CLIENT ENGAGEMENT STORY
Rethinking the Event Branding Process
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, marketing, and design.
My Role
I joined as a creative advisor, working alongside marketing, events, and the internal designer 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.
SELECTED WORK
Strategy made visible
CCBHC Impact Communications
Translating program data and outcomes into accessible, highly scannable communications for national audiences.
Mental Health First Aid Campaign Communications
Extending established brand systems across milestone and social communications.
National Council Brand Advertising
Extending the brand across external advertising.
CCBHC Transformation: A Year in Review
Structuring program outcomes, milestones, and priorities into a concise four-page impact report.
Communitywide MHFA Implementation Road Map
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 brought clarity, creativity, and leadership to our communications at a critical time. She quickly understood our goals and elevated the quality and impact of our work.”
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Associate Director
Marketing and Communications
National Council for Mental Wellbeing