Case Study 2: Creating Experiences
The Opportunity
Before I ever worked in product and systems design, my world was pure creative. I led campaigns for global brands like Dr Pepper, 7-Eleven, Moët, and Mars—projects built to win hearts, spark emotion, and live in the moment. But as marketing shifted toward digital ecosystems, I saw the same creative spark get lost in translation. Campaigns that inspired audiences didn’t always translate into seamless experiences once people entered a product, app, or website.
I wanted to bridge that gap—bringing the emotional power of storytelling into the systems and interactions people use every day.
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I evolved my practice from art direction and campaign design to experience strategy and product storytelling. I focused on how emotion, language, and interaction design create continuity between a brand’s message and its digital reality.
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Directed award-winning campaigns that elevated global brand presence
Developed creative systems that informed digital experience design
Strengthened my ability to bridge brand storytelling with UX principles
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This foundation in brand storytelling continues to inform my leadership today. It reminds me that every product experience—whether educational or social—begins with empathy, trust, and clarity of narrative.
