CLOSE
Revitalizing a sub-brand with a robust toolkit to capture new markets and drive national reach.
Design and Product Direction
Websites, Visual system, Brochures, Event Materials
Brand Management & Digital Design
Comcast needed to launch Spotlight as a distinct sub-brand — one that felt independent and modern, while remaining unmistakably connected to the Comcast master brand.
The challenge was not visual differentiation alone. It was brand architecture.
My role was to define a scalable design system that allowed Spotlight to stand apart without fragmenting brand equity.
Using Comcast’s existing foundations, I developed a modular Spotlight design system with flexible components and a distinct visual rhythm.
The goal was balance:
Typography, color, illustration style, and layout logic were reinterpreted — not reinvented — to create continuity without duplication.
This ensured long-term scalability across digital, sales, and marketing touchpoints.
In parallel, I led the design of a user-focused web application that connected marketers — from SMBs to large agencies — to the right advertising solutions.
The core problem was complexity. Media buying is layered and often opaque.
We structured the experience around guided discovery rather than static product presentation. Interactive prompts helped users self-identify needs, narrowing pathways to relevant solutions.
The interface remained clean and restrained, prioritizing clarity and conversion over visual noise.
To support revenue teams, I designed a suite of one-page sales sheets that translated the platform’s value into concise, actionable messaging.
Each piece:
These assets were not standalone marketing materials — they extended the Spotlight design system and reinforced brand cohesion across channels.
For a major marketing and sales milestone event at the Museum of Natural History, the invitation needed to do more than announce a date. It needed to signal stature, momentum, and forward vision — while honoring the legacy of the venue.
The challenge was balancing reverence with energy.
I moved away from a conventional format and explored structures that felt intentional and elevated. The final solution — a square, multi-page layout — introduced a modern geometry that contrasted subtly with the historic venue.
Custom die-cutting and soft-touch paper created a tactile moment. The material choice wasn’t aesthetic alone — it reinforced quality and permanence.
Opening the first layer revealed spot varnish detailing that emphasized key typography. This created a controlled reveal, guiding attention and pacing the experience.
Hierarchy was deliberate. Every page turn built narrative progression.
When a conventional z-fold format felt predictable and limiting, I explored alternative structures that could better reflect the forward momentum of the milestone. The final solution — a square, multi-page layout — introduced a modern geometry and controlled pacing.
The format allowed for clearer hierarchy, intentional sequencing, and a more refined narrative flow, resulting in a polished piece that felt both contemporary and considered.
