Posted by heather on August 7, 2025 · Leave a Comment
For The Best People with Nicolle Wallace, I led the creative direction and design across podcast, video, and print platforms—developing a visual identity that reflects the show’s signature tone: candid, intimate, and intellectually sharp. My concept focused on translating Nicolle Wallace’s trusted voice and probing interview style into a brand system that feels both elevated and approachable.
The design strategy centered on clarity and warmth, using clean typography, subtle textures, and a modern palette to evoke trust and curiosity. I crafted key art and promotional assets that could flex across digital and physical touchpoints—from podcast thumbnails and YouTube banners to print collateral like coffee sleeve stickers, tabletop signage, and vinyl pop-up banners. Each piece was designed to reinforce the show’s editorial integrity while driving audience engagement.
What sets my work apart is my ability to build cohesive visual ecosystems that serve both brand and audience. I approach each project with narrative sensitivity and platform fluency—designing not just for aesthetics, but for strategic resonance. With The Best People, I created a visual language that supports deeper conversations, reflects MSNBC’s premium positioning, and celebrates the show’s rise to #1 on Apple Podcasts.
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Posted by heather on August 7, 2025 · Leave a Comment
For this documentary, I led the creative concept and design of the key art with a focus on visually distilling a culturally loaded and emotionally charged topic—cancel culture—into a single, provocative image. My process began with a deep thematic exploration of the film’s narrative: the tension between accountability and censorship, the evolution of public shaming, and the blurred lines between justice and spectacle.
I conceptualized a design that would reflect the layered complexity of the subject matter while remaining bold and accessible. The visual strategy leaned into irony and ambiguity—mirroring the film’s tone—by incorporating symbolic elements that evoke both critique and introspection. The goal was to create a piece that could spark curiosity, resonate across diverse audiences, and serve as a visual anchor for the film’s promotional campaign.
What sets my work apart is my ability to translate editorial nuance into emotionally intelligent design. I approach each project not just as a designer, but as a visual storyteller—crafting imagery that aligns with brand identity, platform strategy, and audience psychology. From initial ideation to final execution, this key art reflects my strength in creating concept-driven visuals that elevate the narrative and invite deeper engagement.
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Posted by heather on August 7, 2025 · Leave a Comment
For The Sing Sing Chronicles, I led the creative concept and design of the key art with a focus on honoring the emotional depth, journalistic rigor, and cinematic quality of this Emmy-winning documentary series. The project demanded a visual identity that could reflect the humanity of the wrongfully convicted men at its center—without leaning into the tropes of traditional true crime or incarceration narratives.
My design strategy began with a close reading of the series’ themes: time lost, resilience, brotherhood, and the pursuit of justice. I crafted a visual concept that emphasized authenticity and emotional gravity, using archival textures, layered imagery, and a restrained color palette to evoke the passage of time and the toll of wrongful imprisonment. The artwork avoids sensationalism, instead leaning into a tactile, cinematic aesthetic that mirrors the series’ storytelling approach.
What sets my work apart is my ability to translate editorial complexity into emotionally resonant visuals. I design with intention—balancing sophistication and accessibility, and always aligning with the tone and mission of the content. For The Sing Sing Chronicles, I created a visual system that supports the series’ elevated narrative, reinforces its connection to the legacy of Dateline NBC, and celebrates the directorial vision of Dawn Porter.
From concept development to final execution, this project reflects my strength in crafting key art that is not only visually compelling but also deeply respectful of the stories it represents.
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Posted by heather on August 7, 2025 · Leave a Comment
This key art was born from a politically charged and emotionally complex story—one that demanded a visual approach as bold and nuanced as the narrative itself. I led the creative concept development from the ground up, beginning with a deep thematic analysis of the film’s central tension: the exploitation of vulnerable migrants for political gain, and the community-driven fight for justice that followed.
My strategy focused on distilling this multifaceted story into a single, arresting visual that could evoke empathy, provoke thought, and signal the film’s investigative tone. I explored symbolism, contrast, and composition to reflect the duality of power and vulnerability, while ensuring the design aligned with MSNBC’s brand identity and resonated across platforms.
What sets my approach apart is my ability to translate editorial complexity into emotionally resonant visuals. I don’t just design—I conceptualize. I build visual narratives that serve as entry points into the story, capturing attention while honoring the subject matter. From initial ideation through final execution, this piece reflects my strength in crafting key art that is not only visually compelling but strategically purposeful.
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Posted by heather on August 7, 2025 · Leave a Comment
For Ayenda, I conceptualized and designed key art that visually captures the urgency, vulnerability, and resilience at the heart of the film’s story. Centered on the Afghan Girls National Soccer Team’s escape from Taliban-controlled Afghanistan, the documentary demanded a design approach that could honor the gravity of their journey while evoking a sense of hope and human connection.
My creative strategy began with a deep dive into the emotional and thematic layers of the film—freedom, sacrifice, identity, and the power of sport as a lifeline. I focused on creating a visual metaphor that could reflect both the literal and symbolic departure from danger: the tension of movement, the bittersweet nature of escape, and the strength of young women stepping into the unknown.
The final design balances suspense and softness, using composition and color to evoke both urgency and grace. It was important to me that the imagery not only resonate with viewers emotionally, but also align with MSNBC’s brand identity and the broader Turning Point series aesthetic. From initial concept sketches to final execution, this piece reflects my ability to translate complex, real-world narratives into compelling visuals that elevate the story and connect with audiences across platforms.
What sets my work apart is my editorial sensitivity and narrative intuition—I design with intention, crafting visuals that serve as emotional entry points into the story while supporting the broader creative and strategic goals of the campaign.
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Posted by heather on August 7, 2025 · Leave a Comment
For My Generation, I led the creative concept and design of the key art and trailer materials with a focus on capturing the distinct personality of each generation while unifying them under a bold, cohesive visual identity. The series spans decades of cultural, political, and technological shifts—so my challenge was to create artwork that felt both nostalgic and current, playful yet grounded, and reflective of the series’ buzzy, conversational tone.
My concept development began with a deep dive into generational aesthetics, iconography, and emotional touchpoints. I crafted a visual language that could speak to Boomers, Gen X, Millennials, and Gen Z alike—leveraging color, typography, and layout to evoke each era’s energy while maintaining a consistent brand feel. The design balances pop culture references with editorial sophistication, aligning with MSNBC’s tone while inviting viewers into a vibrant, multi-generational conversation.
What sets my work apart is my ability to translate editorial themes into visually engaging, audience-aware creative. I approach each project with narrative intuition and strategic clarity—designing not just for aesthetic impact, but for emotional resonance and platform performance. From concept to execution, this campaign reflects my strength in crafting visuals that are both culturally attuned and creatively distinct.
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Posted by francesco on February 11, 2022 · Leave a Comment
As Creative Director at NBCUniversal, I conceptually developed and designed a large-format out-of-home campaign promoting the full TODAY podcast portfolio throughout 30 Rockefeller Plaza. Inspired by the idea that audiences should be able to take the TODAY brand with them wherever they go, I created a visual system that transformed podcast listening into an extension of the TODAY experience, featuring mobile-first creative, podcast branding, and QR-driven engagement. My goal was to increase awareness of the growing podcast portfolio while encouraging seamless discovery across platforms and listening habits. The result was a high-impact environmental campaign that activated one of NBCUniversal’s most visible spaces, reinforced the TODAY brand beyond broadcast, and encouraged audiences to engage with TODAY content wherever they may roam.
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Posted by francesco on February 10, 2022 · Leave a Comment
As Creative Director at NBCUniversal, I led the creative concept and design for the TODAY Show’s 70th Anniversary campaign, developing visual assets across digital, social, on-air, experiential, and promotional platforms. Drawing from seven decades of iconic moments and audience connection, I created a visual system that balanced nostalgia with a contemporary look and feel, incorporating archival imagery, milestone storytelling, and commemorative branding. My goal was to celebrate the TODAY show’s legacy while creating meaningful opportunities for audience engagement both on-screen and in person. The campaign extended across digital experiences, event signage, promotional materials, commemorative buttons, and TODAY Plaza activations, reinforcing the brand’s cultural impact and strengthening audience connection during a landmark anniversary year.
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Posted by francesco on February 10, 2022 · Leave a Comment
As Digital Creative Director for Simon Property Group, I led the creative concept and execution for the Back To School, Back To Style campaign, working across web, mobile, email, and social channels. Inspired by the excitement and optimism of a new school year, I developed a fresh visual approach that combined editorial storytelling, trend-focused content, and shoppable fashion inspiration to help families navigate back-to-school shopping. My goal was to create a more engaging digital experience that extended beyond promotions, using content and design to inspire discovery while driving traffic and conversion across channels. The campaign successfully unified multiple digital touchpoints into a cohesive customer journey, strengthening engagement and supporting Simon’s broader strategy of using content-driven experiences to connect with shoppers.
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Posted by francesco on June 15, 2020 · Leave a Comment
During my tenure as Senior Manager of Graphic Design at The Metropolitan Museum of Art, I led the creative concept and visual direction for The Met Store’s campaign supporting Camp: Notes on Fashion. Inspired by the exhibition’s celebration of theatricality, humor, artifice, and self-expression, I developed a bold visual identity that combined vibrant color, playful photography, editorial storytelling, and exhibition-inspired merchandise. My goal was to translate a complex cultural concept into an approachable retail experience that felt as joyful, expressive, and inclusive as the exhibition itself while engaging both fashion enthusiasts and museum visitors. The result was a cohesive omnichannel campaign spanning e-commerce, email marketing, photography, social content, and merchandising that extended the exhibition beyond the galleries and helped connect new audiences to both the exhibition and The Met Store.
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Posted by francesco on May 30, 2020 · Leave a Comment
During my tenure as Senior Manager of Graphic Design at The Metropolitan Museum of Art, I led the creative concept and visual direction for The Met Store’s campaign supporting Play It Loud: Instruments of Rock & Roll. Inspired by the energy, rebellion, and cultural influence of rock music, I built a campaign that blended exhibition-inspired merchandise, bold photography, and lifestyle storytelling to capture the spirit of the genre rather than the feel of a traditional museum exhibition. My goal was to attract both music fans and museum visitors by creating a retail experience that felt authentic, immersive, and accessible. The result was a cohesive omnichannel campaign that extended the exhibition beyond the galleries, increased engagement with exhibition merchandise, and demonstrated how cultural storytelling can connect new audiences to the museum.
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Posted by francesco on May 15, 2020 · Leave a Comment
During my tenure as Senior Manager of Graphic Design at The Metropolitan Museum of Art, I led the creative concept and visual direction for A Season Adorned, The Met Store’s 2018 holiday campaign. Rather than centering the campaign on broad gift categories, I built the creative strategy around photography of best-selling jewelry that resonated with our core customer, creating a more focused and emotionally engaging narrative. My goal was to unify product storytelling, promotional offers, gift guides, holiday essentials, and mobile shopping functionality into a seamless omni-channel experience that connected inspiration with conversion. The result was a multifaceted campaign spanning e-commerce, email, digital marketing, and print that delivered breakthrough messaging and drove a 76% increase in holiday campaign revenue compared to the previous year.
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Posted by francesco on May 15, 2020 · Leave a Comment
During my tenure as Senior Manager of Graphic Design at The Metropolitan Museum of Art, I conceptualized the campaign for Pride Week, “Be Yourself,” inspired by Oscar Wilde’s quote, “Be yourself; everyone else is already taken.” I reimagined the Met Store’s approach to Pride by placing products in the hands of museum employees and pairing the collection with customer-focused editorial content that celebrated individuality, self-expression, and diversity. My goal was to create a campaign that felt authentic and community-driven while strengthening the connection between the museum, its staff, and its audiences. The campaign generated enthusiastic participation across the institution, increased engagement with the brand, and remains one of my proudest examples of using storytelling and design to build genuine community.
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Posted by francesco on April 30, 2020 · Leave a Comment
During my tenure as Senior Manager of Graphic Design at The Metropolitan Museum of Art, I led the creative concept and visual direction for the Met Store’s 2020 Holiday Preview. Rather than focusing on individual products or categories, I developed a holistic, multi-platform campaign that combined merchandising, editorial storytelling, photography, video, and interviews to celebrate the museum’s collection and the stories behind it. My goal was to evolve the traditional holiday preview into a richer digital experience that inspired discovery while connecting content and commerce. The result was The Met Store’s first digital catalog, creating a more immersive customer experience and helping transform the holiday campaign into a destination for both shopping and storytelling.
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Posted by francesco on April 15, 2020 · Leave a Comment
During my tenure as Senior Manager of Graphic Design at The Metropolitan Museum of Art, I led the creative concept and visual direction for The Met Store’s campaign supporting Apollo’s Muse: The Moon in the Age of Photography. Inspired by the exhibition’s exploration of humanity’s fascination with the moon, I developed a campaign that combined photography, animation, merchandising, and storytelling to connect audiences of all ages with the wonder of lunar exploration. The creative concept extended beyond traditional exhibition merchandise, incorporating lifestyle photography, space-themed environments, and a memorable photoshoot featuring aspiring young astronauts that brought a sense of discovery, imagination, and playfulness to the campaign. The work helped transform a scholarly exhibition into an engaging retail experience, expanding its appeal to families and younger audiences while reinforcing The Met Store’s role as an extension of the museum experience.
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Posted by heather on April 3, 2020 · Leave a Comment
During my tenure as Senior Manager of Graphic Design at The Metropolitan Museum of Art, I led the creative concept and visual direction for The Met Store’s campaign supporting Rei Kawakubo/Comme des Garçons: Art of the In-Between. Inspired by Kawakubo’s challenge to traditional ideas of beauty, fashion, and identity, I developed a bold visual language that embraced contrast, ambiguity, and experimentation through dramatic photography, exhibition-inspired merchandising, and digital storytelling. I art directed the campaign across e-commerce, email marketing, print, and retail experiences, creating a cohesive system that reflected the provocative spirit of both the designer and the exhibition. The campaign helped translate a complex curatorial concept into an accessible retail narrative, deepening visitor engagement and extending the exhibition experience beyond the gallery walls.
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Posted by heather on April 2, 2020 · Leave a Comment
During my tenure as Senior Manager of Graphic Design at The Metropolitan Museum of Art, I led the creative concept and visual direction for The Met Store’s Erté-inspired collection. Drawing from the artist’s signature Art Deco aesthetic, I developed a campaign built around bold pattern, rich color, and elegant styling that celebrated the sophistication and theatricality of his work. I art directed the photography and created a cohesive visual system across e-commerce, email marketing, print, and digital advertising, transforming the collection into an immersive brand experience. The campaign helped introduce the collection to a broader audience while reinforcing The Met Store’s ability to connect museum scholarship, contemporary merchandising, and compelling visual storytelling.
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Posted by heather on March 31, 2020 · Leave a Comment
During my tenure as Senior Manager of Graphic Design at The Metropolitan Museum of Art, I led the creative concept and visual direction for The Met Store’s campaign supporting Heavenly Bodies: Fashion and the Catholic Imagination. Inspired by the exhibition’s exploration of the relationship between fashion, faith, and religious art, I developed a storytelling framework that combined photography, animation, video, and editorial merchandising to create a dialogue between contemporary fashion and centuries of devotional objects. I art directed the campaign’s photo and video content, ensuring a cohesive visual language across e-commerce, email marketing, digital advertising, and retail experiences. The work transformed exhibition themes into an immersive shopping experience that deepened visitor engagement, elevated exhibition merchandise, and positioned The Met Store as a meaningful extension of the museum experience.
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Posted by francesco on March 30, 2020 · Leave a Comment
Inspired by Making Marvels: Science and Splendor at the Courts of Europe, I led the creative concept and visual direction for The Met Store’s 2019 holiday campaign. Drawing from the exhibition’s themes of scientific discovery, celestial objects, and extraordinary craftsmanship, I developed a rich visual language featuring deep blues, metallic accents, astronomical motifs, and exhibition-inspired styling. The campaign extended across e-commerce, email marketing, digital advertising, photography, and print, creating a cohesive holiday experience that connected retail storytelling to the museum’s collection and exhibitions. The result was a distinctive seasonal campaign that elevated gift-oriented merchandising, reinforced The Met Store’s brand identity, and transformed exhibition inspiration into a compelling holiday shopping experience.
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Posted by francesco on March 15, 2020 · Leave a Comment
When The Met Store partnered with STATE Bags on an exclusive back-to-school collection, I led the creative concept and visual direction for the launch. Inspired by artworks from the museum’s collection, I developed a bright, energetic campaign that connected art, learning, and everyday life through photography, merchandising, and digital storytelling. My goal was to create a retail experience that felt equally appealing to children, parents, and museum visitors while remaining true to both brands. The campaign successfully expanded the reach of The Met Store’s family offerings and transformed a product collaboration into a memorable brand experience.
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Posted by francesco on February 28, 2020 · Leave a Comment
During my tenure as Senior Manager of Graphic Design at The Metropolitan Museum of Art, I led the creative concept and design for The Met Store’s campaign supporting Manus x Machina: Fashion in an Age of Technology. Drawing inspiration from the exhibition’s exploration of couture craftsmanship and technological innovation, I created a visual system that balanced elegance, texture, and modernity across digital, print, and retail touchpoints. Through art direction, photography, and merchandising storytelling, the campaign transformed exhibition themes into a cohesive shopping experience that connected visitors to the exhibition in a new way. The result was a distinctive retail campaign that elevated exhibition merchandise while reinforcing The Met’s position at the intersection of art, fashion, and culture.
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Posted by francesco on February 15, 2020 · Leave a Comment
For China: Through the Looking Glass, I led the creative concept, art direction, and design for a retail campaign supporting The Met’s landmark Costume Institute exhibition exploring the influence of Chinese aesthetics on Western fashion. Inspired by the exhibition’s dialogue between East and West, I developed a visual system that paired dramatic black backgrounds with striking red, white, and blue objects to create a contemporary interpretation of Chinese design traditions. The campaign unified e-commerce, print marketing, merchandising, and exhibition-related retail experiences through a cohesive editorial aesthetic. The work helped extend the exhibition narrative beyond the galleries, driving engagement with exhibition merchandise while translating complex cultural themes into an accessible and visually compelling retail experience.
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Posted by francesco on January 30, 2020 · Leave a Comment
For Sargent: Portraits of Artists and Friends, I led the creative direction and design strategy for a collection of exhibition-driven retail experiences inspired by one of The Metropolitan Museum of Art’s most celebrated exhibitions. The challenge was to translate John Singer Sargent’s masterful portraiture into a compelling visual campaign that would resonate with museum visitors while supporting retail engagement across both physical and digital channels.
My creative approach centered on capturing the atmosphere, elegance, and intimacy that define Sargent’s work. Rather than focusing solely on individual paintings, I developed a storytelling framework that highlighted the social circles, artistic influences, and cultivated lifestyle reflected throughout the exhibition. Drawing from Sargent’s distinctive use of light, texture, and composition, I created a visual language that balanced historical sophistication with contemporary retail design.
Working across print, digital, merchandising, and promotional assets, I directed the development of campaign imagery, e-commerce experiences, exhibition-inspired product collections, and marketing materials. Carefully styled photography and curated product pairings were designed to extend the exhibition experience beyond the gallery walls, encouraging audiences to connect with Sargent’s world through objects, books, apparel, and lifestyle products inspired by the themes of the exhibition.
A key focus of the project was creating aspirational visual narratives that reflected the beauty and refinement of Sargent’s paintings while maintaining accessibility for a broad museum audience. Through art direction, composition, and editorial storytelling, I transformed exhibition content into a cohesive retail experience that celebrated both the artist’s legacy and the enduring relevance of his work.
From concept development through final execution, Sargent: Portraits of Artists and Friends reflects my ability to translate complex cultural narratives into engaging visual experiences that connect scholarship, storytelling, and commerce while supporting institutional and audience goals.
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Posted by francesco on January 15, 2020 · Leave a Comment
For Age of Empires: Chinese Art of the Qin and Han Dynasties, I led the creative concept and design for a collection of exhibition-driven merchandise inspired by one of The Metropolitan Museum of Art’s most ambitious presentations of ancient Chinese culture. The challenge was to create a visual identity for retail products that honored the exhibition’s scholarly significance while appealing to a contemporary audience.
Drawing inspiration from the iconic Terracotta Warriors and the exhibition’s exploration of imperial China, I developed a design system that balanced historical authenticity with modern sophistication. The visual approach emphasized strong contrasts, rich textures, and carefully curated imagery to evoke the grandeur, craftsmanship, and cultural legacy of the Qin and Han dynasties.
Working closely with exhibition stakeholders, merchandising teams, and production partners, I directed the creative development of promotional materials, digital assets, and product presentation. Each element was designed to extend the visitor experience beyond the galleries and transform exhibition content into meaningful retail storytelling.
A particular focus of the project was elevating exhibition merchandise through thoughtful art direction and photography. By combining museum-quality presentation with contemporary retail design principles, the collection helped connect audiences with the exhibition’s themes while creating products that felt both educational and desirable.
From concept development through final execution, Age of Empires reflects my ability to translate complex historical subject matter into compelling visual experiences that support institutional goals, engage audiences, and strengthen the connection between cultural content and commerce.
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