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 was built around originality, observation, and a rejection of the idea that identity can be reduced to labels, numbers, or fixed categories. Its faceless, stripped-back visual language was designed to feel universal, a brand that could reflect the people engaging with it rather than prescribe an identity to them. White became a recurring symbol for that idea: visually pure and neutral, yet capable of reflecting the full spectrum around it. In response to an oversaturated creative culture where work is often made for attention first, Avalon focused on returning value to process, intention, and making itself.
That philosophy shaped everything from the brand’s minimal identity to its handmade garments and campaigns, reinforcing the idea that the artwork is not simply the graphic placed on a shirt. The shirt, its construction, process, and story are the art.
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.
Avalon was built around originality, observation, and a rejection of the idea that identity can be reduced to labels, numbers, or fixed categories. Its faceless, stripped-back visual language was designed to feel universal, a brand that could reflect the people engaging with it rather than prescribe an identity to them. White became a recurring symbol for that idea: visually pure and neutral, yet capable of reflecting the full spectrum around it. In response to an oversaturated creative culture where work is often made for attention first, Avalon focused on returning value to process, intention, and making itself.
That philosophy shaped everything from the brand’s minimal identity to its handmade garments and campaigns, reinforcing the idea that the artwork is not simply the graphic placed on a shirt. The shirt, its construction, process, and story are the art.
Avalon’s social media and marketing approach was built as an extension of the brand itself. Rather than simply promoting products, I developed a visual language, tone, and creative direction that carried across launches, campaigns, photography, video, and in-person experiences. Much like the garments, the content was often handmade, experimental, and intentionally uncanny, designed to catch attention immediately while revealing more meaning the longer it was viewed. Projects like Birth, where my team and I staged Avalon’s recurring mannequin figure engulfed in flames, and Mary, where we reimagined the Mona Lisa through that same faceless figure, invited viewers to interpret the work rather than simply consume it.
I also developed a generative media campaign using tools including Runway, Midjourney, and Veo to place Avalon’s visual identity in surreal, near-realistic environments. The campaign used AI both as a creative medium and as commentary on the technology itself, exploring its growing influence, its potential risks, and the increasingly blurred line between what is real and fabricated. At the same time, the recurring faceless figure reinforced Avalon’s idea of being universal and omnipresent, capable of representing anyone, anywhere.
Avalon was built around originality, observation, and a rejection of the idea that identity can be reduced to labels, numbers, or fixed categories. Its faceless, stripped-back visual language was designed to feel universal, a brand that could reflect the people engaging with it rather than prescribe an identity to them. White became a recurring symbol for that idea: visually pure and neutral, yet capable of reflecting the full spectrum around it. In response to an oversaturated creative culture where work is often made for attention first, Avalon focused on returning value to process, intention, and making itself.
That philosophy shaped everything from the brand’s minimal identity to its handmade garments and campaigns, reinforcing the idea that the artwork is not simply the graphic placed on a shirt. The shirt, its construction, process, and story are the art.
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.
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.
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.
Co - Founder & Creative Director
SOCIAL MEDIA & Content Creation
My social and content work spans established, emerging, and independently built brands. From modernizing Old Town’s legacy presence, to helping shape the developing identity of vintage startup Aged Ivy, to building Avalon from the ground up, I’ve used content creation, creative direction, and visual storytelling to strengthen brand identity and connect with audiences.
