ART DIRECTION
Led the design and execution of a large-scale digital ad campaign for NI at the Austin Airport, creating video ads displayed in terminals, baggage claim, and escalators to target incoming event attendees. Managed the entire process from concept to completion, collaborating with a cross-functional team to ensure alignment with brand messaging and timely delivery, ultimately enhancing NI’s brand presence among a key audience.
Design of a trade show booth for NI following its acquisition by Emerson, integrating both sets of logos while maintaining brand consistency. My role involved ensuring a cohesive visual representation that respected the identity of both brands, seamlessly blending their elements into a unified design. Rsulting in a booth that effectively communicated the combined brand message to event attendees.
During the pandemic, I launched a fitness clothing line called Jeva Lab, where I managed all aspects of the business from initial concept to execution. I handled design and product development, creating an on-brand, high-quality fitness apparel collection that resonated with our audience. Alongside this, I directed photoshoots, planned and executed pop-up events, and managed all digital advertising efforts to build brand awareness and drive sales. I embraced the challenge of learning new skills while juggling multiple roles, from creative direction to logistics. My husband and I also started a popsicle company called BEVPOP during COVID. Although it didn’t last long, the experience taught me invaluable lessons about entrepreneurship, market dynamics, and adaptability. Through both ventures, I gained practical knowledge in branding, marketing, and business management, all of which have helped sharpen my creative and strategic approach. You win some, you lose some, but every experience counts!
We began with a clear goal: to create an effortless way for people to make gourmet drinks at home or on the go. All of our flavors were sourced from local farms, and we grew our own herbs, which were then infused into each popsicle to create a range of flavors that were both fresh and sustainable. The popsicles were designed to blend perfectly with sparkling water, soda, or alcoholic beverages like vodka, gin, or tequila, allowing for a versatile drinking experience. Challenges of Scaling While the product resonated well with local markets and small retailers, scaling became difficult due to the artisanal nature of our production and the perishable aspect of the product. We faced logistical challenges in terms of freezing, shipping, and preserving the quality of the ingredients over longer distances, which eventually limited our growth potential. Despite these hurdles, the learning experience was invaluable. As the co-founder and creative lead, I was responsible for all aspects of BevPop’s marketing and branding, which included: Brand Identity Creation: Designed a fresh, modern brand that reflected the fun, refreshing nature of the product while maintaining a sense of craft and locality. I created vibrant, eye-catching packaging that communicated the flavor, artisanal nature, and ease of use of BevPop mixers. I led photoshoots that captured the essence of the brand, highlighting the colorful popsicles, the fresh ingredients, and the effortless drink-making experience. I worked closely with photographers and stylists to create images that were used across social media, websites, and promotional materials. I developed a social media strategy that showcased the fun, vibrant lifestyle associated with BevPop, driving engagement and brand awareness. We created a community around BevPop through collaborations with local influencers, cocktail enthusiasts, and farmers' markets. In-Store Marketing: Designed point-of-sale displays, flyers, and event collateral for tastings and pop-up shops, ensuring that the BevPop brand stood out in local stores. Creativity Meets Business: Managing the creative side while being immersed in the day-to-day operations of a startup helped me sharpen my ability to merge creative vision with business strategy.
