Creative Direction and Production
I turn technical expertise into creative people can understand, trust, and act upon. Strategy remains visible in every visual, message, format, and production decision.
01. Creative Direction and Design
- Creative strategy
- Art direction
- Campaign concept development
- Brand identity application
- Visual systems
- Graphic design
- Print design
- Digital design
- Trade show design
- Brochure and leaflet design
- Canva
- Adobe Photoshop
- Adobe Illustrator
02. Video Production
- Video strategy
- Story development
- Creative planning
- Script development
- Storyboarding
- Production coordination
- Video editing
- Color grading
- Product storytelling
- Short form video
- DaVinci Resolve
- CapCut
03. Content and Copywriting
- Messaging development
- Technical storytelling
- Website content
- Case study development
- Press release writing
- Brochure content
- Email and newsletter content
- Social media content
- Product content
- Content calendar management
04. Campaign Creative
- Integrated campaign assets
- Product launch materials
- Sales enablement materials
- Distributor campaign materials
- Email campaign creative
- Landing page creative
- Trade show collateral
- Event materials
- Direct marketing materials
- Multichannel adaptation
A clear story customers can act on.
Technical products lose value when the story is unclear. I shape the message and direct the production so customers can recognize the problem, understand the solution, and know what to do next.I establish the concept, visual direction, hierarchy, and production standards for each project. The work ranges from brand systems and websites to brochures, trade show materials, campaign graphics, and sales tools.
I plan the story, organize the material, direct the visual sequence, and complete the edit. Product features become customer focused narratives that can support launches, sales conversations, websites, email, and social channels.
I translate complex engineering and business information into clear content for defined audiences. Website pages, case studies, press releases, brochures, newsletters, and social content remain accurate without becoming difficult to read.
I create connected assets for each campaign stage and audience. Engineers may need technical confidence, buyers need commercial clarity, and decision makers need evidence that the change protects operations and supports long term value.
How the work gets done.
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01
Clarify the Decision
I define the audience, business objective, desired action, and information required for confidence. This prevents creative work from becoming decoration without purpose.
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02
Find the Core Story
I identify the tension, customer risk, technical value, and strongest evidence. The story gives every format a consistent reason to exist.
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03
Build the Creative System
I develop the message and visual direction, then adapt both across the required formats. Each asset remains recognizable while serving a different stage or channel.
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04
Review and Deliver
I coordinate feedback, protect technical accuracy, and prepare final assets for their intended use. The work is delivered with clear naming, formats, and usage expectations.
Created brand, campaign, product, website, and sales materials across four industrial brands.
Built the ETI Controls website from the ground up to introduce PCB design, fabrication, assembly, and private label capabilities.
Produced the Snow Owl product video from story planning through editing and color grading.
Created the ETI product brochure for an international trade show in Amsterdam.
Created ETI FAB event materials that supported 30 RFQs and inquiries at the PMA trade show.
Managed an annual content calendar across websites, email, social media, events, and sales communication.