Creative direction, brand strategy, and leadership in practice.
A curated selection of projects spanning brand identity, campaigns, and creative systems with a focus on strategic thinking, execution, and impact.
Leadership
Women's Resource Group
With the help of three other female associates, I lead all meetings and engagements for the women's resource group, comprised of ~45 employees at the start of 2025. By year's end, we have 120+ members and a robust schedule of speaking engagements, presentations, and group gatherings, virtually and regionally in-person.
Lead / Advise 100+ female associates in virtual environment
Expanded member base by 50% in the first 15 months of leadership
Leadership, Communication, Resource Allocation, Compassion
Leadership
Awaken with Jen Toro
Guided by the transformational intent of Jen Toro's practice, we created a new identity and website that breathes into existence the integrated work of Awaken. Through thoughful execution and consistent integration, we guided this rebrand toward a modern, approachable, and aspirational feel. Simplicity with nods to mindfulness and body work are aparent in the motion conveyed in the logo and ancillary marks.
This client is still in development and use-case results are still pending.
Adobe Creative Suite, Creative Director, Identity, Branding, Strategic Content Creation
Leadership
SKI Magazine Rebrand
As the editorial drivers of SKI content, we set out to inform and inspire anyone who wanted to join the global community of skiers. Through verbal and visual storytelling, and impactful coverage of issues facing our industry, we believe skiing, and being in the mountains, can inspire, challenge, and enliven the soul.
250% increase in online traffic following rebrand
3x increase in brand attribution after brand refresh
Creative Director, Branding, Identity, Campaign Development, Strategic Content Creation, Adobe Creative Suite, Stakeholder Alignment
more coming soon
Creative direction, brand strategy, and leadership in practice.
A curated selection of projects spanning brand identity, campaigns, and creative systems with a focus on strategic thinking, execution, and impact.
Leadership
Women's Resource Group
After a short period of involvement at the member level, I was selected to join a board of leadership, where I am now the President of operations.
Data:
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Lead / Advise 80+ female associates in a virtual environment
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Expanded member base by 50% in the first 15 months of leadership
leadership / project management / employee engagement / resource allocation
Production
SKI Magazine
As Creative Director at Outside Inc., I was tasked with rebranding SKI Magazine to bring it into a current, digitally native state. The rebrand needed to permeate all media channels and relate to a younger audience.
Data:
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250% increase in online traffic following rebrand
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Increase in 3x brand attribution after new brand rollout
branding / layout / audience research / stakeholder alignment / market research / project management / resource allocation / cross-departmental awareness
Branding
Awaken with Jen Toro
I was brought onto this project to create a holistic brand system for Awaken with Jen Toro that would expand key audience recognition and attract clients looking for integrated mindfulness coaching.
Data:
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This client is still in a case study; brand results are evolving.
branding / market comparison / logo & identity / client approval / cross-functional teamwork
Production
SKI Magazine '19-'22
As Creative Director at Outside Inc.,
I was tasked with rebranding SKI Magazine to bring it into a current, digitally native state. The rebrand needed to permeate all media channels and relate to a younger audience.
Data:
-
250% increase in online traffic following rebrand
-
Increase in 3x brand attribution after new brand rollout
branding / layout / audience research / stakeholder alignment / market research / project management / resource allocation / cross-departmental awareness
more coming soon