Corporate Event
Architecting a Scalable Visual Identity System

Role: Senior Art Director / Designer

THE CHALLENGE: To celebrate a milestone anniversary, we needed to create a celebratory internal brand that felt premium and exclusive, yet remained tethered to Chick-fil-A’s heritage. The system had to be flexible enough to live on everything from high-end apparel and environmental signage to digital internal comms and interactive trivia platforms.

THE DESIGN SOLUTION: I engineered a Graphic Element Toolbox—a modular design system that served as the "Single Source of Truth" for the entire campaign. By moving away from one-off layouts and toward a component-based identity, we ensured total brand consistency across all physical and digital production.

  • The Toolbox: I developed a kit of secondary marks, variable-year lockups, and custom patterns rooted in the brand’s iconic "Heart" and "Waffle" geometry. This allowed production teams to deploy the brand instantly across apparel, merchandise, and retail assets.

  • The Environmental Rollout: I directed the translation of this system into large-scale environmental graphics, including elevator wraps, structural signage, and digital welcome screens, ensuring the "Winning Hearts" message felt immersive and intentional in every physical space.

  • Tactical Execution: From the precision of the typography hierarchy to the hexadecimal color anchoring, I led the "hands-on" creation of all master templates, ensuring that even the most complex production outputs—like all-over print apparel—were technically flawless and brand-safe.

Chick-fil-A Summer Sauce Series
Translating Brand Flavors into Multi-Channel Design

Role: Senior Art Director / Designer

THE CHALLENGE: For the 2024 Summer Campaign, the objective was to elevate Chick-fil-A’s iconic sauce lineup from "condiment" to "hero." I needed to develop a vibrant, high-energy visual language for each individual sauce flavor that could scale seamlessly from 15-second TV spots and social media motion graphics to in-restaurant POS and environmental takeovers.

THE DESIGN SOLUTION: I approached the campaign through a Component-Based Design lens. Instead of creating static layouts, I built a library of "Flavor Profiles"—bespoke color palettes, custom typography treatments, and graphic textures—that allowed the production team to pivot quickly between sauce varieties while maintaining a cohesive campaign "soul."

  • Visual Component Systems: I designed a modular toolkit for each sauce flavor (Honey Mustard, Polynesian, Barbeque, etc.). These included proprietary patterns and "flavor splashes" engineered specifically for high-velocity production, ensuring that whether an asset was a vertical TikTok ad or a horizontal menu board, the brand energy remained consistent.

  • Production-Ready Craft: I led the "hands-on" execution of the master design templates. This involved balancing high-fidelity food photography with graphic overlays, ensuring that the CTA hierarchy remained clear across every screen size and physical medium.

  • Omnichannel Scalability: By architecting the files with a scale-first mindset, we were able to deploy the campaign across TV, paid social, and in-restaurant signage simultaneously. I focused on technical precision—specifically color anchoring for print vs. digital—to ensure the "Barbeque Maroon" and "Honey Mustard Yellow" looked identical across all customer touchpoints.

Stella & Chewy’s: Premium Raw Nutrition
Elevating Natural Pet Food through Textural Design

Role: Designer

THE CHALLENGE: The objective was to bridge the gap between "Raw, Natural Nutrition" and a "Premium Lifestyle" aesthetic. We needed to communicate the high quality of the ingredients (95% beef, organ, and bone) while making the brand feel approachable, warm, and high-end for a discerning pet parent audience.

THE DESIGN SOLUTION: I developed a visual language that utilized tactile background textures and hand-drawn "sketch" illustrations to anchor the real-world photography. This "hands-on" design approach brought a human, artisanal feel to the digital and print assets, moving the brand away from a purely clinical look toward a more emotional, customer-centric story.

  • Mixed-Media Composition: I designed social and digital assets that combined high-fidelity product and "pet-hero" photography with organic, hand-drawn graphic elements. These sketches served as visual cues for the "natural and raw" nature of the recipes while adding a playful, energetic layer to the brand.

  • Textural Depth: By integrating subtle, toothy background textures and paper-grain overlays, I created a "premium-natural" environment for the product. This technical layering ensured that the "Meal Mixers" and "Carnivore Cravings" lines felt distinct and savory, emphasizing the taste and texture that pet parents look for.

  • Information Hierarchy: I balanced dense nutritional data (like the "95%" callouts) with clean, sophisticated typography. This ensured that the "hard facts" were easily digestible for the customer while the overall "Love them Fully" brand sentiment remained the hero of the composition.