Director of Creative Services
Challenge + Impact
In less than three months, I was re-positioned Amaze's brand portfolio, launching marketing, expanded the design team, and delivering two VidCon booth experiences.
The Challenge
I had previously worked with Amaze on contract, helping establish the creative tone and foundation for the company. After several months away, I was invited back full time as Director of Creative Services in April 2026.
By then, the business had significantly changed direction. The previous ecosystem included Amaze, Spring, the Teespring marketplace, and Fresh Vine Wine. The company was now consolidating around a new portfolio: Amaze Corporate, Amaze Commerce, Amaze Media, and Amaze Live.
The challenge was turning that new business direction into something the company could launch immediately. New brands needed to be defined, marketing needed to begin, designers needed to be hired, and two VidCon booth experiences needed to be ready by June 25. Additional initiatives, including Food Channel, were also moving in parallel.
My Role
I led the creative response to the business pivot, balancing brand direction, team capacity, marketing needs, and the VidCon deadline.
I was responsible for:
Defining the creative direction for the new Amaze portfolio
Establishing the relationship between Corporate, Commerce, Media, and Live
Hiring and expanding the design team by executive request
Directing new brand and marketing assets
Introducing AI-assisted workflows to accelerate production
Coordinating Creative, Marketing, Content, Development, and Leadership
Prioritizing the work required for the VidCon launch
Balancing additional initiatives running in parallel
The goal was to create enough clarity, capacity, and momentum for the new business direction to move forward.
The Realities
A fixed deadline - VidCon was June 25. The launch date could not move.
A new team - Design capacity needed to grow quickly, including hiring and international support in Nicaragua due to company expansion
Multiple workstreams - Brand, marketing, booth design, and additional initiatives had to move simultaneously.
A changing business - The creative system needed to support a new business strategy while work was already in motion.
Limited time for perfection - We had to prioritize what mattered most, make decisions quickly, and ship.
What I Delivered
01. New Amaze Brand Architecture
Established the creative relationship between Amaze Corporate, Commerce, Media, and Live, creating a connected portfolio aligned with the company's new direction.
02. Expanded Creative Team
Hired and organized additional designers and international support, creating dedicated capacity across the new business areas.
03. AI-Powered Creative Workflows
Introduced AI-assisted workflows to accelerate exploration, production, and asset development while allowing designers to focus on higher-value creative decisions.
04. Two VidCon Booth Experiences
Led the creative development and execution of two booth experiences for the June 25 launch, including booth design, environmental graphics, product storytelling, marketing materials, and supporting creative.
Impact
Brand Transformation
Moved Amaze from a fragmented collection of legacy businesses toward a unified four-brand portfolio aligned with its new strategy.
Increased Creative Capacity
Expanded and organized the design team to support multiple business areas simultaneously.
Faster Production
Used AI-assisted workflows and repeatable systems to accelerate creative development.
Cross-Functional Execution
Aligned Creative, Marketing, Content, Development, and Leadership around the new direction.
VidCon Launch
Delivered two booth experiences for the June 25, 2026 public launch while simultaneously building the new brand and marketing foundation.
Leadership Takeaway
This project reflects how I approach creative leadership during periods of growth and change.I step into ambiguity, establish structure, align people and resources, and turn a changing business direction into work the organization can actually launch.
The goal isn't simply to create the brand.
It's to help the business move.
Credits
This rebrand was a collaborative effort, made possible by the contributions of many talented team members:
Catherine Qian - Lead Marketing Manager
Katherine Rodriguez - Graphic Designer
Francisco Urroz - Graphic Designer
Natalie Ellis-Wilson – Project Manager
Levi Benton – Web Development
Kristen Basco – Graphic Design
Amelia Bentacourt – Content
Danielle Pederson – VP of Marketing