Role: Creative Director & Producer

The Challenge: Bay Area Video Coalition needed to reconnect with our communities and drive attention to new class offerings, new membership perks, and our event series for filmmakers. We wanted to get back to our roots as a DIY space for new and established filmmakers and needed a campaign to showcase our personality as well as our new, exciting content.

The Outcome: Overall social engagement increased 35% and our class sales saw an overall improvement of 25%. Our membership survey results spoke to the overall improvement in the program and renewed interest in our events. Through the surveys we were able to connect the dots - more events does not mean more engagement! We decided to narrow our events to one a quarter which saw a 30% increase in engagement and attendance and as a staff we were able to invest more time and resource for each event hosted.

Role: Creative Director & Producer

The Challenge: 2018 saw the end of California Governor Jerry Brown’s term in office, it was also his year to commute as many Life Without Parole sentences as possible. California Coalition for Women Prisoners and A Living Chance asked BAVC to create a video to help spread the word about how these sentences ruin lives and unjustly imprison women who are often victims of domestic violence. Commutations usually coincide with holidays so we only had about a month to shoot, edit, publish and spread the word before the Easter holiday.

The Outcome: This video serves as an educational tool for the public to advocate for more pardons throughout the year. We wanted the message to be clear and straightforward. Shot very simply against a black backdrop, the focus is on the women and men whose lives have been affected by LWOP sentences and their hope for the future. In total, Jerry Brown issued a total of 1,332 pardons and 283 commutations in his eight years in office.

Role: Creative Director & Project Manager

The Challenge: In 2013 BAVC’s website was 7 years old and built on Drupal 5. User information would automatically sync to the organization’s database and allow for significant ease in connecting with the community. However, the website did not effectively showcase the diverse programming and dynamic personality the organization offered to the city of San Francisco. It was old and it looked very outdated. The organization needed to practice what it preached in its classrooms! It was no small feat. The organization was about to turn 40 years old and had a very rich history and extensive community of filmmakers and students to serve.

The Outcome: The goal was to create an effortless solution for BAVC’s existing clients and make the process for new clients effortless. Based on preliminary research (which came as no surprise), the majority of BAVC’s clients were using the website on their phones. It was therefore very important that the mobile site be extremely accessible, specifically around point of sale for clients interested in purchasing classes.

I worked directly with Chapter Three as the Project Manager and creative lead for BAVC throughout each phase of the project- initiating research, writing persona profiles, supporting development and announcing the launch of the new website. BAVC’s new website launched at the beginning of the organization’s 40th year after nearly 10 years with the previous design.

Role: Creative Director, Designer

The Challenge: The bi-annual International AIDS conference brings over 25,000 delegates from all over the world to share the latest advancements in the field, learn and develop strategies for advancing treatment and HIV/AIDS prevention. Each iteration of the conference takes place in a different city around the globe, in 2012 Washington D.C. was selected to host the conference. I was brought on by Trialogue Studio to develop the brand identity.

The challenge we faced was transforming the traditional AIDS Ribbon icon into something fresh as people are now living and thriving with the virus. In addition to being a symbol of remembrance for those who have lost their lives to the virus, how can the identity for this event speak to the new hope the world can have about advancements in the field and the effect of the virus’ presence on family and community systems?

The Outcome: We delivered more than the traditional three options to the client because we were so inspired by the project and past conference speakers. The conference ultimately decided to focus on family with the identity system chosen to represent the breadth of programming throughout the three day conference.

Pulling colors from the logo, we created textures and patterns to be used throughout the identity package (website, event installations, and promotional print materials). Included is the final design as well as several runners up that didn’t make the final cut.

Role: Branding designer

The Challenge: Sunset Media Preservation is a new, family run media preservation company in San Francisco’s Sunset neighborhood providing customized preservation services for small to mid sized audiovisual collections. The challenge was to create a logo and branding system that would appeal to a younger demographic who may not currently value the importance of digitizing their archive of photos and video tapes.

The Outcome: The identity system blends the nostalgia of the color test strip often seen on television and film and the iconic sunset of Northern California. The high contrast identity works well in color as well as black and white and is very animation friendly, something I wanted them to have for an added touch when reaching out to existing and potential clients.

Role: Designer, Typography

The Challenge: Christopher Sharpe and Terje Arnesen opened up a beautiful lifestyle shop in the Mission district of San Francisco full of Scandinavian decor they both love. The identity needed to match their aesthetic and be bold enough to catch someone’s eye from the street.

The Outcome: I created a custom typeface to match the simple, soft lines found in some of the more iconic pieces within the shop. I focused on bold colors to create a high contrast look easily visible from the street and spoke to both of their countries of origin - Denmark and Norway.

Role: Creative Director, Producer

The Challenge: BAVC partners with the city of San Francisco’s Department of Economic and Workforce Development to provide career counseling, workshops, and classes to its under and unemployed constituents through the program titled TechSF.

The partnership can often be confusing for participants of the program and for the general public to understand how BAVC is working with the City of San Francisco. Additionally, the unemployment rate from the beginning of the program in 2011 to 2018 had dropped considerably, landing at very low 2.3%. This meant our audience also changed significantly. We needed to focus on why that 2.3% was still unemployed and develop program solutions to meet their needs.

The Outcome: We created a video campaign to promote TechSF to more people throughout the city. Each video focuses on the different ways individuals have utilized the tools provided through TechSF that matched many of the gaps experienced by the remaining 2.3% of long term unemployed.

Role: Designer & Producer

The Challenge: Bay Area Video Coalition, like many nonprofits, produces a fundraising campaign once a year. Our goal was to take a big step away from the traditional tri-fold, black and white mailer that had been used for the previous Annual Appeal and move toward messaging that better matched BAVC’s dynamic personality, able to stand out from the pack of other appeal requests likely hitting mailboxes at the same time, and speak to what San Francisco was going through at that moment in time.

The Outcome: For the 2014 Annual Appeal BAVC partnered with Adobe to build a digital marketing strategy for the 8 week appeal campaign. We highlighted narratives from individuals in each program and created a donation game to entice our community to donate. For every $100 donated we would release an animated gif of a member of staff dancing on our donation page. At the end of the appeal season we had a full (dorky) dance party! Overall, the 2014 Appeal strategy saw a 40% increase in donations from the previous three years.

Role: Creative Director, Producer

The Challenge: Bay Area Video Coalition began in 1976 with funding from the Rockefeller Foundation to support activists and storytellers in the Bay Area.For the 40th anniversary BAVC wanted to focus on how they have supported storytellers of all ages and backgrounds throughout their history. The intent was to be fun and festive with pieces pulled from the archive that haven’t been seen in decades.

The Outcome: In addition to an appearance by Mayor Willie Brown, BAVC was able to raise over $70k for future programming, $15k over the original goal.

Role: Creative Director, Designer

The Challenge: In 2016 the Gig Economy was on the rise, yet many issues began to bubble to the surface. What happens when the people doing the work on the ground to build value within the company aren’t afforded the rights of other employees, namely health insurance, workers comp, paid leave, etc? As more companies begin to adopt this method of employment, if more than 40% of the workforce will be gig workers by 2020, what do we need to do as a country to fill the gaps to protect each other?

The Outcome: BAVC’s work with the greater community of independent media makers and long time partnership with the Office of Economic and Workforce Development for the city of San Francisco put the organization in a unique position to lead the conversation on the future of work and the gig economy alongside representatives from Mother Jones, Institute for the Future, and the Freelancers Union.

We created and managed all communication and marketing materials as well as graphic needs for the day-of event.

This project was a partnership with Trialogue Studio.

Role: Lead Designer

The Challenge: Collaborate with the DC Department of Housing and Community Development (DHCD) and the National Community Reinvestment Coalition (NCRC) to build on ongoing initiatives to develop a comprehensive strategy to address housing challenges in Washington, DC's Ivy City and Trinidad neighborhoods.

The Solution: Through a market-driven, community-led approach, the Ivy City and Trinidad Neighborhood Stabilization (NSP) Program examines how DHCD’s housing investment can be leveraged to further three primary goals: Improved Access to Decent, Affordable Housing; Increased Commercial Development and Employment Opportunities; A Comprehensive Vision for Community Redevelopment.

Our task was to synthesize and leverage all of the insight gained through the project to create and execute a targeted marketing campaign to attract potential homeowners and developers to the NSP-funded housing programs and as general branding materials for the neighborhoods.