Hello Bonita Bonita,
With over a decade of experience in creative leadership and innovative, user-centered design, I am excited about the opportunity to join the Instrument team. I am drawn to Instrument’s portfolio of work, mission of producing best-in-class work and fostering a diverse, remote-first culture. Based on my brand direction journey, background leading design teams and developing digital products and experiences coupled with a deep interest in innovation and exploration, I am confident in my ability to contribute in powerful ways.
Project Highlights
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Project Highlights ↓
USER EXPERIENCE + PRODUCT DESIGN
USER EXPERIENCE + PRODUCT DESIGN
Products for a
modern audience.
My systematic approach to design and ability to integrate strategy with creative that resonates with the audience has empowered my journey in spearheading ideation and creative direction across design, UX/UI, motion, and multimedia disciplines. I have brought product ecosystems to life, spanning mobile apps, websites, and emerging technologies. Within the agency realm I have had the opportunity to implement future-forward solutions in collaboration with strategy teams and executive leadership. Flawless execution of all deliverables are my commitment to all brands I engage with, always in alignment with brand guidelines and technical requirements.
Visual Identity, APP Strategic Framework, Collateral, Creative Direction
UX/UI, Video, Guidelines, Creative Direction
Data Visualization, Visual Identity Refresh, Editorial, Digital, Posters, Creative Direction
360 DESIGN
Forging meaningful experiences.
My experience on diverse brand touchpoints led to my role as lead creative for Metrolink, a commuter rail system in Southern California, serving Los Angeles, Orange, Riverside, San Bernardino, and Ventura counties, as well as to Oceanside in San Diego County.
My involvement with the legacy brand started with the development of a robust set of guidelines post their rebrand and collaborative integration of the new look and feel across internal teams as well as partner agencies. The expansion of the new brand expression entailed a refresh of the rewards mobile first interface as well as the ultimate development of a multi-year Brand Awareness effort to introduce the new brand. Through strategy, campaign guidelines, photoshoots and campaign development we expressed the true values and mission via this deeply resonant campaign, ignited connection to the audience, awakened brand recognition, all while ensuring cohesion and consistency across the brand universe.
Guidelines, Environmental Graphics, Campaign, Photoshoot, Collateral, Creative Direction
Brand Awareness Campaign Identity, Guidelines, Photoshoot, Video, Photography, Creative Direction
Rewards Program APP design
Thank you for considering my application. I am eager to bring my creative leadership, cross-functional collaboration, and innovative design skills to the team. I look forward to the opportunity to discuss how my background and expertise align with Instrument's goals.