Strategic Narrative & Creative Systems

Selected Work

High-level creative direction and brand strategy for people building complex things.

I’ve spent 15 years helping brands find their voice and keep it consistent as they grow. I’ve built marketing teams from the ground up at startups and led global campaigns for names like Adobe and eBay. Lately, my work is about bridging the gap between big-picture strategy and the actual craft of making things. Whether I’m architecting a product narrative for thousands of employees or directing the visual world of a new game studio, I focus on work that feels human, honest, and well-made. I take on select consulting projects that need a thoughtful mix of senior leadership and hands-on creative direction.

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My Approach

Strategic Creative Direction

I build brands through strategy and craft. From defining core messaging and visual identity to executing campaigns, I work with words, images, and experiences—digital and physical—ensuring every decision is grounded in authentic brand storytelling.

Building Creative Teams

I assemble, guide, and motivate talented global collaborators to realize ambitious creative visions. Whether it's finding the right designers, illustrators, photographers, and writers or optimizing workflows, I create the conditions for exceptional work to happen.

Quality and Craft First

In a world of commodity content and generic visuals, I create work that stands out. Thoughtful, brave, beautifully executed, and human first: I bring the same standards to creative direction, content strategy, and brand visuals for every project.

Creative Partnership

The best ideas come from asking the right questions and actually listening to the answers. I research, ask questions, and create space and structure for ideas to evolve. I see myself as a partner to leadership, who can hold the vision steady while we figure out the best way to build it.

Adobe Stock Advocates:

Selected artists awarded the Artists Development Fund by Adobe Stock. "Each of these artists has been selected for their demonstrated ability to authentically portray visual cultures through the lens of their own regional, eth

The Adobe Stock Advocates program set out to elevate new voices and visuals that resonate with honesty and impact. By issuing eight unique intersectional creative briefs, the program inspired diverse creators to produce compelling photography, video,

A glimpse of the new organizational home for eBay Design. (2026)

Adobe Artist Spotlight:

The Adobe Stock team aimed to raise awareness among artists about licensing their original work on Adobe Stock, fostering a positive perception of the stock business among professionals. The Artist Spotlight campaign achieved

Ad campaign for Cyberpunk Legends, for Night Crew Games (2026)

CODAME is a globally renowned nonprofit collective of futurists and community builders focused on the intersection of art and technology. CODAME builds immersive, engaging, and creative technology-focused experiences and educational events.

As a non

Installation image from CODAME-featured media artist Refik Anadol. (Click to read article.)

Adobe Stock Artist Awards campagin.

From over 340 million assets in the stock content collection, the company recognized some of the best examples of aesthetic, technical, and narrative quality, celebrating their global community of artists.

The Ar

Adobe Stock Artist Awards campaign. From left: Artist Awards landing page; Annual Honors categories; detail from a visual gallery of honoree work on Adobe Stock.

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From over 340 million assets in the stock content collection, the company recognized

Adobe Artist Spotlight:

British-Nigerian photographer Christina Nwabugo discusses her connection to nature, subverting traditional stock photography, and creating a legacy through her work.

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Artist Spotlight video profiles feature interviews of t

Adobe Stock Artist Awards campaign. Left: Artist of the Year landing page. Right: A few of the Awards jury members.

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From over 340 million assets in the stock content collection, the company recognized some of the best examples of aesthetic, techn

Adobe Creative Trends.

Adobe Stock Creative Trends is an annual program that taps into insights and data from the global Creative Cloud app user network, combined with original trend research spearheaded by the Adobe Stock team.

The central pillar

Adobe Creative Trends campaign. Left: Adobe Fonts partnership: Font Packs. Right: Detail from the Psychic Waves creative trend gallery, curated by Adobe Stock.

“Irene is a sophisticated content marketer and excellent storyteller. That combination produces unbelievable results. She’s thoughtful, creative, technically strong and strategic. She is exactly the type of pro you want to work with to get your marketing team and company to that next level.”

— Tim D, President, Actual Agency
"[Irene's] understanding of brand identity and how to create content and campaign marketing to appeal to a company’s core audience while evolving and expanding demographic appeal in line with shifting market needs and consumer engagement is remarkable."

—Brenda M, Principal of Creative and Consumer Insights, Adobe
“I was always impressed by the speed and quality of Irene’s work. Whether it was creating a customer case study, perfecting content for a presentation, or rewriting an entire website landing page for our sales team, she nailed it.”

—Kelly F, Account Executive, Salesforce
“I was very fortunate to work with Irene as she possesses a unique eye, artistic flair and creativity that brought my ideas to life. I was constantly astonished by her ability to translate bland text or power points into beautiful and impactful marketing and sales pieces. Irene was able to take the ordinary and make it extraordinary...creating an emotional connection and truly making an impact.”

—Anne P, EVP, LifeDojo Corporate Wellbeing
“When Irene agrees to produce something, I don't expect a 'job well done'; rather, I know that I will see something spectacular.”

—Jerry G, Partner, Anderson Kill P.C.
“Irene is able to find the most interesting narrative for widely varying audiences. Her strongest storytelling skills are her authentic voice and captivating cadence. Her ability to connect across teams expands the impact of any project.”

— Shea M, Senior Content Lead, Adobe
“Working with Irene its always a pleasure. She really understands how to deal with the complexity of cross-functional creative projects…from ideation to the very end, with a strong understanding of brand strategy.”

—Rod L, Sr Manager of Design & Creative Services, Adobe

Strategic Narrative & Creative Systems

High-level creative direction and brand strategy for people building complex things.

My Approach

“Irene is a sophisticated content marketer and excellent storyteller. That combination produces unbelievable results. She’s thoughtful, creative, technically strong and strategic. She is exactly the type of pro you want to work with to get your marketing team and company to that next level.”

"[Irene's] understanding of brand identity and how to create content and campaign marketing to appeal to a company’s core audience while evolving and expanding demographic appeal in line with shifting market needs and consumer engagement is remarkable."

“I was always impressed by the speed and quality of Irene’s work. Whether it was creating a customer case study, perfecting content for a presentation, or rewriting an entire website landing page for our sales team, she nailed it.”

“When Irene agrees to produce something, I don't expect a 'job well done'; rather, I know that I will see something spectacular.”

“Irene is able to find the most interesting narrative for widely varying audiences. Her strongest storytelling skills are her authentic voice and captivating cadence. Her ability to connect across teams expands the impact of any project.”

“Working with Irene its always a pleasure. She really understands how to deal with the complexity of cross-functional creative projects…from ideation to the very end, with a strong understanding of brand strategy.”