Campaign systems at scale ↓
Good Morning America
Creative Direction
Campaign Design
Cross-Platform Execution
The GMA Inspo List(s)
The GMA Inspo Lists are recurring editorial campaigns that celebrate culture, identity, and impact in real time. Each year brought new voices and stories, which meant the visual approach had to stay recognizable while still leaving room to evolve. The challenge opportunity was creating a design language that could feel consistent, flexible, and thoughtful as it adapted across stories, contributors, and platforms.
> Creative direction
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2021
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For Black History Month 2021, I led the visual direction for the campaign.
This included defining the overall look and feel, establishing the design system, and setting the tone for how the campaign would live across social, web, and broadcast.
> Collaborative execution
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Asian American and Pacific Islander Heritage Month
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In the years after, I partnered with the team to extend the Inspo Lists across social, web, and broadcast, refining and adapting the visuals as new cultural moments took shape.
Hispanic Heritage Month
This phase of the work emphasized teamwork and continuity, supporting editors, producers, and motion designers with assets that could be easily deployed and reworked as needed.