Designing Cultural Moments
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MY ROLE
Creative Direction (Concept & Direction)
Directed Culture Lab in Production of AssetsDesigner’s in Culture Lab:
Rachel Elias
Libby Pidgeon
Wafa Azeem
Dan Herchek
JL Thibodeaux
Mat Thomas
PROJECT TYPE
Marketing
Digital
Visual Identity
Campaign Direction
Experiential Design
PROGRAMS
Photoshop
Illustrator
InDesign
A unified visual language built to celebrate, honor and elevate the moments that matter.
For SiriusXM's cultural tentpole campaigns, I led the creative direction for a cohesive identity system that could flex across diverse cultural moments — Women's History Month, Hispanic Heritage Month, Pride, Black History Month and more. The challenge was real: each campaign needed to feel specific and authentic to its community while still living unmistakably within the SiriusXM brand.
I developed the overarching design direction — concept, visual language, color systems and campaign frameworks — which the in-house production team then scaled across social templates, event graphics, on-air visuals and OOH placements. The result was a modular toolkit that gave each campaign its own expressive identity without starting from scratch every time.
Design Decisions
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Each campaign had its own colors and type but used shared templates; speed without losing cultural specificity.
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Instead of stock photos or generic icons, the visuals use bold type and high-contrast layouts so the subjects — artists, athletes and creators — carry the impact.
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Every campaign framework was designed to extend from a single social post to a Times Square billboard without breaking.
Women’s History Month
SiriusXM “She’s Got The Mic”: Campaign Key Art
Championing
Women’s Voices
Design putting women front and center.
A confident, editorial-driven visual system placed women front and center. Strong typography, high-contrast color and expressive layouts spotlighted artists, athletes, creators and leaders across SiriusXM; balancing brand consistency with campaign-specific expression.
SiriusXM “She’s Got The Mic”: Color Palette
SiriusXM “She’s Got The Mic”: Social Media Assets
SiriusXM “She’s Got The Mic”: Times Square Billboard OOH
The Digital Godzilla billboard in Times Square generates over 1.5 million daily impressions. This figure reflects the total number of times its content is displayed to pedestrians and drivers passing through the area, factoring in its prime location, large screen size and constant rotation of high‑traffic content.
Hispanic Heritage Month
SiriusXM “Sin Límites, Endless Cultura”: Campaign Key Art
Celebrating Endless Cultura
Celebrating Latin creativity & influence.
A dynamic visual system honored the diversity of Latin music and culture. Vibrant color, expressive typography and rhythmic compositions reflected the richness of the community’s stories; extending across satellite, social, digital and event assets.
SiriusXM “Sin Límites, Endless Cultura”: Campaign Overview
SiriusXM “Sin Límites, Endless Cultura”: Social Media Assets
breaking the