ABC Owned Television Stations — Enterprise Brand & Creative Systems Modernization
Led the enterprise modernization of the ABC Owned Stations newscast brand across eight local markets, establishing a contemporary visual philosophy and scalable creative systems.
Led the enterprise modernization of the ABC Owned Stations newscast brand across eight local markets, establishing a contemporary visual philosophy and scalable creative systems.
Defined and implemented unified design frameworks, dynamic content models, and governance structures that enabled local flexibility while maintaining brand consistency. Partnered cross-functionally across creative, editorial, and technology teams to align vision, workflows, and execution.
The transformation launched successfully across all eight markets within twelve months, elevating production standards, improving efficiency, and enabling richer, more responsive storytelling experiences for audiences and creators alike.
Localish — Digital-First Network Brand & Content Systems
Led the creation and scaling of Localish, a digital-first brand developed across the ABC Owned Television Stations group and later extended into a broadcast network.
Established the visual brand system, content frameworks, and creator workflows supporting more than fourteen original series produced across eight markets. Designed a flexible identity and production model that differentiated Localish from traditional news brands while enabling speed, consistency, and local storytelling.
The resulting system supported seamless cross-platform production, strengthened brand recognition with digital audiences, and enabled creators to efficiently deliver short-form, high-impact content at scale.
Our America — Editorial Brand System & Multi-Platform Expansion
Led the creation and evolution of Our America, an editorial brand platform developed during the COVID-19 pandemic and a period of profound social and racial reckoning in the United States. Initially launched as an eight-market, data-driven documentary special, the initiative expanded into an ongoing, multi-platform content brand across the ABC apps and Hulu.
Provided brand and creative systems leadership through a diversity, equity, and inclusion lens—establishing narrative frameworks, visual identity standards, and governance models that enabled consistent, culturally responsible storytelling across markets and formats. The brand supported a wide range of long-form and short-form content addressing systemic racism, economic disparity, public health, climate, and representation.
The resulting system demonstrated how disciplined brand architecture and cross-functional leadership can sustain trust-based, high-impact storytelling at scale while adapting to evolving platforms and audience expectations.
Chicago Cubs — Broadcast Brand & Sponsorship Systems
Led the development of an MLB-caliber broadcast graphics and brand system supporting Chicago Cubs game coverage across multiple seasons on ABC 7.
Established a comprehensive visual framework and integrated sponsorship model that aligned brand expression, broadcast storytelling, and commercial objectives. Partnered closely with sales and client stakeholders to design scalable, customizable integrations that enhanced both viewer experience and sponsor value.
The system supported consistent, high-impact broadcasts across multiple seasons and contributed to sustained sponsorship demand, including multiple sold-out advertising cycles.
Live Well Network — Foundational Brand & Systems
Provided creative brand and systems leadership for the Live Well Network, a startup lifestyle and wellness network launched across the ABC Owned Television Stations group. Led the establishment of the network’s foundational brand identity, visual standards, and operating frameworks during its early growth phase.
Defined the creative direction, production model, and governance structures required to support original programming, health-focused storytelling, and consistent brand expression across multiple markets. Partnered cross-functionally to align creative execution with operational realities, enabling efficient production workflows and sustainable content delivery.
The Live Well Network served as an early example of building scalable creative systems for a new network environment—experience later applied to subsequent digital-first and multi-platform brand initiatives.