WBD / Bleacher Report
Campaign Key Art, Systems & Cultural Moments (2022–2025)
Art Direction, Design, Illustration
Creative leadership across seasonal NHL tentpoles, brand systems, and cultural extensions for NHL on TNT and Bleacher Report.
Below: 2023 Stanley Cup Playoffs digital/broadcast campaign and supporting key art. 2023 Winter Classic digital/broadcast campaign, supporting key art, and event design. 2024 Stanley Cup Playoffs digital/broadcast campaign and supporting key art.
Systems Thinking: NHL Seasonal Branding at Scale
For multi-month NHL seasons, our campaigns needed to be extended beyond individual key art moments and assets. Visual systems I designed were made to support a changing matchup schedule, evolving broadcast needs, and hundreds of downstream digital deliverables week in and week out, often before final creative direction or partners were locked in.
To align stakeholders early, motion-based mocks and system studies were used to define the seasonal visual language and to demonstrate how the system could flex across matchups, digital, and broadcast needs before full production began.
Once defined, I would scale the system across the full NHL digital ecosystem to help maintain 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 creatives at Warner Bros. Discovery / Bleacer Report under the informal banner Creative Acts of Kindness, with the goal of using our 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 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 the usual marketing objectives and contribute something tangible, collaborative, and lasting to the community where we worked.