Designing brands that move, storytelling that connects.
Creative Director and visual designer leading multi-disciplinary teams in high-profile art direction, commercial video production, and end-to-end interactive digital brand ecosystems.
THREADS Style Guide
The Feed Redesign
Every Customer, Every Time
Luminary Awards
Feedback In Motion
Bank Guy Plushie Campaign
THREADS Style Guide
The BriefCapital One's Café and Branch Ambassadors needed a refreshed visual identity for their attire that felt modern, approachable, and aligned with the "Banking Reimagined" ethos. The goal was to inspire associates to rock their "Threads" with personal flair while maintaining brand consistency.
The SolutionI directed a high-energy photoshoot at the Fordham Road Collective to capture authentic associate diversity. We produced "Behind the Seams," a Reel Moments video that took viewers behind the scenes, generating hype. The final deliverable was a comprehensive, editorial-style 2025 Style Guide that served as both a rulebook and a source of inspiration.
The Feed Redesign
The Brief"The Feed," our primary communication channel for frontline associates, had become overloaded and difficult to navigate. Ambassadors expressed they lacked time to read it. The objective was to transform it into a preferred, trusted, and scannable source of info.
The SolutionLeveraging user feedback and persona mapping (e.g., "Jordan the Connector"), I led the UI/UX redesign focusing on a mobile-first, modular layout. We introduced a "Need to Read" vs. "Not Right Now" hierarchy. I also produced the walkthrough video to ensure smooth adoption of the new Poppulo-backed template.
Every Customer, Every Time
The BriefResearch showed missed opportunities in customer greetings within Cafés. We needed a "rally cry" and coaching strategy to reinforce foundational behaviors. The challenge was to create a brand that felt owned by the Coaches, not a top-down mandate.
The SolutionI led the branding of "Every Customer Every Time" (ECET), utilizing a bold typographic treatment inspired by iconic sports locker room mottos. I produced and directed the hype video and training materials, positioning ECET as a mindset rather than just a checklist.
The Luminary Awards
The BriefCapital One was merging "Hall of Legends" and "Branch Excellence" into a singular pinnacle event: The Luminary Awards. The goal was to unify Branch and Café cultures and create "positive FOMO" for the top 5% of performers.
The SolutionWe treated the event with "Red Carpet" energy. I led the branding and spatial design for the event at Capital One Hall. Additionally, I directed the recap and hype videos using a "man-on-the-street" interview style to capture the joy, unity, and prestige of the experience.
Feedback In Motion
The BriefTo support the migration of feedback tools to a unified "Collaborate" hub, we needed to drive adoption and excitement. The challenge was making a technical process change feel engaging and fun.
The SolutionI collaborated on the new brand identity and redesigned the internal website. To drive engagement, we implemented a Scavenger Hunt gamification strategy and produced a high-energy music video featuring lip-syncing Ambassadors, proving that feedback fuels innovation.
Bank Guy Plushie Giveaway
The BriefWith roughly 550 excess custom Bank Guy plushies in storage, the AIMS team sought a high-engagement internal enterprise initiative. The goal was to boost traffic to Branch & Café educational pages, connect remote/home office teams, and foster excitement for Café-based mission moments.
The SolutionI served as Creative Director, designing a digital hide-and-seek interactive campaign: "The Little Capital One Bank Guy" was hidden across 9 internal One Place articles. Associates who successfully hunted him down and solved quick, site-specific educational content quizzes were added to a custom automated shipping raffle.