We learned pretty quickly that removing HBO from our brand had detrimental effects to the business. In 2025 we reverted back to HBO Max and continue to focus on quality programming that drives subscriber growth and social buzz.
My teams core focus is to provide high quality campaigns and design systems that deliver on business goals; subscriber acquistion (web), content engagement (in app), and retention (crm).
2 years after launch Discovery acquired WarnerMedia and rebranded HBO Max to Max, combining all of the IP and repositioning the service as something for everyone.
At launch of HBO Max in 2020 the design organization was functioning as a startup – building design systems from inception and delivering campaigns that drove growth for the business, all while hiring dozens of roles virtually during a pandemic. Scrappy teams of genuine fans led to buzzworthy creative noted around the industry.
Noteworthy projects:
Webby – Best Visual
As Design Director at Disney Streaming Services (Disney+ Marketing) my role was to ideate and execute cross channel design systems and campaigns for the highly anticipated Disney+ launch. I was also fortunate enough to collaborate with the product design team to build early brand guidelines, and collaborate with agency partners to document a formal toolkit. As our scope of work increased, I staffed the organization with art directors, motion designers, and writers to support the enormous ecosystem of creative.
As Design Director at Disney Streaming Services (ESPN+ Marketing) my role was to develop the brand guide and design system for a rapidly growing sports streaming product. With a million subs added and a growing sports offering the team grew quickly to meet the needs of the business. I managed/mentored a creative team responsible for the execution of lifecycle, paid media, and 360 campaigns for tentpole sporting events.
First phase of combining visual aesthetics, tone, and voice from 3 of Disney’s products into a single bundle. We also ran some quick performance to get an initial read on consumer interest.
Web experience built to tell the story of Samsung’s powerful mobile technology, and create aspiration among entrepreneurial pioneers who demand more from their device. Partnered with global teams to visualize the advanced features and storyboard localized lifestyle photoshoots.
See the full experience at https://www.samsung.com/us/mobile/galaxy-note9/
Modernizing the DIRECTV brand and its digital products with bold visual aesthetics and tone of voice. The rebrand successfully increased time spend on the website and conversions in the purchase flow.
Digital merchandising toolkit design to establish consistency in aesthetics and tone, across multiple organizations and remote employees. Standardized basic design principles and educated teams on appropriate usage of entertainment properties, to quickly increase productivity in design workstreams.
Website designed to deliver personalized communications to existing AT&T mobile plan subscribers, including device upgrades, accessories, etc. The result quickly decreased call center volume and exceeded business goals.
Responsive website designed to launch the HBO/AT&T bundle. Partnered with national marketing team to develop enterprise messaging and visual aesthetics.
Website and social ads designed for DIRECTV’s flagship sports product, NFL Sunday Ticket.
General look and feel, key art, and responsive website designed for the launch of a new boxing-style sport exclusive to DIRECTV.
Branding for Perrier influencer marketing campaigns, designed to reconnect with its roots in nightlife culture.
A national event series conceptualized and designed to give fans the most interesting experiences in the world. Taste unique foods from around the globe. Socialize with the most eccentric people and party with the latest musical acts.
Advertising and merchandising campaign developed to reflect relevance of Pepsi products with international consumer lifestyles.
Branding for AMP sponsorship of NASCAR racing team and events. Included car design, uniforms, packaging, retail point of sale, race day trophy and countless premiums.
Identity system developed for the Reese's NASCAR racing team. Included logos, car design, uniforms, gear, etc.
Custom illustration and typography developed for the Stella Artois New York Film Festival partnership.
