Selected Work
Brentwood Craft Club
Building a Creative Community from the Ground Up
Challenge
Launch a brand-new children's art program with the goal of reaching 75% class enrollment while building brand awareness and establishing trust with local families in a competitive community market.
My Role
Founder • Creative Director • Marketing Strategist • Curriculum Developer • Art Instructor • Community Manager
As the founder, I led every aspect of the business: from developing the curriculum and teaching classes to building the brand, managing parent communication, creating marketing campaigns, and producing all creative content.
Strategy
Rather than relying on paid advertising, I focused on building an authentic community through consistent storytelling and relationship-driven marketing.
Key initiatives included:
- Posting engaging social content at least three times per week
- Growing and nurturing an email list to more than 200 subscribers within the first three months
- Offering referral incentives to encourage word-of-mouth marketing
- Introducing flexible pricing and membership options to make classes more accessible for families
- Hosting giveaway classes to increase social sharing and reach
- Partnering with local children's organizations through free community craft booths to introduce the brand to new audiences
Creative Work
I developed and produced all creative assets, including:
- Instagram Reels
- TikTok videos
- Carousel posts
- Photography
- Behind-the-scenes content
- Class previews
- Curriculum highlights
- Promotional graphics
- Event marketing materials
The content focused on showcasing real moments of creativity, emphasizing the joy, confidence, and community built through hands-on art experiences.
Results
- Grew the community by 300+ followers within the first month
- Reels consistently reached 1,000+ views within hours of posting
- Maintained 60–80% class enrollment month over month
- Achieved a 50% returning student rate
- Collected 100+ email subscribers at each community event
- Established partnerships with multiple local organizations through free craft activations
- Received consistently positive feedback from both parents and students
What I Learned
Authenticity consistently outperformed polished promotional content. Videos featuring children actively creating, learning, and enjoying the experience generated the strongest engagement and built trust with parents. I also learned the importance of listening to customer feedback. Shortening class lengths and introducing more accessible pricing led to increased memberships, stronger retention, and higher overall participation.
Industry: Art Education & Community Art | Timeline: April 2026 – Present | Role: Founder • Creative Director • Marketing Strategist • Art Instructor
Services: Brand Development • Creative Direction • Marketing Strategy • Social Media Management • Content Creation • Photography • Email Marketing • Curriculum Development • Event Planning • Community Outreach • Graphic Design
Cutting Ball Theater
Reimagining a Nonprofit Theatre's Brand Through Creative Marketing
Challenge
Increase audience engagement, strengthen brand awareness, and modernize the digital presence of an award-winning nonprofit theatre while promoting multiple productions each season with a limited nonprofit marketing budget.
My Role
Marketing Director • Creative Director • Brand Strategist • Photographer • Graphic Designer • Social Media Manager
Over five years, I led the organization's marketing and creative strategy, overseeing everything from campaign development and brand storytelling to photography, graphic design, social media, website management, email marketing, and production promotion. I collaborated closely with artistic leadership to ensure each campaign reflected the unique voice and vision of every show while growing the theatre's overall brand.
Strategy
I developed integrated marketing campaigns that balanced compelling storytelling with consistent brand recognition across digital and print channels.
Key initiatives included:
- Creating unique campaign concepts and visual identities for each theatrical production
- Building a consistent social media strategy focused on audience engagement and behind-the-scenes storytelling
- Producing original photography to capture productions, artists, and events
- Designing print and digital marketing materials including posters, postcards, email campaigns, programs, and advertisements
- Managing website updates and promotional landing pages
- Collaborating with media outlets and community partners to increase visibility
- Supporting fundraising campaigns and special events through strategic marketing and creative direction
Creative Work
I led the creative direction and production of:
- Integrated marketing campaigns
- Brand strategy
- Social media content
- Production photography
- Graphic design
- Email marketing
- Website updates
- Print collateral
- Digital advertising
- Event marketing materials
- Promotional videos and behind-the-scenes content
Every campaign was designed to tell a story that extended beyond the stage, creating excitement before opening night and keeping audiences engaged throughout each production.
Results
- Increased Instagram following by 40% over five years through consistent content strategy and audience engagement
- Successfully marketed dozens of theatrical productions, special events, and fundraising initiatives
- Strengthened the theatre's visual identity through cohesive branding across all marketing channels
- Produced hundreds of original marketing assets supporting both ticket sales and organizational awareness
- Built stronger audience engagement by highlighting artists, behind-the-scenes moments, and the creative process
- Became a trusted creative leader across departments, partnering with artistic staff, leadership, and external vendors to execute campaigns from concept through launch
What I Learned
Working in nonprofit arts taught me that effective marketing is rooted in storytelling. Every production required a unique campaign while still reinforcing the organization's overall brand. I learned how to balance creativity with strategic goals, manage multiple overlapping deadlines, and create high-quality work within tight budgets and timelines. Most importantly, I discovered that audiences connect most deeply when they feel like they're part of the creative journey, not just spectators purchasing a ticket.
Industry: Nonprofit Performing Arts | Timeline: July 2019 – April 2024 | Role: Marketing Director
Services: Creative Direction • Brand Strategy • Photography • Social Media • Graphic Design • Email Marketing • Website Management • Event Marketing
Galentine's Paint & Sip Event
Selling Out a First-Time Event Through Storytelling and Community Marketing
Challenge
Launch and sell out a brand-new 50-person Paint & Sip experience while increasing brand awareness and growing an online audience.
My Role
Creative Director • Marketing Strategist • Event Producer • Social Media Manager • Art Instructor • Partnership Coordinator
I led every aspect of the experience, from concept development and promotion to event production, teaching, vendor coordination, and customer experience.
Strategy
Instead of traditional advertising, I focused on creating highly personal, story-driven social content.
Key initiatives included:
- Recording conversational TikTok videos that felt like recommendations from a friend
- Keeping videos short, authentic, and experience-focused
- Leveraging the unique speakeasy-style venue as a marketing asset
- Creating a Facebook Event
- Cross-promoting with the hosting boutique
- Publishing Instagram Reels, carousel posts, and static graphics leading up to the event
Creative Work
I designed every visual and experiential element, including:
- Custom event branding and promotional artwork
- Social media graphics and video content
- The featured painting taught during the event
- Event styling and décor
- Valentine's-themed materials, treats, cups, brushes, and tablescape
- Photography and video documenting the experience
The goal was to create an event that felt immersive, elevated, and highly shareable.
Results
- Sold out all 50 seats
- Created a waitlist after capacity was reached
- Sold out within one week of launching promotions
- TikTok videos exceeded 10,000 views and 1,000+ likes
- Increased TikTok following by approximately 1,000 - followers
- Received numerous attendee-generated Instagram tags and positive testimonials
- Built significant brand awareness through organic social sharing
What I Learned
Authentic storytelling consistently outperformed polished promotional messaging. Speaking directly to viewers in a conversational, relatable way built trust quickly and motivated people to attend. I also learned that people remember complete experiences—not just the activity itself. Every design decision, from the décor to the branding to the smallest details, contributed to an event that guests described as elevated, thoughtfully curated, and highly Instagram-worthy.
Industry: Events • Arts & Entertainment • Community Experiences | Timeline: Feb 2024 – Present
Role: Creative Director • Event Producer • Marketing Strategist • Art Instructor
Services: Event Production • Creative Direction • Marketing Strategy • Social Media Marketing • Brand Design • Graphic Design • Photography • Content Creation • Partnership Development • Event Styling • Community Engagement
Nena's Tacos Mural
Creating a Landmark Mural for a Grand Opening
Challenge
Design and hand-paint a 10-foot by 15-foot mural that reflected the restaurant's Indigenous Mexican heritage while completing the installation in time for its grand opening.
My Role
Creative Director • Lead Mural Artist • Photographer
I collaborated directly with the client to translate their vision into a large-scale public artwork that would become a defining visual element of their new restaurant.
Strategy
Because of the scale and timeline, planning was critical.
The process included:
- Digitally sketching concepts on my iPad directly over photographs of the wall
- Refining composition based on architectural constraints
- Using projection mapping to establish accurate proportions
- Hand sketching directly onto the wall
- Layering paint using multiple techniques to create realistic textures, depth, and lighting
Creative Work
The final mural featured:
- Hand-painted portrait illustration
- Indigenous Mexican imagery
- Landscape elements
- Realistic shading and texture
- Large-scale environmental storytelling
I also documented the project through photography and video, creating content throughout the painting process.
Results
- Completed the mural in two weeks (approximately 25 hours of painting)
- Received compliments from 100+ community members during installation
- Generated 12 new business inquiries
- Created a permanent artwork viewed by an estimated 1,000+ visitors daily
- Increased Instagram following by 50+ followers
- Produced more than 10 behind-the-scenes videos, each receiving 3,000+ TikTok views
What I Learned
Large-scale murals require as much physical planning as creative planning. Managing endurance, sequencing work efficiently, and adapting to physical demands became just as important as artistic execution. I also reinforced the value of documenting the creative process because people connected deeply with seeing the mural evolve over time, making behind-the-scenes storytelling just as impactful as the finished artwork.
Industry: Restaurant • Hospitality • Small Business | Timeline: June 2026 (or the month/year completed)
Role: Creative Director • Lead Mural Artist • Illustrator • Photographer
Services: Creative Direction • Mural Design • Illustration • Large-Scale Painting • Environmental Design • Photography • Content Creation • Project Planning
Portfolio of Work
ROSSUM'S UNIVERSAL ROBOTS
Social Media | Graphic Design
Event Marketing | Photography
CBT SEASON ANNOUNCED
Social Media | Graphic Design
Event Marketing | Photography
EXHAUSTION ARROYO
Social Media | Graphic Design
Event Marketing | Illustration
SHOW ARTWORK
Graphic Design | Illustration
FREE
FOR
ALL
Social Media | Graphic Design
Event Marketing | Photography
PHILZ
COFFEE
UX Design | Experiential Marketing
Graphic Design | Photography
Illustration | Product Design
WARBY
PARKER
Social Media | Graphic Design
Outdoor Advertising | Illustration
BAUHAUS
POSTERS
Graphic Design | Illustration
Event Marketing | Outdoor Adv
