SITUATION

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


TASK

Create a scalable naming system that could unify CreativeDrive’s expanding global footprint - without sacrificing local personality or creative edge. The system had to align with the brand’s corporate identity, support cross-functional clarity, and flex across locations, service lines, and digital products - all while feeling boutique, not bureaucratic.


ACTION

I 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:

Tune’d, View’d



RESULT

The new system turned CreativeDrive into a linguistically unified, culturally expressive brand.

It scaled across continents, departments, and product launches. And it helped employees, clients, and partners understand what CreativeDrive was - and where they belonged within it.

SITUATION

CreativeDrive was known for speed, automation, and scale - but lacked warmth. Clients saw machinery. Creatives saw a faceless vendor. The challenge: humanize a content-tech powerhouse before it alienated the very talent and partners it needed most.


TASK

Create a visual storytelling system that reintroduced CreativeDrive as a place of collaboration, creativity, and cultural empathy - without hiding its tech-forward DNA.

ACTION

I developed and directed a long-form content strategy built around documentary-style short films - crafted to spotlight the people behind the process, not just the output. This included:

• Intimate portraits of creators across disciplines: motion designers, photographers, sound artists, even in-house teams
• Narratives structured to explore not just what they made, but why they made it
• BTS content that revealed how our proprietary tools (CGI, AR, ML, SaaS platforms) actually empowered creativity, not replaced it
• A hybrid tone: high-production polish blended with lo-fi vulnerability - mirroring the balance between engineered tech and raw artistry

This wasn’t just brand comms - it was perception engineering. The series worked as external marketing, internal culture-building, and recruitment positioning all at once.


RESULT

The films became a cornerstone of CreativeDrive’s brand ecosystem - earning trust from creatives, attracting top talent, and helping potential clients see the tech not as cold automation, but as creative augmentation. It reshaped the company's public identity: from faceless scale to human-scale intelligence.

SITUATION

CreativeDrive was preparing to launch its editorial platform, Amazing Happenings, but its existing social media presence lacked direction. Despite a global network of 1500 creatives, the company had no distinct voice or rhythm online - no signal to the industry that it stood for something beyond output.


TASK

Design a branded content system for social media that could:

• Signal CreativeDrive’s cultural intelligence and taste
• Showcase internal talent without feeling self-congratulatory
• Bridge the gap between tech platform and creative community
• Seed the brand philosophy behind Amazing Happenings before launch

ACTION

I developed a social content strategy anchored in rhythm, restraint, and meaning.

Core to the system was the idea of #LayeredContent - CreativeDrive’s philosophy that great content blends people, process, and tech.

I implemented a strict three-times-a-week posting schedule (Mon/Wed/Fri), with content grouped into three distinct lanes:

Mon–Tues: OUR WORK

→ Highlighted in-house creative from our global studio network
→ Showcased campaign work, motion pieces, experimental formats
→ Repositioned CreativeDrive as not just a vendor, but a creative force

Wed–Thurs: WORK WE ADMIRE

→ Curated culturally significant work—contemporary or historical
→ Signaled taste, reference depth, and respect for creative lineage
→ Created industry trust and peer recognition

Fri–Sun: WEEKEND POST

→ Music, film, gallery picks—culture recs from our team
→ Positioned the brand as plugged in, not just productive
→ Humanized the brand voice and boosted engagement

---

To unify the system and extend our brand philosophy into the social space, we deployed #LayeredContent as a hashtag we could own. Applied across captions, campaigns, and editorial previews, it turned CreativeDrive’s posting cadence into an ecosystem with voice and intent.


RESULT

In the first month, the system increased CreativeDrive’s following by over 10K. But more importantly, it reframed perception: from silent content factory to culturally fluent creative engine.

This strategy laid the groundwork for the Amazing Happenings magazine launch and helped attract major clients (Victoria’s Secret, Tom Ford, Lululemon) who connected with the brand’s new tone, taste, and consistency.

CORA ECOMM microsite.
CORA AUGMENTED REALITY microsite.

PRE-LAUNCH, SOCIAL MEDIA TEASER CAMPAIGN

Brand strategy, visual identity, messaging, campaign launch

SITUATION

I led the brand development of CoraCGI, a platform born from CreativeDrive’s acquisition of Decora - a Brazilian imaging powerhouse specializing in CGI, AR, and VR for ecommerce.

The challenge: transform this powerful but technical engine into a new SaaS product that could meet a growing demand in the market - high-volume, high-quality content for digital commerce at scale.


TASK

Position CoraCGI as an essential creative tech brand within CreativeDrive’s larger portfolio. Build a full identity system that could speak to both its technical sophistication and its commercial relevance - while retaining visual alignment with the parent company.

ACTION

Working within CreativeDrive’s brand architecture, I developed:

• A brand identity system that visually connected CoraCGI to its parent while establishing a distinctive new presence
• A logo and visual language that emphasized the dual nature of the brand - heritage and innovation
• The tagline ‘Perfected Reality’, capturing CoraCGI’s unique value: delivering optimized imagery that can flex across ecommerce, AR, VR, and whatever comes next
• Full creative direction for the pre-launch teaser campaign across social
• UI design for the product website
• Marketing and experiential collateral for the CommerceNext NYC launch activation

RESULT

Through sharp brand positioning and clear creative execution, we launched CoraCGI as more than a tech rebrand - we defined it as a solution for the future of digital commerce. The brand narrative bridged complex technology with market needs, helping retailers understand CoraCGI not just as a tool, but as a category leader in scalable content innovation.

A motion-first teaser campaign exploring the emotional territory of digital reality through handcrafted visuals and existential prompts.
Role: Creative Direction, Animation Concept, Messaging
Medium: Stop-motion, Social Content, Micro-campaign

I thought of this as the short film version of the brand itself.


SITUATION

As part of the brand launch for CoraCGI, CreativeDrive’s new CGI/AR/VR content platform, I was tasked with developing a pre-launch social campaign. The goal wasn’t to explain the tech - it was to spark curiosity, build emotional resonance, and earn credibility with a skeptical creative audience before launch.


TASK

Create a teaser campaign that would speak directly to creators - designers, art directors, visual storytellers - and ease anxieties around automation by repositioning high-tech tools as extensions of their artistry, not threats to it.

ACTION

I developed a two-phase social media strategy built around the tagline ‘Perfected Reality.’ Rather than lead with features, I reframed the message around philosophical and emotional questions: what is real, what is felt, what is believed.

The campaign used:

• Stop-motion animations inspired by Czech cinema, chosen for their handcrafted, nostalgic quality - a deliberate contrast to the digital slickness of the product itself
• Thought-provoking lines like:

‘WHAT IS REAL? WHAT YOU SEE? OR WHAT YOU FEEL?’

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


This approach activated the limbic system - prioritizing mood and meaning over product specs - and signaled that this was a tool for artists, not just for enterprise teams.

My role included full creative direction, messaging, and hands-on execution of visual assets across campaign rollout.


RESULT

The campaign generated anticipation and emotional buy-in from the creative audience before the product was even live. By centering human perception over tech features, we laid the groundwork for a values-driven launch - one that positioned CoraCGI as a collaborator in creativity, not a disruptor.

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

SITUATION

CoraCGI needed a microsite that could introduce a highly technical SaaS product to a commerce audience with limited attention spans.


TASK

Design site content that distilled the platform’s complex capabilities into an instantly understandable, buyer-friendly narrative.

ACTION

Structured and wrote the site to be visually minimal and verbally precise - clear headlines, concise copy blocks, and strategically placed feature callouts to surface key capabilities without overwhelming the user.


RESULT

Created a site experience that allowed prospective buyers to understand CoraCGI’s value proposition at a glance -reducing cognitive load, increasing clarity, and aligning the brand’s online presence with its premium, innovation-led positioning.

SITUATION

CoraCGI needed to convey a complex SaaS product’s capabilities to time-pressed ecommerce decision-makers.


TASK

Create brand film content that could communicate key features quickly while reinforcing the brand’s premium positioning.

ACTION

Produced a series of short, refined brand films with a clean visual style - distilling each feature into a streamlined, high-impact narrative designed for rapid comprehension and engagement.


RESULT

Enabled potential buyers to grasp CoraCGI’s unique strengths in seconds, increasing clarity and memorability while aligning with the brand’s innovation-led image.

AMAZING HAPPENINGS was 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.

SITUATION

CreativeDrive needed a way to humanize its advanced production capabilities and build relevance with the creative community. The solution had to be editorial, experience-driven, and scalable - something that could speak to creators, clients, and internal teams alike.



TASK

As Creative Lead, I was responsible for launching an original online magazine that would:

• Shift perception of CreativeDrive from production vendor to cultural partner
• Amplify diverse creative voices across industries and disciplines
• Establish an owned editorial platform that balanced brand storytelling with audience value

ACTION

EDITORIAL STRUCTURE

I built a fixed, monthly content model of 18 feature pieces per issue, structured to encourage discovery and rhythm:

• 2 Conversations (in-depth interviews)
• 4 Creative Spotlights
• 4 'People We Admire' (curated profiles)
• 4 Culture articles
• 4 Technology articles

Recurring features like No Comment (video essays), Coffee Links (curated finds), and Proverbs (standalone quotes) added editorial flexibility and tonal variety.

Each issue was centered around a unifying theme, driving narrative cohesion across categories.

INFORMATION ARCHITECTURE & UX

I designed the content structure around three primary pillars:

• Creators (Conversations, Innovators, People We Admire)
• Culture (Ways of Life, Ways to Create, Behind the Drive)
• Technology (Trends, Tools, Speculation)

Navigation avoided heavy menus in favor of inline tagging and section-based browsing, allowing users to move laterally through content without dead ends. Every decision prioritized readability, curiosity, and flow.

I created wireframes and user flows to test the concept and collaborated across editorial, design, and dev teams to align on implementation.

VISUAL DESIGN & TONE

The magazine's identity was editorial-forward, bold but approachable. Key UI elements:

• A layered homepage split into three zones:
• Light: for brand voice and top-level framing
• Theme: spotlighting the issue’s narrative arc
• Feed: a scrollable stream of rich content
• A flexible grid system built for both longform and shortform content
• Dynamic image treatments and bold typography
• Strategic use of CTAs, quotes, and expandable modules to guide engagement without overwhelming the reader

The tone was designed to be smart, inclusive, and anti-jargon - speaking to the creative community without pandering.



RESULT

AMAZING HAPPENINGS launched as a flagship editorial property and helped reposition CreativeDrive as a culturally fluent, creator-first brand.

It drove internal alignment around voice and mission, grew external engagement steadily over its first year*, and set a new standard for how CreativeDrive could tell its own story - not just produce others'.