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Design is how I solve problems, tell stories, and make brands unforgettable.

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Experiences

FreeWheel Beach at Cannes Lions, 2026

FreeWheel Beach at Cannes Lions, 2026

A reimagined Cannes Lions experience designed to create more meaningful conversations between FreeWheel, its clients, and industry leaders.

Role

Creative Direction, Brand Design, Environmental Design, Digital Experience, and Social Design

Overview

For 2026, FreeWheel reimagined its Cannes Lions presence around a more curated, invitation-based experience. The goal was to create an environment that encouraged deeper conversations, stronger client engagement, and more intentional connections throughout the week.

The challenge was rethinking the space and every supporting touchpoint to reflect this new direction. Environmental graphics, digital experiences, event communications, and campaign assets all needed to work together as a cohesive brand experience.

Approach

Developed a creative system that unified environmental graphics, digital experiences, thought leadership, and event communications under a single visual language.

Focused on creating an experience that felt intentional, premium, and distinctly FreeWheel while remaining flexible enough to support evolving content and programming throughout the event.

Impact

1,639
attendees across the week

229
client meetings scheduled

77K
social engagements

Experiences

Comcast Advertising at IAB NewFronts

Comcast Advertising at IAB NewFronts

A large-scale live event supported by a high volume of creative, designed to feel cohesive across every touchpoint from stage to activation.

Role

Head of Design, leading visual direction across event creative, stage content, and supporting materials. Oversaw design execution across a high volume of deliverables and partnered closely with marketing, events, and cross-functional teams to ensure consistency across the full experience.

Overview

IAB NewFronts is one of the most important moments of the year for Comcast Advertising. A live show supported by a wide range of creative across presentations, event branding, activation, and digital touchpoints.

The challenge was managing a large volume of work while maintaining a consistent visual language across everything being produced, often on tight timelines and with multiple stakeholders involved.

Approach

The work was treated as a connected system rather than individual deliverables. Clear visual structure, consistent design patterns, and shared assets helped ensure everything stayed aligned across teams and outputs.

Close collaboration with marketing, events, and external partners allowed the work to move quickly without losing cohesion, even as scope and timelines evolved.

TV Makes Memories, Report

TV Makes Memories

The TV Makes Memories report was designed to launch in parallel with NewFronts, extending the narrative beyond the stage.

The design aligned with the event’s visual system, ensuring a seamless connection between the live experience and the supporting thought leadership.

View full report

Impact

+32%
Direct and Organic search traffic to ComcastAdvertising.com

+26%
Organic search impressions

+13%
Traffic on attribution-related queries

Featured in

AdAge, Adweek, Deadline, Marketing Brew, and more.

Brand and identity

Universal Ads Brand System

Universal Ads Brand System

A complete brand system designed to define and scale the Universal Ads identity across campaigns, content, and sales materials.

Role

Led design of the brand system, including identity, guidelines, and presentation tools, working closely with leadership to establish a clear and scalable foundation for the brand.

Overview

Universal Ads needed a clear and cohesive brand foundation to support its positioning as a modern, accessible TV advertising platform.

The goal was to create a system that could communicate complex ideas simply, while maintaining consistency across a wide range of applications, from marketing to sales.

Approach

The system was built to be both expressive and practical. A flexible visual language, including typography, and visual systems, created a distinct identity while remaining easy to apply across formats.

The guidelines were designed for real-world use, providing clear direction across copy, layout, and visual execution, ensuring teams could move quickly without losing consistency.

Presentation system

Alongside the brand system, a PowerPoint template was developed to make the brand usable in everyday work.

It provided flexible layouts, clear hierarchy, and built-in structure, helping teams create consistent, on-brand presentations without starting from scratch.

Beyond the Scroll Report

The system was also applied to Beyond the Scroll, a Universal Ads report that brought the brand into a more editorial, content-driven format.

It showed how the identity could flex across longer-form storytelling while still feeling consistent, clear, and recognizably Universal Ads.

View full report

Impact

Established a clear and scalable brand foundation used across campaigns, content, and sales materials.

FreeWheel Beach at Cannes Lions

Experiences

FreeWheel Beach at Cannes Lions, 2025

FreeWheel Beach at Cannes Lions

FreeWheel Beach at Cannes Lions

FreeWheel Beach at Cannes Lions

FreeWheel Beach at Cannes Lions

FreeWheel Beach at Cannes Lions

FreeWheel Beach at Cannes Lions

FreeWheel Beach at Cannes Lions

FreeWheel Beach at Cannes Lions

FreeWheel Beach at Cannes Lions, 2025

A flagship brand experience bringing FreeWheel’s platform, partners, and perspective to life at Cannes Lions.

Role

Creative Direction, brand design, environmental, digital, and social design

Overview

FreeWheel Beach is a multi-day experience designed to host clients, partners, and industry conversations during Cannes Lions.

With multiple stakeholders and content tracks, the challenge was creating a cohesive environment that felt intentional, not fragmented.

Approach

Built a flexible visual system that scaled across physical space, digital touchpoints, and real-time content.

Focused on clarity, consistency, and creating a unified experience across every moment — from stage design to social.

Impact

3,291
attendees across the week

3,100+
session registrations
+80% YOY

77K
social engagements

Brand and identity

AudienceXpress Brand System

AudienceXpress Brand System

Creating the AudienceXpress brand from the ground up following the transition from FreeWheel Media.

Role

Creative Direction, Brand Strategy, Brand Identity, Digital Experience

Overview

As FreeWheel Media evolved into AudienceXpress, the opportunity was to build a completely new brand that reflected the next chapter of the business. The work included developing a cohesive identity and visual language that could scale across web, marketing, sales, and product communications.

The challenge was creating a brand that felt established from day one while providing the flexibility to grow alongside the business.

Approach

Created a refreshed visual identity and brand voice that differentiated AudienceXpress from the legacy FreeWheel Media brand while preserving the credibility the business had already earned. The resulting design system balanced approachability with sophistication, providing a scalable foundation for digital experiences, marketing, and future brand growth.

Presentation system

Alongside the brand system, a PowerPoint template was developed to make the brand usable in everyday work.

It provided flexible layouts, clear hierarchy, and built-in structure, helping teams create consistent, on-brand presentations without starting from scratch.

Performance Results Report

The brand system extended into AudienceXpress Drives Powerful Performance Results, translating campaign performance data into a clear, editorial experience. The report demonstrated how the identity could flex across long-form content while reinforcing the brand's approachable voice and modern visual language.

View full report

Impact

Established a clear and scalable brand foundation used across campaigns, content, and sales materials.

Lightbox OOH Video Network

Brand and identity

Lightbox OOH Video Network Rebrand

Lightbox OOH Video Network Rebrand

A full rebrand repositioning Adspace as Lightbox, shifting the company from a traditional out-of-home network to a more modern, video-first media platform.

Role

Led design for the rebrand, developing the logo, visual system, and guidelines in close collaboration with executive leadership.

Overview

Adspace, a long-standing out-of-home media network, needed to evolve to better reflect the changing landscape of advertising.

The rebrand to Lightbox marked a shift toward a more modern, video-first platform, designed to better communicate the scale and relevance of the network.

Approach

The new identity was built to feel more dynamic and contemporary, moving away from a static, inventory-driven perception.

A flexible visual system, supported by motion and video, helped express the brand in a way that felt more aligned with how the platform was experienced in the real world.

Impact

Successfully repositioned the brand and launched as Lightbox, with coverage across industry press highlighting the shift in direction.

Featured in

Adweek, Sixteen:Nine, and more

Woman doing yoga outside

Campaigns

Your club. Your Story. NYHRC campaign.

Your club. Your Story. NYHRC campaign.

A brand campaign built around real club members, using their stories to shift the perception from a traditional gym to a more personal, experience-driven brand.

Role

Art Direction and Design, leading concept development, visual direction, and execution of the campaign video.

Overview

New York Health & Racquet Club needed to move beyond a traditional gym perception and better reflect the community behind the brand.

Your Club, Your Story was built around real members, highlighting their individual experiences and connection to the space. The goal was to show the club through the people who define it.

Approach

The campaign focused on capturing authentic moments from real members rather than scripted scenarios. Each story was treated as its own perspective, creating a more personal and relatable view of the brand.

Visual pacing, composition, and editing were used to let those stories lead, shifting the focus away from the facility itself and toward the people who make it meaningful.

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