Client: Downtown Oakland and Uptown Lake Merritt District Associations
Project: Oakland Central lifestyle brand identity, website and campaigns.
Brand Development / Graphic & Web Design / Art Direction / Campaign Development / Advertising Creative / Photo and Video Production
Role: I led brand development and execution including the brand story, logo design, campaign development, advertising creative, experiential design, social strategy and website. To develop the Oakland Central website, I worked hands-on with a small but exceptional team of creative professionals. I lead information architecture planning, content strategy, personas, wireframes, and mockups. I oversaw code development, user testing and launch. I lead the creative development on the Craft is a Way of Life campaign deliverables, including storyboarding and art directing video vignettes and photo shoots, and developing creative assets for print and digital advertising.