Global Business Marketing / Brand Collateral Refresh 2023
How to use Snapchat / LEO Summit 2023
WWD Apparel & Retail CEO Summit / October 2022
Investor Day 2023
When I joined Snap’s Global Business Marketing team, I was tapped to lead the embedded creative agency—concepting, directing, and delivering high-impact work across brand refreshes, keynote videos, global GTM initiatives, and augmented reality experiences.
While I typically gravitate toward sleek, modern systems, Snap pushed me into a much more trend-forward visual space—and I loved it. One of my proudest moments was the full creative development of Snap’s 2022 WWD Retail & Apparel CEO Summit keynote. I conceptualized the look and feel around the idea of a virtual runway inside Lens Studio, then built a full design system and toolkit that extended into global AR shopping campaigns for the year.
That keynote was Snap’s first public collaboration with Arcadia, their in-house AR agency. I worked closely with writers, motion, 3D and AR designers, strategists, and marketers to script and time a 20-minute video keynote that introduced AR as both an accessible consumer tool and a fashion industry disruptor. The supporting work included social media assets, print ads, on-site activations, and a custom AR try-on lens that debuted live at the event—featuring brands like Dior, Fendi, Gucci, Louis Vuitton, Tiffany & Co., and American Eagle.
Also under my lead:
- The visual identity for “Project Unison,” Snap’s 2023 global GTM messaging strategy
- A brand refresh and playbook overhaul for Snap’s marketing and video content
- Design and storytelling for Snap’s first-ever Investor Letter
This role was an exercise in creative agility—thinking fast, iterating often, and building smart systems that could stretch across a global team. I left with a deeper love for motion, a sharper eye for style, and a Figma library that could probably walk on its own by now.
