Visual Storytelling
Editorial design • Information design • Data visualization
Client stories
Featured project: McKinsey’s client case studies
Overview
Transformed complex ideas into visual stories that helped business leaders quickly understand how McKinsey could address their most pressing challenges.
Role
Visual storytelling • Information design • Art direction
Setting the stage through hero imagery
Building stories through visual narrative
Distilling complexity through visual models
Designing for authenticity through imagery
Key storytelling decisions
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 pathways that reward curiosity.
Distill complexity into clear mental models. People remember what they can picture. I identified the ideas that mattered most, then translated them into simple visual frameworks that gave readers an immediate mental model of the work and why it mattered.
Design for authenticity.People connect with what feels real. I looked beyond expected corporate imagery to find moments that reflected the people behind the work, creating editorial experiences that felt honest, relatable, and distinctly human.
Admissions storytelling
Featured project: Princeton University "Viewbook"
Role
Creative strategy • Concept development • Art direction
Overview
The viewbook is Princeton's primary admissions publication and one of the university's most important recruiting tools. The previous version felt more informational than invitational. I led the concept, art direction, and execution—directing photography and a small design team while partnering closely with senior editorial staff—to develop a publication that helped prospective students imagine themselves at Princeton, a dynamic place of intellectual and creative exploration. It received a national CASE Award for art direction.
Student storytelling
Featured project: "Engaging at Princeton" and "Uninvisible"
Role
Concept development • Visual storytelling • Publication design • Art direction
Overview
Although they addressed very different subjects, both publications shared the same challenge: creating experiences that felt personal rather than institutional. Engaging at Princeton used bold color, torn-paper textures, and expressive typography to make public service feel energetic and accessible. Uninvisible took the opposite approach, pairing first-person student accounts with restrained design and stark imagery that gave the stories room to speak for themselves. Both publications received national CASE Awards.
