ABC Owned Television Stations:
Enterprise Brand & Creative Systems Modernization
Enterprise Brand & Creative Systems Modernization
Role: Creative Direction, Brand Systems, Creative Operations
Scale: Eight markets, broadcast, streaming, digital, and social
Focus: Brand governance, workflow design, cross-market adoption
Eight ABC-owned stations had operated separately for decades, each with its own visual language and its own way of working. The challenge was to create one shared creative system without formal authority over seven of the eight markets, while leaving room for local audiences, editorial needs, and regional identity.
I defined the unified design frameworks, modular content frameworks, and governance structures, then led the organizational rollout across the eight markets. I partnered with creative, editorial, technology, marketing, sales, digital, meteorology, and news-operations teams to align the brand, workflows, and decisions that shaped daily output. I worked market by market with creative leaders and subject matter experts, using their local knowledge to shape the shared system.
The shared system expanded to all eight markets within twelve months of the Chicago rollout, raising production standards and creating room for faster, more responsive storytelling. The resulting standards, templates, workflows, and asset practices continued to support the organization after the initial rollout.
Localish:
Digital-First Network Brand & Content Systems
Digital-First Network Brand & Content Systems
Role: Creative Direction, Brand Systems, Content Operations
Scale: Eight markets, fourteen original series, digital-first video and social content
Focus: Brand identity, modular content systems, creator workflows, local-market adoption
There was no playbook for creating a digital-first brand inside a legacy broadcast organization. Across eight markets with established ways of working, the task was to create a distinct local-content brand that felt native to digital audiences rather than like local news in a new format.
I established and evolved the visual identity, content frameworks, and creator workflows that supported fourteen original series across eight markets. I designed a flexible identity and production model that gave each series a shared visual language while leaving room for its own voice, audience, and local point of view.
With creators, producers, and station leaders, I translated the shared brand standard into locally produced content. Templates and motion-graphics systems allowed teams to adapt title sequences and visual elements for each series without starting from scratch, supporting consistency, speed, and creative range.
The system strengthened brand recognition across platforms and gave creators a practical foundation for producing short-form, high-impact content at scale, on budget, and on brand. Adoption across the markets gave fourteen original series a shared creative structure that could continue to grow.
There was no playbook for creating a digital-first brand inside a legacy broadcast organization. Across eight markets with established ways of working, the task was to create a distinct local-content brand that felt native to digital audiences rather than like local news in a new format.
I established and evolved the visual identity, content frameworks, and creator workflows that supported fourteen original series across eight markets. I designed a flexible identity and production model that gave each series a shared visual language while leaving room for its own voice, audience, and local point of view.
With creators, producers, and station leaders, I translated the shared brand standard into locally produced content. Templates and motion-graphics systems allowed teams to adapt title sequences and visual elements for each series without starting from scratch, supporting consistency, speed, and creative range.
The system strengthened brand recognition across platforms and gave creators a practical foundation for producing short-form, high-impact content at scale, on budget, and on brand. Adoption across the markets gave fourteen original series a shared creative structure that could continue to grow.
Our America:
Editorial Brand System & Multi-Platform Expansion
Editorial Brand System & Multi-Platform Expansion
Role: Creative Direction, Editorial Brand Systems, Content Operations
Scale: Eight markets, two streaming platforms, ABC apps, and Hulu
Focus: Editorial identity, narrative frameworks, visual standards, cross-platform governance
In 2020, ABC’s stations faced a pandemic and a national reckoning with racism at the same time. Audiences needed coverage they could trust as events moved faster than the news cycle. The assignment grew beyond a single documentary: create a visual and narrative framework that could carry documentary specials, short-form digital reporting, cultural-observance programming, and live coverage across eight markets and multiple platforms.
In 2020, ABC’s stations faced a pandemic and a national reckoning with racism at the same time. Audiences needed coverage they could trust as events moved faster than the news cycle. The assignment grew beyond a single documentary: create a visual and narrative framework that could carry documentary specials, short-form digital reporting, cultural-observance programming, and live coverage across eight markets and multiple platforms.
I led the creation and evolution of Our America, an editorial brand platform that began as an eight-market, data-driven documentary special and expanded across the ABC apps and Hulu. Through a diversity, equity, and inclusion lens, I set the narrative frameworks, visual-identity standards, and governance practices that supported consistent, culturally responsible storytelling across markets and formats.
I partnered with editorial, creative, production, and station teams to carry the brand into long-form and short-form stories on systemic racism, economic disparity, public health, climate, and representation. A climate installment developed with National Geographic extended the platform through a focused external partnership. The shared system gave frontline teams clear standards and decision rights, allowing them to work quickly while keeping the brand coherent and editorially credible.
Our America grew from a documentary special into an ongoing multi-platform editorial brand, supported by trust-based storytelling, a shared creative system, and governance that allowed teams to respond confidently as audience needs and platforms evolved.
Chicago Cubs:
Broadcast Brand & Sponsorship Systems
Broadcast Brand & Sponsorship Systems
Role: Creative Direction, Broadcast Brand Systems, Sponsorship Integration
Scale: Five seasons of Chicago Cubs coverage on ABC 7, multi-year advertiser relationships
Focus: Live sports storytelling, modular graphics, sponsor integration, production workflows
Live sports coverage asks a broadcast brand to do two jobs at once: create compelling television for fans and deliver meaningful value for sponsors. The system has to hold up over a full season, adapt to the pace of live production, and protect the viewer experience.
I led the development of the broadcast graphics and brand system for Chicago Cubs coverage on ABC 7. Across five seasons, I established the visual framework and sponsorship model that connected on-air storytelling, sales needs, and sponsor visibility.
I partnered with sales and client stakeholders to create two paths within one production system. Standard sponsorship placements used modular, swappable elements that teams could update quickly. Premium partners received custom integrations designed around their brand, industry, and level of participation. Both paths protected the Cubs broadcast identity and allowed production teams to work efficiently.
The system supported consistent, high-impact broadcasts across five seasons and helped sustain sponsorship demand through multiple advertising cycles. It gave sales teams a clear, flexible offering and gave creative and production teams a practical structure for delivering sponsor value without compromising the broadcast experience.
Live Well Network:
Foundational Brand & Systems
Role: Creative Direction, Brand Systems, Content Operations
Foundational Brand & Systems
Role: Creative Direction, Brand Systems, Content Operations
Scale: National lifestyle and wellness network, local-market programming, original content
Focus: Brand identity, visual standards, production frameworks, team design
ABC Owned Television Stations needed a new way to generate revenue from digital subchannels. The opportunity was a national lifestyle and wellness network with original programming, created for local stations that needed a shared brand and production model before the first full programming slate reached air.
I provided creative brand and systems leadership for Live Well Network, defining its foundational identity, visual standards, and production frameworks during its early growth. The network required a distinct brand that could support original lifestyle and wellness programming while giving local markets a practical structure for consistent on-air expression.
I established a dedicated design hub within the Chicago team, extending the group’s capacity to create series identities and production assets for Live Well programming across the station group. I set creative direction and established the production and governance practices that connected original programming, health-focused storytelling, and consistent brand expression across markets.
The network launched with the frameworks required to support original programming and a recognizable brand across every participating market. The design hub gave the network a focused creative resource while allowing the existing Chicago team to continue supporting its core station responsibilities.