As Creative Director for the Recreation.gov marketing team, I led the rebrand of one of the federal government’s most public-facing digital platforms—modernizing its identity while honoring its trusted legacy. The goal was to enhance the customer experience, unify communications across channels, and reflect the excitement and accessibility of outdoor recreation for millions of users.

I defined the brand platform, voice, and identity, collaborating with agency partners, product managers, and designers to establish a cohesive look and feel across every touchpoint. The result was a refreshed, human-centered brand supported by a comprehensive Brand Guide that set the foundation for all future marketing and design.

My team delivered a full suite of creative assets, including digital and print campaigns, e-newsletters, videos, social media content, seasonal promotions, trade show materials, and branded merchandise, all aligned under a unified creative vision.

Impact Within the First Year of Rebrand:

• 22% increase in sessions from direct, referral, and email channels
• 7% increase in e-commerce conversion rates
• 30% increase in total transactions

The Recreation.gov rebrand received multiple industry awards, including Hermes Creative Awards (Platinum) and the National Association of Government Communicators Blue Pencil & Gold Screen Award, and was recognized by Fast Company’s Innovation by Design Awards. I was also honored to present our work at the Adobe MAX 2020 Creativity Conference.