Creative Direction & Brand Storytelling

I believe every organization has a deeper story — something alive beneath the marketing, the messaging, and the plans.

My work is about finding that truth and shaping it into something people can actually feel. Creative direction, for me, is the art of making the magic behind the offering visible.

Selected Works

  • Led brand storytelling + video org at Spring Health for 4 years

  • Led naming, messaging, and story for brand campaigns

  • Directed creative/experiential for Tidal, a flagship experiential event, 2 years

  • Built and directed a 25-course educational series (150+ videos)

  • Launched and directed social channels from scratch

  • Designed and launched social conversation series

  • Oversaw design team, brand direction, and multimedia strategy

  • Founded, designed, ran a coffee brand during Covid out of my home

Creative Direction & Brand Storytelling

Social Storytelling

Spring Health had a minimal social presence, so I helped build one. I shaped the creative direction, defined the voice, and grew the following through honest, human-centered storytelling. It became a place where the brand could show up with clarity, personality, and heart.

Brand Architecture

Helped lead a full-scale brand refresh, selecting and directing the work that reshaped visual identity, language, and overall presence. From design and aesthetic to tone and messaging, we rebuilt how the company expressed who they were. The work culminated in a launch video I directed that brought the new identity to life.

Content Ecosystems & Educational Storytelling

Designed and directed a large-scale educational content ecosystem (25 courses and over 150 videos translating complex mental health concepts into clear, human, cinematic learning experiences. This work blended narrative, design, pedagogy, and emotional clarity to help people understand themselves in a deeper and more practical way.

Immersive Experiences

Led the experiential creative direction for our flagship events, designing the stage, screens, activations, and overall narrative of the experience. The goal was to create spaces where people could open up, connect, and see each other in a deeper way. We captured the entire event and turned it into a content ecosystem that extended the experience far beyond the room.

Selected Works

Led brand storytelling + video org at Spring Health for 4 years.♦︎ Led naming, messaging, and story for brand campaigns.♦︎ Directed creative/experiential for Tidal, a flagship experiential event, 2 years ♦︎ Built and directed a 25-course educational series (150+ videos)♦︎ Launched and directed social channels from scratch ♦︎ Designed and launched social conversation series ♦︎ Founded, designed, ran a coffee brand during Covid out of my home

Spring Health Rebrand

I helped lead a full-scale rebrand, selecting and directing the work that reshaped our visual identity, language, and overall presence. From design and aesthetic to tone and messaging, we rebuilt how the company expressed who they were. The work culminated in a launch video I directed that brought the new identity to life.

Social Storytelling

Experietial Creative Direction

Spring Health had a minimal social presence, so I helped build one. I shaped the creative direction, defined the voice, and grew the following through honest, human-centered storytelling. It became a place where the brand could show up with clarity, personality, and heart.

During Covid, we opened a tiny coffee shop out of our apartment called Apt. 1 Coffee. I designed the brand, wrote poems for every cup, added flowers, music, whatever brought a little beauty into the moment. It grew, we did partnerships, learned a lot about cofee, and then got shut down by the city because the neighbors couldn’t handle the love. C’est la vie. While it lasted it became a handmade experience of joy and connection when we all needed it most. A shining moment in our lives.