20+ Years of Creative Leadership

Senior contributor on a nine-person in-house marketing team, driving creative strategy and execution across branding, motion graphics, digital design, and campaign development — from concept through production. Contributes creative direction and concept review on select projects, and manages relationships with select vendors.

• Lead creative on a full internal rebrand, co-developing the concept with the CMO and directing and delegating work across the team while producing hands-on. Handling it internally saved the organization over $2 million.
• Shaped the visual identity and creative direction for the Financial Exploration program, with rollout led in collaboration with the marketing team — supporting more than 50,000 member financial explorations over two years.
• Illustrated and produced an eight-window Detroit branch program in-house, building on concepts developed with an outside partner. The design language was later reused as the visual foundation for the Detroit Wallscapes campaign.
• Co-developed a new mortgage brand concept with the CMO and marketing manager, then built it out and implemented it with the marketing team. 2021 business goals were met six months ahead of schedule.
• Directed, produced, and edited 11 video campaigns, reaching 500,000+ unique impressions across platforms including Hulu, Amazon, and ESPN.
• Contributed creative input across story, pacing, typography, and edit on a large internal-and-agency production — a regional Emmy-winning TV spot that debuted during Detroit's Thanksgiving Day Parade.

Agency-level design solutions for clients seeking senior creative direction at more affordable rates — branding, web design, and strategic consulting to help businesses refresh their image and expand their market reach.

• Designed, built, and launched Local Links Golf, a Michigan public-golf directory, solo — concept to live product in about three weeks — owning brand identity, visual system, UX, and the revenue model. Live today across hundreds of courses, with a placement-based Featured Course Program built in.
• Created the brand identity and art-directed color, photography, and site flow for a longtime client's 2021 Infinite Well Beings relaunch, working alongside their web developer.
• Led a full brand redesign for Capers Integrated Systems in 2014 and returned in 2020 to direct a responsive website redesign — a client relationship spanning six years.

Managed daily operations of the creative team, leading projects across financial institutions, insurance, and healthcare — strategic campaigns, brand development, and multimedia work delivering measurable business results.

• Designed the Zeal Credit Union logo and overall brand look as part of a co-led rebrand, then carried the identity forward for years as it extended into campaigns, stationery, and environmental design.
• Created the visual language for the graphic components of a 55,000-square-foot Livonia headquarters that opened in 2017, working alongside the agency's owner and project manager.
• Edited a regional Super Bowl spot for Zeal's "Hard Working Loan" campaign — recording voiceover and music, directing the freelance motion graphics artist, and delivering the final broadcast master. The campaign contributed to $200M+ in new loans.