Social & Content

My social and content work spans established, emerging, and independently built brands. From Old Town to

Aged Ivy to Avalon, I’ve used content creation, creative direction, and visual storytelling to strengthen brand identity and connect with audiences.

Avalon presented the opposite creative challenge: rather than adapting an existing identity, I was responsible for establishing the brand from the ground up and continuously communicating that identity through social media. I developed the visual language, tone, and creative direction of the brand and translated it across product launches, social campaigns, photography, video, and promotional content. Each campaign was designed to expand the world surrounding the clothing rather than simply advertise a product, using storytelling, behind-the-scenes content, in-person experiences, and original visuals to create a consistent identity across every audience touchpoint.

Working with the Old Town Merchants and Residents Association required approaching an established Chicago neighborhood as a legacy brand. My goal was to translate its history, businesses, architecture, and community identity into a more contemporary and engaging social presence without losing the character that made it recognizable. I developed and produced short-form content around local businesses, events, and seasonal initiatives, using stronger visual storytelling and a more modern content strategy to make an established neighborhood feel relevant to current audiences. The work focused on turning everyday moments within Old Town into stories that strengthened community identity while encouraging people to visit, engage, and experience the neighborhood.

As part of the creative team at Aged Ivy, a growing vintage clothing brand, I helped shape the visual and social identity of a brand still defining its place in the market. My work included creative direction, promotional content, social strategy, campaign planning, and

brand storytelling across digital platforms. Working collaboratively within an evolving startup environment strengthened my ability to identify a brand’s voice, respond to trends, and translate creative ideas into cohesive content that supported both audience growth and the larger direction of the brand.