A Bold, Digital-First Design System.
When I joined Converse in 2022, I became part of a entrepreneurial team focused on accelerating digital growth across North America and Western Europe. As a senior designer, my initial responsibility was to define the motion design language for paid media, an area with no formalized system but high visibility across performance platforms.
Without rigid brand guidelines, I grounded my direction in core brand values: creativity, rebellion, and youth culture. I developed a fast-cut, expressive animation style that balanced Converse’s edge with platform-specific performance needs. This established a foundation for what would become a broader evolution in our digital creative systems.
Strategic Design Systems for Campaign Differentiation.
Over the following year, I led the development of campaign-specific design systems that could flex across seasonal initiatives. One such campaign—centered around Converse's customizable products, I designed a modular system that visually narrated the transformation of color and texture into one-of-a-kind creations through layered motion and layout storytelling.
Creative Direction Rooted in Cultural Relevance.
As our audience focus shifted, I led the creative for core product campaigns that leaned into an imperfect, fearless aesthetic—drawing from skateboarding culture and DIY visual language. These executions embraced raw textures, unexpected layouts, and a sense of freedom, helping position Converse as more than a brand—an active participant in youth culture.
For our largest seasonal moment—Black Friday and Cyber Monday—I was given full creative license to apply this evolved vision. The result was a breakthrough campaign that embodied the brand’s spirit and demonstrated the impact of a more liberated design approach.
Most recently, I developed summer direction inspired by music festivals and street poster culture. The system borrowed from the torn-and-pasted aesthetic of concert flyers and brought it to life through motion design, resonating with a core youth audience in a highly contextual and relevant way.
