Creative Work
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Blue Ridge Foster VA
During my Fall 2025 semester at JMU's student-run PR firm, Bluestone Communications, I held a leadership position on the creative team. Together, we built a brand guide, refreshed social media content and event flyers, redesigned an existing branded flyer, and created a logo for a brand-new clothing drive initiative — Socktober.
About the Client
Blue Ridge Foster VA is a nonprofit based in Rockingham County, Virginia. Their mission is to provide hygiene products, clothing, shoes, toys, and books to foster and kinship families — completely free of charge.
the objectiveThe Mission
Increase community engagement, inform audiences about upcoming events, and educate the public on Blue Ridge Foster VA's services and mission across their Instagram and Facebook platforms.
deliverable 01
Social Media Content
Increase engagement with the community, inform about events, and educate on services and mission.
- —Posts designed in Canva to capture attention while staying grounded in Blue Ridge Foster VA's core brand identity.
- —A mix of photography and illustration-based graphics gave the feed variety.
- —Every design decision guided by warmth, compassion, and approachability.
deliverable 02
Socktober — Logo & Drive Flyer
Establish a visual identity for the new October clothing drive launch.
- —Used Procreate to draw custom letterforms with sock-shaped details woven into each character.
- —Logo mirrored BRFVA's original branding for instant recognition, with the signature heart icon throughout.
- —Socktober flyer distributed across JMU campus and Downtown Harrisonburg — clean, direct, with a QR code for donations.
deliverable 03
Branded Flyers
Redesign and create flyers that are cohesive with the brand and easy to share.
- —Redesigned the existing branded flyer — cleaner layout, cohesive blue brand colors, mountain silhouette as a nod to 'Blue Ridge.'
- —Chick-fil-A fundraiser digital flyer designed with a plate of brownies as the focal point.
- —Transparent image of children in the background layers in warmth and mission-driven emotion.
results
Impact & Recognition
documents
Supporting Materials
Collaborated with Gigi Gualberto and Audrey Ridder on all design deliverables.
Chop House
Returning to Bluestone Communications in Spring 2026, I took on another creative leadership role. The team built a comprehensive brand guide, social media guide, and photography and video standards — then translated all of it into ready-to-post social media content, reels, and refreshed flyers for the Chop House family of restaurants.
About the Client
The Chop House family — Local Chop & Grill House in Harrisonburg, Chop House Bistro in Luray, and Chop House Tavern in Staunton — was born from a shared vision of elevating farm-to-table dining across Virginia's Shenandoah Valley.
the objectiveThe Mission
Establish a cohesive, recognizable brand identity across all three Chop House locations on social media, while still honoring what makes each spot unique.
deliverable 01
Social Media Content
Increase engagement and highlight key offerings and partnerships.
- —Posts designed in Canva, built around the new brand identity crafted for Chop House.
- —Each graphic balances strong photography with intentional copy.
- —Letting the food and the story speak for themselves.
deliverable 02
Happy Hour & Catering Flyers
Drive awareness and foot traffic for two key offerings.
- —Both flyers keep the design clean and brand-aligned.
- —Real restaurant photography, clear hierarchy, and just enough personality to feel inviting.
deliverable 03
Reels Series — Behind the Chop & Staff Tastes
Humanize the brand and highlight the craftsmanship behind the food.
- —'Behind the Chop' gave audiences an inside look at meal prep and the day-to-day rhythm of the kitchen.
- —'Staff Tastes' captured team members reacting to new dry-aged steak additions.
- —Both series added personality, credibility, and a reason to keep watching.
results
Deliverables at a Glance
documents
Supporting Materials
Collaborated with Christiana Pareja, Laura Walters, and Abigail Shaw on all deliverables.
Tazo Tea
For my senior capstone, my team and I were challenged to build a full campaign for Tazo from the ground up. Through consumer research, strategic planning, and creative development, we crafted a concept designed to run across social media, Out-of-Home, radio, and TV.
About the Client
Tazo is a tea brand founded in 1994, known for bold and creative flavors available in tea bags, concentrates, and K-Cup pods. After being acquired by Starbucks in 1999 and later sold in 2017, Tazo is now sold at major retailers including Target, Walmart, and Amazon.
the objectiveThe Mission
Build Tazo's visibility across social media, Out-of-Home, radio, and TV — reaching new audiences while reinforcing what the brand already stands for.
big ideaTazo Tea steeps community and fosters unity.
A campaign built on the idea that Tazo is more than a beverage — it's a ritual. Every cup is an invitation to slow down, connect, and be present with the people around you.
what I learned
Skills & Growth
- —How to conduct audience research, including facilitating focus group interviews.
- —Developing a singular big idea that extends cohesively across all deliverables.
- —Presenting data and strategy through a compelling narrative lens.
- —Sharpening my skills in Adobe InDesign and Illustrator.
documents
Supporting Materials
Collaborated with Alice Roeper, N'Deye Sock, and Hayley Weissberg on all deliverables.
Good Kid, Ad City
A class project turned editorial blog — an exploration of product placement in advertising through the lens of Hip-Hop culture. Written for Gen-Z audiences who grew up with the music, the references, and the brands embedded in both.
About the Client
Good Kid, Ad City is a blog developed for a class project.
the objectiveThe Mission
Create a blog post series on product placement in advertising — specifically its history and evolution within Hip-Hop music.
what I learned
Skills & Growth
- —Building and maintaining a blog on WordPress.
- —Writing articles that balance research with genuine voice and storytelling.
- —Sourcing thoroughly and citing accurately in APA format.
Published Articles
- —Hip Hop & Cadillacs: Crusin' Down the Street
- —Hip Hop, The Louis Vuitton Don
- —Henny in Hip-Hop's Hand
- —The Revolution of Product Placement, Televised
- —My Adidas: Kicking Off Product Placement in Hip-Hop
goodkidadcityy.wordpress.com
Visit the live blog — read all five articles ↗
Collaborated with Julia Kruger and Quinn Worley.