Advance Media New York.
Helping shape Advance Media New York from the inside out.
Brand Strategy | Visual Identity | Creative Leadership | Web | Video | Marketing
I started at Advance Media New York as an unpaid intern out of college, eager to prove myself and grow within the organization. Over time, my role evolved from supporting client creative to becoming a Marketing & Brand Specialist, where I helped lead a major rebrand of the company itself. I contributed to the new name, designed the logo and visual identity, built and launched the company website, managed its social presence, and developed creative for internal marketing campaigns.
After helping shape how Advance Media New York presented itself in the marketplace, I transitioned into creative leadership and began building out paid creative services for clients. That shift expanded the agency’s capabilities, created new revenue opportunities, and ultimately laid the foundation for the creative team and service offering I would go on to lead.
Video Production Sizzle Reel
As our video work continued to earn strong client feedback and open the door to new business opportunities, we saw a clear pattern: compelling video was becoming one of our strongest ways to demonstrate the value of our creative team. I led the creative direction for a sizzle reel designed to help our sales team capitalize on that momentum and give them a powerful tool for showcasing our capabilities to larger prospective clients.
Working closely with our video producers, I shaped the reel around key production categories and selected a music track that gave the piece the right mix of energy, creativity and momentum. One of my favorite moments comes during a major musical shift, where we intentionally feature members of the team behind the work, adding personality while reinforcing the award-winning talent responsible for the projects on screen.
The final piece became more than a highlight reel. It served as a strong business development tool that captured the range, quality and personality of our video work while helping position the team for even larger creative opportunities.
Rebrand + Visual Identity
I played a major role in the strategic rebrand from Syracuse Media Group to Advance Media New York. We recognized that the previous name was limiting how prospective clients perceived us, often making the company feel more locally focused than the work, capabilities and ambitions actually were. Repositioning the organization under a broader statewide identity immediately helped open doors to new opportunities across New York and beyond.
As part of that transformation, I led the development of the new logo and visual identity, creating multiple concepts that aligned with both our strategic vision and the broader Advance brand. Working closely with senior leadership, we landed on a clean, timeless system with flexible logo variations, including an iconized mark for social and digital applications. The triangular elements within the identity represented three core differentiators and reinforced the idea of helping brands grow from every angle.
My role extended well beyond the logo itself. I helped shape the messaging behind the rebrand and developed creative across a wide range of channels to introduce the new company name, clarify our capabilities and communicate the value we could bring to organizations looking to achieve business goals through digital marketing. The rebrand became an important turning point for the company, strengthening how we positioned ourselves in the market and helping create new opportunities for growth.
Website Design + Development
As part of the four-month rebrand, I led the design and development of Advance Media New York’s new website, building the experience from the ground up to better reflect our expanded capabilities and position the company for growth. I developed the wireframes and overall site architecture, collaborated with copywriters on messaging, and worked closely with a UI and accessibility expert to ensure the experience was intuitive, inclusive and easy to navigate.
The site launched with dozens of pages designed to clearly communicate our services, expertise and value to prospective clients. Following launch, we saw a significant increase in inbound leads, giving our sales team a steady stream of warmer opportunities and contributing to meaningful new business growth.
While the website has since evolved under a new internal team, the original launch became an important part of the broader rebrand, strengthening our digital presence, improving how prospective clients understood our capabilities and helping turn the website into a true business development tool.
Environmental Branding + Interior Design
One of the more unique aspects of my role was how often I was trusted to step into projects well beyond traditional marketing. As part of the Advance Media New York rebrand, I helped translate the new identity into the physical office environment, making sure the space reflected the same modern, elevated brand we were introducing externally.
I led the visual direction for the office, interviewed and selected a signage partner, and collaborated through production and installation. The work included window etching, large-scale backlit exterior signage, room identification, full-wall vinyl graphics and paint selections, all designed to create a cohesive branded experience throughout the space.
Projects like this were especially rewarding because they reflected the breadth of my role. I was often leaned on wherever creative thinking, design judgment and execution were needed, giving me the opportunity to shape the brand far beyond traditional campaigns.
Social Media Strategy + Management
As part of the company rebrand, I helped transition Advance Media New York to an entirely new social presence, establishing the tone, content approach and visual consistency that would define how the brand showed up online.
In my role as Marketing & Brand Specialist, I managed the company’s social channels for several years, developing content around thought leadership, client work, agency culture, events and company news. The goal was to make the brand feel active, credible and connected while giving prospective clients and partners a better sense of who we were and the work we were producing.
That effort helped build a stronger, more consistent social presence and created a foundation the company could continue evolving as my role shifted further into creative leadership.
Helping Build Something That Lasted
What started with helping redefine the Advance Media New York brand ultimately grew into a much larger opportunity to shape the organization from the inside. The rebrand strengthened how we positioned ourselves in the marketplace, the website became a valuable source of new business opportunities, and the foundation we built helped the company present itself as a more sophisticated, full-service marketing partner.
My own role evolved alongside that growth. I went from supporting the company’s brand and marketing to building paid creative services from the ground up and eventually leading a six-person creative team. Over the years, our work supported hundreds of brands, generated millions in creative revenue and earned more than 90 creative awards. Creative became an increasingly important part of the agency’s offering, helping open doors, strengthen client relationships and create new opportunities for the business.
More than any single project, I’m proud of the evolution. I had the opportunity to help shape how Advance Media New York looked, communicated and showed up in the marketplace, then build and lead the team responsible for bringing that same level of creativity to our clients.
