Creative Direction

Integrated campaigns • Brand experiences • Visual identity systems

Campaign ecosystems

Featured project: McKinsey's flagship sustainability campaign, Beyond Why to How

  • Reached 3 million CXOs and senior decision-makers

  • Increased sustainability page traffic by 232%

  • Campaign recognized by the Digiday Content Marketing Awards, Shorty Awards, and MUSE Creative Awards

Role
Creative strategy • Art direction

Overview
Most sustainability campaigns look remarkably alike, making it difficult for organizations to establish a distinctive presence. Partnering with other creatives, I developed a flexible visual system that gave sustainability its own recognizable identity while remaining unmistakably McKinsey.

Centered on bold, unexpected imagery, a transparent blue overlay, and a signature green pixel, the system scaled seamlessly across web, social, events, and paid media. Just as importantly, it was designed for adoption—giving designers across the firm a framework they could apply consistently while adapting it to new content and channels.

Hero artwork

Featured project: McKinsey's flagship case studies

Role
Concept development • Art direction

Overview
The strongest hero experiences distill a story into a single compelling idea.

Working within an established visual style, I developed a unique visual metaphor for each case study that captured the client's transformation, then art directed an external animation studio to bring that concept to life.

Together, the artwork and motion created an immersive introduction that expressed the transformation at the heart of each story before a single word was read.

Allianz case study artwork (view animation)

Reckitt case study artwork (view animation)

Blackstone case study artwork (view animation)

Paid & organic social

Featured project: McKinsey thought leadership and enterprise marketing campaign assets

Role
Creative strategy • Art direction

Overview
Every social asset has just a few seconds to earn someone's attention.

I translated content into compelling visuals that enticed audiences to explore further. Through thoughtful hierarchy, typography, imagery, and composition, I created a hundred of social assets that turned everyday touchpoints into opportunities to amplify McKinsey's ideas and strengthen its brand.

Digital brand identity

Featured project: Princeton University social media avatar

Role
Brand strategy • Identity design

Overview
When Princeton first embraced social media, its visual identity needed to feel just as confident and recognizable in a tiny digital space as it did everywhere else. I reinterpreted the University's historic shield as a simplified social media avatar, preserving tradition while giving a bold, enduring presence in a new way of communicating. More than 15 years later, it continues to represent the University across its social media channels.