State Employees Credit Union of New Mexico
I oversee the full brand system across print, digital, event and motion channels. I set the visual direction, maintain brand standards, and develop workflows and templates to streamline production and ensure consistency across all touchpoints.
2024 Annual Report
Role: Art Direction and Design
Challenge: Develop an annual report to reinforce State ECU’s commitment to the community, and modernized our brand’s visual identity across other print and event assets.
Strategy: Anchored around the theme “Unity + Reassurance,” I directed the photograph of real Members that wrapped across the front and back covers, and extended that look into event signage, invitations, and thank-you ads.
Solution: I led the design of the 2024 annual report, developing a consistent photo-centric cover, a refined typographic system, and a visual language that carried into the annual meeting collateral and press ad.
Impact: The unified look, polished typographic settings, and bold photography enhanced brand cohesion across print and event touchpoints, and enabled the thank-you ad in the Santa Fe New Mexican to tie clearly back to the brand identity.
—————
View PDF of full Annual Report here.
Cars for Kids 2025
Role: Art Direction and Design
Challenge: State ECU’s signature Cars for Kids fundraiser for 2025 was scheduled for a summer month, rather than around Halloween, due to a company system upgrade. Our original theming was no longer appropriate, so I was tasked to give the event a refresh. And because this was happening earlier in the year, this removed about two months of work time from our usual project schedule.
Strategy: This event had to be recognizable to locals, so I customized the event logo to be similar to previous years, but using a new font to align with the season. I approached the color palette to feel warm and inviting.
I also wanted this design to be flexible to be used and easily updated in future repeat events.
Solution: Our CEO was inspired by Nevada’s Hot August Nights, and that became my basis for brainstorming a concept. The key image used throughout the promotion of this event was taken from a detail of a low-rider from last year’s show.
The event logo lock-up uses a retro-like font, giving it some timeless qualities, and I’ve created multiple logo lock-ups to allow adaptability to different print and digital formats.
Impact: The event raised $100,000 once again to benefit The Connected Academy at UNM Children’s Hospital,
The new visual design supports streamlined asset creation for and creative adaptability future seasons, no matter when the event takes place.
Cars for Kids 2024
Role: Art Direction and Design
Challenge: State ECU’s signature Cars for Kids fundraiser needed a visual refresh. Enhancing legibility, updating photography, and improving asset creation for both print and digital.
Strategy: I established new design rules for typographic hierarchy and imagery, designed templates for print and digital, and produced a 30-second commercial for broadcast via Xfinity.
Solution: I delivered the refreshed campaign visuals, motion-graphics piece, and directed/shot drone footage capture for event-use and future content.
Impact: The event raised $100,000 to benefit The Connected Academy at UNM Children’s Hospital, and the new visual system supports streamlined asset creation for future seasons.
Motion Graphics
Challenge: State ECU’s existing animation files were outdated, lacked working source files, and did not align with the current identity or modern formats.
Strategy: I rebuilt the animation, updated the brand motion visuals for 1920x1080, as well as vertical mobile formats, and created reusable source files for future use/reference.
Solution: I developed new motion-graphics reels for use in marketing campaigns, and immediately established them in our ‘Driven by Adventure’ auto-loan campaign and our HELOC campaign.
Impact: The refreshed motion-graphics deliver a consistent brand presence across screens, and provided editable source files for future campaigns - improving efficiency and strengthening brand alignment.