Visual Identity & Cultural Shift
Brand Development: I developed the complete visual identity system, including the Spark logo and comprehensive brand guidelines, giving our internal team a unified, professional face.
Transforming Perception: By establishing this identity, we transformed the perception of the creative department from a reactive production hub into a proactive, recognized internal agency and strategic partner.
Managing the Omnichannel Baseline
High-Volume Retail Production: Our newly unified team managed a massive daily operational flow, successfully executing the everyday Conn's HomePlus workload across all print, digital, and social channels without missing a beat.
Agency & Partner Management: Acting as the central creative hub, I navigated complex workflows by directing both internal marketing stakeholders and external agency partners, ensuring our output consistently aligned with aggressive retail timelines.
Enterprise Scaling & Brand Partnerships
All of the foundational, high-volume production above was maintained while our team concurrently managed and executed massive corporate initiatives:
All of the foundational, high-volume production above was maintained while our team concurrently managed and executed massive corporate initiatives:
M&A System Export (Badcock Furniture): During the corporate acquisition of Badcock Furniture, Spark served as the operational blueprint. I facilitated the sharing of our established design systems, asset libraries, and workflow methodologies, empowering Badcock's distinct marketing teams to replicate our processes within their own footprint.
Full-Service Execution (Conn's x Belk): For the "Conn's x Belk" co-branded retail partnership, Spark functioned as a true full-service agency. Our internal team managed 100% of the creative and operational workload to design, produce, and deploy scalable pop-up store experiences inside Belk's physical retail footprints, entirely in-house without external support.
