I led the spatial creative direction for CarMax’s national store evolution, translating brand strategy into environmental design systems across 250+ retail, auction, and reconditioning locations. Working cross-functionally with architects and vendors, I developed scalable graphics, dimensional installations, and wayfinding that ensured brand consistency at a massive footprint. Driven by the insight that the physical environment is a critical trust-building touchpoint, I focused on creating intuitive spaces that modernized the brand while maintaining the operational rigor required for high-volume national execution.

For Bold River, a government services firm, I developed a complete brand identity designed to disrupt a safe, crowded market while maintaining procurement-level credibility. The work spanned strategy through execution, including the logo, typography, and color systems. The strategic challenge was defining "bold" for a risk-averse audience. I created a visual language of forward momentum and natural authority that stands out distinctively in an industry dominated by navy and gray.

For Hairy Hound Dog Training, I developed a logo centered on approachable authority, featuring a custom-sketched illustration of the owner's beloved dog. This pet was the original inspiration for the business, and incorporating his likeness ensured the brand felt personal and authentic from the start. Since training can be intimidating for new owners, the mark communicates expertise without the stiffness of a corporate identity. The result is a welcoming visual system that works across digital and print applications.

For CarMax’s Pride initiative, I directed and executed an external ad focused on sincere community recognition over performative allyship. Moving beyond 'rainbow-filtered' assets, I developed a visual language that felt intentional and warm, speaking directly to the brand’s core values. This approach successfully navigated a high-stakes cultural moment, demonstrating how strategic brand stewardship can show up authentically for LGBTQ+ audiences and allies in a single, high-impact execution.