Example 1
AN AUTOMOTIVE BRAND IN NEED OF SERIOUS SOCIAL CONTINUITY.
Challenge
Chevy’s Fragmented Social Presence
Chevy offers one of the most diverse range of vehicles in the globe, from $20K crossovers to six-figure supercars. Throw in sub-brands, niche communities and multiple stakeholder groups in the organization. All of that led to Chevrolet’s social presence feeling fragmented and inconsistent, and each post became a battle of competing priorities.
Solution
A Unified Social Playbook
When I joined the team, I was shocked to learn that Chevrolet was operating without alignment on a social tone of voice. I immediately initiated the 2024 Chevy Social Playbook—defining tone of voice, audience personas, visual guidelines, creator best practices and even paid social strategy. More than a document, it was a unifying process that aligned cross-department teams and agency partners around one cohesive brand approach.
My role
Executive Creative Director, Detroit, Weber Shandwick — Identified the business need, initiated the Playbook project, and secured stakeholder alignment. Personally outlined the framework, authored key narrative sections, guided strategic focus, and designed core visuals and infographics to bring the system to life.
Example 2
AN AMERICAN LUXURY
REBRAND
Challenge
A New Era of Luxury Expectations
In 2014, Cadillac’s new brand ethos and modern logo set the stage for reinvention. Younger luxury buyers expected bold, modern experiences, yet Cadillac’s presence across owned channels lagged behind. To win back relevance, Cadillac needed a unified design system that ensured brand continuity and inspired elevated creative across every consumer touchpoint.
Solution
A modern, ‘Always-On’ Brand System
I led the translation of Cadillac’s new promise into a flexible, cross-platform design system, covering site, CRM, digital ads, retail, photography and social. My team and I aligned multiple agencies under one visual and experiential standard. The system not only protected the brand’s luxury ethos, it sparked new ideas for how to deliver personalized luxury experiences at every stage of the consumer journey.
Design beyond a “design system”
My approach to “brand systems” goes far beyond rigid templates or strict rules. By grounding teams in the brand’s core ethos and visual essence, I encouraged them to push creative boundaries, especially in highly visual, responsive platforms. This allows the creative work to not only reflect the brand, but also align with modern design trends shaping culture.
Example: National #RecordStoreDay was identified as a key interest of new luxury buyers. Using brand colors and stylized imagery, we created record album designs that represented the bold expression of the brand while tapping into the album cover aesthetic.
My role
Creative lead setting vision, building and mentoring a fully integrated cross-discipline creative team. I oversaw and helped develop the system design, established creative guardrails, and collaborated across agency partners to ensure consistent, elevated brand expression.
Example 3
ALIGNING GLOBAL BRAND
STORYTELLING
Challenge
One Brand, Many Interpretations
Years after launching “Find New Roads,” Chevrolet’s identity had splintered across 140+ worldwide markets. Over 70 local agencies each interpreted the brand story differently, producing inconsistent content that diluted core messages. The challenge: build a framework that kept the brand consistent worldwide, while adapting to the realities of local audiences, product mixes, and regulations.
Solution
The Global Content Studio
As Global Creative Director, I helped launch an in-house team at GM’s headquarters to unify 9 core markets and their agency partners. Working with strategists, we developed four core brand narratives with message territories, creative guardrails and processes for story mining and social listening. We worked collaboratively with local teams to develop scalable, on-brand storytelling, flexible enough for local nuance and strong enough to connect globally.
My role
Set the global creative vision, defined the “red thread” for all Chevrolet content, collaborated with local markets to adapt narratives, and aligned cross-discipline teams around a unified, scalable brand content system.