Portfolio
Digital & Social Media Campaign | Bom Brazil
During my final semester at Texas Tech, I developed a comprehensive digital and social media campaign for Bom Brazil, a local business in Lubbock. My goal was to enhance their brand awareness and strengthen their digital presence.
The project began with a full audit of their existing online presence, identifying opportunities for improvement. From there, I executed a strategic campaign that included:
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Developing a detailed audience persona to refine targeting strategies
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Crafting a fresh, engaging slogan to resonate with their audience
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Establishing a cohesive brand identity across social media platforms
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Implementing Google Search Ads to drive visibility
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Designing and developing a brand-new website tailored to their target audience’s needs
This project reinforced my skills in brand strategy, digital marketing, and creative execution. Seeing my work directly contribute to a local business’s growth was incredibly rewarding. Check out my Bom Brazil website mockup below, and explore their current website via their logo link.
Integrated Advertising Campaign | LHUCA
As part of Texas Tech’s capstone Advertising Campaigns course, I worked as the Account Manager for my team, CG LAB, leading a collaborative effort to develop a full-scale advertising campaign for the Louise Hopkins Underwood Center for the Arts (LHUCA). This nonprofit arts center in Lubbock struggled with brand awareness and battled the misconception that Lubbock lacks a thriving creative scene.
Our team worked throughout the semester to craft a strategic campaign that positioned LHUCA as a cultural hub and strengthened its presence within the community. Key components of our approach included:
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Conducting in-depth research and audience analysis to identify awareness gaps
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Developing a cohesive brand messaging strategy to highlight LHUCA’s role in the arts scene
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Creating targeted promotional strategies for First Friday Art Trail (FFAT)—LHUCA’s most successful monthly event—to ensure attendees recognized LHUCA as the host
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Presenting a fully developed campaign pitch to LHUCA in May 2023
Seeing our ideas come to life at FFAT has been incredibly rewarding, knowing our work has contributed to LHUCA’s visibility and engagement within the Lubbock community.
Hub City Student Advertising Competition | Market Street
This competition pushed my creativity, strategic thinking, and ability to execute under pressure—essential skills in the fast-paced advertising industry.
Starting at 8 AM, I joined students from across West Texas and was placed in a small team to tackle a real-world advertising challenge. Representatives from The United Family—including the Director of Marketing, Manager of Digital Engagement, and Director of Digital and Loyalty Marketing—tasked us with developing a campaign to effectively target men and women (ages 18-24) in cities where Market Street operates.
We worked out of a local agency in Lubbock, where my team and I spent the day developing a fully integrated campaign. In just a few hours, we:
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Conducted rapid audience research to refine our targeting approach
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Developed a multi-channel marketing strategy to engage young consumers
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Designed creative executions that aligned with the brand’s objectives
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Built and delivered a compelling five-minute pitch to The United Family's marketing team
Result: SECOND PLACE
This competition reinforced my ability to think on my feet, collaborate under tight deadlines, and develop innovative, results-driven marketing strategies—all of which are critical in the advertising industry. It was an invaluable experience, and I thrived in the challenge of creating impactful work under pressure.
Graphic Design & Branding | ALBQ Heights Music Festival
As a passionate music festival fan, I wanted to bring my creative vision to life by designing a fictional festival concept—ALBQ Heights Music Festival. This project allowed me to showcase my skills in Adobe InDesign, Illustrator, and Photoshop, from layout design to branding execution.
ALBQ Heights is imagined as a three-day festival in Albuquerque, New Mexico, bringing a much-needed annual music event to the state’s largest city. Inspired by the vivid sunsets I grew up watching, I developed a bold, warm-toned color scheme that reflects the energy of the desert landscape.
Key design elements include:
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Festival lineup graphics designed in InDesign to mirror the aesthetic of real-world festival posters
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Custom typography and layout built in Illustrator to establish a cohesive visual identity
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Sponsor logo integrations and final design enhancements polished in Photoshop for a professional, print-ready look
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The lineup? Completely biased. A mix of personal favorites and placeholders—because who wouldn’t want to see Tate McRae and Taylor Swift on the same weekend?
This project was an exciting exercise in branding, digital design, and visual storytelling, reinforcing my ability to craft compelling festival branding from concept to execution.
Branding & Concept Development | Regular Fix CoffeeBar
Regular Fix CoffeeBar is a conceptual brand I created to merge the energy of a daytime café with the ambiance of a nighttime cocktail bar. Inspired by the daily ritual of getting your "regular fix" of caffeine, this brand was designed to cater to on-the-go professionals, creatives, and coffee lovers who want a space that evolves with their day.
This branding project allowed me to bring a full business concept to life, focusing on:
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Logo and brand identity design in Illustrator, ensuring a sleek yet inviting aesthetic
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Branded collateral, including business cards, letterheads, and merchandise, designed in InDesign
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A modern, industrial-inspired brand style, ideal for a downtown, city-centric location
Regular Fix CoffeeBar offers traditional espresso drinks by day and coffee-inspired cocktails by night, featuring menu items like espresso martinis, spiked cold brew, and craft coffee beverages. The concept blends functionality and experience, providing a space where customers can work remotely, meet friends, or unwind with a drink.
Through this project, I refined my skills in branding, visual identity design, and Adobe Creative Suite, all while crafting a cohesive and marketable business concept.
Strategic Rebrand | Urban Bricks
Urban Bricks Lubbock faced a significant challenge: lack of brand awareness. To address this, my team and I conducted extensive consumer research, including surveys, focus groups, and interviews, to uncover key insights that would help reposition the brand.
Key Finding: 86.17% of our target audience had never eaten at Urban Bricks Lubbock. The solution was clear—elevate brand awareness and refine messaging to attract new customers.
Solution: We developed the campaign insight "A Slice of Brickin' Goodness," a bold and engaging message that emphasized Urban Bricks’ fresh, customizable pizza experience.
Our campaign approach included:
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Situation Analysis – Identified market gaps and challenges
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Secondary Research – Analyzed industry trends and competitors
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Primary Research – Conducted surveys, focus groups, and interviews
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Creative Strategy – Developed targeted messaging and brand positioning
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Creative Execution – Designed supporting branding materials
This project sharpened my strategic thinking, consumer insight analysis, and campaign development skills. Collaborating with a talented team to bring this concept to life was an invaluable experience.
