Working my way up the ladder of NCAA Athletics was a pivotal moment for me as a designer.
Although I was not long for it, I was 100% better because of it. I learned to identify pain points, solve problems that had not been addressed under previous staffs, and mostly how to expand beyond the imposter syndrome in design, and turn it into “yes, I can do that.”
University of Washington
Athletics Dept.
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.
Branding
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.
Fan Buy-in
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.
Key Motifs
Working in the 206 (Seattle) area code
Typography to display the gritty nature of the team.
Building visuals relying on elements from the community.
Encourage that the connection is beyond just the team.
Grounding language. No promises, just change.
Impact
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.
When I came into this job, I got comfortable being uncomfortable. Learning how to work with video, pushing myself in motion design, and heavily relying on my knack for storytelling.
I have always said my strongest asset is my ability to have the idea. I was fortunate enough to have so many talented designers around me that aided in making my vision come to life and become more than anything I could ever have hoped for.
As a behind the scenes component to something so community facing...
It was never lost on me that I was purely a vessel. I create for the sake of other’s enjoyment. No one remembers the roadies for Pearl Jam (ironically I do because one was my college professor), but they remember the show and how it made them feel. The roadies all get to sit in the background and hear it all and see it all first hand. That was my experience. Thank you to every “that was fucking awesome” when a video would run on the jumbotron, or every comment on social giving “whoever is running this account is 🔥”, you made it all worth it.
