Creative Direction, Branding, & Campaign Development

In Pennsylvania, innovation, imagination, and a can-do-spirit are the stuff legends are made of. To position the Commonwealth as the place to work smart and live happy, I lead a team developing a brand campaign that highlights the power, passion, and grit of real PA people.

To authentically celebrate PA's workforce, we featured real entrepreneurs, artisans, and tradespeople in their locations. The campaign raised awareness of the Commonwealth’s strength—and community pride.