Art direction, brand governance, and creative operations.
As Art Director, I owned the creative production for ENGIE Impact's marketing team — how the brand looked, felt, and functioned across every channel. I art directed campaigns, governed brand consistency, managed a junior designer, and kept creative operations running across an average of 40 active projects at any given time.
Built across social, display, and webinar formats — consolidating 5 platforms into a unified Figma and Canva workflow for execution at scale.
On built creatives across LinkedIn and programmatic channels over the full engagement period.
Average queue volume, managed and executed concurrently at peak, across social, display, email, video, and sales enablement deliverable types.
From 0.22% to 0.76% over the engagement period, with top creative reaching 1.41%, roughly 3x the B2B benchmark.
The brand needed a new visual language that worked harder and scaled faster. I directed the development and implementation of new utility/data focused imagery, introduced UI-inspired visual elements to represent the company's technical platform story, and audited the asset library to bring everything into alignment with where the brand was heading.
Building a baseline.
Before you can optimize, you need data. we had limited performance benchmarks relevant to the 2025 version of the business, so rather than jumping straight into MQL-focused campaign creative, we built a campaign designed to enable them.
We developed five collections of ads static display and animated HTML5 programmatic ads, as well as a custom landing page experience. Each collection tested different copy and visual directions simultaneously. The goal wasn't just brand awareness in the market, it was a controlled creative experiment: prime the audience, gather real performance data, and use what we learned to make smarter visual and messaging decisions on every campaign that followed.
To support a high-volume creative pipeline, I migrated ad and social design from five separate platforms into a unified Figma and Canva workflow. The result: approximately 20 modular templates covering webinars, social announcements, carousels, and display ads — giving the team a consistent, efficient starting point for every new request.
In today's energy landscape, sustainability and resource management are top of mind for a lot of organizations — and readers are hungry for it. Timely, relevant content about energy markets, risk management, and operational efficiency isn't just nice to have; it drives real engagement. That informed how we decided what to produce and how to position it visually: lead with what the market is asking, design it to be worth the read.
Every ebook, report, deck, and data-sheet that came through my queue was designed to feel considered and intentionally very visuals-oriented to help the highly technical content be easily digestible and memorable. Visual hierarchy, typographic pacing, and a consistent system of callouts and data visualizations made complex content accessible. And when the company's services evolved, we made sure the sales collateral evolved with them.
Hotel client video production and art direction.
One of the most significant projects of my time here had nothing to do with digital ads or ebooks. A long-form, interview-style video — shot on location at a client's hotel property in Hawaii — required a completely different set of skills: storyboarding the full concept, hiring and directing a production crew, art directing a full day on location, and ultimately taking over the edit myself of over 1,000GB of raw footage.
Communicating complex B2B services in a display ad is its own creative challenge. The shift toward bolder typography, clean data visualizations, and appropriate and relevant campaign photography gave us a visual language that felt credible, technically accurate, and distinct in the market.
Bringing a new brand chapter to market.
When ENGIE Impact sharpened its focus around Sustainability Resource Management, the marketing and sales teams needed tools to tell that story clearly. The Journey Campaign was a full creative suite — landing page, homepage module, campaign collateral, and sales enablement — built to introduce the SRM offering in a way that was visual, narrative-driven, and unmistakably on-brand.
More on this project
In 2019, I coordinated and designed for the original ENGIE Impact brand launch as a contractor — helping transition over 300 pieces of sales collateral and establish the visual library from the ground up. Coming back in 2024 meant working with a brand I understood deeply, with a clear sense of where it had been and where it needed to go.
