At Route Werks, I led brand and marketing creative across product launches, Kickstarter campaigns, paid advertising, lifecycle marketing, social content, and visual storytelling. Working within a lean and fast-moving team, I oversaw the day-to-day creative direction of the brand while helping define how the company presented itself across digital, editorial, and campaign environments.

My role blended strategy and execution. Developing campaign concepts, writing brand copy, directing creative production, shaping launch narratives, overseeing visual consistency, and building systems for how the brand communicated with its audience. I worked cross-functionally with leadership, product development, photographers, freelancers, and paid media partners to bring campaigns from concept through launch.

A major focus of my work was expanding the brand beyond purely functional product marketing into a more emotionally driven and culturally resonant identity. I developed broader creative concepts, campaign worlds, experiential ideas, and editorial approaches intended to position the brand within a more lifestyle-oriented and design-conscious space, often working within significant budget and production limitations typical of a smaller independent company.

This experience strengthened my ability to think conceptually while operating pragmatically. Building cohesive brand direction, storytelling systems, and campaign frameworks even when resources, timelines, or production budgets required creative problem-solving and prioritization.