Selected Work
Eight projects.
Brand, campaign,
and systems.
Identity systems and integrated campaigns on one side. Lead scoring architecture and paid media analysis on the other. The same instinct for structure runs through both.
Pipeline influenced · 44x ROAS · stage-based account targeting
Demand Generation · Case Study
The Precision Pivot
Moving an organization off volume-based marketing and onto a stage-based account framework, concentrating spend where the probability of conversion was highest.
$388M pipeline · 44x ROAS
Marketing Automation · Case Study
Highway 6.0
Replacing a validation-based lead system with behavioral scoring, buying group detection, and intent data.
30% → 85% target SQL acceptance
Brand · Creative Direction
Catalyst Health
From telehealth startup to healthcare infrastructure platform, carried by sharper typography and a modular framework.
Logo, web, print, out-of-home
Brand · Creative Direction
Carenet Health Rebrand
A Swiss-inspired identity system built in house to position a healthcare services company as a tech-led B2B operator.
Full identity system, no agency
Campaign · Art Direction
Coors Light: Refresh Your World
A World Cup moment campaign built without World Cup sponsorship rights, leveraging an existing Liga MX partnership across out-of-home, broadcast, and print.
Out-of-home, broadcast, print
Campaign · Art Direction
Valor Groomware
Forced perspective turning product photography into miniature world building.
Clean Is Everything
Brand · UI · Social
Alcomy
Brand identity, UI design, and social strategy for a sobriety blog documenting the unfiltered realities of early recovery.
Identity, platform, content strategy
Paid Media · Case Study
Paid Media Performance
A year-over-year read on Google Ads and LinkedIn spend, isolating what drove a major traffic gain and where conversion volume fell.
−27.4% spend, +517.9% sessionsNext