Art direction
PRINCETON UNIVERSITY
Admissions storytelling
Featured project (print publications): Princeton University "Viewbook"
Role: Design concept and creative direction of the undergraduate admissions viewbook.
Campaign ecosystems
Featured project: McKinsey’s flagship sustainability campaign, Beyond Why to How
Role: Lead designer
Challenge: Create a distinctive campaign identity that could scale.
Solution: Campaigns aren't collections of assets—they're experiences. Rather than relying on the expected "green" visual language of sustainability marketing, we used McKinsey's signature blue as the foundation, pairing it with a transparent gradient, a distinctive green pixel, and unexpected industrial imagery. Together, these elements created a scroll-stopping visual identity that felt both unmistakably McKinsey and unmistakably Sustainability.
Impact: The visual system transformed hundreds of individual assets into one cohesive campaign experience. Whether audiences encountered it on LinkedIn, McKinsey.com, global events, the campaign felt instantly recognizable while giving creative teams a flexible foundation to scale the work confidently across channels and over time.
Add in scope and awards?
Hero artwork
Featured project: Client stories
Allianz case study artwork (view animation)
Reckitt case study artwork (view animation)
Blackstone case study artwork (view animation)
Role: Art director.
Challenge: Capture the defining idea behind each client story in a single, memorable image.
Solution: The strongest hero images don't just capture attention—they capture the essence of a story. I developed the visual concept and metaphor for each engagement, then art directed the still imagery and animation in partnership with the animation vendor, refining every element until the concept felt clear, distinctive, and engaging.
Impact: Each hero distilled a complex client engagement into a single visual expression that sparked curiosity, elevated the story, and invited audiences to explore further.
Paid & organic social
Featured project: McKinsey’s flagship sustainability campaign, Beyond Why to How
Role: The strongest campaigns don't feel like a collection of assets—they feel like one connected experience.
Challenge: Create social that stands out.
Solution: Every asset has to earn its place. I art directed and designed hundreds of paid and organic social assets, translating complex ideas into clear, compelling creative through thoughtful hierarchy, typography, imagery, and composition. The goal wasn't simply to capture attention—it was to strengthen the brand, communicate instantly, and give people a reason to engage.
Impact: A continuous stream of creative that strengthened McKinsey's presence across social channels, making the firm's ideas more visible, approachable, and engaging over time.