2022 - 2025
GLAAD
Role
Brand Creative Director, 2022–2025
At GLAAD, I led organization-wide creative strategy and execution, overseeing brand, digital, social, events, research, and experiential work across large-scale, multi-channel initiatives. I established and led the Creative Studio as a central function, bringing clarity, consistency, and long-term thinking to how GLAAD shows up in the world.
When I joined, creative work lacked clear ownership and consistent systems. I introduced creative governance, rapid-response frameworks, and scalable visual systems that allowed the organization to move faster—particularly during political and cultural moments—without sacrificing quality or brand integrity.
I set a new creative direction for political and advocacy content, elevating reporting-driven work to perform alongside top-engaging celebrity content and driving significant gains in audience engagement. I also refreshed the creative direction of the GLAAD Media Awards, contributing to deeper talent commitment, smoother booking, and increased live-stream viewership, and helping redefine the future of the event.
Alongside campaign and event work, I led discovery and strategy for GLAAD’s first formal Brand Guidelines, laying the foundation for long-term brand stewardship. Collectively, this work shifted GLAAD from reactive execution to strategic brand leadership, resulting in a more confident public presence and creative systems built to last.
** Public-facing assets shown. Internal guidelines and working files are proprietary. **
SELECTED WORKS:
2025
GLAAD Brand Guidelines & Visual System
Overview
Led the development of GLAAD’s first formal Brand Guidelines, with a focus on creating a unified visual system to replace fragmented execution across departments, vendors, and campaigns. The project established a clear foundation for how GLAAD shows up publicly—designed to scale across advocacy, media accountability, research, events, and rapid response.Strategy
The guidelines were conceived as a living system rather than a static rulebook. The strategy prioritized clarity, flexibility, and governance—defining core visual principles strong enough to unify the organization while allowing adaptation across audiences, platforms, and moments of urgency. Usability for internal teams and external partners was central to ensuring high-quality execution without slowing creative output.Execution
- Conducted cross-department discovery to identify functional and visual needs
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Defined core brand principles governing typography, color, imagery, and layout
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Designed a modular system adaptable to campaigns, events, research, and rapid response
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Built templates and toolkits to support speed, clarity, and consistency
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Established review and approval frameworks to operationalize the guidelines
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Laid strategic groundwork for long-term brand stewardship and future evolution
Impact
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Unified brand expression across major public-facing touchpoints
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Reduced creative friction and rework across teams and vendors
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Enabled faster, higher-quality execution during political and cultural moments
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Established a durable foundation for long-term brand management
** Public-facing assets shown. Internal guidelines and working files are proprietary. Strategic framework and system design completed; final physical guidelines production occurred after my tenure **
2025
One Story, One Future.
360 Campaign
One Story, One Future is GLAAD’s 2025 PRIDE campaign, conceived as a national out-of-home initiative designed to reach beyond GLAAD’s core audience and engage the broader “movable middle.” The work draws from a creative strategy called Friction & Flow—the belief that meaningful change emerges through moments of tension followed by release. Using bold, typographic messaging without imagery, the campaign creates subtle disruption in public space, inviting pause, reflection, and a shift in perspective. In partnership with OUTFRONT, the campaign ran across thousands of placements nationwide, with emphasis on Southern and Midwestern markets, alongside key East and West Coast locations, including the MTA. The work positions LGBTQ equality as a shared future, not a niche cause.
2025/2024
Glaad Media Awards Show
For the 35th and 36th GLAAD Media Awards, I led end-to-end creative direction for GLAAD’s flagship event, with a deeper focus on redefining the experience. The visual strategy intentionally moved the show away from a convention-style, blue-heavy look toward a clean, polished awards-show aesthetic designed to stand alongside major broadcasts such as the Golden Globes and the Academy Awards. My scope spanned all visual and experiential touchpoints—brand identity, broadcast graphics, run of show assets, on-screen visuals, AV and lighting direction, stage and signage systems, partner installations, table design and room styling, step-and-repeat environments, after-party design, and all marketing and social campaign materials.
Now streaming on Hulu, the show generates millions of media impressions annually driven by high-profile talent attendance. The refreshed creative direction resulted in significantly more stage and IRL photography over the past two years than the previous five combined, alongside smoother production workflows, stronger talent engagement, and increased live-stream viewership—positioning the Media Awards as a contemporary cultural platform rather than a traditional advocacy event.
2025
40 Years of Changing Tomorrow
360 Camapaign
For GLAAD’s 40th anniversary, I led creative direction and strategy for 40 Years of Changing Tomorrow, a multi-platform storytelling initiative designed to honor GLAAD’s legacy while positioning the organization for its future. The work focused on translating four decades of advocacy, cultural impact, and media accountability into a cohesive narrative system spanning campaign identity, video, editorial content, digital experiences, and social storytelling. I guided the project from early concept and archival discovery through execution, shaping how historical moments, cultural shifts, and contemporary voices were woven together into a forward-looking story. The result was a unified anniversary platform that balanced credibility with momentum—reinforcing GLAAD’s authority, clarifying its evolution, and framing the next chapter with confidence rather than nostalgia.
2025/2024
Rapid Response / Political / Editorial Creative
For GLAAD’s Rapid Response, Political, and Editorial Creative, I led creative direction and built proactive systems to support high-speed response during political and cultural flashpoints. I prioritized advance creative development—designing and resourcing modular assets ahead of time—to create space for more impactful work when moments mattered most, and intentionally invested in higher-quality creative to ensure visibility amid volatile news cycles. This approach drove over 300% increased engagement across news-driven assets, with content organically amplified by several political figures on their owned social platforms. Reporting- and policy-led creative became the #2 highest-engaging content category, second only to celebrity content, shifting GLAAD’s rapid response from urgency-driven output to disciplined, brand-led editorial impact.
2025/2024
Dímelo - Visual Identity & Series Evolution
For GLAAD’s DÍMELO series, I led the visual identity and creative evolution of a GLAAD-produced content platform centered on Latine voices, culture, and storytelling. I designed the original branding as a Graphic Designer, establishing a distinct visual language rooted in cultural specificity and editorial clarity, and later returned as Creative Director to evolve the identity for Season 2. This evolution focused on refinement rather than reinvention—strengthening the system for scalability across video, social, and digital distribution while preserving the integrity of the original concept. The project reflects long-term creative ownership and earned trust, demonstrating how a culturally grounded identity can grow in sophistication and impact alongside the platform itself.