Projects & Portfolio
From concept to completion, each project I work on embodies my dedication to creativity, excellence, efficiency and innovation. I strive to push boundaries and achieve outstanding results that connect with the audience.
Corporate Refresh & Division Branding
Update and refresh of a 12 year old brand for a wholesale floral hardgoods company. Syndicate Sales is a 75 year old, family-owned business that remains rooted in it's heritage. The brand needed refreshed after boldly acquiring three companies in late 2023, effectively extending their product offering beyond the wholesale floral industry and into two new and thriving industries: home & garden, and mass market grocery.
This rebranding project included: Creative direction, art direction, brand audit and strategy, collateral design, package design, corporate swag design, corporate guidelines, etc.
Product Development
As the Creative Director, I guide product development from concept to launch, ensuring alignment with brand identity and market trends. My role involves ideating and shaping the product's vision, collaborating closely with designers, engineers, creative and marketing teams to refine the product's functionality, and user experience.
Product development direction includes: Define gaps in product line, guide trend research and ideation, review and approve prototypes, provide strategic feedback, and ensure consistency across all marketing touchpoints throughout the product launch.
2024 Product Guide Marketing
From concept to completion, the 2024 Product Guide is a shining example of creative direction and marketing execution.
This omni-channel marketing project included: Creative direction, project and content management, photography, design, print media and mailing, website and landing pages, digital marketing, email marketing, social marketing, and digital asset management.
Website Strategy & Design
Created a visually compelling and user-friendly responsive website for Woody Warehouse Nursery that expanded their online presence into a full-scale ecommerce experience.
This freelance website UI/UX project included: Account management, project estimate and management, navigation, wireframes, collaboration with developers, content population, quality control, and launch strategy.
Tradeshow Direction & Marketing
Direction, design, project management, coordination, social and email marketing for 20+ tradeshows annually, spanning three different market channels.
Tradeshow projects include: budgeting and sponsorship management, scheduling, booth design and signage, logistics coordination, on-site staff travel and lodging management, marketing strategy, on-site and event advertising, promotional materials, social media and email campaigns, follow up surveys and marketing email campaigns, and reporting.
Product & Feature Photography
As a seasoned photographer, I lead creative direction, art direction, and execution of product and feature photography.
Product and feature photography projects include: Creative and art direction for product collections, direct and oversee mood boards, styling, shot list creation, budgeting and project management of all photoshoots. Additionally, managing all aspects of photography, from equipment setup to post-production editing, retouching, color grading, and saving out for all channel outputs to deliver high-quality, on-brand images while maintaining attention to detail throughout the process.
Email Campaigns & Behavior Flows
Define,direct, project manage, design, schedule and test email marketing campaigns and behavior flows for Direct to Consumer ecommerce website.
Email Marketing projects include: Design and execution of email campaigns and behavior flows, including audience segmentation, content strategy, and template design. Develop personalized, dynamic content, optimize subject lines, and call-to-actions. Manage workflow automation, trigger-based sequences, and behavior tracking. Ensure mobile optimization and compliance with data privacy regulations. Integrate campaigns with Shopify and Google Analytics, conduct A/B testing, and monitor performance metrics to enhance open rates, click-through rates, and conversions.