Objective
To distinguish the Brightway Credit Card’s digital communications from the broader brand, creating a unique look and feel that resonates with the target audience and drives higher engagement and applications through email campaigns.

Design Approach

Developed a distinct visual identity for the Brightway Credit Card sub-brand within email templates, including tailored color palettes, typography, and imagery that evoke trust, modernity, and approachability.

Ensured brand consistency while differentiating the card’s messaging from other company communications to clearly position it as a unique product offering.

Created responsive, visually engaging layouts optimized for various devices and inbox clients to maximize readability and impact.

Performance Testing & Optimization

Implemented A/B testing on key email elements such as subject lines, calls-to-action (CTAs), button designs, and imagery to identify what drives the best click-through rates.

Analyzed open rates, click-through metrics, and conversion data to continuously refine email content and design strategies.

Collaborated with data analysts and CRM teams to segment audiences and tailor messaging for higher relevance and engagement.

Impact
This approach resulted in a measurable uplift in customer engagement and application rates for the Brightway Credit Card, establishing a clear digital presence that stands out in crowded inboxes and guides customers smoothly toward applying.

Objective
To expand the client’s reach by targeting a previously untapped customer demographic through Reddit — a new social channel for the brand. The goal was to test and refine imagery, hierarchy, voice, and tone to identify what resonates best with this audience and drive positive engagement.

Approach

Developed a tailored social campaign from the ground up, focusing on Reddit’s unique community culture and user behaviors.

Created multiple creative variations to test different visual hierarchies, messaging styles, and tones of voice.

Used data-driven insights to optimize content continuously, ensuring maximum relevance and engagement.

Competitive Edge

Entered a competitive pitch against three external agencies tasked with the same goal.

Delivered the highest-performing visuals with superior engagement rates, ultimately winning the client’s approval to lead the campaign.

Impact
The campaign successfully unlocked a new audience segment, generating measurable engagement improvements and demonstrating the power of strategic, community-tailored creative.

Overview
Mo’s House is a dynamic hospitality group launching a new cocktail bar aimed at attracting higher-end clientele, alongside distinct sub-brands including the kitchen, Metzger’s, and Mo’s Traveling Medicine Show. The challenge was to create a cohesive, flexible brand family that could support diverse experiences while maintaining a unified identity across all touchpoints.

Brand Development

Crafted a parent company brand that served as the umbrella identity, communicating authenticity, craftsmanship, and a sense of community.

Designed a logo system that allowed for sub-brand differentiation while ensuring visual harmony.

Developed clear brand usage guidelines to maintain consistency across all properties and marketing assets.

Sub-Brand Strategy

Created distinct visual identities for the cocktail bar, kitchen, Metzger’s, and the Traveling Medicine Show, each with tailored logos and color palettes reflecting their unique personalities and audiences.

Ensured all sub-brands aligned in tone and aesthetic to reinforce the family relationship.

Marketing Asset Development

Designed clothing and merchandise to extend brand presence beyond physical venues.

Developed signage and menus that balanced sophistication and approachability.

Created digital and social media assets optimized for engagement and brand storytelling.

Explored every marketing channel to maintain a consistent, elevated brand experience across customer touchpoints.

My Role as Art Director

Led the creative vision and execution for the entire brand family, ensuring flexibility and cohesion.

Collaborated with stakeholders to understand each sub-brand’s goals and target audiences.

Oversaw logo design, brand standards documentation, and asset production across print and digital media.

Managed cross-channel integration to deliver a seamless, recognizable brand presence

Objective
To increase click-through rates by testing distinct messaging approaches centered on:

Quick access to money

No impact to credit score

Prominent loan offer placement

The challenge was to create a visual identity that reinforced these messages clearly and compellingly, encouraging immediate customer action.

Design & Strategy

Developed a fresh email look that visually prioritized the key offers with bold typography and strong hierarchy.

Designed clear, clickable CTA buttons aligned with each message theme to drive engagement.

Employed A/B testing to measure the effectiveness of different messaging and design treatments.

Ensured the emails were fully responsive and optimized for various devices and email clients.

Results
The campaign achieved a remarkable 61% increase in click-through rates, driven largely by:

Clear, concise messaging presented “above the fold”

Visually distinct CTAs that invited immediate interaction

Cohesive design that reinforced trust and urgency without overwhelming the reader

My Role

Orchestrated the visual identity and messaging hierarchy to create a unified, high-impact email experience.

Led collaboration between copywriters, designers, and marketing teams to align goals and execution.

Oversaw testing protocols and analyzed performance data to inform ongoing optimizations.

Overview
The Kitchen is a high-end food truck under the Mo’s House brand family, specializing in catering exclusive events like weddings, corporate gatherings, and private parties. With no fixed menu or permanent staff, it offers a unique experience where guest chefs bring gourmet meals directly from the mobile kitchen.

Brand Development

Created a distinctive yet complementary visual identity that aligned with the Mo’s House umbrella brand while establishing The Kitchen’s own premium, flexible personality.

Designed vehicle wraps that turned the food truck into a mobile brand ambassador — sophisticated, bold, and inviting.

Developed clothing and merchandise for staff and guest chefs that reflected the brand’s upscale and dynamic vibe.

Brand Cohesion

Ensured all assets—from vehicle graphics to apparel—coincided seamlessly with the overarching Mo’s House family image, balancing individuality and unity.

Crafted brand guidelines to maintain consistency across diverse applications and experiences.

My Role as Art Director

Led the full brand development process, from initial concept through design and implementation.

Collaborated with event coordinators and chefs to understand the brand’s operational nuances and translate them visually.

Oversaw production of all physical assets, ensuring quality and fidelity to brand standards.

Impact
The Kitchen has become a standout presence at high-profile events, delivering not just gourmet cuisine but a cohesive brand experience that elevates the client’s perception of Mo’s House’s hospitality offerings.

Overview
Bokeh Lounge required a fresh, compelling brand identity that would stand out in a competitive nightlife market and attract a diverse, upscale crowd. Facing similar challenges as Mo’s House, the project involved creating a cohesive visual language and marketing presence across multiple platforms and assets.

Brand Development

Crafted a distinctive new logo that reflected the club’s energetic, modern vibe while appealing to its target audience.

Developed a full suite of branded clothing and merchandise to extend the lounge’s presence beyond the venue.

Built a consistent social media presence with tailored content strategies that engaged local and visiting nightlife patrons.

Designed print and digital collateral including signage, event posters, and promotional materials to support ongoing marketing efforts.

My Role as Art Director

Led the creative direction from concept through execution, ensuring all brand elements worked harmoniously.

Collaborated with marketing and management teams to align brand visuals with business goals and customer expectations.

Oversaw production and quality control across apparel, print, and digital media.

Impact
The new brand identity and marketing assets successfully repositioned Bokeh Lounge as a premier nightlife destination, driving increased attendance and social engagement.

Overview
Metzger’s, a beloved dive bar with roots dating back to 1869, needed a brand refresh that modernized its image without losing the grit and authenticity that made it a local institution. The challenge was to balance heritage with a contemporary, farm-to-table ethos that resonated with their hardworking clientele.

Brand Development

Crafted a bold, no-nonsense logo and visual identity that reflected Metzger’s tough, hardworking spirit while signaling a fresh, farm-to-table approach.

Designed branded apparel, including hands-on screen printing that connected directly with the bar’s blue-collar culture.

Developed a digital presence to extend Metzger’s reach beyond the neighborhood, using authentic storytelling and raw visuals to maintain its character.

My Role as Art Director

Led the full rebranding process from concept to execution, ensuring every design decision honored Metzger’s legacy while pushing the brand forward.

Got hands-on with production — including screen printing clothing — adding a personal touch to the brand-building process.

Oversaw digital content creation and strategy to build a strong online community around Metzger’s unique story.

Impact
The refreshed brand successfully bridged past and present, attracting new patrons while deepening loyalty among longtime customers. Metzger’s now stands as a revitalized landmark, combining heritage with modern relevance.