WORK
BRAND ARCHITECTURE PROJECTS
Pigskin Peanuts
Role: Brand Architect & Creative Director, Brand System
Architected a unified brand narrative connecting the strip's 65th anniversary with "The Peanuts Movie" (2015), optimizing capital efficiency to generate $300K in value on a $20K budget.
24% holiday attendance increase
7 event activations over 90 days
19% contribution margin/sales lift
1400% capital efficiency/ROI
And Still We Rise
Role: Brand Architect & Creative Director, Brand System
Re-engineered the brand ecosystem to streamline narrative and position the exhibit as a 400-year journey, de-risking market position and increasing resonance across all audience segments.
18% attendance increase
3X event turnout
29% contribution margin/sales lift
882% capital efficiency/ROI
Women's History Month
Role: Brand Architect & Creative Director, Brand System
Developed a scalable content framework spotlighting trailblazing women to accelerate brand salience and visibility, coinciding with a high-impact institutional exhibition launch.
31 consecutive days of content
140% online exhibit traffic
155% audience/follower growth
250% brand salience/SOV increase
Dolores Huerta
Role: Brand Architect & Creative Director, Brand System
Orchestrated a high-resonance, bilingual brand ecosystem for a traveling Smithsonian exhibition, optimizing capital efficiency by driving attendance and engagement with Latinx audiences.
44% field trip/institutional growth
2x earned media coverage
62% Latinx engagement
320% capital efficiency/ROI
I AM CALIFORNIA
Role: Brand Architect & Creative Director, Brand System
Pioneered an inclusive brand system that aligned the state flag iconography with an inclusive message, accelerating brand salience and institutional growth through a unified ecosystem.
24% attendance/market share increase
2X site traffic/brand demand
37% e-news subscribers/equity retention
53% social engagement/capital efficiency
Dia de Los Muertos
Role: Brand Architect & Creative Director, Brand System
Spearheaded a culturally grounded annual brand system to drive Latinx market share, delivering five consecutive years of capital efficiency and market growth on minimal budgets.
5 consecutive sold-out annual events
38% share of voice/brand salience
278% social follower/indexing growth
567% engagement/capital efficiency
California at Bat
Role: Brand Architect & Creative Director, Brand System
Created a cornerstone brand identity leveraged to reposition the institution and capture untapped male demographic, driving capital efficiency, market penetration, and growth.
3x event attendance/market penetration
36% seasonal attendance increase
175% sales lift/contribution margin
200% social followers/brand salience
Light & Noir
Role: Brand Architect & Creative Director, Brand System
Expanded a traveling exhibition logo into a national-prestige campaign covered in "The New York Times" through a cohesive promotional system and film festival hosted by TCM’s Eddie Muller.
2x event attendance
24% membership/equity retention
32% earned media/brand salience lift
46% SOV/capital efficiency increase
CASBO Con 24
Role: Brand Architect & Creative Director, Brand System
Transformed event brand by modernizing visual identity and naming convention, driving record-breaking performance across email, mobile, and onsite activations.
2.5x more digital/engagement growth
14% web traffic/brand demand increase
27% open rate/audience salience increase
64% higher unique CTR/capital efficiency
AGENCY ARCHIVE HIGHLIGHTS
Brand Advertising Foundations
Black Angus Steakhouse
Role: Art Director & Production Lead, Brand Point of Sale System
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 Packaging System
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, Brand Trade System
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, Brand Advertising System
Outdoor and fleet vehicle campaign rebranding home renovation product as an aspirational, driving 28% more leads.
Pottery World
Role: Creative Director & Strategy Lead, Brand Advertising System
Print, TV, and radio campaign positioning regional retailer's expansion into home furnishings boosted sales by 26%.
Tower Records
Role: Art Director & Production Lead, Brand Advertising System
National TV campaign positioning the retailer as the go-to store for music lovers, boosting Q4 sales by 16%.