Featured Projects.
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.
#ThatsMyBay
SCOPE: To combat water increased water pollution in San Diego Bay, the Marketing and Environment teams developed a waste diversion management campaign to educate the general public on ways they can help keep the bay clean. Due to the dry nature of the content, the campaign called for a playful and whimsical tone.
CONTRIBUTION: As the marketing and creative project lead, I helped develop campaign branding, created a series of unique and playful characters, scripted and directed campaign videos and ultimately managed the marketing campaign as a whole.
OUTCOME: The campaign received overwhelming engagement and increased online metrics. It quickly evolved into a multi-year campaign with multiple waves per year, each addressing a particular habit-changing topic.
Padres Beerfest & Oktoberfest
SCOPE: In an effort to raise game attendance, the organization was looking outside the box for ways to attract more fans to games. This included promotional items and themed pre-game events.
CONTRIBUTION: As part of the marketing team, I concepted and launched Beerfest, a pre-game event showcasing San Diego’s vibrant craft beer scene. I oversaw the branding as well as the event coordination, from connecting with local breweries to participate, to day-of event logistics.
OUTCOME: The event was an immediate overwhelming success, setting stadium records for pregame turnstile attendance, significantly increasing game revenue. Due to it’s popularity, it was made a yearly event and a second Oktoberfest event was added.
Other Projects.
Discover Your Wonderfront
Campaign & Brand
Led the strategy, design, and execution of a multi-year, multi-wave, and multi-million dollar destination campaign promoting San Diego Bay as a destination, increasing local and national visitor traffic to the 34 miles of coastline overseen by the Port.
Gaylord Pacific Resort & Convention Center
Campaign & Brand
Led the marketing efforts in the Port of San Diego's partnership with Marriott Hotels and the new Gaylord Pacific Resort & Convention Center by building and executing a strategic marketing campaign promoting the grand opening of the hotel.
San Diego Padres Rebrand
Brand
Led an internal design team to create and implement an updated brand look for the entire organization, including updated brand marks and a set of uniform designs for players to wear on the field.
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.
Port of San Diego Rebrand
Brand
Acted as the creative and brand lead in establishing a cohesive brand for the Port of San Diego, with the goal of increasing public awareness of the Port and it’s vast initiatives and influences throughout San Diego Bay. This extensive and multi-year undertaking included market research, development of brand language, personality types, key messaging, and brand beliefs. It established the Port identity and built extensive brand equity in the community and it’s business lines.
Illuminate the Bay
Campaign & Brand
Acted as a key member of the six-person Illuminate the Bay fundraising committee, building a campaign to raise money to install a permanent lighting display on the iconic Coronado Bridge in San Diego. I assisted in coordinating the private boat tour for high-end donors and led my team in the design and production of all collateral and campaign materials.
The Special Advantage
Campaign & Brand
Led two complete refreshes of a yearly marketing campaign to increase cargo activity at the Port's two cargo terminals, from both national and international companies looking to ship goods in and out of the US. I also worked closely with the Port's Maritime sales team to develop effective campaigns to reach industry audiences and increase terminal activity.
Port of Land & See
Campaign & Brand
Led multiple creative refreshes of a long-term comprehensive marketing campaign promoting San Diego's cruise industry, increasing cruise line offerings and growing passenger demand. This included the creation of all content, while working closely with the maritime team to implement yearly B2B and B2C campaigns, steadily increasing campaign impressions and cruise calls to San Diego on a yearly basis.
Harbor Police Department
Campaign & Brand
Led the efforts to design and establish a brand for the Harbor Police Department, including a multi-year outreach and recruitment campaign to increase awareness of Harbor Police and communicate its missions to key audiences. This included rebranding of police vehicles, designing and executing two extensive branding signage efforts at police headquarters and developing all creative in support of media buys.
Brand
Building
Campaign
Development
