The Lymphoma Research Foundation set out to evolve its brand to better reflect both its scientific leadership and its commitment to patients and community. My initial challenge was to translate this vision into a cohesive brand system and multi-channel storytelling ecosystem, while refining and restructuring the brand guidelines to ensure they were practical, scalable, and could be applied consistently across teams and channels.

Over the course of the year, I led creative direction across more than 10 integrated campaigns, including Blood Cancer Awareness Month (BCAM), the annual Gala, and a range of fundraising initiatives. I also led and executed a redesign of the Foundation’s highest-traffic web pages, and email templates, evolving both UX and UI to align with the new brand while simplifying navigation and creating a more intuitive and engaging user journey.

As anti-Asian hate crimes and race-based bullying surged during the pandemic, many California students lacked safe, accessible ways to report bullying or find support. As Creative Lead at Media Cause, I partnered with the California Youth Advisory Council to launch Right Our Story, a multi-channel campaign and digital platform that empowered middle and high school students to share experiences, report bullying, and take action online and offline. We built a full campaign ecosystem—including a private peer community, anonymous reporting tool, resource hub, animated short, influencer content, local partnerships, and in-person events—designed to feel youth-led and action-oriented. The campaign generated 232 million impressions, 8.4 million ad clicks, 602,000 website visitors, 166,000 social engagements, and resulted in 9,111 youth community members and 1,804 bullying stories submitted, earning a Shorty Award and a MarCom Award for Strategic Communications.

With a narrow window ahead of a critical Senate vote on the For the People Act, Center For American Progress needed to act quickly. The opportunity was to transform a complex, high-profile policy into messaging that could cut through a saturated media environment and activate constituents at scale.

I led creative direction for a multi-state campaign grounded in audience insight and behavioral data. The strategy focused on reframing the legislation through widely held values, while connecting democracy reform to tangible, state-specific climate impacts. Messaging and creative were tailored by region, informed by both polling and real-time social and search behavior.

By combining rapid deployment with iterative creative testing, the campaign drove awareness, engagement, and action, educating over 3 million people and mobilizing nearly 10,000 constituents across key states to contact their representatives.

Uncommon Schools is a network of high-performing public schools committed to closing the opportunity gap and preparing students from underserved communities for college success. The opportunity was not just to drive enrollment, but to clarify and elevate how the organization expresses its value, both emotionally and institutionally, across touchpoints.

As creative lead, I developed the “You Belong at Uncommon” platform as a unifying idea to anchor the enrollment campaign and extend across channels. The approach balanced authentic, student-centered storytelling with clear, data-informed messaging to reinforce outcomes and build trust with prospective families.

The result was a more cohesive and resonant brand expression that strengthened perception while performing against core goals, contributing to a 15% increase in enrollment.

Tipping Point Community set out to challenge widespread apathy toward homelessness in San Francisco. The opportunity was to create a campaign that could break through desensitization and reframe how residents see, and relate to, the issue.

I led art direction for the “All In” campaign, developing a concept rooted in the power of questioning. The work centered on bold, provocative prompts designed to interrupt everyday patterns and spark self-reflection, shifting the narrative from judgment to curiosity. This creative platform extended across citywide placements and digital channels, supported by storytelling and data that brought visibility to the human realities behind the issue.

By creating a campaign that invited people to question their own assumptions, the work transformed passive awareness into active engagement, driving over 8,500 pledges and meaningful impact for more than 1,100 individuals.

The American Kennel Club (AKC) is a nationally recognized authority on breed, health, and training, but its core offering, registration, lacked relevance for a new generation of dog owners. The opportunity was to reposition registration from a credential into something more tangible, useful, and culturally resonant, particularly for urban Gen Z audiences.

As creative lead, I developed the concept of the AKC Pawssport: a reimagined product experience designed to transform registration into an active, value-driven platform. Framed as a “passport for pups,” the Pawssport brought together essential tools and benefits in one place: access to registration records, health and breed information, neighborhood connections, and everyday resources for dog owners.

The idea shifted the perception of AKC from an institutional authority to a more integrated, lifestyle-oriented companion, bridging credibility with utility, and aligning the brand with the expectations of a new audience.

Saga Education is a national leader in high-impact tutoring, focused on accelerating student outcomes and advancing educational equity. The opportunity was to translate their impact into a compelling, cohesive story that could engage stakeholders across both digital and print.

I led creative direction for the 2022 Annual Report, shaping both concept and content to create a unified narrative experience. The work spanned a dynamic web-based report and a complementary print piece. It was designed to balance clarity, emotion, and data and bring Saga’s outcomes to life through thoughtful storytelling and visual hierarchy.

The result was a polished, multi-format experience that elevated the organization’s voice and credibility, earning a Hermes Award for Best Annual Report.

As one of the states most impacted by COVID-19, Massachusetts needed a way to mobilize residents in support of small businesses. The opportunity was to create a campaign and build a system that enabled participation at scale.

I led creative direction for My Local MA, a statewide initiative designed as a shared platform for both business owners and residents. The experience combined a centralized resource hub with a suite of branded tools in the form of downloadable assets for small businesses and consumers to drive visibility, advocacy, and local pride.

By shifting from messaging to participation, the campaign fostered cross-industry collaboration, increased awareness, and helped drive meaningful support for local economies during a critical moment.

Community Servings provides vital food and nutrition support to individuals and families living with critical and chronic illnesses. The opportunity was to elevate Pie in the Sky (an already beloved annual fundraiser) into a more expansive, high-impact campaign that could deepen engagement and drive record participation.

I led creative direction for the 2017 and 2018 campaigns, developing a cohesive visual system across digital and physical touchpoints, including web, out-of-home, and print. The work focused on amplifying the emotional connection between purchase and impact, making the cause tangible while energizing the broader community around a shared goal.

By unifying the campaign across channels and moments, the work helped scale visibility and participation, contributing to a record-breaking year that surpassed the goal of 25,000 pies sold and raised over $818,000.

Visionaria Network is an NGO focused on empowering young women in Peru’s Sacred Valley to become leaders and social innovators within their communities. The opportunity was to create a cohesive brand that could reflect the organization’s mission while resonating with both participants and supporters.

As a volunteer creative lead, I led a comprehensive rebrand, developing a new visual identity, brand guidelines, and a suite of marketing materials. The work extended across digital and physical touchpoints, including a redesigned website and custom merchandise created for program participants.

By establishing a unified and expressive brand system, the work helped strengthen Visionaria’s presence and better reflect the confidence, creativity, and leadership at the core of its mission.

CVS Pharmacy is a leader in accessible health and wellness, with a growing focus on front-of-store retail. The opportunity was to bring greater cohesion, energy, and relevance to seasonal and everyday campaigns, connecting product offerings to real customer needs and behaviors.

As Art Director at DigitasLBi, I led creative across multiple integrated campaigns, including Fuel Up & Go, Better Inside & Out, and key holiday initiatives. The work spanned in-store, digital, and promotional touchpoints, translating broad retail categories into clear, engaging narratives that could scale across channels.

By aligning creative with consumer intent and seasonal moments, the campaigns helped strengthen brand consistency and drive engagement across CVS’s front-of-store experience.