Campaigns, activations, and brand worlds for music, entertainment and consumer brands.

Citadel Gaming is a competitive esports organization with an active, engaged fanbase. I was brought on to lead creative direction and design for their first merchandise capsule — apparel made with that fanbase in mind, intended to help Citadel grow and retain a young, esports-native audience beyond the games themselves.

I developed the concept and visual direction, custom illustrated the graphics, and carried it across the full collection: tees, hoodies, accessories, and team jackets for the roster, worn at their broadcasted competitions. The same direction extended into their event activations, including a signed collectible poster and a backdrop for photo moments at live appearances. I stayed with the project from tech packs through manufacturing, and assisted on creative direction for the photoshoot and promo video.

The collection sold out at launch and pulled large crowds at events, with a strong reaction from fans on social.

ChargeFUZE is a portable phone charger rental network. You grab a charger from a station in a bar, venue or festival and return it to any other station in the network. I joined as their marketing designer as an early hire at the startup, which in practice meant owning the brand end to end: how it looked, how it sounded, and how it showed up everywhere a customer would run into it.

I built the identity from the ground up and documented it in a brand book of about 120 pages covering the visual system, the voice, and the positioning behind both. From there I applied it across everything the company put out: the website, social, print, the screens on the stations and the printed wraps on the hardware itself, app visuals and internal materials. I handled the messaging alongside the design, co-directed the studio photography, and brought in and directed freelancers where the volume called for it.

ChargeFUZE secured partnerships with Live Nation, Buffalo Wild Wings and ASM Global, and the brand rolled out across their venues and festivals, including Austin City Limits. It later became the base FUZE Technology was built on.

FUZE Technology is the parent company behind ChargeFUZE and adFUZE, its digital advertising product running on the charging stations. The company needed a brand built from the ground up, not a refresh but a foundation, and one that had to work for investors, distributors and its own team at once. Before any visual work started, that meant defining what FUZE stood for and how it should sound.

I led that work end to end: positioning, messaging, identity and the visual system it lives in. From there I carried it across the touchpoints that needed it most, including brand guidelines, the investor pitch deck, reseller and partner guidebooks, stationery and internal brand materials. I also worked with a small team to complete the website, photo and video, and production.

The brand and partner materials let FUZE pitch its stations as ad space, which opened up digital advertising partnerships and a new revenue stream.

StreamLive is a live concert streaming platform built to bring full shows to fans who couldn't be in the room. I came on as their graphic designer in the startup phase, which meant covering most of what the audience actually saw: the app, the website, advertising, social and their original programming.

I designed across all of it, from in-app graphics and paid media to pitch decks and out of home, including a storefront campaign that ran on Hollywood Boulevard. I also created the logos and thumbnail treatments for their 7 original YouTube series, Sessions, Mainstage Uncut, Stacked Against You and more, then built the system out so the team could keep producing episodes without me.

Designing each series to be instantly recognizable in the feed helped drive millions of YouTube views, while the brand reached thousands of daily active users and a Hollywood Boulevard out-of-home placement.