2019- Present
Tune Up Fitness
Creative DirectorÂ
Tune Up Fitness is a wellness company based in Sherman Oaks, California. I joined the team in March 2019 as a Graphic Designer and have grown into the role of Creative Director, leading projects and shaping the brand’s visual identity. In my role, I oversee creative deliverables across storyboards, brand systems, wireframes, user flows, marketing campaigns, key art, logos, illustrations, animations, and emails – ensuring all work is polished, cohesive, and aligned with the brand’s vision.
I co-manage video and photography productions, including casting, shot planning, and on-set direction, ensuring every visual asset tells a clear, brand-aligned story. As Creative Director, I mentor and develop team members by sharing knowledge, offering guidance, and providing constructive feedback -cultivating a calm, collaborative, and high-performing creative culture.
2019- Present
Tune Up Fitness
Creative DirectorÂ
Tune Up Fitness is a wellness company based in Sherman Oaks, California. I joined the team in March 2019 as a Graphic Designer and have grown into the role of Creative Director, leading projects and shaping the brand’s visual identity. In my role, I oversee creative deliverables across storyboards, brand systems, wireframes, user flows, marketing campaigns, key art, logos, illustrations, animations, and emails – ensuring all work is polished, cohesive, and aligned with the brand’s vision.
In 2022, I led the redesign of the Tune Up Fitness website, including wireframing, page design, build, and optimization, while managing the team to ensure every element consistently reflected our brand identity and objectives.
In 2023, I helped guide the company’s transition from Ontraport to HubSpot, enhancing email design and marketing strategies, which improved engagement and drove measurable revenue growth.
In 2025, I spearheaded the planning and execution of the company’s holiday campaign, starting months earlier than previous years. I created a detailed project and design roadmap, developed new product concepts, and coordinated cross-functional timelines, resulting in a smoother workflow and a 30% increase in holiday sales year-over-year.
I co-manage video and photography productions, including casting, shot planning, and on-set direction, ensuring every visual asset tells a clear, brand-aligned story. As Creative Director, I mentor and develop team members by sharing knowledge, offering guidance, and providing constructive feedback -cultivating a calm, collaborative, and high-performing creative culture.
On-Set Direction & Photography
During my time at Tune Up Fitness I captured product images for upcoming advertising campaigns as well as lifestyle shots for our social media platforms.
By 2021, significant progress had been made on the new website, and I proposed a comprehensive re-shoot of all our products. During this shoot, I worked closely with the photographer, Samantha Jacoby, encouraging a playful approach with the products, focusing on dynamic movements and innovative stacking using blocks to add creativity to the imagery.
I directed numerous on-set photo and video productions, providing photographers and videographers with detailed shot lists and guiding talent and production to stay on schedule. I also took the lead on scouting locations, booking talent, and editing photos and videos to ensure the final assets were polished and ready for the website and social media.
Marketing
Marketing of new promotions would be featured in the monthly newsletter, email campaigns, as well as through paid social media marketing. These promotions would often feature a discount on a product, a new product being introduced, an upcoming training or event, or the release of a new book. Each month, I collaborated with our ads team to review campaign performance and adjust designs and copy based on the insights from the previous month.
Print materials I created included different product card inserts that would be included in packaging, how-to guides, event flyers and more.
Website Re-Design
The new website incorporates a video library, subscription features, and an enhanced virtual interactive experience. I took a hands-on role in constructing the website in collaboration with the design team. In my capacity as the design manager, I prioritized the meticulous adherence to brand guidelines during the site’s creation. Our primary focus was on user experience, emphasizing functionality, performance, speed, and a seamless user journey.
Creative Direction
To elevate the new site I encouraged a branded video for the home page. To bring this vision to life, I took on the role of coordinating three separate photoshoots. I co-managed the talent, scouted locations and played a hands-on role in coordinating all aspects of the shoots. In fact, you may even spot me in front of the camera for some of the shots.
Blog Artwork
On a monthly basis, we highlighted a new blog post on the website. I was responsible for designing blog covers that incorporated artwork relevant to the blog’s theme. This unique artwork was not only showcased on social media but also included in our monthly newsletter email.
