celebrating a shared urban heritage.
RESULT
The gala achieved record-breaking attendance, successfully converting a surge of first-time attendees into long-term donors. By anchoring the brand in local authenticity, we cemented DIW’s status as a premier cultural leader and established a foundation for future philanthropic growth.
bottom of page