Recent work
Success to me is about making a meaningful impact on institutional goals, fostering collaboration, and empowering teams to deliver their best work. The projects below showcase transformative initiatives built on strategic communications, creative problem-solving, and collaborative leadership. These examples reflect comprehensive plans that drive engagement, amplify impact, and align with organizational priorities.
Transforming Leadership: Berkeley Law Leads
An eye-catching multimedia campaign positioned Dean Erwin Chemerinsky’s new Leadership Program as a defining initiative, earning praise for its authenticity and creativity. Highlights include a Cover Junkie-recognized magazine cover, a compelling pillar video, and strategic materials for PR, admissions, and fundraising—with streetpole banners soon to come. Designed to showcase innovative leadership training and generate FOMO, this campaign seamlessly integrated branding and marketing strategies to elevate recruitment, revenue, and reputation. Behind the scenes, its success reflects a collaborative approach to cross-unit coordination and a commitment to impactful storytelling.
Love as Liberation: Art for Equity and Inclusion
This celebrated project, inspired by bell hooks’ ethic of love, brought depth and meaning to Berkeley Law’s shared space through a stunning art installation by Ximena Velázquez-Arenas ’23. The initiative sparked daily engagement as visitors stopped to admire and reflect, saying “wow,” while proceeds from future art sales will fund public interest scholarships. This collaboration demonstrated how amplifying underrepresented voices and fostering bold ideas can resonate deeply with a community. Its success was built on leadership that prioritized inclusion, creative vision, and meaningful connections.
Empowering Talent: Asked and Answered with Ava
A breakout success on Instagram and TikTok, the Asked and Answered video series connects prospective and current students with Berkeley Law in an authentic, engaging way. Garnering tens of thousands of views, the series reflected a focus on audience-centric storytelling and strategic use of emerging platforms. The project also highlights the value of nurturing talent, with Communications Intern Ava Freeman, a first-time content creator, developing her voice and vision under thoughtful mentorship.
More than a Redesign: Aligning Vision and Voice
The redesign of Transcript, Berkeley Law’s biannual magazine, marked a turning point for its branding strategy, aligning the school with UC Berkeley’s broader identity. The award-winning publication reflects pillars of excellence, community, and public mission while incorporating a data-driven approach to storytelling and media integration. This effort demonstrated how clear vision, coordinated leadership, and regular assessments can elevate a brand and enhance audience engagement across multiple channels.
Borderlines: Leading the Global Conversation
Borderlines began as a targeted campaign to boost Berkeley Law’s specialty rankings and has since become a leading international law podcast and a genuine public service. Featuring over 30 episodes with global experts, including a 2024 series with Judges and Advocates General of the Court of Justice of the European Union, the podcast offers rare insights into cutting-edge issues in international law. Its success reflects a commitment to audience-focused strategies, thoughtful storytelling, and cross-unit collaboration. What started with Borderlines has since expanded into a suite of three podcast series, including More Just with Dean Erwin Chemerinsky and Voices Carry with COMMS host Gwyneth Shaw. 🎧 Listen.
Highlights from Past work
A selection of brand-building initiatives I've brought to life across a variety of media platforms.
"...makes you want to run through a wall to be a lawyer." - Above the Law
Part of an integrated marketing communications plan including a microsite, social media, direct mail and street pole banners. The video (featuring faculty, students, and alumni) has more than 50K views across platforms and the campaign has generated over 100,000 comments, likes, and shares to date.
GAMECHANGER
Part of a new integrated campaign (magazine, kickoff event, online content, more to come) celebrating the prominence and impact of alumni in the judiciary, business & tech, public interest/public service, and "beyond."
"The Greatest Law School Commercial Ever" - Above the Law
Using humor to draw attention to intellectual life, faculty research, and scholarship.
The Judges’ Book: Scholarship for the Bench
The first edition of The Judges' Book, published in 2017, was dubbed “important and welcome” by Judge MARSHA S. BERZON of the U.S. Court of Appeals for the Ninth Circuit. “It has become commonplace for judges to complain that the articles published in law reviews are abstract, abstruse, and self-absorbed,” she wrote. “The articles in The Judges’ Book do not have this pitch problem—they are pitched just right.” (Archive)
Tilted Brim for UC Hastings
Neighborhood relations led to this exciting collaboration with an alumnus to design and sell a collection of UC Hastings-inspired merchandise, promoting school spirit and creating bonds between those wearing the gear on and off campus. Read more: UC Hastings Collaborates with Alum for Collection at Local Tenderloin Boutique
