Atlantic Union Bank I Inside Weather I Health Warrior
Brand Consulting
Consulting · Rebranding · Acquisition & Creative strategy
Freelance creative direction and rebrands across Atlantic Union Bank, Capital One, and Health Warrior (PepsiCo) — from acquisition-focused content systems to full brand refreshes.
Inside Weather (Caba Design)
Rebrand & Social
Startup rebrand · People leadership (studio team of 3) · Production efficiency
Modernized the Inside Weather sub-brand with lifestyle-driven imagery and storytelling, led a three-person studio team, and cut production costs by nearly half through 3D-vendor negotiation.
Context: CABA Design is a California-based furniture manufacturer headquartered in Rancho Cordova that develops custom, modular, and machine-washable furniture brands. The company’s mission is to make home furnishings accessible, sustainable, and easy to assemble.
Challenge: To engage a new targeted audience of women aged 20 to 40, based on the research findings. It's essential to preserve the quirky, vibrant brand personality while elevating the visual appeal of elements and social media ads for the sub-brand, Inside Weather, which focuses on a simpler, more modern product line.
My role and Approach: In my role, I took on the challenge of modernizing and refreshing the brand identity through creative consulting. I embraced a quirky and vibrant brand personality, focusing on the integration of lifestyle-oriented imagery and compelling storytelling into the strategies we developed. Leading a studio team of three, I streamlined our production workflows and provided creative direction for lifestyle, editorial, and concept shoots, ensuring cohesive, engaging outcomes.
Outcome: I developed cost-effective strategies for the production process, successfully cutting production costs by nearly half through effective negotiation with 3D model vendors. The updated process involved collaborating with these vendors to create detailed product images that closely mirrored in-house editorial photos.
Atlantic Union Bank
Art Direction
Finance · 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 the solutions, improve the user experience and 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 · 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
Rebrand
Content marketing
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 and Outcome: I developed fresh concepts and enhanced the visual elements from a customer journey perspective to support the SEO strategy. This visual approach has doubled site traffic since the initial launch.
