The CityCouncil Collective
Landing page mockup
Role: Art direction, copy.
Project: Brand development / Proof of Concept
Summary: CityCouncil is a lifestyle brand for a new wave of urban and suburban men. Queer-identifying, digitally fluent, and culturally skeptical, they’re over mainstream politics and traditional labels, hungry for community, and craving something more intentional than dating apps. CityCouncil is the answer to Grindr’s shortcomings.
Designed as a membership-based experience, CityCouncil fosters values-aligned consumption and IRL connection. Launching with a velvet-rope, queer-coded OOH campaign, the brand leans on visual impact and referential copy to tease a new kind of cultural space.
Profile setup flow & user dashboard
The visual interface is bold; featuring a deep, high-contrast color palette informed by digital platforms like Twitch to resonate with a generation raised on complex media environments.
The OOH campaign launches the brand in physical space using coded language and visuals targeting the intended audience with a wink. The IYKYK tag creates mystery and inspires exploration while also referencing the Polari heritage of queer culture.
The visuals borrow from streetwear, queer zines, and digital-era Dada to create a fragmented, high-energy visual field that rewards attention without requiring explanation.
Role: Art direction, photo production, design.
Project: 2019 Holiday Tentpole: “Winter Wonderland”
Summary: By 2019, I had been leading Groupon’s social team for five years, building social into a primary driver of engagement and brand awareness. The Winter Wonderland campaign was created to position Groupon as a go-to destination for holiday gifting, with creative that made the brand’s Goods catalogue feel curated, festive, and unmistakably shareable.
My creative approach was twofold:
First, I led the development of product-forward overhead imagery that paired seasonal props with visual storytelling—allowing us to surface a variety of SKUs in ways that felt both editorial and shoppable.
Flat-lay product shots received 2x click-through to PDPs compared to the previous campaign cycle.
This holiday gift content helped position Groupon as a top-of-mind destination for products in the Home, Electronics, Health & Beauty, and Toys verticals.
“Awkward holiday portraits” drove 3.2x average engagement and were among Groupon’s most-shared assets of Q4 2019.
Most-liked non-campaign post of 2017
Most-shared non-campaign post of 2018
Top-performing post of all time
Role: Art direction, photo production, design.
Project: Evergreen sociall content. 2014—2019
Summary: Over five years, I shaped Groupon’s social channels into a consistent and engaging brand presence by building a scalable visual strategy that blended humor with relevance.
To streamline content sourcing, I established an internal channel between Groupon’s social, buying, and creative teams. Novelty and unusual products always boosted performance, so these items were flagged early so they could be turned into timely content linked the audience to PDPs. This strategy grew Groupon’s social audience to more than 5M followers in the US market alone.
Role: Art direction, design
Project: Unisex Spaces, 2018—2020.
Summary: Typographic wall treatment for Groupon’s executive unisex restrooms, using a curated set of ampersands to convey unity and sophistication. A simple, collaborative project blending branding and interior design.
Role: Creative Lead, designer
Project: Pride @Groupon, 2018 & 2019.