This reel encapsulates a journey of crafting customer-focused experiences that resonate with emotion, clarity, and purpose. It highlights the strategic alignment of design with business objectives, turning complex healthcare solutions into accessible and compelling stories. From concept to execution, every frame underscores my commitment to delivering high-value visual solutions on time and within budget.
Through collaboration with senior stakeholders and external agencies, this body of work reflects a deep understanding of my creative role in driving competitive advantage, championing innovation, and creating meaningful connections in the healthcare space.
Dive in and explore the synergy of creativity and strategy that has redefined how Philips Healthcare communicates with its audiences.
In less than 8 weeks from creative to execution, we created a campaign that resonated with both patients and physicians.
"Your Business. Your Patients. Our Relationship."
This video serves as a heartfelt and transparent message to our audience, emphasizing Philips’ dedication to supporting healthcare providers and their patients during challenging times.
The narrative underscores three core themes: acknowledgment, trust, and transformation. By acknowledging past challenges and reaffirming our commitment to quality and safety, we highlight our shared goal of delivering the best care for patients.
Through compelling visuals and a sincere tone, the video illustrates Philips’ transformation—showcasing advancements in Sleep and Respiratory Care, improvements in processes, and a stronger focus on quality and safety. It’s a message of partnership and progress, aimed at rebuilding trust and demonstrating that our daily actions are driven by the well-being of patients and the success of our healthcare partners.
The result is a thoughtful and optimistic piece that inspires confidence and reinforces our commitment to helping providers deliver better outcomes.
The logo for Liberation Libraries powerfully embodies the mission of building community and amplifying Black and Brown lived experiences through literature. At its core is an open book, symbolizing the accessibility and transformative power of stories. From the book's pages emerge three raised fists, a universal emblem of solidarity, empowerment, and resistance, reflecting the mission to elevate the voices of Black and Brown authors and communities.
The bold letters "MBK" anchor the design, connecting it to its purpose and origin. The logo’s black-and-white palette reinforces the gravity of the mission while maintaining a clean, professional aesthetic. Vibrant and intentional, the typography is strong yet approachable, reflecting a commitment to inclusivity and community-building.
This thoughtful design serves as a beacon for Cambridge residents, inviting them to explore and connect with the richness of Black and Brown stories. By fostering understanding, empathy, and unity across generations, the logo captures the Liberation Libraries’ vision of empowerment and growth through literature.
The Verb Agency and Vinciguerra Creative proudly earned a Silver ADDY® for their collaboration on the promotional campaign for the 42nd Annual Bluegrass Festival. The campaign’s highlight was a whimsical design featuring a festive frog perched on a mushroom, strumming a banjo. The promotional items included a glow-in-the-dark festival t-shirt, stickers, a “banjo froggie” coloring page for kids, and other fun merchandise. These creative elements captured the festival’s lively energy and enhanced the attendee experience.
The Wind Gap Bluegrass Festival is held annually in the small town of Wind Gap, nestled in the southeastern frontier of Pennsylvania’s Pocono Mountain Range. This area is renowned for its outdoor activities and serene natural beauty, providing a perfect setting for the festival. Each June, the town comes alive with the sounds of bluegrass music, the warmth of campfire stories, and the aromas of delicious back-country recipes prepared by “Deep Woods Chefs.”
Mountain View Park, the festival’s venue, offers free camping with a weekend ticket, including an overnight stay on Sunday. In addition to T-shirts selling out — so did their passes sold out weeks in advance! For more information on the Wind Gap Bluegrass Festival visit the festival’s official websiteor follow their social media channels.
To better compete with Cabela’s and Bass Pro Shops, Dick’s wanted to create its own destination-level retail brand that focused on hunters, anglers and campers – The Field & Stream Store.
In March 2013, I assembled a team of professionals including a strategic marketer, copywriters, art directors and designers to work closely with Dick’s brand managers and internal design department. Together we created the brand and value positioning,
tagline, loyalty program, circular program, and launched creative – including broadcast. It all came together in late August with the biggest, most successful, grand opening in Dick’s history.
Helmuts Strudel had been a beloved family-run business, serving its community with passion and tradition for over half a century. When the business was sold, the new owners sought to honor its rich history while bringing a modern, dynamic energy to the brand. They approached us with a vision: to “freshen up” Helmuts Strudel and infuse it with a bold, contemporary attitude that would appeal to both loyal customers and a new generation of fans.
We began by reimagining the logo, giving it a sleek, updated design that paid homage to the company’s heritage while signaling a vibrant new chapter. From there, we developed a cohesive suite of brand assets, including redesigned letterhead that felt fresh yet familiar, eye-catching product packaging that stood out on the shelves, and striking signage to make an immediate impression. This transformation ensured that Helmuts Strudel could retain its timeless charm while stepping confidently into the future.
The plastic surgery capabilities at UPMC include many divisions and hundreds of physicians. Challenged to break through the industry clutter of ads featuring physician photos or unbelievably perfect bodies, The branding and direct-response campaign that would unify the diverse departments and garner local and national attention. The resulting print and outdoor campaign is crisp, fresh … and ripe for awards.
WPS
Clista has firmly established itself as one of the most recognizable and respected brands for electrical contractors in the tristate area. Over the years, the company has built a stellar reputation for its unwavering commitment to quality, innovation, and excellence in the electrical contracting industry. With an impressive portfolio, Clista has collectively managed more than $8 billion in construction activity, demonstrating its capacity to handle projects of immense scale and complexity.
Their dedication to delivering exceptional results has not gone unnoticed, as they are consistently ranked among the nation’s top electrical contractors. This recognition is a testament to their expertise, reliability, and ability to adapt to the ever-evolving demands of the construction industry. From major commercial developments to cutting-edge industrial installations, Clista continues to set the standard, solidifying its position as a trusted partner and leader in the field.
We knew whatever design we came up with for the Homefront Series had to be as stimulating as the films and open forum debates they advertised. They had to echo the weight of the hard questions being asked about our country in these films and yet visually pay homage to Americana. As you can see, the product goes way beyond looking like a mere advertisement and strikes closer to something you’d want to frame and hang in your office.
We developed these print and outdoor campaigns, targeting businesses and consumers, using the health plan membership card as a symbol for the plan itself. The campaign messages include wellness programs, the UPMC network, and flexible plan options.
When an award winning photographer asks you to help with his creative reel, you don't think twice about the opportunity.
