ART DIRECTION | BRANDING | GRAPHIC DESIGN | PHOTOGRAPHY | VIDEO

As Cal Athletics' Senior Graphic Designer, I create style guides for annual campaigns inspired by sources such as Grunge, European soccer, and Silicon Valley. I produce social graphic templates and standard photography art for 30 sports teams while ensuring novice usage and a consistent look and feel. I design photography, illustrations, and graphics for various mediums, including web, print, and packaging, aligned with campaign objectives. By connecting with the program's five primary demographic targets, I design ads using humor and photography to highlight each demographic's life experiences. I plan and art direct photo shoots, including developing concepts, props, talent, shot lists, and locations. I introduced an annual style guide that resolved conflicts between creativity/impact and speed/productivity, ensuring brand cohesiveness across 30 teams, which has supported $110M in revenue.

FUN-OFFs

Fun one-offs that I made for social media.

PHOTOGRAPHY

UNDER ARMOUR

I photographed a model in 2017 wearing the new Under Armour uniforms to give our fans their first look at the football uniforms. These photographs were added to a branding website as soon as they were released on social media.