EVENT | BRANDING | PRINT | VIDEO | DIGITAL
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ELEVATING CORPORATE LAW EVENT EXPERIENCE
The Challenge
McDermott’s Private Equity team was planning high-profile events in New York, Miami, and London. While the firm typically relied on templated banners and standard collateral, the team wanted these events to feel elevated and distinctive—but hadn’t yet defined how.
The Approach
I proposed introducing custom experiential artwork to bring bold energy and visual cohesion to the events—something McDermott had never done before. I recommended partnering with Linda Zacks, a mixed-media artist previously commissioned for the firm’s New York office. I pitched her on creating a bespoke visual concept that would anchor the events and reflect the dynamism of the private equity world. I led creative direction, concept development, artist collaboration, executive alignment, and budget oversight.
The Solution
The final deliverables included a series of vibrant, hand-crafted pieces that transformed each event space and sparked meaningful conversation. The work set a new creative benchmark for McDermott’s events, blending brand strategy with artistic expression to leave a lasting impression.
BRANDING & STRATEGY | WEB | VIDEO | PRINT
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REWRITING THE PLAYBOOK FOR FUTURES TRADING
The Challenge
RJO Futures needed to modernize their brand to better resonate with a middle-class audience seeking trustworthy guidance in futures trading. Their existing identity lacked clarity and emotional relevance, and they were being outshouted by louder, more speculative competitors in the space. The goal: reposition RJO Futures as the steady, strategic choice for people who want to protect their financial futures.
The Approach
Starting with a collaborative workshop, I guided the RJO team through brand discovery and competitive analysis, ultimately identifying their core archetype: The Sage. This set the tone for a new brand strategy rooted in wisdom, clarity, and trust. I applied insights from user journeys and website behavior to reimagine the brand experience—from messaging and tone to visual design and UX. I also developed the galvanizing statement, “If it’s Futures, it’s RJO,” to anchor the brand’s new voice.
The Solution
The rebrand rolled out across a new website, refreshed communications, and lead-generation tools like Investor Kits tailored to specific market sectors (Energy, Ags, Metals). Broker business cards, email signatures, and digital banners were updated to align with the new identity. The result was a bold, unified brand that positioned RJO Futures as the go-to resource for thoughtful, risk-aware investors.
VIDEO | CAMPAIGN | DIGITAL
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I led the creative direction and execution for International News, McDermott’s quarterly, industry-focused digital publication. Distributed globally, this interactive online piece served as a key content engine — featuring dozens of embedded links driving readers to in-depth articles, insights, and video commentary on McDermott’s website.
EVENT | BRANDING | PRINT | DIGITAL
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ELEVATING BAMBOO HEALTH 2024 LEADERSHIP SUMMIT
I partnered with Bamboo to develop a cohesive brand identity for their 2024 Leadership Summit—an exclusive gathering of healthcare executives, policymakers, and innovators focused on improving whole-person care and care coordination.
Guided by the internal theme “The Grove,” which symbolized connection, clarity, and growth, I designed a visual system that elevated the event while staying aligned with Bamboo’s core brand. Deliverables included a custom event logo, color palette, presentation templates, signage, print collateral, and a series of email communications. Every touchpoint was crafted to feel intentional, modern, and human, reinforcing the summit’s tone and purpose.
I also worked closely with Bamboo’s internal teams to ensure visual consistency across platforms and throughout the attendee journey—from initial invitations through onsite experience.
WEB | BRANDING | DIGITAL
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DELIVERING A CAMPAIGN-DRIVEN WEB REFRESH
The Challenge
Tastyworks—a Chicago-based brokerage firm and part of the larger Tastytrade brand—needed a digital overhaul. With new trading products launching and more competition in the space, the ask was clear: refresh the website, support a campaign rollout, and sharpen their lead capture, all without watering down the brand’s bold, irreverent voice.
The Approach
I partnered closely with leadership to explore how far we could stretch the brand visually without losing its edge. The website was restructured with a focus on clean information hierarchy, smarter user flows, and strategic calls to action. While the voice stayed loud and confident, the design had to be crystal clear—especially when explaining complex trading products. That meant comparison charts, infographics, and layouts that respected white space and user attention.
As part of the broader campaign effort, I also concepted and designed a suite of online display banners to drive awareness and conversion. The goal: create a seamless brand experience across every digital touchpoint.
The Solution
What launched was a refreshed, high-performing site that struck the right balance between personality and polish. The design elevated Tastyworks’ brand while making it easier for users to understand, explore, and act. Paired with a campaign of eye-catching banners, the project delivered a cohesive, conversion-focused experience across the board. The client’s take? Total home run.
Commisions-based display campaign
“Just Let Me Trade” display campaign.
DIGITAL | CAMPAIGN
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HELPING ADOBE SHAPE THE NARRATIVE ON AI AND THE FUTURE OF WORK
The Challenge
As AI continues to reshape the workforce, Adobe needed to lead with clarity and optimism—highlighting how technology can open new doors for creativity and opportunity, not just disruption. The ask: translate complex research findings into compelling, credible content that could influence conversations around AI, jobs, and the evolving creative economy.
The Approach
I led creative strategy, storytelling, and design across a series of high-impact reports, including the 2024 Creative AI Jobs Report, the Future Workforce Study, and the AI + Career Seeker Report. Collaborating closely with Adobe’s brand and research teams, I helped structure each report’s narrative arc, ensuring data points flowed into a larger story. I then designed visual systems that translated dense research into clean, engaging infographics, charts, and layouts—balancing journalistic credibility with visual clarity.
The Solution
The reports positioned Adobe as a thoughtful leader in the conversation around AI, creativity, and the future of work. The final pieces were widely circulated and cited, helping Adobe communicate not just what’s changing, but what’s possible—shifting the tone around AI from fear to forward momentum.
EVENT | DIGITAL
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The Challenge
CME Group launched the Futures Institute as an educational hub to help traders of all experience levels learn futures trading through real-time simulation, live instruction, and interactive tools. As part of a broader effort to increase visibility and engagement, they needed a quick-turn set of marketing materials that aligned with their brand guidelines and communicated the value of the Institute clearly and compellingly.
The Approach
Working within the well-defined brand identity of the Futures Institute, I created promotional assets that brought attention to the platform’s core promise—Learn by Trading. This included the design of digital display banners and large-format pull-up banners for trade shows. The visual approach leaned into the Institute’s clean, authoritative aesthetic, using simplified messaging and bold visuals to stand out in both online and live event settings.
The Solution
The final creative delivered a unified look across digital and physical touchpoints. The online ads drove users to the Futures Institute platform while the trade show materials helped solidify CME Group’s position as an educator and innovator in futures trading. Though a relatively lightweight engagement, the work contributed to an important awareness-building initiative for one of the most influential names in financial markets.
VIDEO | INTERNAL COMMS
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I partnered with AbbVie pharmaceuticals, a leader in the healthcare sector, in crafting an internal video communication that articulated AbbVie’s path forward for growth. This project was more than a simple video production; it was an endeavor to encapsulate AbbVie’s corporate narrative, distilling complex strategies into a clear, coherent, and motivational message that resonates with each employee. Through meticulous planning, creative synergy, and a deep understanding of AbbVie’s brand messaging, I delivered a video that not only informed but also inspired, fostering a shared vision for the future among the team.
WEBSITE | BRANDING | DIGITAL | B2B
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CREATING A SMARTER TAKE ON DIGITAL FINANCE
The Challenge
WisdomTree was preparing to launch a new digital fund with a clear differentiator: it combined the security of a traditional investment with the innovation of blockchain technology. However, internal stakeholders struggled to align on how best to explain this hybrid product to a retail investor audience. The challenge was to craft a message that felt both trustworthy and forward-thinking—without getting lost in financial jargon or technical detail.
The Approach
I facilitated alignment between product, marketing, and executive teams to identify a core messaging strategy. Through collaborative sessions, I translated complex product mechanics into simple, benefit-led language. I developed multiple creative concepts and refined a visual and verbal identity for the campaign that bridged traditional finance and digital innovation—anchored by a key line: “Built on blockchain. Backed by WisdomTree.”
The Solution
The final campaign included a series of digital ads, educational materials, and sales enablement tools designed to demystify the product and drive engagement. The work helped internal teams tell a unified story and gave WisdomTree a fresh, compelling voice to introduce this next-generation investment product to the market.
To demonstrate interactions and secure buy-in, I built fully functioning prototypes.
I systematically designed a comprehensive site architecture consisting of dozens of wireframes for desktop and mobile.
DIGITAL | CAMPAIGN | ONLINE DISPLAY | B2B
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Working with business development leaders, I helped Mitsubishi Power develop several online content campaigns driven by thought leadership white papers. Each white paper came to me in raw content form with little direction. I created each white paper layout, organized copy architecture, and identified opportunities for and designed various infographics to support each paper. I created social media banners to support the lead gen campaign.
CAMPAIGN | PRINT | DIGITAL | B2B
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The Challenge
Worldpay, a global payments company, was undergoing a major brand overhaul. The internal marketing team needed help bringing the new identity to life across internal and external channels—quickly, consistently, and at scale. With rebrand momentum building, they required an extension of their team who could hit the ground running without sacrificing quality or strategic alignment.
The Approach
I partnered directly with Worldpay’s internal creative team to support the rollout, flexing between big-picture creative direction and hands-on design execution. My role included developing visual assets, presentation materials, and brand extension concepts that reflected the new identity and helped internal stakeholders understand and champion the change.
The Solution
The work delivered clear, consistent brand materials that aligned with the updated identity and tone. From launch-day communications to day-to-day marketing assets, I helped Worldpay maintain design integrity while speeding up production—ensuring the new brand was embraced inside the company and confidently presented to the market.
BRANDING | WEBSITE DESIGN | UX | PRINT | B2B
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SMARTLY ELEVATING A TECH BRAND
The Challenge
Azavar, a tech-driven consultancy helping local governments recover lost revenue, had outgrown its dated brand. Their visual identity and messaging no longer reflected the sophistication of their solutions or the trust they’d earned from clients. They needed a full rebrand that could elevate their credibility and bring clarity to a complex offering.
The Approach
I led the development of a new brand strategy and visual identity system that positioned Azavar as a forward-thinking, reliable partner to municipalities. From logo and color palette to typography and voice, every element was rethought to convey trust, intelligence, and simplicity. I also redesigned the website, streamlining the user experience to clearly explain their services and drive leads.
The Solution
The rebrand gave Azavar a confident, modern presence that matched the quality of their work. The new visual system and website helped differentiate them in a niche market, while making their complex value proposition feel simple and approachable.
BRANDING | WEBSITE DESIGN | PRINT | B2B
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HELPING AN INDUSTRY LEADER TAKE FLIGHT
The Challenge
Mitsubishi was preparing to launch SpaceJet, its first commercial aircraft, into a crowded and highly regulated market. The brand needed a compelling way to introduce the aircraft’s advantages to a global audience—especially airline decision-makers—without overwhelming them with technical detail or falling into aviation clichés.
The Approach
Partnering with Edelman’s creative team, I led the development of a visual brand identity system that balanced precision with approachability. I designed the launch website, along with sales and marketing collateral, to showcase SpaceJet’s key differentiators—comfort, efficiency, and innovation—while reinforcing Mitsubishi’s credibility in aerospace. Every element was built to feel modern, thoughtful, and worthy of attention in a traditional industry.
The Solution
The final campaign and brand system gave Mitsubishi SpaceJet a bold, cohesive presence across digital and print. From first impression to deeper engagement, the materials helped the brand cut through industry noise and establish itself as a serious new player in commercial aviation.
PRINT | BRANDING | ADVERTISING
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The Challenge
MF Global, a major player in futures and derivatives trading, needed to refresh its brand to reflect its global scale and evolving identity. The company was shifting from a patchwork of legacy firms to a unified, modern brand—and the creative needed to convey that transformation clearly across all touchpoints.
The Approach
I was brought in to concept and design brand assets that supported this transition. Working within the new identity system, I developed digital and print materials, internal presentations, and marketing collateral that brought consistency and clarity to the brand. The creative emphasized MF Global’s reach, credibility, and future-forward focus in a competitive financial landscape.
The Solution
The rebrand helped MF Global present a cohesive, confident face to both internal stakeholders and institutional clients. The materials reinforced their position as a serious, global player in the industry—while supporting the company’s efforts to unify culture and communication following years of change.
PRINT DESIGN | CAMPAIGN CREATIVE | BRANDING | INTERNAL COMMUNICATIONS
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I've created and managed hundreds of projects and dozens of campaigns to inform and educate tens of thousands of employees about Whirlpool's healthcare and benefits programs and how to improve their health and quality of life. I worked closely with Whirlpools' in-house project managers, Health Coaches, and partners such as Walgreens, VSP, MetLife, Cancer Society, and Vanguard.
BRANDING | WEBSITE DESIGN | PRINT | B2B
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HUMANIZING SPEED TO DISCOVERY
The Challenge
CAS, a division of the American Chemical Society, needed help repositioning itself in the competitive R&D landscape. The organization wanted to be seen not just as a data provider, but as a trusted human partner in a technology-driven world. The challenge: visually communicate how their expertise accelerates discovery and shortens the learning curve for researchers and businesses alike.
The Approach
Working with Edelman teams in New York and Chicago, I took the creative lead on concept development and execution. Our strategy was to juxtapose abstract laboratory imagery with human moments—putting faces to the science. This approach reinforced CAS’s unique value: deep human expertise paired with cutting-edge technology. Visually and verbally, we emphasized speed to discovery and the real-world impact CAS has across the R&D process.
The Solution
The final creative system delivered a bold, modern message that elevated CAS beyond its data roots. Through digital campaigns and print collateral, we told a clear and compelling story: with CAS, innovation doesn’t just happen faster—it happens smarter, with a partner who understands the human side of science.
