Selected Work
Nineteen 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.
No projects in that category yet.
Campaign Strategy · Systems Architecture
The Gated Launch System
Five channels, one compounding remarketing pool, and a rule that decided almost everything: nothing activates until the layer beneath it proves out.
Launched across every channel
Publication Design · Art Direction
The Healthcare Costs Declaration
A nine-page brand declaration and its companion infographic, one argument told twice, once as an editorial essay, once as pure data.
A paired set, two reading speeds
Publication Design · Art Direction
Powering the Business of Healthcare
A fourteen-page enterprise playbook: a recurring icon-driven stat system, daylight photography, and one deliberate break from the grid saved for the last page.
The longest piece in the ebook line
Publication Design · Art Direction
The Rightshoring Solution Playbook
A seven-page lead-gen ebook built from a template designed to turn a dense B2B topic into something worth finishing.
Photography, type, and color direction
Campaign Strategy · Case Study
The First-Principles Funnel
A full-funnel campaign built from three unrelated data points instead of a channel or a format. Strategy, creative, and launch across every channel.
Concept to full launch
Campaign Strategy · Case Study
The Capacity Ceiling Campaign
Diagnosing why a campaign failed, reframing the approach, and building a testing system that held up under real constraints.
Diagnosis to launch, not a results deck
Digital Strategy · Case Study
The Six-Month Turnaround
A site built for job seekers, restructured for buyer intent. Search position, content conversion, and a new AI-referred channel, tracked from baseline to result.
20.9 → 11.2 avg. position, +89% traffic
Video Direction · AI Production
Care for America Campaign
An AI-directed donor engagement video produced in After Effects and Premiere Pro to support fundraising across social media and live events.
AI direction, After Effects, Premiere ProPipeline 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
Out-of-Home · Art Direction
Coors Light: Can't Be Contained
Two out-of-home executions for the official beer of Liga MX, where the stadium sits inside the packaging instead of beside it. Two Silver Clios.
Out-of-home, campaign concept
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% sessions
Publication Design · Editorial Layout
24/7 Nurse Line Case Study
A six-page case study built to turn a $12M savings figure and five smaller numbers into a story a reader finishes.
$12M savings, 3:1 ROI
Publication Design · Information Design
Nurse Advice Line Strategic Buyer's Guide
Twelve pages and fifteen numbered questions, organized so a dense B2B guide stays navigable instead of exhausting.
12 pages, 15-question system