Atlantic Union Bank I Health Warrior I Capital One
Brand Consulting
Consulting · Rebranding · Acquisition & Creative strategy
Freelance creative direction and rebrands across Atlantic Union Bank, Health Warrior (PepsiCo), and Capital One — from acquisition-focused content systems to full brand refreshes.
The experience strengthened my ability to look beyond individual executions and identify the systems and principles that help a brand communicate more consistently.
Atlantic Union Bank
Acquisition Marketing
Art direction · Financial services rebrand
Context: This brand is a regional financial institution and the main subsidiary of Atlantic Union Bankshares Corporation. The client has embarked on a journey to improve creative strategies to boost acquisition marketing efforts in 2022.
Challenge: The primary goal was to enhance brand consistency across solutions, improve brand recognition, and ensure a seamless omnichannel customer journey.
My role: To boost acquisition marketing efforts at Atlantic Union Bank, it’s essential to organize case studies effectively and refine creative strategies. This involves delivering design solutions for concepts, graphics, and motion content (videos) to drive successful marketing outcomes.
Approach: I crafted concepts and marketing materials for print, out-of-home (OOH) advertising, digital banner ads, video content, and paid social media campaigns for acquisition efforts. My goal was to fully embrace the brand's colors while incorporating the dynamic two-tone diagonal shapes to ensure brand consistency, ultimately enhancing brand recognition.
Health Warrior
Rebrand
Creative direction · Startup rebrand
Context: Health Warrior is a startup brand (now owned by PepsiCo) dedicated to supporting all health enthusiasts. Their mission is to drive the world’s health movement forward with tasty, seed-based foods, making seeds their standout ingredient.
Challenge: The primary challenge was to develop innovative strategies to draw in new target audiences, enhance the overall aesthetic of the product line and visuals on the website, and simplify the user experience and navigation of Health Warrior's existing blog layout.
My role: As a creative consultant, my focus was on concept and Ideation. This process involves brainstorming and creating wireframes, prototypes, mock-ups, and mood boards to test ideas before advancing to full-scale production. My goal is to ensure that these creations align perfectly with the business objectives.
Approach: My approach centered on using vibrant, contrasting colors to capture attention while creating a clear visual hierarchy that made the content easy to read and navigate. This approach aimed to resonate with our target audience of women between the ages of 20 and 40.
Mood Board
Capital One
Content Marketing Rebrand
Content strategy · SEO-driven design
Context: This brand is a major American bank holding company specializing in credit cards, auto loans, checking, and savings accounts. Headquartered in McLean, Virginia, it operates nationally and globally, offering consumer and commercial banking services through physical branches, a network of tech-focused cafés, and digital platforms.
Challenge: The newly established card acquisition team recognized the need for visual guidance to effectively launch their content marketing initiative.
My role: I provided a strategic approach that aligned with their SEO objectives, prioritizing the audience's needs while leading into the brand's sales goals as a soft-sell tactic.
Approach: I developed fresh concepts and enhanced the visual elements from a customer journey perspective to support the SEO strategy.
