SONIC BRANDING

In an industry saturated with indistinguishable visuals -abstract shapes, cosmic palettes, and tired tropes, we saw an opportunity to break through not just visually, but audibly.

I led the creation of Stellar’s first-ever sonic brand: a distinctive suite of audio assets - from logo to soundscapes - designed to humanize blockchain and build recognizability across every touchpoint. Our competitive analysis revealed that no crypto brand had a fully realized sonic system, let alone one grounded in neuroscience. So we built one from the ground up, blending synthesized and organic instrumentation, reintroducing the human voice, and testing every sound for emotional resonance using deep MRI studies.

The result? A sound that feels as real and grounded as Stellar itself, and a new standard for audio branding in Web3.

Agency Support: Popcorn Brain

EMPLOYER BRAND

In a competitive hiring landscape, we needed to answer a simple but powerful question: Why would anyone choose to work at Stellar Development Foundation over anywhere else?

I led the creation of Stellar’s first employer brand and EVP - defining what makes our culture different, and giving teams across the org the tools to bring that to life. From the strategic foundation (Respect as Standard, Innovation with Integrity, Focused on What Matters, and Freedom to Develop) to a living, breathing toolkit of messaging and visual assets, the result is a brand that speaks directly to who we are and who we want to attract.

Grounded in our mission but made for the people behind it, this platform helps every employee feel like a driver of change, not just a passenger.

Agency Support: Thirty Three

EVENT CREATIVE

Events are more than stages - they’re moments to shape perception, build relationships, and make the brand tangible. I’ve led the creative direction for Stellar’s flagship event, Meridian, evolving it from a standard conference into a bold expression of the brand’s mission and momentum.

From immersive stage design and motion identity to custom content and environmental storytelling, we created a consistent yet flexible system that elevated the attendee experience and signaled Stellar’s leadership in real-world blockchain.

For third-party events - from Consensus to the World Economic Forum - we built tailored brand activations that stood out in oversaturated spaces, reinforcing our values, attracting new partners, and turning passive booths into active invitations to engage.

EXPLAINER FILMS

We’ve flipped the script on explainer videos. I’ve led a rethinking of what explainer videos can be - moving away from the tired voiceover-plus-infographics formula and toward stories that feel alive, human, and worth watching.

For the Stellar Aid Assist explainer, we developed a narrative approach rooted in real conversation, character dynamics, and emotional resonance. Instead of a narrator, we meet two people with opposing views on blockchain’s role in humanitarian aid.

Their café-style exchange, layered with documentary footage and grounded visuals, helps the viewer arrive at understanding naturally. This shift in style has become a new standard for how we communicate complex products: with clarity, craft, and real-world context.

Agency Support: Popcorn Brain

BLOCKCHAIN: HUMANIZED

I led the development of this short-form documentary to show what blockchain looks like when it works for real people, not just markets.

Centered around the launch of Decaf, a simple, mobile-first wallet for Colombia and beyond, the film weaves personal stories with broader financial context, avoiding hype in favor of grounded optimism.

Through intimate interviews, lush cinematography, and a narrative arc that balances education with emotion, we created a piece that speaks to builders, skeptics, and users alike. It’s blockchain, yes - but told through the lens of trust, access, and local impact.

The Onchain Effect just hit 1M views!

Agency Support: Popcorn Brain

CAPITAL ONE

As Group Creative Director for Capital One’s Small Business, Mainstreet, and Fraud verticals, I led a multidisciplinary team of 40+ across copy, design, UX, strategy, and production.

Over three years, we launched integrated campaigns spanning TV, print, digital, social, and in-product experiences, culminating in the company’s first end-to-end small business banking campaign, which generated over $5M in deposits.

Alongside the work, I overhauled creative processes, established team standards, and evolved the org structure to support better collaboration. The result? Industry-level impact with a team-first culture that ranked highest in engagement across the creative department - proof that great leadership fuels great creative.

Let’s be real, 17+ years won’t fit on one site.

I’ve led work across just about every medium: motion graphics, immersive experiences, VR, game design, social, you name it. What’s here is just a curated slice. If you want the full tour, or want to dig into a project that’s not featured, just say the word. Always happy to walk you through the rest.