High-Stakes Problem-Solving

Above all else, I’m a problem solver. Whether I’m designing a solution or rolling up my sleeves, I’ll take it head-on.

Photorealistic 3D render of a Jenga tower with neon green blocks being stabilized by a hand
Category
Leadership & Oversight
Process/Service

Contents Under Pressure

This section showcases my decisive leadership in high-pressure moments when the business needed someone to step up. It’s a true testament that innovative ideas thrive when you’re welcomed at the table, guided by strong leadership, and supported by a hard-working team.

High-Stakes Problem-Solving

Above all else, I’m a problem solver. Whether I’m designing a solution or rolling up my sleeves, I’ll take it head-on.

Categories:
Leadership & Oversight
Process/Service

AI Photoshoot Process

Objective: Using the AI tools available in-market, produce the images from the brief and maintain photo shoot-level consistency across the series.  

Context: A client needed to pivot from standard production photography to something that could operate for reduced cost, required little to no setup or talent acquisition, and could also reduce the need for custom CGI development.

Development Stages:

  1. First, I started with AI image models directly but quickly found out that models tended to have their niches. Where one was hardly scraping the surface, another excelled. What’s more was the challenge of maintaining an accurate library of assets that could still be referenced by the model when outputting an updated prompt.
  2. Second, I looked into an AI tool that could help with writing the actual prompt and could be fed the generated image results to identify how to correct the prompt, specific to the AI model being used, and provide an updated prompt.
  3. Third, I looked into node-based AI solutions like Figma Weave and ComfyUI. These programs leveraged multiple image gen models within a tool-based whiteboard workspace. This addressed the challenges around maintaining a project-based library of assets and the need to pivot from model to model based on their strengths.
  4. Fourth, I unpacked the use of attaching reference images and what generating references ahead of the photoshoot could do. Using this ideology, I developed a method for maintaining heightened consistency across an entire shoot.
  5. Finally, when the photos were nearing finalization, I developed a process to re-render the results to account for AI artifacts and the unnatural image smoothing that would sometimes happen if it took too many steps to reach an accurate portrayal of the concept. I paired this with the standard Creative Cloud tools for any manual edits that may still be needed.

‍Outcome: I had successfully hit all the KPIs needed to replace a standard photoshoot and elevated the overall potential.

New Brand, Pet Proven, and Packaging

Objective: Develop a carton system that reduced complexity and template counts and apply Pet Proven when the design is finalized.

Context: As the brand neared a major market launch, significant gaps remained between the digital identity and its physical application on-shelf. With the launch window closing, I stepped in to lead the transition from legacy designs to a unified, modern system. The project required rapid coordination between internal stakeholders and external production partners to finalize brand marks and ensure color accuracy across global packaging standards, all while maintaining a strict path to market.

Development Stages:

  1. Audited the Brand Identity: Conducted a deep dive into the new brand guidelines and legacy designs to identify the most pressing requirements for the high-volume cartons.
  2. Standardized Requirements: Researched global requirements for retailers, procurement, and compliance to design to the "lowest common denominator," successfully reducing overall template counts and complexity.
  3. Optimized Color Strategy: Led color testing on calibrated presses, collaborating with prepress and procurement teams to develop a mix of 4-color and PMS swatches that maintained brand integrity while staying within budget.
  4. Internalized Design Systems: Took over the development of the Pet Proven system, refining the brand marks in-house to ensure they were production-ready and aligned with the physical packaging layout.
  5. Executed Market Launch: Directed the final press-run for the updated designs, including a validated contingency option to ensure a zero-fail release. It was a huge success.
  6. Scaled Regionally: Expanded the validated system into regional SKUs, adapting the core design to meet specific local requirements.

Outcome: We were able to solidify the new brand into its first external execution and met the requirements on the brief.

Digital Signage Transformation

Proposal: I proposed the purchase of a large volume of additional digital screens and to switch vendors for remote screen management to a leading cloud-based CMS for their ease of use and flexible cloud-based systems that could operate on consumer-grade streaming devices.

Context: Large in-branch print signage was costly, had long lead times, and required branch staff to install it, posing injury risks. Only a fraction of the branch network had digital signage, managed by a third party whose retainer only covered ad scheduling. With digital adoption incomplete, both digital and print signage had to be designed, offering no operational efficiencies. The high agency costs outweighed any potential savings, despite the bank’s KPIs for digital innovation.

Development Stages:

  1. Researched and purchased test devices for content streaming. Weighed the pros and cons between Google’s ChromeOS and Amazon’s remote device management for an ad hoc style solution.
  2. Received leadership alignment on the proposal and for purchase of digital screens and the streaming devices.
  3. Met with IT to address network stability and security for content streaming devices. We co-developed a plan to ensure all devices met internal security and compliance standards before deployment.
  4. Facilitated the purchase of digital screens and wall mounts after meeting with internal Vendor Management team.
  5. Developed global channels and schedules for product & initiatives, regional data, on-site mortgage and branch staff, and company-wide announcements.

Outcome: We achieved significant cost-savings while increasing operational agility.

Print Vendor Replacement

Proposal: I proposed that we quote every job with additional vendors to audit our current partnership.

Context:

  1. The current print vendor’s reaction time, costs, and quality control created challenges.
  2. Limited production insights led to added manual labor and higher expenses.
  3. Delays left little time to adjust, while poor print quality hurt the brand’s image.

Development Stages:

  1. Requested quotes from our current print vendor and additional vendors for our previous production runs.
  2. Divided print jobs between vendors to gauge production quality and service expertise.
  3. Announced to the vendors that our print business was accepting open bids.
  4. Gained alignment from leadership to make the shift to the clear winner of the group.

Outcome: We didn’t just switch vendors for ongoing projects—we moved our digital print storefront too. Quick quotes made it easier to test new ideas and cut costs, while a real partnership improved quality, brought industry expertise, and helped reduce manual work and expenses.

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