Different business problems.
One strategic approach.
My work starts by identifying what needs to become clearer — the position, audience, story, experience, or opportunity. These selected projects span brand positioning, creative strategy, campaigns, digital experiences, and activations, showing how I move from business challenge to strategy and from strategy to execution.
Brazil 2020 Election
Building a 20+ Person Social Content Operation During Brazil’s 2020 Election
Supporting 10+ simultaneous campaigns required more than producing content, it required a system. I helped lead a 20+ person multidisciplinary team, creating the structure, creative direction, and approval process needed to move quickly while protecting distinct campaign voices.
The Armina +
Design Connection
Turning an Event into a Brand-Building Platform
What began as an event opportunity became a larger brand-building platform. I developed the concept, identity, communications, and experience strategy to strengthen local recognition, grow the audience, and create a more meaningful connection with Pittsburgh’s design community.
Armina Luxe
Building a Luxury Digital Experience for Two Distinct Audiences
Armina Luxe needed to appeal to both design professionals and high-end homeowners without losing clarity or exclusivity. I led the strategy, messaging, and creative direction for a digital experience designed around both audiences and a stronger path to qualified inquiries.
Armina Stone Pittsburgh
10th Anniversary Brand Campaign
A 10-year milestone became an opportunity to reinforce the brand’s place in the Pittsburgh market. I developed the campaign concept, anniversary identity, messaging, and creative system to connect the company’s history with where the brand was heading next.
