Objective: Align Platinum Card email campaigns with the brand's updated visual identity while boosting member engagement.

The Challenge

The American Express Platinum Card represents premium luxury, but the existing email campaigns lacked a cohesive, high-end aesthetic.

The Strategy & Solution

As Senior Art Director, I established a modular design system that blended a premium luxury identity with data-driven personalization. I paired editorial-grade lifestyle imagery and bold typography with clean, minimalist layouts to elevate the card's upscale positioning. This scalable framework featured flexible templates built for diverse campaign tiers—including Amex Experiences and Amex Offers—ensuring seamless visual consistency from broad announcements to niche perks. By embedding dynamic content modules that adapted to unique Card Member data, the system delivered highly relevant, targeted messaging while fully preserving the premium brand aesthetic.

The Impact

The redesign successfully modernized the Platinum Card's digital presence to match its updated premium identity, while the scalable framework streamlined production timelines from concept to deployment. Ultimately, this combination of clean layouts and personalized modules optimized operational efficiency and drove stronger Card Member interaction and click-through rates.

Objective: Increase local merchant engagement and reinforce Amex's local-first positioning by delivering a highly personalized, geographic-specific email experience for Card Members.

The Challenge

As a well-established and highly anticipated annual movement, Small Business Saturday requires a fresh creative approach each year to sustain Card Member interest and maintain its high-end appeal. The recurring nature of the campaign meant that relying on legacy design frameworks risked creative fatigue, as members became desensitized to familiar visual layouts. The primary challenge lay in completely refreshing the personalized email experience to make it feel entirely exciting and new, while still seamlessly embedding complex local data and maintaining the card's premium brand positioning.

The Strategy & Solution

As Senior Art Director, I refreshed the campaign by sourcing an emotionally driven hero image to spark immediate excitement, paired with playful illustrations and dotted, swirly lines that gracefully guided the Card Member's eye down the email. While these artistic elements injected fresh energy and playfulness into the design, the execution remained heavily data-driven. I balanced this creative expression with large, scannable headlines and clean layouts to ensure personalized local merchant details were instantly digestible. This modular framework dynamically adapted templates to each user’s geographic location and spending data, leveraging kinetic features like interactive carousels to let users swipe and discover nearby offers without compromising the premium aesthetic.

The Impact

The redesign successfully modernized the Small Business Saturday digital presence to match its updated premium identity, while the scalable framework streamlined production timelines from concept to deployment. By combining clean layouts with interactive local modules, the campaign optimized operational efficiency and drove stronger Card Member interaction and click-through rates. Ultimately, this hyper-personalized execution successfully elevated local merchant engagement, driving direct community foot traffic and reinforcing American Express's position as a dedicated champion of neighborhood businesses.

Objective: Deliver a personalized, interactive performance recap that visualizes card value and deepens member engagement through tailored lifestyle content.

The Challenge

While the Platinum Card offers exceptional value, Card Members frequently overlook the full extent of their accumulated perks and financial rewards over time. Without a clear, centralized summary of their individual usage, members can lose sight of the card's ongoing premium utility, risking a decline in long-term satisfaction and benefit enrollment.

The Strategy & Solution

As Senior Art Director, I established a modular design system that transformed the campaign into a premium visual experience, sourcing editorial-grade lifestyle imagery to elevate dry account data into a sophisticated presentation. This scalable framework utilized flexible templates tailored to dynamic lifestyle pillars like Travel and Dining, allowing members to be categorized based on spending behavior without disrupting the unified structural layout.

By integrating personalized content modules and dynamic variations that automatically adapted to unique Card Member data, the final layout surfaced key performance metrics—like Membership Rewards points, active enrollments, and statement credits—at the top for a highly relevant summary of value that preserved a clean aesthetic.

The Impact

The redesign successfully modernized the Platinum Card's digital presence to match its updated premium identity, while kinetic elements like carousels and drop downs streamlined complex data into a highly interactive format.

Note: This is conceptual work.

Objective: Modernize the monthly events campaign across desktop and mobile devices, turning data-heavy event listings into an easily digestible, premium user experience.

The Challenge

The existing Amex Experiences campaign utilized a rigid legacy layout that was unable to accommodate the depth of information required for modern event marketing. It lacked the structural capacity to display essential, customizable content—such as multiple event dates, varying descriptions, and dual call-to-actions (CTAs)—leaving the communications under-indexed on critical details. The challenge lay in introducing a massive volume of new, highly customizable information while ensuring the final layout remained simple, premium, and effortless to digest across both desktop and mobile screens.

The Strategy & Solution

As Senior Art Director, I led the visual transformation from concept through development. I established a new design system built on two core pillars:

Scalable Email Framework

A modular design system was built to ensure visual consistency across multiple event types, featuring distinct, flexible templates tailored for complex scheduling needs and varied content depths. This scalable framework accommodated flexible configurations—such as the integration of dual CTAs, multiple event dates, and extensive descriptions—ensuring a unified look regardless of individual event requirements.

Data-Driven Personalization

The framework integrated dynamic layout variations that automatically adapted to specific event tiers. Systemized promotional flags indicating "By Invite Only" or "Presale" access were easily mapped to event modules, delivering highly targeted, premium tiering to individual recipients without compromising the clean, overarching design.

The Impact

The redesign successfully modernized the Amex Experiences campaign's digital presence to match its updated premium identity, while the scalable framework was successfully translated into a highly customizable CMS environment. Ultimately, this combination of clean layouts and customized modules optimized production efficiency within platform constraints, while driving stronger Card Member interaction and event ticket sales.

Wynn Nightlife launched this 2017 campaign in an effort to build a consistent brand for Wynn's four internationally famous nightclub venues. This year-long operation will present events featuring over thirty-six headlining DJs and will display all new digital and print assets, including new photography by celebrity photographer Tyler Shields.

As Art Director, I led a strategic creative exploration to develop new logo concepts for Gulf Shores International Airport, the premier aviation hub and primary gateway for the Gulf Coast and South Alabama. The objective of this conceptual work was to modernize the airport's visual identity, bridging contemporary aviation design with the unique, upscale aesthetic of the Gulf region. Through iterative design rounds, I developed a series of versatile visual identity concepts engineered to scale seamlessly across digital applications, terminal signage, and high-impact marketing collateral, establishing a forward-looking vision for the airport’s brand presence.

To portray a combined sense of movement and comfort, I partnered closely with industrial designers to lead an exhaustive concepting round dedicated entirely to the shoe's sole. Through numerous iterations, we continually refined the sole's structure while experimenting with a variety of vibrant, refreshing color palettes for both the men’s and women’s lines. These final color choices seamlessly integrate with the structural design elements, successfully elevating both the functional performance and visual energy of the footwear.

This multi-channel design project for Vegas PBS covers the full lifecycle of a donation campaign, from initial concept development to final deployment and print production. The comprehensive campaign features a unified visual narrative executed across a high-impact digital takeover ad, an optimized fundraising email, and a targeted direct mail piece that is dynamically segmented by audience participation. Managing the workflow from end to end ensures absolute visual consistency between the digital assets and the physical print collateral, maximizing donor engagement and streamlined production execution across every touchpoint.

I led the creative strategy and design execution for The Venetian Las Vegas's high-profile Chinese New Year campaign celebrating the Year of the Monkey. Overseeing the project from initial concept through to final print production, I developed an immersive visual experience that transformed the entire resort campus into a unified celebration. This extensive environmental graphics and collateral package included large-scale dimensional storytelling, spanning from an monumental banner wrapping a 480-foot exterior tower to high-impact celebratory banners meticulously integrated throughout the main entrance hallways.

As Art Director, I concepted a flyer campaign for Sky Waikiki that needed to work seamlessly across both print and digital. The main goal was to capture the upscale, high-energy vibe of a premium rooftop lounge in Hawaii. I used Photoshop to craft a distinct mood, leaning into dramatic lighting and clean compositions to make the venue feel sophisticated and inviting. The final concepts successfully struck a balance between delivering clear event details and selling a high-end, atmospheric nightlife experience.

As Creative Services Manager, I led the visual execution from conception to print production for the Wynn $100,000 Touchdown Blackjack Tournament invitation, an exclusive, rare invite-only event for high-tier Wynn guests. To reflect the high-stakes, prestigious nature of the tournament, the design paired dramatic, high-contrast photography with a luxurious metallic gold and rich black palette to instantly position the event as an elite, high-end experience. This premium branding system was engineered to scale seamlessly across broad multichannel touch points, creating a unified visual narrative from the initial direct mail print invitation and digital email campaign to the final physical event collateral on the casino floor.

I partnered closely with industrial designers to develop a versatile, brand-compliant packaging concept for the TGI Friday’s Mojito Soft Pack system. Tasked with injecting fresh excitement into the product presentation, I pushed creative boundaries to deliver a high-energy, refreshing aesthetic that scaled seamlessly across three unique pouch formats. By strategically mapping iconic brand elements across the entire face of the packaging, the final deliverables successfully demonstrated how to balance strict corporate identity standards with dynamic visual storytelling, providing a comprehensive, shelf-ready design system engineered for retail production.

I designed and executed the 70-page Wynn Resorts 2019 Environmental, Social, and Governance (ESG) Report from editorial layout through digital production. To translate complex corporate sustainability and workforce metrics into an engaging reader experience, I established a clear content hierarchy utilizing large-scale imagery, custom technical illustrations, and delicate outlined floral graphics. I strategically integrated brand-specific colors to color-code distinct sections, built interactive jump links for seamless document navigation, and styled high-impact callout quotes to break up dense data-heavy text while maintaining a premium, luxury aesthetic.