Creative Direction + StrategY
I develop creative concepts and communications strategies that connect ideas to people. My work spans creative direction, storytelling, visual identity, editorial strategy, and campaign development—from shaping an initial concept to guiding collaborators and bringing the final work to life.
2025 Annual Report — Roots and Branches
What i shaped
I led the creative and editorial direction for Soul Fire Farm’s 2025 annual report, developing the “Roots and Branches” theme to reflect the interconnectedness of the organization’s work, community, and values. I shaped the report’s visual and narrative direction, coordinated contributions across the team, directed the graphic designer and imagery, wrote the introduction, and held final creative oversight through completion.
Visual Direction
I translated the “Roots + Branches” concept into a clear visual direction for the report and worked closely with the graphic designer to bring it to life. I provided creative guidance around how the theme could be expressed visually, while the designer developed the final visual language and layouts.
My Role
Led the overall annual report project from concept through completion
Developed the “Roots + Branches” creative theme and direction
Managed content contributions and had final editorial approval
Directed and collaborated with the graphic designer
Guided photography and imagery selection
Wrote the introduction
Managed the project timeline and coordination across contributors
Concept: Roots + Branches
I developed “Roots + Branches” as the creative concept for Soul Fire Farm’s 2025 annual report, using the natural ecosystem of a tree as a visual metaphor for the organization’s work.
The concept reflects the interconnectedness of Soul Fire Farm’s mission, programs, relationships, and community. Roots represent the values, land, knowledge, and relationships that ground the work, while branches represent the programs, partnerships, and communities that grow from that foundation.
The visual direction carried this metaphor throughout the report through organic forms, layered textures, natural imagery, and visual references to roots, branches, soil, and growth.
Annual Report Series
Led the annual report process for Soul Fire Farm across 2023-2026, overseeing creative direction, editorial development, contributors, design, and production.
Soul Fire Farm Visual Identity
I developed a visual identity system for Soul Fire Farm to create greater cohesion and consistency across the organization’s communications. I established a color palette, typography, symbols, and visual references that could guide the look and feel of SFF’s communications while remaining connected to the organization’s values and identity.
Soil Keepers Campaign
I contributed creative direction and storytelling strategy to Soul Fire Farm’s Soil Keepers campaign, advising on messaging, narrative, and audience engagement. I also collaborated on the social media strategy, edited campaign video content, and contributed original footage to strengthen the visual storytelling.
Strategic Approach
I approached the campaign through the lens of storytelling, audience engagement, and emotional connection. My recommendations focused on:
Clarifying why recurring giving is distinct and how it sustains the organization beyond individual moments of urgency.
Deepening the identity of a “Soil Keeper” so supporters could see themselves as part of a community of stewardship, rather than simply recurring donors.
Centering relationship, infrastructure, and long-term movement building as the campaign’s core narrative.
Bringing the campaign’s rich ecological metaphors to life through more stories, imagery, and personal perspectives.
Strategic Contribution
My contribution helped sharpen the campaign’s narrative and clarify the role of recurring support within Soul Fire Farm’s broader mission. Rather than positioning monthly giving primarily as a response to financial uncertainty, I helped shape a story around stewardship, relationship, and the long-term infrastructure movements need to thrive.
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