Creative Lead for Brand Development & Web Design Excellence
Portfolio 2024
meet your Creative Lead for
Brand Development & Web Design Excellence
My expertise lies in streamlining business tasks through high-converting websites that drive income, as well as enhancing your brand’s image with visually appealing and professional design. This approach helps business owners save time and elevate their offerings.
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8+ YEARS DESIGN EXPERIENCE
500+ PROJECTS COMPLETED on SCHEDULE
100+ HAPPY CLIENTS and ELEVATED BRANDS
WORK EXPERIENCES
2016 - present
Senior Brand and Web Design Creative Lead
lavenia enterprises llc, DBA Brand Builder AI
2016 - 2023
Creative Marketing Manager - Project Based
COLLEGE THREAD LLC, DBA GREEK HOUSE
2016 - 2018
Creative Designer & Workflow Specialist
Restaurant Profits
2015 - 2016
Front-End Designer
Home shopping philippines
2013 - 2014
Junior Web Designer
Hibu philippines
WORKED WITH:
BRAND BUILDER AI
SHANNON LAVENIA
GREEK HOUSE
RENTACOOP
THE THRIVING MAMA /KATE BULL
PALEO FOLKS
APNEA PH
SPERANZA PILATES STUDIO
MKKS FOOD INDUSTRY
JASMINE WOMACK
MOMSANITY
LOUISE HENRY
SAVVY SYSTEM
BOSS PROJECT
AND MORE...
certifications and features
2023 - present
TAMPA BAY CHAPTER MEMBER
2024 (ongoing)
Go High Level Certification
go high level
2019 - present
Adobe Certified Professional
Graphic Design & Illustration using Adobe Illustrator
2018 - present
Digital Advertising Certified
HUbspot academy
PORTFOLIO CONTENT
REMARKS:
I’ve had the opportunity to work on various marketing automation, workflows, email sequence, campaign launch and funnel projects for a range of clients, either remotely or in-house. Unfortunately, I cannot share these projects publicly, but if you’re interested, I’d be happy to schedulea private appointment to discuss them with you.
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SOCIAL MEDIA GRAPHICS | POSTS
SOCIAL MEDIA GRAPHICS | STORIES
EMAILS AND FUNNEL AUTOMATION
MARKETING AUTOMATIONS
EMAILS AND FUNNEL AUTOMATION
CASE STUDY
APNEA PHILIPPINES
BRAND ROLL OUT FOR APNEA PH
Apnea PH is a pioneering freediving school in the Philippines, established in 2016. As the brand designer for Apnea PH, I had the privilege of conducting a case study and undertaking a complete redesign of their brand materials. This journey began a few months ago when I embarked on my Molchanvos Freediving certification course, which spanned nearly six months and ignited my love for the open water. During this time, I had the opportunity to observe Apnea PH’s social media presence and recognize the untapped potential for brand improvement and solidification.
APNEA PH - A BRIEF INTRODUCTION
Apnea PH is a freediving school founded in 2016 and stands as one of the pioneering institutions in the Philippines. With its headquarters in Anilao, Batangas, and an additional branch in Dauin, Dumaguete, the school has now expanded its reach. The objective was to revive the brand, which had existed for a considerable period with minimal branding efforts, transitioning it from a state of insignificance to one of ubiquity through strategic and creative initiatives.
BRAND POSITIONING
Starting from within, extending to the world
Branding is inherently a form of storytelling, and the saying “Facts tell, stories sell” holds true. To truly understand Apnea PH and its brand essence, my project partner - the founder, Marese Secades - her coaches, and I spent countless hours brainstorming the school’s mission and vi- sion. Additionally, I conducted interviews with some students, including potential clients. These candid and wide-ranging conversations provided invaluable insights into the courses they offer itself, the possible advocacy collaborations, as well as the cultural and mission-driven aspects of Apnea PH.
Through this research, I came to realize and appreciate the immense potential Apnea PH holds in targeting a quality market, particularly millennials with above-average income. The brand possesses a unique appeal and resonates with individuals seeking a meaningful and transfor- mative experience in the world of freediving.
BRAND POSITIONING
Embracing where you fit
Most start-ups who see the world through a completely fresh lens – the way Apnea PH does – are called “challenger brands.” Freediving education doesn’t need to be gently advanced, but radically reinvented – because traditional freediving schools, as they are currently established and operated, are largely inadequate. As I developed the positioning and voice for Apnea PH, I summarized a framework; I think you’ll be nodding in agreement as you read the fundamental distinctions between a hungry and smart- ly opinionated challenger brand, and a lazy and outdated “Goliath” or conventional brand.
LANDING ON WHO YOU ARE
With those principles in mind, I began the development of the Apnea PH strategy and position- ing. The first step was to create a business descriptor that served the dual mission of being a clear and compelling explanation of what the school offers – and, simultaneously, expressing that in a differentiated. Both are essential to successful branding. If you are descriptive but not unique, you will blend into the noise of a crowded market. If you lack clarity, it doesn’t matter how unique your storytelling is.
THE ROAD AHEAD
Overall, I really admire the transformation of Apnea PH’s brand, which I had the opportunity to work on as a brand designer. The case study and total redesign of their brand materials allowed them to reimagine their identity and connect it deeply with the people they serve. Instead of solely being a Freediving school brand, Apnea PH is now positioning itself as a community brand, a shift that has immense potential to propel the business to new heights.
The brand materials I developed for Apnea PH focused heavily on establishing consistency across all communication channels. I dedicated significant effort to ensure that the brand’s materials were enhanced and improved, especially in terms of the content uploaded on their platforms. This cohesive approach in presenting the brand reinforces a strong and unified image.
However, it is crucial for the school to actively uphold its new brand promise of fostering a sense of community for its customers. Failure to deliver on this promise can lead to confusion and dissatisfaction among consumers. To prevent this, Apnea PH should explore additional services and platforms that facilitate meaningful interactions and allow customers and even employees to come together, share their experiences, and contribute their stories.
By nurturing this community, Apnea PH can create a sense of belonging that strengthens its brand and deepens customer loyalty.
CASE STUDY
GREEK HOUSE / COLLEGE THREAD
REMARKS:
Please note that the designs presented in this case study are the only works that have been approved by the client or company to be showcased in my portfolio. Any additional design works or projects completed for Greek House may not be included or displayed without explicit consent from the client or company.
BRAND EVOLUTION FOR GREEK HOUSE
Greek House, a startup founded by two University of Florida students with a limited budget and a vision to simplify custom apparel ordering, has emerged as a remarkable success story. Initially catering exclusively to fraternity houses, the company quickly gained momentum, expanding its reach nationwide and achieving significant growth. However, as the business evolved and diversified, Greek House faced the challenge of maintaining a brand image that aligned with its expanding services. With the transition from a Greek apparel supplier to a tech company catering to corporate brands and athletes, a comprehensive branding and marketing redesign became essential to effectively engage and connect with the evolving target audience. As the brand designer, my role was to blend Greek House’s remarkable journey, simplify their messag- ing, and establish a strong connection with their target audience.
BRAND EVOLUTION
Greek House’s success story began with humble origins, fueled by two college students armed with a mere $500 and a shared goal of streamlining the custom apparel ordering process. Their initial focus on selling shirts to fraternity houses propelled their rapid nationwide expansion, positioning them as one of the world’s fastest-growing startups. However, their brand’s visual identity remained stagnant and failed to keep pace with the business’s evolution. It became evident that Greek House needed a continuous refresh to reflect their transition from a Greek apparel supplier to a dynamic tech company seeking meaningful connections with their target audience.
EXPANSION TO CORPORATE BRANDS AND ATHLETES:
Recognizing the opportunity to diversify Greek House’s client base, I spearheaded the development of tailored marketing campaigns targeting corporate brands and ath- letes. This involved creating specialized marketing collateral, including brochures, pitch decks, and presentations. By highlighting Greek House’s ability to provide cus- tomized solutions, exceptional service, and a strong network, we successfully posi- tioned the organization as a valuable partner for corporate and athletic ventures.
REBRANDING APPROACH
To meet Greek House’s branding and marketing needs, I embarked on a journey to create a compelling and cohesive brand identity. The visual redesign encompassed re- freshing their logo, introducing a modern color palette, and selecting typography that exuded professionalism and versatility. By modernizing their visual identity, Greek House successfully transitioned from a traditional Greek apparel supplier to a for- ward-thinking tech company catering to a diverse range of clients.
MARKETING COLLATERAL
To effectively engage the target audience and convey Greek House’s value proposi- tion, a range of marketing collateral was created. This included landing pages, flyers, presentations, and promotional materials designed to capture the attention of both the Greek community and the corporate and athlete clientele. Each piece of collateral was meticulously crafted to showcase Greek House’s unique services, emphasizing the benefits, quality, and customization options available. The collateral utilized consistent branding elements, visually appealing graphics, and concise messaging to create a compelling and cohesive brand narrative.
EMAIL AUTOMATION
A significant aspect of Greek House’s marketing strategy involved implementing email automation. This allowed for personalized and targeted communication with different segments of the audience. Through automated email campaigns, Greek House could nurture leads, maintain engagement with existing customers, and provide relevant information, such as product updates, promotions, and event announcements. The automation process streamlined the email marketing workflow, ensuring consistent branding and timely delivery of messages.
MARKETING REDESIGN
Alongside the visual rebranding, I developed a comprehensive marketing strategy that aimed to resonate with both the Greek community and the expanding corporate and athlete clientele. This involved creating impactful marketing collateral, including email designs, social media campaigns, and tailored materials targeting corporate brands and athletes. By crafting engaging content and highlighting Greek House’s unique val- ue proposition for each audience segment, we successfully established a strong and meaningful connection with both the traditional Greek market and the new target demographics.
EXPANDING SERVICES
The rebranding and marketing redesign efforts yielded significant results for Greek House. The company successfully embraced its expanded identity, attracting corporate brands and athletes while maintaining its strong connection with the Greek community. The comprehensive branding refresh and targeted marketing campaigns led to increased brand awareness, higher client acquisition rates, and enhanced customer satisfaction. Greek House’s image transformed into that of a dynamic and inclusive organization, allowing them to thrive in a rapidly evolving market.
PASSION PROJECTS
REMARKS:
The passion projects featured in my portfolio are creative design briefs and not actual brands or businesses. These projects were under- taken to explore and showcase my skills, creativity, and passion for design. They serve as examples of my capabilities and dedication to my craft. Any resemblance to existing brands is purely coincidental.
CREATIVE BRIEF
LOTS OF LOVE
OBJECTIVE:Create a captivating and enchanting logo and tissue paper design for “Lots of Love,” a fictional florists business. The design should evoke the essence of romance and warmth, capturing the spirit of Valentine’s Day and celebrat- ing the beauty of love through stunning visuals.
CREATIVE BRIEF
LULLA
OBJECTIVE:Create a modern and youthful visual identity for “Lulla,” a lip balm brand. The design should exude a friendly and trustworthy vibe, appealing to a young target audience. Infuse the brand with a sense of playfulness and freshness, ensuring the visual elements reflect the product’s nourishing and refresh- ing qualities.
CREATIVE BRIEF
SERENE
OBJECTIVE:Create a vibrant and captivating visual identity for “Serene,” a swimwear brand known for its bright and bold designs. The goal is to develop a fresh and eye-catching logo and packaging elements that reflect the brand’s essence of freedom, joy, and confidence, enticing customers to embrace their inner beach spirit.
Creative Lead for Brand Development & Web Design Excellence