CLIENT ENGAGEMENT STORY
Aligning People, Process, and Design
American Apparel & Footwear Association
Creative operations and strategic guidance to strengthen how event brands are developed, reviewed, and brought to life.
Bringing greater clarity and structure to the event branding process.
THE ENGAGEMENT
The Need
AAFA wanted to strengthen how event brands were developed across its portfolio, while supporting collaboration between events, communications, and design.
My Role
I joined as a creative advisor, working alongside comms, events, and design to evaluate the existing process and identify opportunities for improvement.
The Approach
I observed the team’s existing workflow, gathered perspectives from key stakeholders, supported an active event branding process, and translated those insights into practical guidance for future work.
THE WORK
Creative operations in practice
Creative Guidance + Facilitation
Leading collaborative working sessions while providing creative direction and mentorship to bring greater efficiency and quality to the event branding process.
Creative Process Mapping
Evaluating the existing event branding workflow and identifying opportunities to improve alignment, collaboration, review, and decision-making.
Engagement Findings + Recommendations
Distilling observations, stakeholder input, and process insights into a practical report with recommendations to guide future event branding.
THE OUTCOME
Clearer guidance. Stronger collaboration. A more intentional creative process.
The engagement gave AAFA a clearer framework for approaching event branding, with practical guidance designed to support creative development, stakeholder review, and consistency across future events.
Amanda was an incredibly professional freelance partner, helping us clarify responsibilities between departments and improve the dialogue between Event Planning and Communications & Marketing. She offered guidance and clarity for internal creative reviews and refinements as we worked to bring visual identities to life for our revenue-generating events.”
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Natalie LaBella
Senior Vice President, Communications
American Apparel and Footwear Association