Creative Direction & Concept
Leading how ideas show up, scale, and connect
I lead creative direction at the point where strategy meets execution - shaping how ideas are expressed across channels, environments, and moments. My role is often to translate vision into cohesive systems, ensuring work feels intentional, aligned, and scalable in the real world.
‘Say Yes’ Campaign Expression
Creative direction for extending and systematizing an existing brand campaign across real-world touchpoints.
Challenge
The “Say Yes” patient care philosophy needed to be communicated clearly and consistently across internal touchpoints to support understanding, adoption, and alignment - without fragmenting the message or diluting its intent.
Role
Led the expansion of the “Say Yes” campaign into a cohesive, multi-format system - ensuring consistency, clarity, and scalability across physical and digital touchpoints.
Approach
Directed the design and rollout of campaign materials including conference postcards, repositionable CEU stickers, posters, and presentation content. Focused on creating a unified visual language that reinforced the message while fitting naturally into existing brand frameworks.
Company
PT Solutions Physical Therapy
Year
2025
Campaign Foundation
The original "Say Yes" concept established the message and tone. My role was to extend that foundation into a scalable system, preserving its intent while adapting it for real-world use.
One message, many environments
Each format required different constraints, scales, and behaviors. My job was to ensure the message stayed emotionally and visually consistent - no matter the medium.
Designed for consistency, not just aesthetics
Rather than designing each asset independently, I established shared rules for how the campaign should behave, allowing it to adapt without fragmenting.
Clinic Interior Brand Refresh & Tagline System
A scalable message system for localizing a national brand.
Challenge
PT Solutions needed a way to unify hundreds of clinics under a single brand promise while still feeling locally relevant, human, and emotionally resonant for the communities they serve.
Role
I partnered closely with brand leadership to help shape the creative direction for how clinic environments should communicate identity, pride, and purpose, ensuring the message could scale without losing meaning.
Approach
Working collaboratively with the brand team, we developed an adaptable statement - “Keeping [City] Unstoppable” - alongside a flexible visual language that could be localized across markets while maintaining consistency. My focus was on guiding how the idea was expressed: clarifying tone, shaping narrative cohesion, and establishing a system that could flex without fragmenting, before any physical execution took place.
Company
PT Solutions Physical Therapy
Year
2025
A scalable message system for localizing a national brand.
A flexible visual language designed for consistency across hundreds of environments.
Design rules encoded directly into the system - reducing subjectivity and preserving intent at scale.
A governance layer that allowed the system to scale without creative drift.
E-commerce optimization for clearer, more confident product comparison.
After: Structured system
Before: 152 unique SKUs
E-Commerce Category Strategy (Home Depot)
Creative direction through simplification and structure
Challenge
Home Depot’s product category and detail pages were visually dense and inconsistent, making it difficult for customers to compare products and make confident purchasing decisions.
Role
Led a strategic creative audit of category and product page experiences, identifying opportunities to improve clarity, hierarchy, and consistency.
Approach
Proposed a standardized content framework that restructured information hierarchy, clarified imagery standards, and aligned merchandising with how customers actually compare products, supporting easier decision-making at scale.
Company
Gorilla Playsets / Home Depot
Year
2017
Designing clarity at scale
A standardized content framework for simpler product comparison.
Before: Variation-driven clutter.
After: Structured comparison.
Single product, with variations clearly grouped.
Price ranges communicate customization at a glance.
Navigation Framework Optimization
Old category logic:
New category logic:
Search data favored “Swing Sets.”
Structure aligned to real-world behavior.
Playsets separated to reduce confusion.
Updated filtering by how people actually shop.
One product, many configurations - without clutter.
Taking 18 separate product pages…
…down to one core product page.