Bold brand storytelling, campaign leadership, and strategic launch activations across institutional, lifestyle, and experiential markets.
Creative Manager | Brand Strategist | Visual Storyteller
I partner with brands to translate strategy into standout creative that performs. Through integrated campaigns, packaging, web design, motion, and events, I help businesses connect emotionally and stand out. My work has driven up to 30% higher brand engagement and tangible business growth—all while maintaining consistency across every touchpoint.
Case Study: Fortress in Focus
Masonite security‑door campaign
Repositioning Masonite’s attack-resistant security doors as a premium safety solution for schools, offices, and public spaces.
Challenge
Masonite needed to shift perception of its attack-resistant security doors from being viewed solely as functional safety products to design-forward solutions that deliver both confidence and style. The campaign also had to connect with decision-makers in schools, offices, and institutional facilities, where safety, durability, and aesthetics are equally critical.
Approach
I led the creative direction for an integrated, multi-channel campaign that spanned websites, landing pages, video storytelling, print layouts, and digital assets. The strategy emphasized strength, resilience, and design flexibility to show how Masonite’s doors meet the rigorous demands of educational and corporate environments while maintaining a polished, professional appearance. Each touchpoint from immersive microsites to trade show experiences reinforced the message of safety with style.
Impact
The campaign successfully repositioned Masonite’s attack-resistant security doors as both aspirational and essential for modern institutions. By highlighting their role in protecting students, employees, and communities, the initiative boosted brand awareness across B2B channels and reinforced Masonite’s leadership in the security and safety door category.
Case Study: Crafting the Splash
FASTer Way Hydration launch campaign
Launching a new hydration brand with bold positioning and a Dallas event debut. Concept to full launch executed in only 3 months
Challenge
The client needed to launch a new hydration product into a highly competitive market. The goal was to position it as the premium hydration choice, with a strong visual identity, compelling storytelling, and an engaging launch experience that would generate excitement before the product even hit shelves.
Approach
I directed the creative strategy end-to-end, overseeing photoshoot production, social media video campaigns, and packaging design to establish a cohesive brand look and feel. To build anticipation, I designed a dedicated landing page with a waitlist sign-up that captured early leads and created buzz pre-launch.
I also integrated modern creative tools into the process: building a full campaign mood board with ChatGPT, AI, and design software to accelerate ideation, and producing 3D product animations that elevated the storytelling and gave distributors and consumers a dynamic preview of the brand.
On the operational side, I managed the campaign budget to maximize impact while keeping production efficient. The project culminated in a teaser launch event in Dallas, where the brand was revealed for the first time through live activations, video storytelling, and product showcases.
Impact
The campaign successfully positioned the hydration product as a category-leading brand. The combination of digital anticipation (landing page + social campaigns), innovative 3D storytelling, and an experiential event launch drove strong early visibility, built consumer excitement, and reinforced the product’s market positioning as the best hydration choice.
PHOTOSHOOTS AND CAMPAIGNS
Led art direction for diverse photoshoots across fashion and hydration products, including concept development and mood board creation to guide creative vision.
Redefined visual identity across national art initiatives
Created custom illustrations for brands like Pottery Barn, RTG, and Hilton, delivering compelling visual storytelling across a range of media including print, editorial, educational materials, packaging, animation, and digital content.
BRANDS
ANIMATION - STORYBOARD
Created 3D renders / motion visuals to elevate product storytelling.
Crafted compelling marketing narratives through video, leveraging Adobe Premiere Pro and After Effects to elevate user engagement and brand experience. Notable projects include the Masonite Acoustic Door product event and the Hydration Launch campaign for FASTer Way.
WEB DESIGN
Led landing page & microsite builds, waitlist capture strategies, and aesthetic consistency.
Led UX/UI strategy for FASTer Way, ensuring a cohesive and intuitive digital experience across platforms. Additionally, directed the full redesign and visual overhaul of 16+ web pages for Masonite Architectural, with a focus on usability and brand consistency. Executed graphic design elements in Adobe Photoshop and Illustrator, seamlessly integrated into responsive layouts via Elementor, WordPress and Shopify.
BRAND SUPPORT THROUGH DIGITAL AND PRINT MEDIA
Developed comprehensive visual strategy and art direction for social media platforms such as Facebook, Instagram, and web pages. Spearheaded trade show initiatives and crafted printing layouts for collateral pieces, ensuring alignment with overarching marketing strategies. Leveraged Adobe InDesign, Photoshop, and Illustrator for design excellence, complemented by Marketo and Constant Contact for impactful email campaigns.
Virtual Visions: Crafting Immersive 3D Interior Designs
Created to be used across all marketing materials, this concept showcases door features within fully designed environments, helping buyers visualize how each product enhances the space. The immersive 3D renderings not only highlight functionality but also bring the atmosphere and design potential to life, making the decision-making process more engaging and inspiring.
Event Planning & Execution Expertise
Brought 500+ attendees together with a cohesive, immersive brand experience.
Creative Manager with extensive experience leading event design, art direction, and execution across the U.S. and internationally. I’ve managed and brought to life large-scale events in Dallas, Orlando, Nashville, St. Pete, and across Texas, as well as international locations including Costa Rica and Mexico City. My expertise spans concept development, visual storytelling, and on-site execution, ensuring every detail-from branding to attendee experience-aligns with the overall vision.
Branding Through Packaging
Directed the design and development of packaging for various product lines, including Westshore Pizza, Faster Way, and Belka Cheese, combining functionality and visual appeal to achieve a distinctive shelf presence. Worked in close partnership with marketing and product teams to uphold brand consistency, incorporate sustainability measures, and consumer-oriented design.
Westshore Pizza – From Box to Brand
The Challenge
Stand out at the 2018 Las Vegas International Pizza Expo, where 1,500+ brands competed for attention.
The Idea
I reimagined the pizza box as more than packaging. By illustrating the entire menu on the box, it became both functional and promotional every order doubled as a brand touchpoint.
The Impact
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Ranked Top 3 Design at the Las Vegas Expo.
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Illustrations expanded from the box to store interiors, signage, and marketing materials.
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Sparked a full rebrand that gave Westshore Pizza a fresh, unified identity.
Takeaway
A simple pizza box turned into the catalyst for a complete brand transformation.