NotifyLA
Los Angeles, California
City of Los Angeles
The City of Los Angeles aimed to increase tsunami preparedness and drive sign-ups for NotifyLA, the city’s emergency alert system. The challenge was overcoming the common mindset of “That won’t happen to me” while communicating the seriousness of rare but high-impact events.
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I helped develop Tsu-NOT-Me, a campaign using playful, human-centered illustrations. Bold, humorous visuals and approachable characters made abstract risk relatable, applied across digital, print, and social to grab attention and drive sign-ups for NotifyLA alerts.
The campaign boosted engagement with tsunami preparedness content, proving that a playful, illustrative approach can make public safety messaging more approachable and effective. It generated an estimated 28,577,349 total impressions across digital, social, streaming audio, text messaging, and out-of-home placements in targeted Los Angeles ZIP codes.
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VisionZero AUSTIN
Austin, TEXAS
The City of Austin launched its Vision Zero initiative to reduce traffic fatalities and shift driver behavior. The challenge was transforming complex crash data into messaging that felt immediate, human, and impossible to ignore.
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Working within the creative department at Sensis, I helped shape a visual concept that transformed statistics into emotionally driven storytelling. Rather than leading with numbers, we focused on consequence, making the impact of speeding immediate and personal.
Using controlled composition, cinematic lighting, and clear visual hierarchy, we developed bold Out-of-Home visuals that captured attention and conveyed urgency in seconds. The system extended across OOH, print, and digital, ensuring consistency citywide.
The campaign elevated public engagement and strengthened the visibility of Austin’s Vision Zero mission. “Speeding Changes Everything – Vision Zero Austin” earned a Bronze in the Out of Home category (2024) at The Drum Awards for Marketing Americas in New York City.
SELECTED PROJECTS
Work developed from the ground up, starting with ideas, shaped through design, and carried through to final execution. Projects span identity, illustration, campaigns, packaging, print, digital, and environmental applications, with involvement across concept development, art direction, design, and delivery. The work featured here represents original creative development rather than production-only adaptation.
DEUCES: Concept Development • Logo Design • Brand Identity
CAP METRO: Art Direction • Design • Retouch
InTune Health: Concept • Art Direction • Design
TxDot: Art Direction • Design
COLQUE: Visual Concept • Art Direction • Design • Illustration • Retouch
CHAMOIS BUTT'R: Concept • Art Direction • Design • Illustration
CANCUN MODA: Concept • Art Direction • Design • Illustration
A-N-T-S: Visual concept • Layout Design
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Chromatic Impressions
Each project reflects a different challenge, but all share a hands-on involvement from concept through execution.
BUD LIGHT: Concept • Art Direction • Design • Retouch
LUMMONT: Concept • Art Direction • Design
MARVIN MAGAZINE: Concept • Art Direction • Design • Sculpture
RAWLS: Visual Concept • Art Direction • Design • Retouch
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Chromatic Impressions
