WBD / Bleacher Report
Key Art, Systems & Cultural Moments (2022–2025)
Art Direction, Design, Illustration
League-wide creative leadership across seasonal tentpoles, brand systems, and cultural extensions for NHL on TNT and Bleacher Report.
2023 Stanley Cup Playoffs
Key Art & Campaign Expression (Digital & Broadcast)
2023 winter classic
Key Art & Campaign Expression (Digital, Broadcast, & Event)
2024 Stanley Cup Playoffs
Key Art & Campaign Expression (Digital & Broadcast)
Systems Thinking: NHL Seasonal Branding at Scale
For multi-month NHL seasons, the work extended beyond individual key art moments. Visual systems were designed to support unknown matchups, evolving broadcast needs, and hundreds of downstream digital deliverables—often before final creative direction or partners were locked.
To align stakeholders early, motion-based mocks and system studies were used to demonstrate flexibility, hierarchy, and tone before full production
Motion mocks were used to define the seasonal visual language and demonstrate where the system could flex across matchups, digital, and broadcast needs before full rollout.
Once defined, the system scaled across the full NHL digital ecosystem—maintaining visual consistency while allowing matchup-specific variation.
The system was built to remain functional even as inputs evolved to help support mid-season changes, multiple contributors, and platform-specific requirements without requiring a full redesign.
Cultural Moments
Key Art (Digital & Broadcast), Merchandising, & Animation
Illustration & Apparel
Custom Products & Merchandise Lines
Creative Acts of Kindness:
Community Mural Initiative
This community mural project was self-initiated in early 2023 by three senior designers at Bleacher Report / Warner Bros. Discovery under the informal banner Creative Acts of Kindness, with the goal of using creative skills for direct community impact.
Located at Bushwick Houses in Brooklyn, the project focused on community engagement and neighborhood beautification through public art. Over nearly two years, the team coordinated approvals, funding, and logistics with local partners including the New York City Housing Authority, the Bushwick Gardens Housing Community Center, and city stakeholders, while collaborating with muralist Sally Rumble.
The mural culminated in a public paint day on November 4, timed to coincide with Election Day at a nearby polling site, bringing together residents, children, volunteers, and colleagues to help complete the work. For me, the project represented a rare opportunity to step outside traditional marketing objectives and contribute something tangible, collaborative, and lasting to the community where we worked.