CAPABILITIES
Below is an overview of my expertise across brand identity, content strategy, marketing, experiential design, and product & UX design. I specialize in crafting strategic, user-centered solutions that solve business challenges, engage audiences, and create meaningful connections across every platform and touchpoint.
BRAND DEVELOPMENT
Building a brand is about more than just logos and color schemes. It is about shaping perceptions, building trust, and creating meaningful connections. I specialize in both strategic brand development and creative execution, ensuring every identity resonates with its audience.
At AMI Entertainment Network, I led the development of a corporate brand identity that reinforced its mission and value, contributing to the company’s expansion to 30,000 venues with a 95% retention rate.
Beyond corporate branding, I have developed identities for dozens of product brands, ensuring each one stands out and evolves with the needs of its audience.
A strong brand is the foundation for differentiation and engagement. I thrive on crafting identities that leave a lasting impression.
CONTENT STRATEGY
A successful content strategy begins with understanding the audience, including their challenges, goals, and passions. It's not about merely explaining a product or service; it's about fostering an emotional connection with them.
To cite an example, at Apple Industries, I shifted the company’s marketing from spec-driven messaging to storytelling. By speaking with industry leaders across retail, cinema, and more, I uncovered key insights. Most notably, consumers no longer responded to promotions alone; they wanted shareable experiences. With this in mind, I positioned Apple’s photo booths not as machines, but as storytellers, capturing the joy and camaraderie consumers felt with a brand or with each other during their visit to a venue or event. This approach strengthened its brand messaging, sales presentations, and press outreach.
When content is built on real audience insights, it does more than just inform. It resonates and drives action.
MARKETING: DIGITAL
Digital marketing is about building meaningful connections through strategic content across platforms, engaging audiences in ways that strengthen their relationship with a brand and inspire real-world action.
At AMI Entertainment Network, my team, in collaboration with major record labels, executed digital campaigns across social media, in-venue video promotions, and mobile apps. These efforts boosted user engagement by 15% and grew AMI’s social media following by 60K. I’ve also applied these digital tactics locally, using social media storytelling and email marketing to drive community participation, volunteerism, and sponsorships for a non-profit association.
When digital marketing is done right, it’s about more than just clicks and impressions. It’s about creating connections that drive deeper engagement and inspire action beyond the digital screen.
MARKETING: TRADITIONAL
Traditional marketing may not have the instant feedback of digital campaigns, but its power lies in its ability to tell a story and make an emotional connection through words and visuals.
Throughout my career, I’ve led the development of traditional marketing materials for dozens of brands across multiple verticals and industries, ensuring each piece aligned with the brand’s voice and messaging. I’ve streamlined workflows, increased the speed of marketing deliverables by 35%, and reduced revisions by 40%. The result was more efficient processes without sacrificing quality. Across all touchpoints, I ensured that every piece, from print to product packaging, reflected the brand's visual identity and consistently reinforced its messaging.
When traditional marketing is executed effectively, it becomes a powerful tool for conveying messaging with clarity, impact, and purpose.
EXPERIENTIAL DESIGN
Experiential design is all about creating immersive environments that foster deeper connections between a brand and its audience.
Throughout my career, I’ve been at the forefront of designing these experiences, aimed at elevating audience engagement, increasing foot traffic, and driving revenue.
From providing the vision behind award-winning trade show exhibits to creating experiences that give customers control over the in-venue audio atmosphere, I’ve focused on crafting moments that put the audience at the center.
When done right, experiential design transforms passive audiences into active participants, creating interactions that inspire a stronger emotional connection and ongoing engagement.
PRODUCT & UX DESIGN
Product and UX design is about creating intuitive and meaningful experiences that not only solve user problems but also enhance their journey with a brand.
I’ve spent my career honing the ability to understand users’ needs and translating them into actionable design solutions. My work has empowered smartphone users to control 30,000 digital jukeboxes nationwide and enabled venue operators to easily monitor product performance and adjust device settings. Additionally, by streamlining the process of creating digital signage, I helped drive a 152% increase in local business marketing across the AMI network.
By prioritizing empathy, I strive to create solutions that leave users feeling understood and valued.
"A.J. cultivates a work culture that turns every project into a collaborative and enjoyable journey."
Shalonn Hilburn, Music Curation Manager