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Washington State Department 
of Health

Launching Washington State’s first consumer awareness campaign for safe marijuana use. 

In 2025, GMMB Seattle’s creative team was tapped to help Washington State build it’s first consumer awareness campaign around marijuana since legalization in 2012. The launch of this statewide campaign would need several touch points to be successful in reaching our core audience (in-state residents, ages 21-35). In guiding our team, I knew our biggest challenge would be to deconstruct the heavily scientific and clinical language around safe use, into easy-to-remember, simple language. Just as important: ensuring our transcreated campaign for our Spanish speakers also achieved this goal. 

The end result? An down-to-earth campaign that didn’t come across as stuffy, judgy, or full of technical jargon around recreational substance use. We provided the Washington Department of Health with a complete suite of video, digital, and paid materials to ensure they had everything they needed to get their message out.




Made possible by:
Design: Matt Patton 
Writing: Eleanor Chen
PMs: Lindsay Waltz
Account: Scott Stroup
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Washington State Department 
of Health

Launching Washington State’s first consumer awareness campaign for safe marijuana use. 

In 2025, GMMB Seattle’s creative team was tapped to help Washington State build it’s first consumer awareness campaign around marijuana since legalization in 2012. The launch of this statewide campaign would need several touch points to be successful in reaching our core audience (in-state residents, ages 21-35). In guiding our team, I knew our biggest challenge would be to deconstruct the heavily scientific and clinical language around safe use, into easy-to-remember, simple language. Just as important: ensuring our transcreated campaign for our Spanish speakers also achieved this goal. 

The end result? An down-to-earth campaign that didn’t come across as stuffy, judgy, or full of technical jargon around recreational substance use. We provided the Washington Department of Health with a complete suite of video, digital, and paid materials to ensure they had everything they needed to get their message out.




Made possible by:
Design: Matt Patton 
Writing: Eleanor Chen
PMs: Lindsay Waltz
Account: Scott Stroup
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Devising a template strategy that optimized timelines, ability to scale, and a brand refresh. 

In the aftermath of a re-org, I was handed leadership for our owned channel creative. This came on the heels of the beginning of our brand refresh roll-out. It also came with my favorite business problem: customers were entrusting us with their hard earned money, which meant business was growing at a rapid pace. In this new landscape, I knew my first priority would be to re-invent how my creative team approached deliverables. The first problem to solve would be how to integrate our new brand refresh into our content. The second, of equal importance, was how to move away from the previous “on-off” approach to creative, into a template-based, scaleable system that allowed my team to quickly plug and play pre-built assets based on the brief. 

What resulted, in both lifecycle and our site, was a modular system that focused on optimizing for testing strategies, cutting down SLAs, and strengthening consistency of brand interactions with our customer. 





Shout-out to:
Design: Amy Spengler 
Writing: Joy Wood
PM: Tonja Schweintek 
Marketing Lead: Jenna Swalin
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Devising a template strategy that optimized timelines, ability to scale, and a brand refresh.  

In the aftermath of a re-org, I was handed leadership for our owned channel creative. This came on the heels of the beginning of our brand refresh roll-out. It also came with my favorite business problem: customers were entrusting us with their hard earned money, which meant business was growing at a rapid pace. In this new landscape, I knew my first priority would be to re-invent how my creative team approached deliverables. The first problem to solve would be how to integrate our new brand refresh into our content. The second, of equal importance, was how to move away from the previous “on-off” approach to creative, into a template-based, scaleable system that allowed my team to quickly plug and play pre-built assets based on the brief. 

What resulted, in both lifecycle and our site, was a modular system that focused on optimizing for testing strategies, cutting down SLAs, and strengthening consistency of brand interactions with our customer. 





Shout-out to:
Design: Amy Spengler 
Writing: Joy Wood
PM: Tonja Schweintek 
Marketing Lead: Jenna Swalin
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Thematic development for Seattle’s annual TEDx event.

From 2019-2021, I owned the creative development and experiential integration of each year’s speaker theme. To ensure a successful event, I worked closely with our speakers, marketing and fundraising team, and built an internal creative to develop creative and collaborate with a wide spectrum of vendors, through creative guidance, visual toolkits, and building content for social channels. 





Made possible by:
Design: Daria Naidenov 
Writing: Carolyn Emde
Photography: Mike Nakamura, Matt McDonald
Marketing Lead: Nick Hart
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Thematic development for Seattle’s annual TEDx event.

From 2019-2021, I owned the creative development and experiential integration of each year’s speaker theme. To ensure a successful event, I worked closely with our speakers, marketing and fundraising team, and built an internal creative to develop creative and collaborate with a wide spectrum of vendors, through creative guidance, visual toolkits, and building content for social channels. 





Made possible by:
Design: Daria Naidenov 
Writing: Carolyn Emde
Photography: Mike Nakamura, Matt McDonald
Marketing Lead: Nick Hart
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Brand-building and increasing scale on a shoestring budget.

MoneyGram has a unique advantage in the global remittance space: With over 80 years in the business, it’s earned a globally recognized name, built a physical presence across nearly half a million locations, and an easily recognizable logo, one that had become synonymous with trust.

As the Director of Performance Creative with a comedically small budget, I had two major hurdles to solve: A disjointed brand refresh, and a failing paid channels creative strategy. For the former; I knew I needed take their half-finished brand refresh and build a cohesive creative ecosystem across all customer touch-points, that could be templated, yet flexible, for consistency. For the ladder, I would have to tear down and rebuild the creative approaches, team structures and processes for our paid channels, in order to more quickly to expand market reach, reduce spends and increase engagement. 

Within three months, an optimized version of the existing brand refresh was successfully templated and integrated across all retail, owned channels, partnerships and paid. 

Within 6 months, I restructured previously cumbersome paid project timelines into two-week cross-team sprints. Along with this, through rigorously identifying and implementing efficiencies, eliminating redundancies, and training the team in the most versatile Ai tools and templates, our monthly output of paid creative increased by 300% and cut the average CAC across corridors in half.





Made possible by:
Design: Christoph Sagemuller, Gracie Brock
Writing: Isa Traverso
PMs: Megan Morris, Delaney McKay
Special mention: Danielle Cosco & Ludvig Alms
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Brand-building and increasing scale on a shoestring budget.

MoneyGram has a unique advantage in the global remittance space: With over 80 years in the business, it’s earned a globally recognized name, built a physical presence across nearly half a million locations, and an easily recognizable logo, one that had become synonymous with trust.

As the Director of Performance Creative with a comedically small budget, I had two major hurdles to solve: A disjointed brand refresh, and a failing paid channels creative strategy. For the former; I knew I needed take their half-finished brand refresh and build a cohesive creative ecosystem across all customer touch-points, that could be templated, yet flexible, for consistency. For the ladder, I would have to tear down and rebuild the creative approaches, team structures and processes for our paid channels, in order to more quickly to expand market reach, reduce spends and increase engagement. 

Within three months, an optimized version of the existing brand refresh was successfully templated and integrated across all retail, owned channels, partnerships and paid. 

Within 6 months, I restructured previously cumbersome paid project timelines into two-week cross-team sprints. Along with this, through rigorously identifying and implementing efficiencies, eliminating redundancies, and training the team in the most versatile Ai tools and templates, our monthly output of paid creative increased by 300% and cut the average CAC across corridors in half.





Made possible by:
Design: Christoph Sagemuller, Gracie Brock
Writing: Isa Traverso
PMs: Megan Morris, Delaney McKay
Special mention: Danielle Cosco & Ludvig Alms
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Prebys Foundation

Bringing San Diego’s first local innovation summit
to life.

At GMMB, I spearheaded the naming, material develop, and experiential design for Prebys Foundation’s inaugural WAVES Festival. The two-day, invite-only event featured visionary speakers, groundbreaking workshops, and immersive, hands-on experiences featuring business, academia, technology and AI, biomedicine, science and the military alongside voices from environmental, artistic, youth and cultural communities.
 Tasked with an incredibly ambitious timeline, our original scope was simply to name the event but with each step of the process, the client increasingly entrusted us to ensure quality creative, planning and anticipating any roadblocks or challenges. Within two months, the GMMB team was overseeing the entire scope of the event planning and creative needs.

And it was a great success! With over a 90% RSVP rate, the conference was met with full attendance, happy patrons, as well as received a plethora of news coverage celebrating the event.




Made possible by:
Design: Alex Gonzalez, Olivia Wiedel 
Writing: Lacey Gonzaelez, Eleanor Chen
PMs: Alana Goff
Account: Francis Bresnahan
Partner: Susan Feeney
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Prebys Foundation

Bringing San Diego’s first local innovation summit
to life.

At GMMB, I spearheaded the naming, material develop, and experiential design for Prebys Foundation’s inaugural WAVES Festival. The two-day, invite-only event featured visionary speakers, groundbreaking workshops, and immersive, hands-on experiences featuring business, academia, technology and AI, biomedicine, science and the military alongside voices from environmental, artistic, youth and cultural communities.
\nTasked with an incredibly ambitious timeline, our original scope was simply to name the event but with each step of the process, the client increasingly entrusted us to ensure quality creative, planning and anticipating any roadblocks or challenges. Within two months, the GMMB team was overseeing the entire scope of the event planning and creative needs.

And it was a great success! With over a 90% RSVP rate, the conference was met with full attendance, happy patrons, as well as received a plethora of news coverage celebrating the event.




Made possible by:
Design: Alex Gonzalez, Olivia Wiedel 
Writing: Lacey Gonzaelez, Eleanor Chen
PMs: Alana Goff
Account: Francis Bresnahan
Partner: Susan Feeney
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There’s many reasons you might be here. Whether it’s to build up an agency, an internal creative team, or pitch for new business, I can help you re-imagine how your brand puts its best foot forward, launch that next 360 campaign, optimize internal processes, or integrate new tools and standards that amplify how campaigns and content connects with your audience, you’ve landed in the right place.

Intrigued? I’ve put together a few sample case studies and creative projects below. 

Enjoy.","absoluteBoundingBox":{"x":561.942810058594,"y":96.0,"width":580.0,"height":359.0},"isolatedAbsoluteRenderBounds":{"x":562.234802246094,"y":100.44384765625,"width":576.538635253906,"height":213.64111328125},"relativeTransform":[[1.0,0.0,435.0],[0.0,1.0,0.0]],"size":{"x":580.0,"y":359.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"constraintValues":{"left":{"pixelOffset":255.342820897698,"sizeFraction":0.200000002980232},"top":{"pixelOffset":105.0,"sizeFraction":0.0}},"strokeAlign":"OUTSIDE","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"I’m glad you’ve made it.

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Intrigued? I’ve put together a few sample case studies and creative projects below. 

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