SELECTED WORK
Branding
CSG Brand Evolution
Before
After
I led the CSG Creative Services team in a strategic brand evolution to close the gap between how CSG showed up in market and who we actually are: a modern, future-focused SaaS company. In response to feedback that the agency brand felt heavy, rigid, and overly corporate, we identified and eliminated key pain points — heavy banding, flat layouts, dated iconography, passive imagery, misaligned voice, overly restrictive rules. We enhanced what worked and added new, future-forward elements including gradients to convey light, saturation, modernized iconography, additional shades to the color palettes, tech overlays, active imagery, and a new font. We created practical tools — updated style guides, video guidelines, templates, centralized asset libraries and conducted teach-ins — making it easier for every team to show up on-brand.
The result was a more dynamic, cohesive, and intuitive brand that drove higher adoption, stronger consistency, and stakeholder recognition for feeling lighter, more sophisticated, and aligned with CSG’s voice.
"I was WOWED! … This is the best piece of work I have seen come out of CSG since I've been here (20+ years)." — Liz Bauer, EVP & Chief Experience Officer
Studio & Photo Production
Led creative direction for studio and photo shoots, overseeing set design, on-set direction, and post-production from concept through final delivery. Directed executive and talent shoots, including CSG’s CEO for a high-profile magazine cover and feature, ensuring the creative vision, brand, and story translated seamlessly across final assets.
Campaign & Social Support
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Led CSG’s in-house Creative team, shaping campaign strategy and translating business objectives into compelling messaging and high-impact creative across social, digital, email, video, and presentations. Developed campaign concepts, refined messaging, and directed visual storytelling to create cohesive, engaging experiences across channels.
Partnered with PR, digital, corporate communications, executive teams, growth marketing, and sales to deliver strategic, performance-minded creative that strengthened the brand and drove campaign impact.
Event Support
Creative Director for MWC Barcelona 2026, leading visual strategy and execution. Unified every touchpoint—from entrance banners and LED environments to video, signage, van wraps, and on-site production. —into a cohesive, premium experience that elevated brand presence and cut through at CSG’s biggest global stage.
B2B Marketing
Brand - CSG
Customer Stories - CSG
Product - CSG
Campaigns - CSG
Internal Communications
At CSG, I built and lead an end-to-end video capability that covers everything from creative and narrative development (strategy, concepts, scripts, storyboards) to production and post—including in-studio and on-location shoots, directing, motion graphics, editing, VO, and channel-specific versioning. Our team has produced dozens of videos annually—product explainers, customer proof, event sizzles and recaps, leadership messages, and training modules—for CSG’s telco, CX, and payments businesses, as well as internal initiatives and global events like MWC Barcelona and customer conferences, cutting agency spend while elevating the craft and consistency of CSG’s video storytelling.
