WORK
Pigskin Peanuts
Role: Creative Director & Strategic Lead
Cultural brand activation aligned with Peanuts’ 65th anniversary and "The Peanuts Movie" (2015) drove record attendance and $300K in cross-promotional value on a $20K budget.
24% holiday attendance increase
7 event activations over 90 days
19% store sales lift
1400% media/promotional ROI
And Still We Rise
Role: Creative Director & Strategic Lead
Elevated campaign and creative by positioning the exhibit as a journey through 400 years of U.S. history on 67 quilts depicting civil rights, equality, and the Black experience.
18% attendance increase
3X event turnout
29% store sales lift
882% ROI overall
Women's History Month
Role: Creative Director & Strategic Lead
Social content campaign spotlighting trailblazing California women drove sustained engagement and visibility for the "Women Inspire" exhibit during Women’s History Month.
31 consecutive days of content
140% online exhibit traffic
155% follower growth
250% share of voice increase
Dolores Huerta
Role: Creative Director & Strategic Lead
Bilingual campaign promoting a traveling exhibit co-produced with the Smithsonian, leveraging UFW elements to spotlight Huerta’s often overlooked place in California's civil rights history.
44% field trip attendance
2x earned media coverage
62% Latinx engagement
320% media/promotional ROI
I AM CALIFORNIA
Role: Creative Director & Strategic Lead
Strategic rebrand positioning the museum as an inclusive cultural space, featuring elements echoing state flag iconography and inviting community by highlighting “I AM”.
24% attendance increase
2X site traffic
37% e-news subscribers
53% social engagement
Dia de Los Muertos
Role: Creative Director & Strategic Lead
Cultural community program activation with Latinx market drove record event attendance via digital ads, community partnerships, and immersive experience on a minimal budget.
5 consecutive sold-out annual events
38% share of voice
278% Latinx social follower growth
567% engagement
California at Bat
Role: Creative Director & Strategic Lead
Exhibition brand identity and collateral materials promoting a short-term baseball exhibit featuring nostalgic design elements and California's greatest players from the game's golden age.
3x event attendees
36% summer attendance increase
175% store sales lift
200% social media followers
MillerKnoll Certified Dealer
Role: Creative Director & Strategic Lead
Modernized brand identity repositioning a legacy Herman Miller dealership post-MillerKnoll merger, aligning it with the manufacturer's brand while modernizing digital touchpoints to drive leads.
23% site traffic increase
26% higher conversion rate
41% more unique visitors
70% lead increase
California Hall of Fame
Role: Creative Director & Strategic Lead
Multi-channel rebrand with Governor’s Office revitalized the museum's signature program through integrated PR, social, and digital, growing earned media, webcast engagement, and viewership.
210% longer session duration
260% media coverage
310% online exhibit attendance
360% pages per session
AD AGENCY ARCHIVES
Foundational Brand Strategy and Creative Projects
Black Angus Steakhouse
Role: Art Director & Production Lead
Boosted Q4 gift card sales by 29% with a seasonal POS campaign, increasing average transaction value by 22%.
Galaxy Desserts
Role: Art Director & Production Lead
Brand identity and packaging for their consumer line product launch, landing 30% more shelf space than projected.
Green Giant Fresh
Role: Art Director & Production Lead
Promotional collateral for a tradeshow increased orders by 27% and leads by 20% over brand’s previous appearance.
Milgard Windows
Role: Creative Director & Strategy Lead
Outdoor and fleet vehicle campaign rebranding home renovation product as an aspirational, driving 28% more leads.
Pottery World
Role: Creative Director & Strategy Lead
Print, TV, and radio campaign positioning regional retailer's expansion into home furnishings boosted sales by 26%.
Tower Records
Role: Art Director & Production Lead
National TV campaign positioning the retailer as the go-to store for music lovers, boosting Q4 sales by 16%.