— brand analysis
& digital design

I’m a brainchild creative based in the Bay Area, originally from Philadelphia, PA.

By brainchild creative, I mean I’m a designer, illustrator, animator, art director and fine artist.

I’m part of the Trekell Supply Company Artist Pro Team.  My work has been featured in galleries nationwide, and has received recognition internationally.

Previously, I was the Creative Designer for the Wavely App and led the design team at Seven20.

the analysis

I began with a thorough analysis of the app and desktop version to explore what key features helped AllTrails stand out against competitors. Then, I took a deep dive into the AllTrails branding to analyze the visual identity and brand architecture.  I wanted to capitalize their values within the Health and Fitness industry to help drive a new and successful marketing campaign.

the process

I worked with multiple teams to collaborate and execute the brand experiences. I created a mood board with other fitness brands and did research through a competitor audit.

After the research and inspiration phase was complete, the next step was to concept. I came up with a few ideations, and then made mock-ups of the top campaigns. After revisions, it was time for high-fi renderings, presentation, and launch.

This campaign was spread cross-channel from email, site, and paid channels.


the execution