UX/UI | UX Visual | Art Direction | Creative Direction | Brand Systems | Social & Campaign Design | Web Experience Design
At KEEN, I led the design and execution of data-informed social campaigns that rapidly scaled brand engagement-driving over 550% growth for Outdoor and 1200% growth for Kids within eight weeks. I created end-to-end multimedia content, including visual systems, motion, and copy, optimized for Instagram, Facebook, and Twitter. By closely tracking cultural signals and real-time trends, I developed timely campaigns that increased relevance and strengthened community connection. I collaborated closely with marketing and creative partners to ensure social storytelling aligned with seasonal product launches and broader brand strategy.
I approach storyboarding for social posts as a way to think in scenarios before I ever think in files. I’ll draw out sequences that show how a product, athlete, or idea might live in the real world—what someone is doing right before they see the post, what would make them stop, and what visual moment best communicates the brand’s intent. Those sketches help me pressure-test whether the concept is clear, emotional, and readable within seconds, the way social actually works. Rather than relying on a single direction, I explore multiple arcs so the team has options that feel connected but not repetitive.
At the same time, I design with the understanding that social is a live performance channel. If a post or slice of creative isn’t working, I’m comfortable changing course immediately - swapping the scenario, timing, or motion so the story regains momentum. I’ve partnered closely with marketing and analytics teams to watch those signals in real time, treating the storyboard as a flexible plan instead of a rigid script. That balance between preparation and rapid experimentation lets me move fast without losing craft, and ensures digital storytelling continues to feel on-brand even when the environment shifts on a moment’s notice.