Built to be useful.

Midway Motors

Brand and Creative Lead

Asked to evolve an existing brand, I kept its core equity, closed the gaps in consistency, and gave colleagues the tools to apply it themselves.

• Evolved the brand into a coordinated color, typography and usage system across seven locations, keeping its core equity while closing consistency gaps across the website, advertising, documents, signage, vehicles and apparel.
• Built and administer four web tools used daily across seven locations, a contributor-managed newsletter, an HR directory with PDF export, a store-specific email signature builder and a vehicle graphics generator, so colleagues can create on-brand work without waiting on design.
• Started from the user’s need. When HR asked for an editable contact sheet, I built a directory they now maintain themselves, adding locations and exporting a branded PDF on their own. General managers own their newsletter contributions, and birthdays and anniversaries order themselves. Readership and tool activity tell me what is working.
• Partner with ownership and store leaders on campaigns across print, web, social media, photography and video, often capturing the photos and video myself: October campaigns across all seven stores, July mailers, credit union promotions, car shows and the Stuff a Truck donation drive, with apparel and event materials to match. Requests are weighed by deadline and complexity so limited time goes where it adds the most.
• Steward Facebook spending of hundreds to thousands of dollars per campaign, scaled to each campaign’s scope; coordinate vendors and recommend new suppliers when they offer better value; keep every financial offer accurate and every deadline clear. Created the iDrive Autos identity and coach stores to apply brand standards on social media themselves.

Warren Theatres

Webmaster

• Replaced manual, hard-coded showtime updates with a WordPress plugin that populated theater and film schedules from an Excel spreadsheet, while preserving the site’s design.
• Reconfigured the website for more efficient operation and wrote customer news and COVID updates when accurate information mattered most.

Slickwraps

Creative Director

The creative operation began with me and one web colleague. As demand grew, I advocated adding specialists, helped hire them and kept creative direction, matching each person’s work to what they did best.

• Led four creative direct reports across photography, video, editing and web coordination, with autonomy over ideas and execution within owner-set objectives.
• Led launches across imagery, sales-page assets, email, social media, promotional video and installation guidance; planned Black Friday, Cyber Monday and seasonal schedules for Facebook, Instagram, Twitter and Snapchat, paid and organic.
• Refreshed the logo, retail packaging and photography standards; created reusable assets the whole team could build on; developed product naming and a shared brand voice, including slate, natural, moon and digital camo lines and a moon-skin launch for the lunar landing’s 50th anniversary.
• Created the Cinch device-support product and directed its installation videos; conceived and scripted an April Fools coating-printer campaign, designed its graphics and collaborated on editing.
• Coached through context rather than control: photographers knew where the copy would sit; editors understood the sound, pacing and feel we were after. Individual strengths, one shared voice.

Prime Concepts Group

Marketing Designer and Video Editor

• Designed multipage websites, book covers, downloadable PDFs and promotional materials, working directly with clients by phone and in person on concepts and revisions.
• Partnered with a copywriter on SEO copy, ads, landing pages, email newsletters and drip campaigns, aligning the visual mood with the message and audience.
• Experimented with a reusable Bootstrap-based mockup workflow that simplified client review and developer handoff, then shared it with the project manager; prepared SVG assets for parallax, fades, a self-drawing signature and scroll-driven illusions built with developers.
• Edited marketing videos for company and client YouTube channels; shared knowledge with fellow designers on color, logos and Photoshop; advocated readable type out of respect for older audiences.

Pixeltwins

Owner and Creative Director

• Built an entrepreneurial practice on mutual benefit: identities for more than 20 companies, divisions and products, plus websites, packaging and digital campaigns, with full ownership of client relationships, scope, pricing and delivery.
• Assembled designers, developers and photographers by comparative advantage as each project required, including remote subcontractors and specialist database development.
• Installed analytics on every client site and reviewed landing pages and the most-navigated paths for at least a month while we finalized the design direction and produced business cards, letterhead, signage and other assets.