Creative Direction
Selected WorkS
Project One Cause
Creative Direction, Brand, Website, and Film
Overview
Project One Cause needed more than a website. The organization required a credible digital foundation capable of communicating its mission clearly and supporting long-term fundraising.
What existed was fragmented — inconsistent branding, unclear messaging, and donation tools that created friction rather than trust.
The objective was to build a structured system that functioned as brand, platform, and fundraising engine simultaneously.
Challenge
The organization had strong intent but no cohesive infrastructure.
The website lacked hierarchy and clarity. Messaging did not reflect the seriousness of the work. Donations were processed through informal tools such as Venmo and Zelle, limiting scalability and weakening public confidence.
At the same time, the budget was limited. The build needed to accomplish the work of a small agency engagement — brand direction, messaging strategy, website architecture, film production, and fundraising integration — within an eight-week timeline and without internal support.
The site had to establish legitimacy from the ground up.
Role
I led the project from strategy through full implementation.
This included:
Brand direction and visual system development
Website architecture, messaging strategy, and copywriting
Design and build in Squarespace
Film production and direction
Integration of formal donation infrastructure
All creative and structural decisions were aligned to one objective: create a cohesive, credible system that could support growth.
Outcome
In eight weeks, Project One Cause transitioned from a fragmented digital presence to a unified brand and functional fundraising platform.
The organization now operates with a structured, professional website that clearly communicates its mission, guides visitors effectively, and supports long-term expansion.
The work holds together — strategically and visually — as a single system rather than a collection disconnected parts.
San Diego Rescue Mission Awareness Campaign Visual Strategy
Creative Direction, Visual Strategy, AI Image Development
While at BDI
Overview
Awareness campaigns required emotionally compelling imagery to communicate the realities faced by vulnerable populations. Traditional photography presented ethical, logistical, and privacy limitations.
Challenge
Photographing individuals experiencing homelessness risked compromising dignity and privacy, while stock imagery often lacked emotional authenticity. The organization needed a way to communicate urgency while maintaining respect and trust.
Role
I introduced AI-generated imagery as a new visual approach within the agency, developing a method to represent campaign narratives without photographing vulnerable individuals directly.
This included:
Concept development aligned with campaign messaging
Creation of AI-generated imagery for campaign use
Establishing workflows for integrating AI imagery into production
Collaborating with internal teams to implement the approach
Outcome
The imagery was adopted across multiple campaigns and became a standard visual approach within the organization.
Campaigns using the imagery achieved significantly higher engagement and return on investment, and the work contributed to award-winning campaigns.
IN MY LIFE STUDIOS
Creative Direction, Brand, Website, and Film
Overview
In My Life Studios was created to address a specific problem: most people leave behind fragmented records of their lives—photos, short videos, and partial stories—without a clear, intentional account of their lived experience.
The studio was developed as a system for recording individuals speaking about their lives in their own words, creating a complete and enduring narrative.
Challenge
There was no established framework for producing deeply personal, long-form narrative films outside of traditional documentary production. The process needed to be clear, structured, and accessible while maintaining emotional depth and visual restraint.
The studio required a defined identity, offering structure, and digital presence to support the work.
Approach
The focus was building a repeatable system for capturing long-form personal narratives with structure and restraint.
The process needed to be clear for clients while preserving emotional depth and editorial discipline.
Role
I developed the studio from initial concept through full implementation, including:
Naming and positioning
Brand direction and visual system
Interview framework and narrative structure
Website strategy, writing, and build
Film production and direction
Definition of the end-to-end client experience
Outcome
In My Life Studios established a clear framework for producing long-form narrative portrait films, with a defined identity, structured process, and cohesive digital presence.
The studio continues to serve as a platform for documenting individuals and preserving their stories in a deliberate and enduring form.
