Work I'm proud of
Branding
Role Creative Lead
Tools Box, Canva, Figma, Adobe Suite
I led a brand refresh aimed at refining the company’s identity and reinforcing its core personality. I didn’t reinvent the brand. I realigned it with its strengths.
The result was a clear, flexible system that was creative when it needed to be and consistent where it counted. It was a guide teams could rely on across every touchpoint.View the project →
Websites
Role UI, layout, branding, usability
Tools Figma, Adobe CC, Invision, Flash
I care about making digital experiences feel natural with clear layouts, thoughtful usability, and visuals that match the story a brand is trying to tell. I’ve built sites for private schools, fashion labels, and small businesses, learning how to balance structure and style with clean developer handoffs.That same approach now shapes my work on larger platforms, where alignment, accessibility, and consistent brand expression make the biggest difference.See how I've improved the experience →
Art Direction
Role Illustration-led art direction
Tools Pen & paper, Adobe Suite
With these posters above my aim was to invite faithful beer patrons to moments of quiet reflection. A beer sits frozen in the light; time stretches on. In contrast, these soup illustrations clash and rush to pull you in before the first sip.
These pieces taught me how to guide attention, build mood, and let a visuals carry the feeling. That same instinct for framing, clarity, and visual storytelling shows up in my recent motion art direction work.How I directed visuals →
Creative Systems
Role Creative Manager
Tools Box, Canva, ServiceNow, Adobe Libraries, Figma
I built a unified asset-ecosystem across multiple platforms when no formal DAM existed. It cut duplication, reduced friction, and gave every team a reliable source of truth.How I built it →
Branding
Brand System Alignment
Executive Summary
I led a rapid brand refresh and creative systems alignment, uniting teams across marketing, digital, and communications to rebuild consistency across 530+ stores. We clarified what the brand stood for, modernized its creative infrastructure, and refocused on the audience.The work delivered a 200%+ rise in social engagement, a stronger creative foundation, and scalable tools—from asset libraries to a makeshift DAM. It set the groundwork for a long-term system teams could trust and grow with.
Background
I led a brand refresh and creative systems alignment for Grocery Outlet, a 530+ store retail chain. The goal was to realign the brand and modernize its creative systems to ensure consistency across all stores - all within a scope that changed quarterly.
The Challenge
The challenge was bringing visual and strategic consistency to 530+ stores while aligning key stakeholders across the organization. It mattered because our brand presence had become fragmented, off-brand here, confusing there, and often illegible to customers.The difficulty wasn’t simply about looking “cooler,” but about defining what the brand truly stood for and building systems that made the brand accessible across the entire organization while maintaining version control and brand stewardship.
My Approach
I brought together key stakeholders - CMO, VP, and Directors of Marketing and Internal Comms - to clarify goals and align on purpose. As the Creative Lead, I facilitated a rapid brand-alignment workshop to get everyone on the same page.Along the way, we learned that our “fun grocery” positioning had splintered into many expressions. We also uncovered that our brand systems were scattered across a tangled tech stack, patched together over time.
Examples from the brand guidelines.
Outcome
The alignment and updated audience segments helped grow our social engagement KPIs by over 200% month-over-month, strengthened our creative foundation, and paved the way for scalable systems like shared asset libraries and a future DAM.
Takeaway
Despite shifting timelines and scope, I adapted quickly—running a rapid alignment workshop, updating brand guidelines, and creating makeshift asset libraries with existing tools.I learned that lasting brand change requires cross-org ownership, not just marketing buy-in. Next time, I’d secure clearer resources and bandwidth before tackling a national-scale refresh. The project reshaped how I view creative work: we need a seat at the table early.It also deepened my understanding of corporate politics and the importance of socializing ideas before execution.
Let’s connect
Other Projects
Art Direction • User Interface & Experience • Creative Systems
Art Direction
Introducing the app
Executive Summary
I directed Grocery Outlet’s mobile app TV ad, translating a small budget and undefined audience into a clear, on-brand message. By shifting focus from lifestyle to direct benefits and using motion graphics to maximize resources, we produced a fun, effective spot under budget.The project became a model for future broadcast efforts and reinforced a key truth: clarity and resonance connect more deeply than any joke or punchline.
Stylized logo in a 8-bit gaming theme.
Background
I led the direction and production of a TV ad launching Grocery Outlet’s mobile app, working with a small budget and a tight turnaround. The goal was to communicate the app’s benefits and features clearly while staying true to the brand’s playful tone.
The Challenge
We faced a limited budget, an undefined audience, and no existing TV guidelines. It mattered because we needed to understand what truly resonated with customers. How do we connect value to everyday life and not just repeat that “we save you money”?The difficulty wasn’t just making something on-brand. It was also defining how our brand should show up on television.
My Approach
I reviewed previous TV ads, identified what worked, partnered with a production team and served as art director. To stretch our budget, I chose a motion graphic style. It was simple, direct, and flexible.Provided research revealed easy-win opportunities in our audience segments, guiding our hypothesis that direct value messaging would be clearer and more effective than the aspirational approach used in earlier spots.
A 30-second storyboard.
Outcomes
The final ad was on-brand, clear, and produced under budget, introducing the app in a way that felt both fun and informative. It became a reference point for how the brand could appear on television going forward.
Takeaway
This project taught me that clarity beats being clever. Customers care less about a joke and more about how their lives improve. It also showed the importance of having a solid strategic foundation before production begins.Next time, I’d incorporate stronger voiceover cues for even clearer storytelling. This was my first TV spot and my first look behind the curtain of ad budgeting, and it's reshaped how I think about messaging and resonance.
Let’s connect
Other Projects
User interface & Experience
Improving the Digital Experience
Executive Summary
I helped modernize Grocery Outlet’s digital experience by improving accessibility, search functionality, and design consistency across the app and website.By documenting ADA best practices, refining UI prototypes, and redesigning key pages using brand refresh principles, we built a more cohesive, user-friendly experience that boosted engagement and set a new internal standard for digital design quality.
Background
Grocery Outlet’s digital products lacked consistency and accessibility, leading to user frustration and fragmented brand expression. I supported the UX/UI design for the app and website, refreshing guidelines to unify the experience.
The Challenge
We faced poor accessibility, missing search functionality, and no unified design documentation. It mattered because customers couldn’t easily find deals, and internal teams struggled to maintain consistency across digital platforms.
My Approach
I improved ADA compliance through color and text contrast updates, created documentation for our overseas dev team, and helped prioritize and prototype a new app search feature.The chance to redesign the Careers page became a way to show the value of updated UI, and served as a controlled example that demonstrated stronger usability and brand consistency.
Adjustments for the mobile app.
Outcomes
We saw increased app engagement post-launch and improved usability scores. The new ADA documentation established a standard for future projects, and the refreshed Careers page became a proof-of-concept for a broader digital redesign.
Takeaway
I learned that even small UX changes can have outsized impact. The experience felt more natural and trusted because it matched the brand they knew. This project also taught me that accessible design isn’t an afterthought, but the foundation of good experience.
Let’s connect
Other Projects
Creative Asset Systems
Executive Summary
I built a functional, multi-platform asset system for Grocery Outlet. During a period of rapid growth, it was important to creating clarity and consistency to support its 530+ national stores. With no budget for a formal digital asset management (DAM) system, I aligned Box, Adobe Libraries, Canva, and our intranet into a unified ecosystem with clear structure, naming standards, and accessible templates.The result reduced search time, cut duplicate work, and gave every team a reliable source of truth — while also demonstrating the real value of centralized asset management and strengthening the long-term case for a true DAM investment.
Background
As the retailer grew from a regional chain into a 530+ store national brand, the volume of creative work expanded with it. Every campaign, store opening, seasonal rollout, and digital update added more assets into the ecosystem.Over time, I became a central point of contact for logos, templates, guidelines, and file requests — giving me a clear view of where things were breaking down and what the team needed to work smoothly at scale.
The Challenge
Our creative files lived in a few places. No one wanted to sort through these files, and everyone came to me for them. There was no single source of truth and no naming standards.I advocated for a proper DAM, building pitch decks with ROI estimates and forecasting time saved. Without a dedicated budget and shifting priorities, leadership hesitated to move forward.Meanwhile, the work only accelerated. Teams across hundreds of stores needed consistent assets, and without a unified system we risked inconsistency, rework, and production bottlenecks across the organization.
Pain points my team discovered throughout this process.
My Approach
With no budget for a DAM, I built a functional version of one using the tools we already had. I aligned Box, Adobe Libraries, Canva, and our intranet into one connected ecosystem.I began by creating a clear folder architecture in Box. It was predictable, repeatable, and mapped to how teams actually worked: brand identity, campaigns, store tools, evergreen content, and digital assets. I partnered with designers and marketers to establish naming standards that made files easier to find and maintain.Then I extended the structure into Adobe Libraries and Canva, organizing reusable elements and templates for both designers and non-designers. Finally, I created an intranet landing page that acted as the front door to the system, guiding teams to the tools they needed.
With a DAM, all are routed into one system built to store, serve, and keep the brand clean.
Outcomes
The result wasn’t a full enterprise DAM, but it worked.The new system reduced time spent searching for files, cut down duplicate work, and made national campaigns easier to roll out consistently. Teams across marketing, stores, digital, internal and vendor partners were finally working from the same playbook.Just as importantly, it provided proof. The manual DAM showed the tangible value of centralized asset management and made a stronger case for future investment by giving leadership a firsthand view of what a scalable system could unlock.
Takeaway
Systems don’t require perfect tools. They require clarity, structure, and a shared source of truth.By building a scrappy, multi-platform DAM alternative, I helped teams move faster, stay consistent, and reduce friction during a period of rapid growth. It reinforced a simple lesson that shapes my approach to creative operations: start where you are, build with intention, and create systems that lift teams up.
Let’s connect
Other Projects
Advertising
Role Art Director
Tools Pen & pencil, Adobe Suite
I developed this TV ad for Grocery Outlet’s annual “Independence from Hunger” campaign—a cause-driven initiative focused on fighting food insecurity. What better way to drum up excitement than with a marching band?
The concept aimed at capturing the joy and celebration of giving back. By combining a sticky music track with dynamic, high-energy visuals, I made sure this campaign felt like more than just a call to action. It’s a marching anthem, celebrating the excitement of raising money for a great cause.
Want to turn up the volume on your next big idea? Let’s connect. ➡️
Mobile App
TV Spot
Role Art Director
Tools Pen & pencil, Adobe Suite
For this 30-second commercial, I took a bold & fun animated approach to make a big impact on a smart budget. I went all-in on 8-bit visuals and audio, tapping into that classic retro gaming vibe to bring the treasure-hunt shopping experience to life.
Every Grocery Outlet trip feels like a game—you never know what surprises you’ll find—so I designed the TV spot to feel like leveling up in a world of epic deals. The pixelated animation keeps things exciting, while the chiptune soundtrack adds to the nostalgia, making viewers feel like they just unlocked a secret level of savings.
Transform the way people experience your brand.
Let’s sync up ➡️
2024 Spring Wine Sale
TV Spot
To promote Grocery Outlet’s Spring Wine Sale, I took a fresh motion graphic approach blending fun imagery, upbeat music, and a bit of education on how Grocery Outlet scores amazing wine deals. The goal was to build excitement while keeping the message simple, engaging, and on-brand.I let the energy of the visuals and music drive the story. As part of a larger strategy, I worked with our production partner on capturing the beloved jingle in ways that resonated with the diverse communities that Grocery Outlet serves.
The result? A lively, music-fueled celebration of savings that not only hyped up the thrill of the wine sale but also reinforced the brand’s playful, unexpected approach.
AGOT Type Graphics
Design systems, Creative process, People-focused
Creative Management
Design systems, Creative process, People-focused
Screenprinting
Design systems, Creative process, People-focused
Foam Co. Logo
Design systems, Creative process, People-focused
Mintvine Brand & UI
Brand refresh, Onboarding, Tour, UI, spec docs, brand guide,