Fifteen years directing campaigns that don’t just win awards — they change what people do. At scale. In every zip code. With nonprofit budgets.
Keep America Beautiful is one of America’s most recognized environmental nonprofits — a brand with 70 years of history, 20,000+ affiliate organizations, and a presence in every zip code. The problem wasn’t awareness. It was activation.
As Senior Creative Director, I led the full brand and campaign architecture for National CleanUp Day — the flagship program. That meant everything from the visual identity system to the PSA campaign pipeline to the affiliate enablement toolkit used by 20,000 local organizations across the country.
The result wasn’t just a cleaner visual identity. It was a movement infrastructure — a brand system that local chapters could operate independently, at scale, without losing cohesion. A toolkit built for 20,000 different hands to use without losing the thread.
The national PSA campaign aired over 160,000 times across all 50 states — delivering $77.5M in earned media value and 745M+ impressions. Not because we had a big media budget. Because we built creative that broadcasters actually wanted to run.
The brand system built for Keep America Beautiful had to work for 20,000+ affiliates across every type of community — urban, rural, local chapters with zero design staff. Below is the affiliate brand template and a selection of campaign and content work.
The toolkit deployed across 20,000 local organizations nationwide. Drag or click to browse.
Click any image to expand. Hover for caption.
Feb 2020 (before) vs. current kab.org (still live). Drag to compare. The site I built is still running today.
Not estimated. Documented. What nonprofit creative looks like when it’s built right.
Real people who showed up and took action because of a brand system built to mobilize, not just communicate.
Volunteer labor and civic engagement converted to documented economic value. Behavior change on a ledger.
A brand system deployed by 20,000 different hands across every type of community — and still one brand.
Led full brand and campaign redesign for one of America’s most recognized environmental nonprofits. Rebuilt the visual identity system, PSA pipeline, and affiliate toolkit from the ground up. 20,000 organizations. One coherent brand.
Creative direction for federal government communications under DHS Science & Technology. Built brand and messaging systems where accuracy and credibility are non-negotiable. NAGC First Place + Blue Pencil Award of Excellence.
Cross-sector creative direction including health, nonprofit, and civic organizations. Applied Implementation Science to brand strategy — closing the gap between what organizations build and what communities actually adopt.
Camera crew for the Athens 2004 Olympics broadcast. In-office at Icon Productions during Apocalypto. The foundation: what zero-failure, no-second-take creative production actually demands.
Awareness campaigns are the nonprofit sector’s most expensive habit. The brief is never “make people aware.” The brief is always “make people act.” I design from the desired behavior backward — applying Implementation Science to every creative decision.
A single campaign is a sprint. A brand system is a relay. Nonprofit creative has to work without its creator in the room — deployed by volunteers, local chapters, and partners who have zero time to interpret a style guide. I build for that reality.
$77.5M in earned media wasn’t bought — it was earned because broadcasters found the creative worth running. The highest compliment in nonprofit creative is content that propagates without a budget. That’s the target.
You need a Creative Director who understands movement-building, behavior change, and brand systems that work without you in the room.
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