Creative Director
and Brand Strategist
Clients Include
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Princeton University
New Brand Guides
The visual design system of higher education
SUMMARY
Princeton suffered from inconsistent branding across departments and groups; led comprehensive brand assessment to develop the university’s first 250-page brand guide (complete with new design templates), which has been widely embraced, enhancing recognition and trust both internally and externally.
RESULTS
Identified and addressed inconsistent branding across Princeton’s departments by leading a comprehensive brand assessment, culminating in the university’s first 250-page brand guide and new design templates. The system has been widely embraced, significantly improving brand recognition and trust both internally and externally.
ROLE
Group Creative Director
Princeton University
Stand Up Campaign
Your Voice can make a difference
SUMMARY
In the wake of attacks on universities from the Trump administration, Princeton has launched a campaign called” Stand Up” to promote its mission and research and broadly make the case for American higher education.
RESULTS
The campaign has successfully launched and gained momentum, mobilizing a significant number of individuals to advocate for higher education and its values. While the ultimate impact remains to be seen, the campaign's early results indicate a strong commitment from the Princeton community to defending and promoting the vital role of universities. As of early May 2025, over 10,000 people had signed up for the Stand-Up newsletter.
ROLE
Group Creative Director
Western Union
Financial Service Corporation
Princeton University
DEI Report
An Inclusive Princeton
SUMMARY
Princeton’s annual report on diversity, equity, and inclusion describes how the University’s commitment to excellence is supported by creating an environment of success and belonging for faculty, post-doctoral scholars, staff, students, alumni, and visitors.
RESULTS
Strengthened institutional messaging by illustrating how Princeton’s commitment to diversity, equity, and inclusion supports excellence through a culture of success and belonging.
ROLE
Group Creative Director
BET
Cable Network Station
BET
Upfronts
Black excellence in entertainment, culture, and beyond
SUMMARY
BET Networks announced its upcoming programming slate. Now, more than ever, black culture is powering every area of mainstream from politics and social media to music and fashion. As the #1 Cable Network for African American viewers 18-49 for 17 consecutive years.
RESULTS
With 12 billion annual social impressions, BET has maintained a stronghold in the digital space, leading all major cable networks and ranking #2 out of nearly 230 digital entertainment TV properties for reaching African Americans.
ROLE
Art Director
Wall Street Journal
Magazine
WSJ. Magazine
Advertising Sales Collateral
Where Style Meets Influence
SUMMARY
The Wall Street Journal launched a luxury lifestyle magazine, WSJ Magazine. WSJ covers the relationship between style and influence through articles on fashion, personal presentation, and marketing initiatives.
RESULTS
Ensured initial and continued success of WSJ by attracting 40+ new luxury advertisers in the launch issue, positioning WSJ as the face of luxury with trade publications and digital media.
ROLE
Art Director
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MTV
Upfronts
Playing everything, including music
SUMMARY
MTV Upfront refers to the annual presentation where Viacom (now Paramount) showcases MTV's upcoming programming and advertising opportunities to media buyers and advertisers.
RESULTS
MTV has increasingly emphasized its streaming capabilities in recent upfronts. This aligns with the broader industry trend of advertisers shifting budgets towards streaming services.
ROLE
Art Director
MTV
Cable Network Station
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Western Union
Financial Service Corporation
Edelman
Western Union
Elevate Brand Relevance
SUMMARY
Edelman, a multinational American public relations and marketing consultancy firm, was tasked with developing a report highlighting Western Union's role in bringing unbanked populations into the formal financial system through remittances. This campaign aimed to position Western Union as a key player supporting the Indian government's financial inclusion agenda.
RESULTS
Western Union became the fastest-growing company on Facebook in the financial services vertical, gaining over 2 million followers and reaching over 1 billion impressions. The campaign won a Diamond SABRE South Asia Award for its effective use of research and planning.
ROLE
Art Director
Princeton University
Media Kit
Communications Backgrounders
SUMMARY
Princeton University utilizes tailored backgrounders, brochures, and sell sheets to highlight strategic messaging, focusing on research breakthroughs, campus development, and educational mission (e.g., in the nation's service).
RESULTS
Delivered strategic messaging tools that strengthen and sustain Princeton’s reputation as a leading research institution through clear, consistent communication.
ROLE
Group Creative Director
MTV
Cable Network Station
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Edelman
PR Agency
Viacom
DataFront
A Turning Point for Brand Content Creation
SUMMARY
A presentation that explores key human psychological traits and how they can hinder strategic, objective marketing decision-making.
RESULTS
Equipped teams with insights into psychological biases, leading to more strategic and objective marketing decisions.
ROLE
Art Director
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United Therapeutics
Biotech Corporation