PROJECT OVERVIEW
As Creative Director for Planetholla.com, I led the creative direction and digital content ecosystem for a growing lifestyle and entertainment platform, overseeing photography, video, editorial storytelling, and multi-platform advertising.
As Creative Director for Planetholla.com, I led the creative direction and digital content ecosystem for a growing lifestyle and entertainment platform, overseeing photography, video, editorial storytelling, and multi-platform advertising.
Core Responsibilities
Led all digital content production, including photography, video, and editorial storytelling
for Planetholla.com.
for Planetholla.com.
Developed and executed a multi-platform social media strategy that increased engagement and brand visibility across Instagram, Facebook, and YouTube.
Designed digital ads, web visuals, and campaign assets to support brand partnerships and promotional initiatives.
Managed website updates, QA, and performance optimization, ensuring a seamless user experience.
Coordinated freelance designers, photographers, and copywriters/editors, maintaining brand consistency and meeting project deadlines.
Planet Holla - Logo Recreation & Vector Redesign
Original Logo (2009)
Recreated Logo (2013)
Preserving Identity Through Precision.
This Involved the full vector recreation and refinement of the Planet Holla logo, preserving the original creative concept while modernizing the execution for professional digital and print use. The objective was to maintain the brand’s recognizable visual identity, centered around the metallic globe and speaker motif, while improving clarity, scalability, and production reliability across platforms.
This Involved the full vector recreation and refinement of the Planet Holla logo, preserving the original creative concept while modernizing the execution for professional digital and print use. The objective was to maintain the brand’s recognizable visual identity, centered around the metallic globe and speaker motif, while improving clarity, scalability, and production reliability across platforms.
Using the original raster logo as reference, I rebuilt the mark entirely in vector format, correcting inconsistencies in shape geometry, lighting, and edge definition. The redesigned logo features clean contours, balanced symmetry, and refined highlights and shadows, allowing the globe and metallic frame to reproduce crisply at any size without quality loss.
Special attention was given to:
Accurate continental shapes and horizon curvature
Consistent bevel depth and metallic reflections
Uniform screw detailing around the frame
Improved contrast for enhanced legibility on light and dark backgrounds
The final vector logo became the master brand asset for Planet Holla, enabling seamless use across website UI, mobile applications, social media, advertising, and merchandise. The redesign ensured the brand could scale confidently while staying true to its original concept.
WEB ASSETS
EVENT PHOTOGRAPHY
EVENT COVERAGE
As part of the creative direction for Planetholla.com, I directed event photography with a focus on brand storytelling, audience engagement, and multi-platform usability. Coverage was planned with downstream content strategy in mind, ensuring each shoot generated assets suitable for editorial features, social rollouts, promotional campaigns, and partner deliverables. This approach maximized both creative value and long-term content ROI.
HOT SPOTS
Hotspots - Large-Scale Venue Content Management
Hotspots was developed as a scalable digital platform housing over 15,000+ venue listings across nightlife, dining, and entertainment categories. Each venue profile integrates structured content, including location data, interactive maps, contact information, and visual storytelling assets. I oversaw the image editing, resizing, optimization, and presentation standards for the entire platform, implementing consistent visual guidelines to maintain quality, performance, and brand integrity
at scale.
Hotspots was developed as a scalable digital platform housing over 15,000+ venue listings across nightlife, dining, and entertainment categories. Each venue profile integrates structured content, including location data, interactive maps, contact information, and visual storytelling assets. I oversaw the image editing, resizing, optimization, and presentation standards for the entire platform, implementing consistent visual guidelines to maintain quality, performance, and brand integrity
at scale.
MISC. ASSETS
Miscellaneous Interface & Conversion Assets
This asset suite supports the platform’s core user journey through thoughtfully designed micro-interactions and system-level visuals. The collection includes a fully branded 404 experience, an “unavailable image” placeholder system, high-impact CTA buttons (“Sign Up Now”), a Planet Holla watermark to protect digital assets, and video page advertising creatives. Each asset was designed to balance brand expression, functional clarity, and conversion performance, ensuring consistency across both high-traffic and edge-case
user scenarios.
This asset suite supports the platform’s core user journey through thoughtfully designed micro-interactions and system-level visuals. The collection includes a fully branded 404 experience, an “unavailable image” placeholder system, high-impact CTA buttons (“Sign Up Now”), a Planet Holla watermark to protect digital assets, and video page advertising creatives. Each asset was designed to balance brand expression, functional clarity, and conversion performance, ensuring consistency across both high-traffic and edge-case
user scenarios.
SOCIAL MEDIA
INSTAGRAM
Instagram Strategy, Creative Direction & Scheduling
I oversaw the strategy and creative development of Instagram series that formed the backbone of the platform’s content ecosystem. These included themed posts like Behind the Scenes, Featured Hotspot, Drink of the Day, and other editorial-style segments. Beyond content creation, I managed the scheduling cadence, coordinating publishing windows based on engagement analytics, peak user activity, and campaign priorities. This approach ensured each post contributed to broader brand goals and sustained audience growth.
I oversaw the strategy and creative development of Instagram series that formed the backbone of the platform’s content ecosystem. These included themed posts like Behind the Scenes, Featured Hotspot, Drink of the Day, and other editorial-style segments. Beyond content creation, I managed the scheduling cadence, coordinating publishing windows based on engagement analytics, peak user activity, and campaign priorities. This approach ensured each post contributed to broader brand goals and sustained audience growth.
TWITTER
Twitter Creative Direction & Brand Programming
Directed the annual visual refresh of Planet Holla’s Twitter presence through strategically designed header graphics, campaign visuals, and milestone celebration assets. This included follower-growth announcements, seasonal refreshes, and brand achievements. I established visual standards for platform-specific design, ensured cross-channel brand consistency, and aligned releases with content calendars and engagement benchmarks.
Directed the annual visual refresh of Planet Holla’s Twitter presence through strategically designed header graphics, campaign visuals, and milestone celebration assets. This included follower-growth announcements, seasonal refreshes, and brand achievements. I established visual standards for platform-specific design, ensured cross-channel brand consistency, and aligned releases with content calendars and engagement benchmarks.
Planet Holla - Sponsored Brand Ad Concepts for Partnership Proposals
Ad sizes 300x100, 300x250, 728x90
Luxury-forward nightlife integration concept showcasing Crown Royal within Planet Holla’s premium entertainment ecosystem.
Energetic, modern spirits concept designed to connect 901 Silver Tequila with high-traffic nightlife discovery moments.
High-performance automotive lifestyle concept positioning BMW alongside Planet Holla’s upscale cultural audience.
Led the creation of speculative sponsored ad designs for Crown Royal, 901 Silver Tequila, and BMW to support Planet Holla’s advertiser outreach and partnership proposals. These concepts were developed as proof-of-capability pieces, demonstrating how premium lifestyle, automotive, and spirits brands could be integrated into Planet Holla’s digital environment. Each ad adhered to partner brand standards while maintaining platform consistency and scalability across multiple
digital placements.
digital placements.
Overview
Planet Holla developed a series of speculative sponsored ad concepts to support outbound partnership proposals with premium lifestyle, spirits, and automotive brands. These concepts served as visual proof-of-capability, demonstrating how brand partners could be seamlessly integrated into Planet Holla’s nightlife and cultural discovery platform.
Brands featured in this proposal set included:
Crown Royal (Spirits / Premium Lifestyle)
901 Silver Tequila (Spirits / Nightlife Activation)
BMW (Luxury Automotive)
Objective
To create high-impact, on-brand advertising mockups that could be used as selling tools by the Planet Holla partnerships team to:
Visualize real-world sponsorship integrations
Demonstrate premium brand alignment
Increase advertiser confidence and interest
Showcase Planet Holla’s creative production capabilities
Creative Strategy
Each concept was designed using a dual-brand approach:
Respecting and adhering to each partner brand’s visual identity, tone, and lifestyle positioning
Maintaining Planet Holla’s nightlife-forward, culture-driven aesthetic
The ads were designed to feel:
Native to the platform
Authentic to each brand
Scalable across web, mobile, and social placements
Concept Breakdown
Crown Royal - Nightlife Prestige
Visual tone emphasized luxury, exclusivity, and premium nightlife culture
Gold accents, low-light contrast, and upscale composition reinforced brand prestige
Designed to feel at home within VIP nightlife content and featured hotspot placements
901 Silver Tequila - Energy & Social Moments
Bright, high-contrast visuals highlighting conversation, celebration, and nightlife energy
Focused on social drinking culture and discovery moments within hotspot content
Optimized for placements alongside nightlife listings and event promotions
BMW - Lifestyle & Performance
Automotive integration positioned around status, motion, and urban lifestyle
Designed to bridge nightlife culture with luxury mobility
Emphasizing the emotional experience and the human connection to the car
Deliverables
Static digital ad concepts
Platform-native sponsorship mockups
Sales-ready creative visuals for pitch decks
Multi-format scalability for web and social placements
Role & Responsibilities
Led concept development and creative direction
Designed all brand partnership visuals
Interpreted and aligned external brand standards with Planet Holla’s visual system
Prepared pitch-ready ad assets for the sales and partnerships team
Use in Sales Enablement
These concepts were used directly in outbound partnership decks, helping the Planet Holla team:
Communicate sponsorship value visually
Demonstrate brand-safe integration
Pitch multi-tier advertising placements
Accelerate partner buy-in through tangible examples