Purposeful & Impactful
In my creative direction, I strive for clean, purposeful and impactful designs. Conveying a message with art, language and imagery requires a special balance that informs, engages and keeps the attention of the audience. In terms of distribution, I tend to blend print and multimedia to compliment one another - writing shorter copy that can be elaborated on through website content and videos. I also create reports, white papers, presentations and a myriad of marketing materials aimed at key stakeholders and decision-makers.
FIU Viewbook
Details: The signature recruiting print piece for the university's Admissions team. I shot all of the photos over two months, wrote all of the copy and directed the creative design process.
Impact: 100,000 printed and mailed to prospective students across the country. Led to, among other initiatives, FIU's largest pool of out-of-state applicants.
EMERGE CONFERENCE
Details: eMerge Americas is a science and engineering conference where my company at the time, FIU, had a large booth. I oversaw the creative for the displays and took many of the images used in the graphics. I also worked with vendors to choose the display housing and structures.
Impact: Thousands walked through the booth, leading to new grant opportunities for researchers, enhanced goodwill in the community, and greater brand awareness among international and out-of-state visitors.
TDN BRand | Creative
Details: Won the pitch to develop the branding design, creative and marketing strategy for a new partnership called the Talent Development Network. I oversaw the logo production with a graphic designer and wrote all of the copy.
Impact: $10,000 in commission and continued work to consult on the web design and marketing team outreach.