Portfolio
Over the years, I have utilized my knowledge and refined skillset to elevate companies' and individuals' brands. My expertise in public relations, business development, branding, creative direction, and design allows me to craft a unique and memorable identity for any company while using strategic marketing skills to ensure that the message is communicated effectively to the public.
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Public Relations & Business Development
In today's world, Artificial Intelligence (AI) can generate a vast array of traditional marketing touchpoints such as social media, graphics, and videos. But AI can't replicate interpersonal skills, can't connect on a personal level with people, or create experiences that make them feel special. The ability to cultivate relationships and partnerships requires poise, confidence, and authenticity that cannot be taught.
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Marketing & Branding​
Knowing how to leverage marketing mediums, channels, and tactics is integral to driving growth and promoting brand awareness. Cohesively intertwining all of these unique means of communication is essential in crafting a distinctive and memorable identity for any company.
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Creative Direction & Design
Telling the story of a company in a clear and compelling fashion that sets it apart from others is akin to crafting a tapestry of its history, values, and goals. Effectively collaborating with creative professionals such as photographers, videographers, web developers, graphic designers, and copywriters requires advanced communication skills and appreciation for their craft. Fostering positive relationships by exhibiting respect for their expertise while offering constructive feedback is essential in bringing creative projects to life.
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Honing these skills over the course of my career has provided me the opportunity to build a portfolio of which I am proud. Below is a collection of a few samples of my work.
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Knowing that Forbes is considered the most renowned business and financial publication, one of the goals I set for myself and the company was to see American Hat Company featured. To achieve this, I developed a rapport with a contributing writer, sold him on the story of the company, and organized and executed a plan which resulted in a feature story about American Hat Company in Forbes.
Orchestrating appearances and experiences for high-profile figures requires a meticulous blend of strategic planning, attention to detail, and an innate understanding of their unique personas. From coordinating public appearances to curating exclusive events, the process involves crafting a seamless narrative that aligns with their brand and objectives. Careful consideration of logistics, media engagement, and audience dynamics ensures that every moment reflects their essence while leaving a lasting impact on attendees. The art of orchestrating these experiences lies in seamlessly merging the individual's identity with the event's purpose, resulting in a memorable and impactful interaction that resonates across platforms and time.
Creating the +x patch and content associated with it ranks among my favorite projects. +x, Positive Times, was the cattle brand of the late Keith Maddox, owner of American Hat Company who was known for his positive mindset and ever-present smile. I was on my way back home from visiting family when I received the call to create a piece in remembrance of him. While sitting in my car on the side of the road, I designed the +x patch in his memory. It is now worn on all American Hats and people from all corners of the world have come to know what +x means as well as the story of the man behind it.
Crossover projects have always been a favorite to work on. Bringing together two different worlds that are so different yet so similar and showcasing that to fans is always an amazing end result. In this project, 4x NHRA Top Fuel Champion, Steve Torrence, and NFR Champion, Tuf Cooper, competed against each other. They roped, raced, and shaped hats to see who was the best of the best in their respective fields as well as each others. Since 2019, every year that I've gone back to Ennis, Texas, for the drag races, fans are always excited to see what cowboys I've set up for Steve to host in his pit.
I oversaw and creative directed a photoshoot and media summit for 30 professional athletes. The event focused on gathering enough content to last American Hat Company for a year, shooting TV commercials, and providing media training to the athletes.
While this piece of content doesn't tell near the story that some of the others do, I was immensely proud of the team! Riley was about to rope for one million dollars at the WCRA in Salt Lake City and we had just completed officially signing him a few days before. We had zero content to be able to put out this timely announcement in conjunction with this huge PR opportunity that Riley had created for himself in Salt Lake. By working with some of Riley's other sponsors and receiving permissions and acting quickly, we were able to get a great piece of content delivered to the public and showcase that he was now a member of the team.
This was another project that was very much pulled together at the last minute. When NFR was held in Texas during Covid, it wasn't until the final hour that we found out that we would be allowed zero contact with our athletes. Overnight, an announcer was secured; an intro was made; graphics were pulled together; and American Hat athletes were scheduled for daily interviews based on the previous night's performances.
I've worked with multiple graphic designers and agencies throughout the years to create product catalogs optimized for both print and web. Building a product catalog requires a blend of creativity, organization, and attention to detail. By following a structured process, you can develop a visually appealing and informative catalog that effectively showcases your products and captures your brand's essence.
My first official event with Hooey after being employed by the company for a little over 35 days was the 2022 National Finals Rodeo. I oversaw all of the following events: a two-day photoshoot, two Hooey Party Concerts, two Zouk Nightclub private parties, a daily NFR watch party with guests and live music, coordinating professional athletes, planned signage at the host hotel, and more.
The second Hooey Party of the 2022 NFR was by far the event we were most anxious about. It was sold out and we had no room for error when it came to capacity. I'm very proud to say that our team accomplished something the venue said had never been done before: receiving all guests through the door of a sold out show before the headliner went on stage.
As a contributing writer for Cowgirl Magazine, I have over 1500 published articles, features, and blogs between the website and print magazine. My responsibility is to write about all aspects of the Western industry in order to appeal to the audience and attract advertisers.