Case
Studies
Senior Brand & Creative Designer
How I turn complex creative problems into clear ideas and scalable experiences.
Social Engagement
Insurance Awareness Day
For Insurance Awareness Day, I created a short-form social video designed to turn an abstract category into a recognizable moment of protection and reassurance. The goal was not simply to announce the occasion, but to give audiences a reason to pause and connect with the value behind it.
The Challenge
Insurance rarely earns attention on social. So how do we turn an industry-awareness moment into a concise, human-centered video while working within a limited production budget.
The Response
Human-centered video concept
An everyday family moment, using the umbrella as a simple metaphor for insurance protection.
AI-assisted production
Using generative tools to accelerate visual exploration and create a custom scenario without a traditional video shoot.
Brand Systems
XB Insight
XB Insight had an approved website design that established a more modern visual direction for the brand. My work began by translating those Figma designs into a custom WordPress template and building out the site content. The more meaningful opportunity came next: carrying that same clarity into the information-rich PDFs the company relied on to explain its offering.
A brand system makes complex information easier to use.
Digital foundation
A visual system that works on a website does not automatically work in a long-form document. The existing materials needed to communicate detailed information clearly while feeling consistent with the new digital experience.
System extension
Using the website’s approved visual language as a foundation, I refreshed the collateral with clearer hierarchy, updated imagery, modular layouts, and a more consistent use of color and typography. The goal was not decoration. It was making complex content easier to scan, understand, and use.
Clearer collateral
A more cohesive brand experience across web and collateral, giving XB Insight materials that looked connected, current, and built for the way people actually consume information.
Creative Systems
Scaling ABM Creative
One Inc’s ABM program required a high volume of tailored ads. Static creative could communicate the message, but it lacked the movement needed to earn attention in crowded digital environments.
The System
I built a reusable animation system in Bannersnack that paired flexible content and layout templates with shared motion behaviors.
The Impact
The system made it possible to produce hundreds of animated ABM variations efficiently, giving the team more engaging campaign creative without sacrificing speed or brand consistency.
less production
time per asset
15 min → 5 min per animated asset
AI-Assisted Image Compositing
Original Capture
Shot on location in RAW using a traditional flash-photography setup. The original image provided a strong photographic foundation, but the overcast setting limited the mood and visual impact.
AI-directed exploration
Using detailed prompts, I explored a warmer sunset environment, more dramatic lighting, and an elevated editorial tone without needing to reshoot the subject or aircraft. AI accelerated the exploration, but it also introduced visual problems: inconsistent background lighting, lost suit texture, and muddy mechanical detail.
Final Composite
A location portrait and aircraft photograph provided the right subject and composition, but not the lighting or atmosphere needed for a more cinematic final image. I used AI-assisted exploration to test a new visual direction, then evaluated and refined the result through a traditional art-direction and retouching lens.