Featured Work

A selection of brand positioning, enterprise digital transformation, and video storytelling projects.

Case Study 1: Enterprise Digital Transformation

UCPath Employee Intranet Redesign & Content Strategy

Role: Lead Content Strategist & UI/UX Navigation Architect

Organization: UCPath (University of California)

Context & Challenge:
Serving tens of thousands of employees across the UC system, UCPath’s internal intranet suffered from legacy content sprawl, deeply nested navigation, and low user discoverability.

Strategic Execution:

  • Re-architected site taxonomies, standardizing navigation across multiple operational units.

  • Audited and streamlined legacy content to prioritize self-service resources and high-traffic tools.

  • Partnered with department leads to implement a clean, accessible layout adhering to university digital standards.

The Impact:
Significantly reduced internal support inquiries, streamlined interdepartmental workflows and established a scalable digital hub for systemwide announcements.

Case Study 2: Qualitative Brand Discovery & Community Engagement

Menifee Valley Chamber Brand Modernization & Member Strategy

Role: Brand Discovery Facilitator & Campaign Coordinator

Organization: Menifee Valley Chamber of Commerce

Context & Challenge:
To align with regional business growth, the Chamber required an identity refresh that reflected both legacy merchants and emerging corporate partners.

Strategic Execution:

  • Structured and facilitated qualitative focus groups with board members, civic leaders and business owners to uncover brand sentiment.

  • Synthesized research findings into clear brand pillar recommendations to guide executive voting and design rollouts.

  • Revitalized direct-to-member comms with targeted, editorial-style B2B newsletters highlighting economic developments.

The Impact:
Delivered actionable messaging data to executive leadership, unifying stakeholder expectations and driving higher engagement across weekly member touchpoints.

Case Study 3: Global Brand Positioning & Video Campaign

Certified Aviation Services (CAS) — "The Sun Never Sets"

Role: Creative Director & Post-Production Lead

Agency: PMaC Marketing

Context & Challenge:
Commercial aerospace repair provider CAS needed an energetic brand identity campaign to highlight their round-the-clock, global line maintenance capabilities.

Strategic Execution:

  • Co-developed the central creative hook: "The Sun Never Sets"—framing 24/7 service as a dependable global presence.

  • Coordinated field filming on the tarmac, capturing dynamic technical b-roll, safety workflows and fast-paced team operations.

  • Managed end-to-end post-production, including sound design and color grading, for web and trade show exhibition.

The Impact:
Modernized the visual standard of CAS's business development materials, serving as the flagship creative asset for global aerospace symposiums and digital channels.