Creative Direction

I have worked in the creative industry for the past decade, developing a robust repertoire in photography, cinematic film, compelling brand strategy, and community-informed programming. My eye is keen for all things experiential branding. My consulting work is a constant response to place, and my aim is to build authentic brand affinity through digital and physical experiences. By pulling the back the curtain on the brand essence, I create strategy, assets and experiences that ultimately work to build deep consumer trust, and bring us closer together.

ALL WAYS GATHERING

Special performance with NYC-based duo.

Featuring healing instruments gathered from around the world, All Ways performed an intimate concert in the suite of The LINE DC for both guests and the local community. The event began with a smudging and energy clearing, and guests were led through a musical journey of mantric and heart-centered songs.

The morning after, All Ways offered a sound bath for guests and community.

MAKER MALL

Special event at The LINE DC

Earning a guest list of over 400 attendees, the Maker Mall featured 17 local vendors who sold goods alongside entertainment from three rotating DJs. Hosted by Chicago-based Refine Collective in partnership with The LINE, the event also boosted sales in the restaurant from 75 guaranteed covers to 120 covers, and sales averaged $3k more than average for the targeted dining period.

SOKA TRIBE X OUTDOOR VOICES

Hosted collaboration between DC-local dance exercise group, Soka Tribe, who specialize in teaching Trinidadian dance techniques and Outdoor Voices, a special dance event was hosted on the roof of The LINE DC, free to the DC community to attend. With over 100 participants the rooftop was full, and the event gained great social media engagement for all three brands. Attendees were offered a free cocktail at the hotel restaurant, encouraging engagement with the hotel property to build brand affinity.

GONG BATH

residency at The LINE DC

Monthly wellness programming offered for both guests of The LINE Hotel and the surrounding community, the gong bath was led by local experiential artist, Naoko Wowsugi and was open to all to attend for free.

AURA AURA

Residency at The LINE DC

Eileen Lee of Aura Aura set up shop for three days in the hotel lobby to capture guests’ aura photos and was interviewed on The LINE’s in-house radio show, Here Here to speak about her craft. Eileen returned twice again for different seasonal residencies, and is scheduled for annual visits making The LINE her DC location for her large and dedicated following.

The Natural Dye Project

Blue Light Junction, a Baltimore-based natural dye collective planted dye-producing crops on the hotel’s green rooftop. At the conclusion of the summer season, a workshop was offered to staff to participate in dyeing handkerchiefs with food scraps from No Goodbyes and the garden-grown dye led by BLJ. The handkerchiefs were incorporated into the staff uniforms and gifted as amenities to creative guests.

Cherry Bombe

Styling of cover issues #4, #15, #19

Commissioned to style and produce the cover shoots for several Cherry Bombe covers.

Maydan

Website redesign, content strategy, content creation

Working with the Maydan team for about two years from the opening of the restaurant through their earning of a Michelin Star, we developed a new website that created better UX and added features like reservations, a strong visual identity on social media, and several content threads including “My Favorite Bite” a video segment featuring Maydan staff putting together a bite based on the Middle Eastern, family-style-served menu.

Bob’s Dance Shop

Flash mob dance hosted at No Goodbyes

On tour with Soffi Tucker, The Bobs created and performed a flash mob dance in the restaurant space of the hotel with the local DC community.

Put Down the Phone Club

An analog-recorded, phone-less dance party, hosted in collaboration with several local restaurants in DC and featuring different DJs.

The Last of the Summer Strawberries

Nationally-sold Dolcezza Gelato partnered with No Goodbyes in the fall to create a limited edition flavor, sold exclusively by The LINE hotel and available at No Goodbyes restaurant. The flavor incorporated Chef Opie’s locally sourced, honey-preserved, ember-roasted strawberries from the summer’s yield, and was developed into a flavor by gelato maker, Robb Duncan. A collaborative social media campaign was developed around the launch of the flavor and interest sustained until the batch was fully sold out.