brand campaign

The North Face

creative direction & design

“Better we raise our skill than lower the climb.” —Royal Robbins

Having found fulfillment in the diversity and inclusion space, I jumped at the opportunity to work on a media partnership content deal with The North Face through its Athlete Development Program that was focused on diversity and inclusion.

I thought of the slogan, “Different Paths. Same Direction.” and led the creative direction for a variety of print and digital ads centered around that theme.

online booking tool

TripSense

Branding & UX Design

A Tool For Savvy Business Travelers

Creating tools for your customers means two things. You can help them circumvent more tedious processes and you can control the channel messaging in hopes of adding value at every step of the customer journey.

We partnered with a firm to create a brand new booking tool outside of the antiquated legacy systems and environments that often limited our capabilities.

It was important to understand how this product would feel in relation to the American Airlines brand. I liaised between teams to determine where to position this unique tool that would encompass other several other airlines as well.

We built and marketed the website based on specific travel personas, like those who often travel for business or travel managers. Carefully crafted user stories guided the design of several interactive prototypes. The website was also adapted to meet strict accessibility requirements.

Canvas printing company

OMG Canvas

branding & Ux Design

OMG Canvas Mission Statement:

We are a company trying to promote our efforts toward supporting the art community. For most, art education and practice is never a priority in a child's development. Therefore, the tools needed for a child to explore their imagination are often limited.

Our company aims to facilitate the encouragement of creative expression with the launch of our "the omg project" campaign (omg = one must give). For every canvas sold, we'll be donating art supplies to various organizations, schools, and hospitals. We're also pushing talented and undiscovered artists to the forefront of this movement to inspire other artists. We will be working to develop these artists professionally and also have them featured on our homepage.

american airlines

Business Extra

brand strategy & creative direction

B2B Marketing & Startup Initiatives

In efforts to rebuild an iconic brand, my position is responsible for rebranding the entire B2B marketing initiatives, creating designs that engage with small to mid-sized businesses. I handle a variety of projects within complex corporate structures and work collaboratively with external agencies as well. A part of my role is providing strategic and conceptual design thinking with the expectation to drive revenue upward.

Responsibilities include rebranding and managing internal communications and customer-facing content such as, but not limited to, websites, campaigns, ad spaces, print material, Powerpoint templates and email campaigns. I’ve also conceptualized and managed implementation of projects across partner airlines. Versatility and tenacity are key factors in executing new projects within a large corporate structure where each department is accustomed to their own processes. Larger projects entail collaboration with team members across several countries and require disciplined communication to senior-level management and contract-level employees.