I’m a
Visionary Connector &
Operations Maven
amplifying collaboration and optimizing workflows
ABOUT ME
I build highly effective remote teams, harmonize business objectives with the creative journey, and serve as a translator between those formulating strategy and the creators executing.
I’m skilled at channeling innovative ideas into practical, growth-focused strategies that drive meaningful progress. I bring transformational value to project teams across events, advertising, content and branding.
I propel teams forward with authentic interpersonal connection and meaningful collaboration.
SPECIALITIES
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As companies mature beyond the startup phase an organized, visual and verbal expression of a Brands promise becomes critical for building momentum.
At Twilio we built a cohesive unit of elements to be used in multiple channels, mediums, and customer touch-points for the rapidly growing company.
Learn more about this work
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I bring structure, process, and measurement to creative work by building systems. I optimize efficiency, demystify the creative process, and align with strategic objectives.
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Started my creative career in events, designing and producing everything from 75 person retreats for Index Ventures to Saastr Annual’s 7500 person conference.
I have managed every part of the visual and sensory experience including Branding, Floor plans, Music, Lighting, Furnishings, Digital Signage, Booth, Keynote Stage, and Activations.
Learn how I applied my exptertise to Twilio’s annual SIGNAL Developer & Customer Conference
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In order to boost customer engagement and enhance brand recognition, a marketing organization needs to be prolific. A well defined Creative Strategy and highly efficient content creation team is crucial for customer touch points across Videos, Podcasts, Webinars, Banner + Display Ads, Paid and Organic Social.
Learn more about how I approach product videos and creative production
I am inspired by the power of ideas
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I believe in the promise of the future
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I stand for the urgency of action
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I am inspired by the power of ideas ✺ I believe in the promise of the future ✺ I stand for the urgency of action ✺
Role
Project Management, Procurement + Finance, Production, Executive Approvals, Budget, Timeline, Stakeholders relationships, Vendor management
Years
2019-2023
Creative Partners
Nathan Sharp, Principle Visual Designer
Kelly Kuhl, Sr. Design Manager
Challenge
Upon my arrival in 2019, two critical problems faced the Creative Team. The creative output was high-quality, yet the brand landscape was disjointed. We had very basic brand guidelines, but individual designers had too much room for interpretation. The second major challenge was operational. We faced approval bottlenecks, a clunky intake processes and lack of cross-functional communication - all inefficiencies not ideal for a fast-passed growing company.
Objective
Build a scaleable Brand System and creative production framework that aligns with both internal and international collaborators spanning North America, EMEA, and APJ.
Strategy
Our continuously evolving approach consisted of three pivotal stages:
Creation: Teaming up with adept, system-centric designers, including the talented Nathan Sharp, we began by forging the fundamental visual components of the brand. Over the years we expanded our system to include sub brands, custom animation libraries and a bespoke typeface.
Documentation: To ensure clarity and consistency, we chronicled our design ethos and leveraged Twilio.com to establish an in-depth brand guideline resource. Later, we developed custom playbooks for campaigns and events, ensuring cohesion across the brand ecosystem.
Expansion: The crucial step was scaling our system. It was imperative that our creative output and its guiding documentation reached the right stakeholders. By integrating Bynder’s Digital Asset Management tool, we curated the Twilio Brand Library, a centralized vault for consistent brand elements and approved digital promotional assets.
Signal Developer Conference
Challenge
Since it’s inception, the Signal Developer & Customer conference had been held in modest, industrial locations. Now, with the ambition to move the event to the expansive Moscone West, there was a pressing need to uplift the brand. The aim was not only to resonante with the original Developer audience but also to attract Line-of-Business professionals and C-Suite attendees
Objective
Design and introduce a sophisticated branding palette tailored to transform the neutral surroundings of Moscone West into a vibrant and dynamic space. This reimagined brand identity should not only be reflected in the aesthetics of the venue but also be incorporated into high-quality swag items for attendees. Additionally, curate an interactive show-floor experience that showcases the potential and versatility of Twilio technology, allowing attendees to witness firsthand the innovative applications of Twilio’s products.
Strategy
Construct a visually stunning and engaging interactive environment that embodies the promise of a futuristic, cloud-centric retail model. “Cloud City Supply Co.” demonstrated the seamless integration of Twilio’s diverse suite of APIs, customer contact software Flex, and an innovative inventory application. Beyond delivering a custom selection of event swag to attendees, emphasis were placed on ensuring the surrounding environs are both aesthetically pleasing and distinctive. The overarching vision was to offer an immersive Brand Experience that operates seamlessly, demonstrating Twilio’s transformative potential in reshaping our customers organizations.
Roles
Creative operations, in-house graphic design management, signage planning, large format printing, vendor management, budget & negotiations
Year
2019
Creative Collaborators
Paul Bustamante, Visual Design
Sean McBride, Creative Direction
In-Young Chang, Tech Lead
Aaron Olson, Principle Video Producer
SIGNAL 2019 Highlight Reel
Animated Product Videos
Challenge
With our business outreach growing to encompass line-of-business clients lacking technical expertise, we need to make product explainer videos. These videos were essential in breaking down intricate technical ideas and amplifying our marketing and sales efforts by vividly demonstrating product features. As the content was intended to cover many different Twilio product, collaboration with a different group of Product specialists for each video was imperative. Yet, in the past, producing such animated explainer videos had been a costly and time-consuming endeavor, often spanning multiple quarters to produce.
Objective
Develop an efficient methodology for producing top-tier Explainer Videos in a timely and cost-effective manner. The process must incorporate checkpoints for timely approvals, ensuring that the right stakeholders provide their insights and green lights at the appropriate stages to keep up with aggressive timelines. This streamlined process should empower our solitary video producer to generate a minimum of three animated videos per quarter, despite the absence of an in-house animation team.
Strategy
We undertook a comprehensive vetting process to source suitable animation vendors, eventually settling on one and securing a discounted rate for the production of 12 videos across a year. Instead of solely focusing on 90-second sales videos, we expanded our scope to include concise 10 and 15-second videos tailored for our Demand Generation teams social media campaigns. By bundling our requirements with a single vendor, we achieved a unique character design and consistent animation style, ensuring a coherent look and feel across videos, irrespective of scripts and subject matter.
To manage the production load efficiently, we collaborated with the vendor to set up a phased production timeline. This approach ensured our video producer wasn’t inundated with intensive stages of video creation simultaneously. We then instituted a clear and structured production timeline, sharing it with product leadership for buy-in. This ensured transparency regarding approval expectations and the extent of their teams involvement at each stage.
Roles
Sourcing, Procurement, Contract Negotiation, Budgeting, Leadership Approvals, Storyboarding, Scripting
Year
2018
Creative Collaborators
FEVR Studio Animation & Motion Graphics
Aaron Olson, Principle Video Producer
Nathan Sharp, Art Direction
Animated Video Sizzle Reel
Email API Explainer Video