WORK
BRAND ARCHITECTURE PROJECTS
Pigskin Peanuts
Role: Brand Architect & Creative Director
Brand activation built on a unified narrative connecting the strip's 65th anniversary with "The Peanuts Movie," driving record attendance and $300K in 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: Brand Architect & Creative Director
Reframed the exhibit brand system by streamlining narrative and positioning the show as a 400-year journey across 67 quilts, increasing story resonance, audience engagement, and results.
18% attendance increase
3X event turnout
29% store sales lift
882% ROI overall
Women's History Month
Role: Brand Architect & Creative Director
Unified content system spotlighting trailblazing California women increased engagement and visibility during Women's History Month, coinciding with a new long-term exhibition opening.
31 consecutive days of content
140% online exhibit traffic
155% follower growth
250% share of voice increase
Dolores Huerta
Role: Brand Architect & Creative Director
Developed a cohesive bilingual brand system leveraging UFW iconography to elevate a civil rights icon’s overlooked role in history, increasing relevance, reach, and revenue.
44% field trip attendance
2x earned media coverage
62% Latinx engagement
320% media/promotional ROI
I AM CALIFORNIA
Role: Brand Architect & Creative Director
Designed an inclusive brand system aligning the meaning of California state flag iconography with the “I AM” message, driving relevance, recognition, loyalty, and growth.
24% attendance increase
2X site traffic
37% e-news subscribers
53% social engagement
Dia de Los Muertos
Role: Brand Architect & Creative Director
Built a culturally grounded annual program and brand system to expand Latinx audience reach, driving record attendance and engagement on a minimal budget with maximum results.
5 consecutive sold-out annual events
38% share of voice
278% Latinx social follower growth
567% engagement
California at Bat
Role: Brand Architect & Creative Director
Created a brand identity leveraged across short-term exhibition design and a corresponding promotional system, generating record attendance, sales, and audience growth.
3x event attendees
36% summer attendance increase
175% store sales lift
200% social media followers
Light & Noir
Role: Brand Architect & Creative Director
Leveraged the stories of Jewish refugees and their impact on Hollywood across partnerships, media, social, and experiential activations, driving relevance and engagement with new audiences.
2x event attendance
32% earned media lift
46% SOV increase
310% ROI
CASBO Con 24
Role: Brand Architect & Creative Director
Rebuilt and renamed brand to improve audience relevance, usability, scalability, and engagement, driving an elevated, cohesive experience and performance in email, app, digital, and onsite activations.
2.5x higher app engagement
14% more web traffic
27% open rate increase
64% higher unique CTR
AGENCY ARCHIVE HIGHLIGHTS
Brand Advertising Foundations
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%.