Creative Direction

SCROLL DOWN

Creative Direction

Having a grasp of market trends, consumer behavior, and the brand's identity, I've had the privilege of leading creative teams to develop effective solutions for clientele spanning from B2B to B2C, including food, healthcare, entertainment, and software. I aim to balance creativity and strategic thinking, ensuring our work aligns with the organization's goals. Below, you can find examples of brands I've collaborated with in the past.

My work

Strategy

A designer is primarily a problem solver.

Having education in both MFA and MBA, I excel at the intersection of creative work and marketing strategy. I believe a good design is measurable. The client’s goal should inform the input, and the output should be measurable because, without the metrics and data, we’re just another person with an opinion.

I seek to understand the purpose, audience, and metrics of an assignment before going to town with my creative tools because the success of our work is ultimately measured by how effectively it fulfills a client's goals.

Leadership

From doing the work to leading the work…

Promoting designers to managers as a way of incentivization has been a popular practice among organizations. However, doing the work is different than leading the work and the absence of effective leadership can significantly impact the company's bottom line. With my diverse experience in various creative roles, I've developed my leadership philosophy over the years, gaining insight into what creative professionals require to excel in their roles. When it comes to leadership, it's crucial to:

With my diverse experience in various creative roles, I’ve developed my leadership philosophy and gained insight into what creative professionals need to excel in their roles. When it comes to leadership, it's important to...

Instill trust and respect by giving back the work to our coworkers
Lead by influence, not control
Serve as a bridge for communication between creative teams and various organizational levels.

Under effective leadership, creative teams thrive, and our organization benefits from a workplace where customers, leadership, and creative professionals take pride in the product and the efficiency of our processes.