I lead creative and social at Palmetto, shaping how the brand shows up across marketing, product, digital, and content. I spearheaded the creative direction of a company-wide rebrand, transforming a complex clean energy story into something more accessible, human, and relevant to everyday life.

Working across internal teams and external agencies and vendors, I led the development and rollout of a cohesive brand experience, from visual identity and digital platforms to campaigns, content, and communications.

My work spans:

• Brand identity & systems: Developed and launched a scalable visual identity across photography, illustration, typography, motion, and content, establishing a consistent and recognizable brand across touchpoints.

• Website & digital: Led creative direction for a complete website redesign, overseeing art direction, visual storytelling, UX writing, and the overall digital brand experience.

• Campaigns & communications: Directed brand campaigns, marketing and sales materials, presentations, signage, and internal communications.

• Social & content: Reimagined Palmetto's social presence, building a unified creative direction and content strategy across Instagram, LinkedIn, and YouTube, with a more educational, lifestyle-driven approach to clean energy.

• Video & production: Lead concept development, scripting, art direction, and production for brand campaigns, product stories, executive content, animation, and photography.

• Product & lifecycle: Shape the brand voice across app, web, and email, leading UX and marketing copy to create a more cohesive customer experience.

Beyond the rebrand, I oversee organic and paid social creative, influencer programs, and ongoing brand development, working across strategy, design, writing, and production.

The impact: Launched a unified brand identity across digital, product, marketing, and social channels, establishing a more distinctive and consistent creative presence. The new social strategy has generated 500K+ Instagram impressions, expanded our audience, and strengthened engagement across channels.