Building Engaging Brands.
Port of San Diego Rebrand
SCOPE: Create and establish a cohesive brand that appropriately represents the Port of San Diego and it’s 34 miles of coastline, with the ultimate goal of increasing public awareness of the Port and it’s vast initiatives and influences throughout San Diego Bay.
CONTRIBUTION: I Worked closely with a design agency and internal stakeholders to create and implement a unified brand across all Port points of contact, an extensive and multi-year undertaking. This included extensive market research, development of brand language, personality types, key messaging, and brand beliefs.
OUTCOME: Prior to the rebrand, the Port brand was nonexistent, relying solely on an outdated logo. This new, award-winning brand established the Port identity and built extensive brand equity in the community and it’s business lines since it’s launch.
San Diego Padres Rebrand
SCOPE: A complete organizational rebrand, under a new ownership group looking to establish a fresh and updated look for the team on the field, and an updated brand for the organization as a whole. This included brand marks, color palette adjustments and brand new uniform designs.
CONTRIBUTION: As the Creative Manager, I led a team of designers to create and implement an updated brand look, working closely with the President & COO, Senior VP of Brand Development and Major League Baseball.
OUTCOME: The new brand and look was well received both internally and in the community as a modern update to the existing image of the organization, building on the team’s history while also establishing a new vision for the future.
Maritime Month
SCOPE: A yearly branding campaign celebrating the maritime industry in San Diego throughout the month of May, focused on four sectors: cargo, cruise, shipbuilding & repair, and commercial & sportfishing. The ongoing goal of the campaign is to educate the general public and help shape the narrative of the regional impacts of the maritime industry.
CONTRIBUTION: Acted as Creative Director, ideating the Bay of Life tagline and supporting messaging, while overseeing the creation of a Maritime Month brand and all video, photo, social, and graphic design production.
OUTCOME: With over 14 million campaign impressions in it’s latest year, a 47% year-over-year increase, the campaign was pivotal in shaping local narrative on the impacts of the maritime industry.
OnPurpose Squared
SCOPE: Corporate citizenship consulting firm looking for a complete brand package that fits their values, target audience, and overall identity.
CONTRIBUTION: Acted as freelance Creative Director and designer, creating an overarching brand look as well as all supporting assets.
OUTCOME: Provided a brand package that included logos, brand guidelines, stationary design and production, presentation assets, social media content, and website design and execution.
Other Brand Projects.
Chula Vista Bayfront
Brand
Was an active part of a 4-person committee tasked with designing and implementing a cohesive brand for the Chula Vista Bayfront, which included a pending 535-acre redevelopment project that would position the city as a prime west coast destination. Local elected officials and stakeholders were consulted to ensure complete local buy-in, before the brand elements were finalized.
Paystation Wraps
Brand
Led the design of custom, full-color wrap designs covering over two dozen pay stations along the San Diego Bay waterfront, enhancing the coastal experience and bringing added awareness to the Port brand.
People of the Port
Brand
Created the name and led the design of the People of the Port Career Fair, a new yearly job fair to help people throughout the San Diego region learn about and apply for jobs along the waterfront. This included the overall design and production of all event signage and promotional assets.
Portside Community Academy
Brand
Led the branding and design efforts of a new educational program aimed at educating local communities on innovations in the maritime industry that are helping improve public health and quality of life on and around San Diego Bay. I was also a part of the ongoing PCA committee that managed the academy, working with a team of internal staff and outside consultants to execute the academy on a bi-yearly basis.
Adorna Handcrafted Jewelry
Brand
Acted as the Creative Director for a woman-owned handcrafted jewelry business, designing a brand from scratch, including the company name, logo, and all other design elements.
Seaport Village Daycation
Brand
Led the design and marketing execution of a promotional event at Seaport Village, a vibrant waterfront shopping complex, with dining, shops, and entertainment. This included the design of all event graphics and supporting marketing materials. Due to it's success in bringing visitors to the shopping complex, Daycation Celebration is now a yearly event.
Illuminate the Bay
Brand
Led the design team responsible for all marketing and fundraising materials for a campaign to raise money to install a permanent lighting display on the iconic Coronado Bridge in San Diego, while also acting as a member of the fundraising committee. One key fundraising event included a private boat tour for high-level donors and potential donors, to view the the light testing up close.
A Day at the Park
Brand
Created the name and led the design of a yearly series of public events intended to activate local parks in underrepresented communities. This included the overall design and production of all event signage and promotional assets, including print and digital advertisements, social media content, and event signage.
Imperial Beach Pier Historical Sign
Brand
Led the design of a new Port-branded sign to be installed at the iconic Imperial Beach Pier. The sign details the Pier's history, educating visitors with information and historical imagery. The sign was produced in coordination with the Port's Parks & Recreation department and included buy-in from local elected officials and stakeholders, with over 30 rounds of revisions in the process.
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