Project Overview
ROLES AND RESPONSIBILITIES
As the creative director for the Men’s Basketball program, I oversaw all visual storytelling elements, including photography, video production, and graphic design. I ensured consistency across our branding in every medium, from game-day visuals to recruiting materials. Additionally, I managed travel logistics with the team, capturing behind-the-scenes moments that highlighted our athletes’ journeys. My role elevated the program’s identity, engaged fans, and attracted top talent through compelling narratives that resonated both on and off the court.
The Top 5 strengths I gained from this position were:
Vision Development: Establish and communicate the overall creative vision and direction for projects and campaigns.
Collaboration: Work closely with other departments, such as marketing, sales, and product development, to align creative strategies with business goals.
Client Communication: Interact with clients or stakeholders to understand their needs and present creative ideas and concepts effectively
Quality Control: Review and approve final deliverables to ensure they meet quality standards and project specifications.
Mentorship: Provide guidance and mentorship to junior team members, fostering professional growth and skill development.
IDEATION
As the creative director, I often find inspiration in unexpected places. When Mike Hopkins took over a 9-22 Huskies team, I knew this was my opportunity to shut up and listen. Our re-branding campaign began during a casual offseason practice with the team. Guys were arguing and simply going through the motions of practice when the coaching staff started harping in on being tough…and needing to work together. To me this went deeper than hoops. We were discussing the evolving landscape of our team identity and how we could better connect with our fans. One of my crowning achievements is working in the 206 area code into the mark in the “T-o-g” of together, to solidify that this re-brand was going to be more than just the team, it was going to be the whole damn city.
Those practices sparked ideas: what if we centered our campaign around real emotions and stories from our team’s history, and current status? We could showcase how our brand runs deep in the history of the community and plays a vital role in their everyday lives, making it relatable and authentic.
After several rounds of collaboration, we decided to focus on “Tougher Together” as the re-brand mantra, inviting our fans to share in their turning a new page away from failure and be willing to grind with us to March Madness. As we crafted visuals and promotional materials, the campaign quickly evolved into a powerful narrative that resonated deeply with Seattle as a whole, ultimately driving engagement and brand loyalty. Seeing this idea transform from a simple conversation into a fully realized campaign was incredibly rewarding.
