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CREATIVEDRIVE



GLOBAL TECHOLOGY AGENCY/STUDIO HYBRID


CREATIVE & VISUAL INNOVATION

I ran creative for in-house marketing dept for CreativeDrive, a global content & technology studio that merges digital innovation with creative excellence.

The company's proprietary AR/AI/VR/ML technology automates key steps in the content creation lifecycle, connecting a global ecosystem of brands, markets, retailers, and suppliers through an advanced network of on-premise content studios.

The overarching goal of my visual work for CreativeDrive was to unite a rapidly growing global entity into one look and one voice.

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CONTENT INNOVATION

Directed multi-platform creative initiatives including:
- Immersive brand experiences (NY Fashion Week, CommerceNext)
- Global naming convention systems
- Sonic identity development


BRAND DEVELOPMENT

- Built comprehensive brand guidelines maintaining creativity within structure
- Transformed social media presence through emotion-driven content strategy
- Developed go-to-market plans showcasing production capabilities

LEADERSHIP IMPACT

Directed visual design across all touchpoints
- Led high-profile event activations
- Unified brand voice across all communications channels
- Balanced data-driven analysis with intuitive creative development

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IDENTITY & BRAND BOOK




LOGO STILL & LOGO MOTION




BRAND BOOK





































PROMO REEL

NAMING ARCHITECTURE + IDENTITY SYSTEM

CREATIVEDRIVE: ARCHITECTING A LIVING BRAND SYSTEM


CHALLENGE:
CREATIVEDRIVE NEEDED A COHESIVE YET FLEXIBLE NAMING SYSTEM THAT COULD:

Unite a global network of creative studios
Maintain corporate clarity while fostering boutique agency feel
Scale effectively with company growth
Create distinctive identities for locations, practices, and products

SOLUTION:
Developed an integrated naming architecture anchored by the brand's signature 'd' icon that worked across multiple touchpoints:

LOCATION NAMING
CREATED A DUAL NAMING SYSTEM COMBINING PRECISION WITH PERSONALITY:

Functional: Street number + icon (d55, d3209)

Memorable: Location-inspired names (d55 the water, d3209 the lion) This allowed each studio to operate as a boutique creative agency while maintaining clear corporate connection.

PRACTICE NAMING
UNIFIED EIGHT GLOBAL PRACTICES UNDER THE 'D' SYSTEM:

plan’d (Strategy), create’d (Creative), d’igital (Interactive), etra’d’e (ecomm), d’lux (luxury/fashion), soun’d, culture’d (events+culture), d’iscovery (research/innovation)

PRODUCT NAMING
EXTENDED THE SYSTEM TO SAAS OFFERINGS:

Cora‘d’CGI, Tune’d, View’d

RESULTS
- Created an intuitive, scalable naming system
- Transformed corporate locations into distinctive creative spaces
- Built employee pride through insider identity (merchandise, branded spaces)
- Established memorable client touchpoints
- Developed a living brand system that grew with the organization





The naming conventions also lend themselves to very cool swag.

In essence,  I created an insider effect - psychology at work. The t-shirt with "d3209" (with that stylized d) worked on multiple levels:
  1. Created curiosity - it looks like a code or secret message
  2. Gave employees a sense of belonging - they're "in the know"
  3. Sparked conversations - people want to ask about it
  4. Functioned as subtle but intriguing branding
  5. Made employees feel special - they're part of something exclusive


SOCIAL MEDIA CONTENT



In 2018 CreativeDrive was gearing up for the launch of an online magazine, called AmazingHappenings.

My team started seeding a new hashtag for  #LayeredContent - branding the way CreativeDrive created content for its clients.

I implemented a three-way breakdown/schedule for our Instagram posts- we always post three images and we only post MON, WED and FRI.
MON-TUE - OUR WORK - we always post our projects and/or creative work from our 1500 creatives;

WED-THURS - WORK WE ADMIRE - we post work from creatives we value, contemporary or historical. 

FRI - SUN - THE WEEKEND POST - we post music or film or gallery art, that we recommend to our audience. 

BRAND FILMS



As Director of Branded Content for CREATIVEDRIVE, I developed and produced a vibrant series of documentary-style shorts that put faces and stories to our creative powerhouse. This content strategy served multiple purposes: showcasing our collaborative spirit, demonstrating our deep connections within the creative community, and highlighting the human talent behind our technological innovations.

The series featured intimate portraits of creators across various disciplines, from established artists pushing boundaries in digital spaces to emerging talents bringing fresh perspectives to traditional mediums. Through in-depth interviews and BTS glimpses into their creative processes, we transformed CREATIVEDRIVE's public image from that of a tech-focused agency into a nurturing creative ecosystem.

Each piece was carefully crafted to reveal not just the what, but the why of creative work. By highlighting our collaborations with distinctive artistic voices, we demonstrated CREATIVEDRIVE's commitment to supporting and amplifying creative vision rather than replacing it with technology. This approach resonated deeply with both potential clients and the broader creative community, positioning CREATIVEDRIVE as a partner in creativity rather than just a service provider.


The documentary series became a cornerstone of our content strategy, organically building trust and authenticity while showcasing the agency's capabilities through the lens of human stories. This approach proved particularly effective in demystifying our technological offerings by showing how real creators integrated them into their work to achieve extraordinary results.



THE DANCE CREW - KINGS OF SPANK

THE MUSIC LEGEND - GHOSTBUSTERS’ OWN RAY PARKER

THE AI EXPERT - NEAL CONLON

THE CREATIVE DIRECTOR - ECD FRANK TARTAGLIA

THE DESIGNER - JOSUE GARRO

THE MAKEUP ARTIST - MAHFUD

IN THE DRIVER SEAT - LIZ

IN THE DRIVER SEAT - BLAKE

IN THE DRIVER SEAT - ESTEFFANIA

WOMEN OF CREATIVEDRIVE

CREATIVEDRIVE REEL


CORA CGI AT CREATIVEDRIVE

BRAND DESIGN & LAUNCH CAMPAIGN

CORA ECOMM microsite.
CORA AUGMENTED REALITY microsite.



I led the brand development of CoraCGI, a groundbreaking platform born from the acquisition of Decora, a Brazilian imaging powerhouse specializing in CGI, AR, and VR for ecommerce. The challenge was to transform this powerful technology into a new SaaS product that would address a critical market shift: the growing demand for high-volume, high-quality content in digital commerce.

Working within CreativeDrive's brand architecture, I developed an identity system that visually connected CoraCGI to its parent company while establishing its own distinctive presence. The logo design and visual language were carefully crafted to reflect this relationship, emphasizing both heritage and innovation.

The tagline I wrote – "Perfected Reality" – speaks directly to CoraCGI's core capability: delivering optimized images that brands and retailers can seamlessly adapt across any design style, background, or digital environment – from existing ecommerce sites to emerging VR and AR applications. This versatility was central to our brand story and formed the foundation of our launch campaign.

SCOPE OF WORK:

- Strategic brand identity development aligned with parent company
- Logo design and comprehensive visual language system
- Creative direction for pre-launch teaser campaign across social channels
- Website design and UI
- Marketing collateral and experiential design for CommerceNext NYC activation

This project demonstrates how strategic branding can bridge technological innovation with market needs. Through thoughtful design choices and clear messaging, we positioned CoraCGI as an essential tool for brands navigating the future of digital commerce.

IDENTITY - LOGO + TAGLINE

PRE-LAUNCH, SOCIAL MEDIA TEASER CAMPAIGN


For this campaign, I developed a two-phase social media strategy centered around the tagline "Perfected Reality."

Rather than focusing solely on the technical capabilities of the VR/AR/XR content creation platform, I chose to explore the emotional and philosophical dimensions of reality, perception, and the role of technology in creative expression.

The teaser phase of the campaign used nostalgic stop-motion animation techniques inspired by classic Czech cinema. This creative approach was intentional - by evoking a sense of handcrafted artistry, I aimed to reassure the target creative audience that CREATIVEDRIVE's high-tech tools were not a threat to their livelihoods, but rather an enhancement and extension of their skills.

Through a series of thought-provoking taglines -
"WHAT IS REAL? WHAT YOU SEE? OR WHAT YOU FEEL?" and

"WHAT IS REAL? WHAT YOU KNOW TO BE TRUE? OR WHAT YOU BELIEVE IN?"

- I sought to spark curiosity and emotion rather than simply listing product features. This limbic system-driven strategy was designed to build anticipation and connection ahead of the full product launch.

Throughout the campaign, my role involved not only concepting the creative direction but also hands-on execution of the stop-motion animations and accompanying soundtrack.





THE CORA LOGO WAS FIRST SEEN AS A PART OF SOCIAL MEDIA TEASER CAMPAIGN (in red above), BEFORE THE OFFICIAL PRODUCT LAUNCH AT COMMERCE NEXT AND THE BIG SHOW TRADE EVENTS IN NYC.

BRAND FILM






PRE-LAUNCH PROMO CONTENT


I wrote the screenplay for the brand launch film and worked with our film production house on its creation.






WEBSITE FRONTEND DESIGN



The CORA SaaS microsite was designed to be intentionally clean, concise, and focused, allowing potential buyers to immediately grasp the product’s key capabilities at a glance.










WEBSITE & SOCIAL CONTENT


The CORA SaaS microsite includes a set of brand films designed with a clear, refined aesthetic. Each film captures essential product features in a streamlined, engaging way, allowing potential buyers to experience its unique strengths and benefits in seconds.

AMAZING HAPPENINGS DIGITAL MAGAZINE




AMAZING HAPPENINGS was to be launched as CreativeDrive’s online magazine.

I oversaw the visual design of the magazine/blog, and worked closely with our digital team in Costa Rica to manage wireframing and navigational structure.

The goal behind the magazine and behind its editorial and visual look was to alleviate the creative community’s fear of techology and also their apprehension  of the studio’s adoption of more technology. In short - to humanize its face to the world and its commitment to creativity, creators, and their livelihood.

Full breakdown of content strategy below images.


+ HOME PAGE TEMPLATE +


+ MONTHLY THEME TEMPLATE+

+ TECHNOLOGY SECTION TEMPLATE +

+ CULTURE SECTION TEMPLATE +



+ CREATORS SECTION TEMPLATE +

+ EVENTS SECTION TEMPLATE +


+ OBSESSIONS SECTION TEMPLATE +

AMAZING HAPPENINGS CONTENT STRATEGY



MAGAZINE STRUCTURE:

  • Each monthly issue/theme will have a set number of 18 main articles:
    • 2 Conversations (in-depth interviews)
    • 4 Creative Spotlights
    • 4 "People We Admire" (curated articles)
    • 4 Culture articles
    • 4 Technology articles


  • Content outside the 18 main articles (Obsessions, No Comment, Coffee Links, Proverbs) will not be constrained by the monthly limits
  • Navigation will be primarily text-based within the content, with category/section tags that link to filtered views
  • The homepage will have a layered design with a "Light" section for branding, a "Theme" section highlighting the current focus, and a scrollable content "Feed"

CONTENT THEMES:

  • Monthly themes will drive the content, with a mix of evergreen and timely articles
  • Consistent sections/features across issues:
    • Creators (Conversations, Innovators, People We Admire)
    • Our Culture (Behind the Drive, Ways of Life, Ways to Create)
    • Entertainment
    • Technology
    • Special features like "No Comment" videos, "Coffee Links", and "Proverbs"
  • Each issue will have a call-to-action, expandable content, "Escape the Matrix" section, and dispersed quotes


This comprehensive magazine concept with its structured content plan, innovative navigation, and thematic approach was well-suited to position AMAZING HAPPENINGS as a thoughtful, visually engaging, and useful resource for the creative community. The focus on featuring diverse creators, behind-the-scenes of CreativeDrive, and a blend of entertainment and technology content aligned well with my broad CreativeDrive content strategy.




AMAZING HAPPENINGS UI/UX DESIGN




THE CHALLENGE


As the creative lead for CreativeDrive's new online publication AMAZING HAPPENINGS, I was responsible for conceptualizing the magazine, curating the content, designing the user experience, and developing the overall content strategy. The key objectives were to:


1. Humanize CreativeDrive's technological capabilities and position the company as a supportive partner for creatives.

2. Forge stronger connections with the creative community by providing a platform for diverse voices, perspectives, and forms of expression.

3. Establish AMAZING HAPPENINGS as a go-to resource for creative inspiration, thought leadership, and insider insights.


MY APPROACH


To meet these objectives, I took a user-centric, editorial-driven approach to the magazine's design and content strategy. I collaborated closely with the digital, editorial, and marketing teams to develop a comprehensive vision for the publication.


CONCEPTUAL DEVELOPMENT & CONTENT CURATION



At the core of the magazine was a themed, issue-based structure that I conceptualized. Each month would have a distinct editorial theme that would guide the selection and curation of content. This allowed for a cohesive, immersive reading experience while also providing flexibility to cover a diverse range of creative disciplines and perspectives.


INFORMATION ARCHITECTURE & WIREFRAMING



To support the themed approach, I designed a navigational structure centered around three primary content pillars: Creators, Culture, and Technology. Within each pillar, there were specific content types and sections, such as Conversations (in-depth interviews), Creative Spotlights, and "People We Admire" (curated articles).

Rather than relying on traditional tab-based navigation, I opted for a more seamless, text-based approach. Category tags and section links were integrated directly into the content, allowing readers to easily discover related articles and explore the magazine's breadth of coverage. I wireframed these user flows and information architecture to validate the concept.


VISUAL DESIGN & CONTENT STRATEGY



The visual identity of AMAZING HAPPENINGS was crafted to be visually striking, editorial-forward, and highly responsive. The homepage used a layered design with a prominent "Light" section for branding, a "Theme" section highlighting the current focus, and a scrollable content "Feed."

Throughout the magazine, I employed a versatile grid system, bold typography, and dynamic image treatments to create a cohesive yet flexible aesthetic. This allowed the design to adapt to the diverse range of content, from long-form feature articles to short-form "No Comment" videos.

Storytelling was a key consideration in my content strategy, with dispersed quotes, calls-to-action, and expandable content sections woven throughout to enhance the reading experience and spark further engagement.


OUTCOME & IMPACT


The launch of AMAZING HAPPENINGS was a critical milestone in CreativeDrive's efforts to position itself as a leader in the creative technology space. The magazine's thoughtful design, user-friendly navigation, and compelling content helped to humanize the brand and forge stronger connections with the global creative community.

Over its first year*, AMAZING HAPPENINGS saw steady growth in readership and engagement, establishing it as a go-to resource for creative inspiration and insights. The magazine's unique blend of creator profiles, cultural exploration, and technology deep-dives resonated with its target audience, solidifying CreativeDrive's reputation as a trusted partner and advocate for the creative community.

*please note that CreativeDrive was acquired by Accenture in 2020 and all of its sites were subsumed under AccentureSong, which prioritized different goals.

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