Art direction
Campaign ecosystems
Featured project: McKinsey's flagship sustainability campaign, Beyond Why to How
—Reached 3M executives • 30% audience penetration • 232% increase in sustainability page traffic
Role
Lead designer, partnering with the creative director to develop the campaign's visual system
Overview
Most sustainability campaigns look remarkably similar. We saw an opportunity to create something more distinctive. Partnering with the creative director, I developed a visual language that moved beyond expected category conventions while remaining unmistakably McKinsey. The resulting system brought together hundreds of assets across digital, social, events, and web into a cohesive campaign experience.
Global event creative direction
Featured project: Davos, SAP Sapphire, World's Most Influential Women
Role: Art directed McKinsey's presence across major global events—originating the core visual concept for Davos, elevating an established visual system for SAP Sapphire, and co-leading the creative direction for World's Most Influential Women
Overview
The most memorable experiences are shaped long before people walk through the door.
I developed creative that unified every touchpoint—from environmental graphics and presentations to digital, social, and video—into a cohesive visual experience. By treating each interaction as part of a larger story, the work reinforced the brand, created a stronger sense of place, and made every event feel intentional from beginning to end.
Digital brand identity
Featured project: Princeton University social media avatar
Role
Developed Princeton University's social media avatar
Overview
The strongest brand identities feel unmistakable wherever they appear.
I designed Princeton University's social media avatar to create a distinctive, recognizable presence across platforms. At a time when many institutions were still using their formal seals, we saw an opportunity to create something simpler, more memorable, and better suited to the way people engage on social media.
The final design has remained Princeton's social media identity for more than a decade, demonstrating how a simple, thoughtfully designed mark can build lasting recognition over time.
Hero artwork
Featured project: McKinsey's flagship case studies
Role
Developed concepts and art directed the still imagery and accompanying animation
Overview
The strongest hero experiences distill a story into a single compelling idea.
For each case study, I developed a visual metaphor that distilled the client's transformation into a single compelling idea. I then art directed an external animation studio to bring that concept to life, creating an experience that drew audiences into the story before they read a single word.
Allianz case study artwork (view animation)
Reckitt case study artwork (view animation)
Blackstone case study artwork (view animation)
Paid & organic social
Featured project: Collection of McKinsey’s designed social medial assets
Role
Led the design hundreds of paid and organic social content supporting McKinsey's thought leadership and marketing campaigns
Overview:Every social asset has just a few seconds to earn someone's attention.
I translated complex ideas into clear, visually compelling content that captured attention, communicated quickly, and strengthened the McKinsey brand. I used thoughtful hierarchy, typography, imagery, and composition to create a steady stream of social creative that felt purposeful, recognizable, and engaging—turning everyday touchpoints into meaningful opportunities to connect with audiences.