Visual storytelling
Client stories
Featured project: McKinsey client case studies
Role: Led the creative direction and visual storytelling for high-priority McKinsey case studies
Overview
People don't connect with information—they connect with stories.
I looked for the central idea behind each engagement, then used narrative structure, visual hierarchy, authentic imagery, and thoughtful pacing to help readers understand why the work mattered—and encourage them to keep exploring.
Build stories, not reports.
People rarely read from beginning to end—they follow their curiosity. I designed content to support both quick scanning and deeper exploration, using hierarchy, progressive disclosure, meaningful subheads, and visual pacing to create clear pathways through complex ideas.
Distill complexity into clear mental models.
Understanding begins when people can see how ideas fit together. I translated complex research into frameworks, diagrams, and visual models that revealed relationships instead of simply presenting information, making abstract ideas easier to understand, remember, and share.
Design for authenticity.
Trust isn't built through polish—it's built through recognition. I looked beyond polished corporate imagery to find moments that felt honest, specific, and human, creating editorial experiences that felt credible, relatable, and worthy of readers' attention.
Admissions storytelling
Featured project (print publication): Princeton University "Viewbook"
Role: Design concept and creative direction
Overview: The viewbook is Princeton's single most important piece of marketing — the primary tool for selling the experience of the university to every prospective applicant. The previous version read as institutional rather than as an invitation. I led the concept, art direction, and execution — directing photography and a small design team, working closely with senior editorial staff — to build a publication that sold the experience of Princeton rather than described it, so every spread made a prospective student feel what it would be like to actually be there. It received a national CASE Award and a UCDA Silver Award for art direction.
Student storytelling
Featured project (print publications): "Engaging at Princeton" and "Uninvisible"
Role: Concept, creative direction, and design for both publications.
Overview: Civic engagement and student mental health both resist easy packaging — the risk is always sliding into something that feels institutional rather than immediate. "Engaging at Princeton" used bold color, torn-paper texture, and hand-set type to make public service feel energetic rather than dutiful. "Uninvisible" took the opposite register entirely — quiet, dark, intimate — pairing raw, first-person student accounts with stark imagery so the subject felt honest rather than clinical. Same instinct, two different visual languages, because the story dictates the form. Both publications received national CASE Awards.