Xos, Inc.
February 2021 - October 2024
Director of Marketing and Creative
As the Director of Marketing & Creative at Xos, I'm privileged to have led a talented team spanning creative, digital, events, and communications. Together, we planned and executed captivating marketing strategies. By meticulously cultivating and managing our brand guidelines, I established a consistent and resonant brand identity. I take great pride in having led our standout product launch event, Xos Fleet Week, as well as securing our prominent position as a headline sponsor at major industry events. Employing streamlined workflows and strategic tools like Asana, I consistently drive projects beyond expectations. Rooted in an unwavering commitment to pushing creative and strategic boundaries, I am enthusiastic about the potential to channel my skills into crafting compelling narratives and impactful campaigns that resonate deeply across audiences.
Creative Direction
Upon becoming a publicly traded company, Xos was due for a brand refresh. I was assigned as the lead on the project and worked together with key creatives to spruce up the overall look tone and feel of the brand and create new brand guidelines to reflect that. We wanted the brand to feel confident and modern without it becoming too futuristic.
Working together with the Sr. Video Producer and Communications Director, we conceptualized a “Step Up” inspired ad to promote our newest fully-electric delivery stepvan. As the creative lead on this project, I was responsible for color direction, costume selection, and motion graphics direction. The ad was published across all social media channels as well as displayed at all events and expos throughout the 2023 event season.
Xos Fleet Week was the first major product reveal event held by Xos. As Event Manager at the time, I led the charge on this event. My responsibilities included creative and design direction, arranging and managing location and vendors, event layout and run of show, guest list management of invitations and RSVPs, budget management and allocation, and more. The event was largely successful with over 400 guests in attendance and securing major customers for Xos. and My work on this event earned me recognition from my superiors and ultimately led to my promotion to Director of Marketing and Creative.
Xos branded holographic curtain separates event areas.
Guests were given a branded tote bag to fill with whatever swag their hearts desired.
Xos branding executed throughout the event, from bar cups and napkins, to swag bags and golf balls.
Massive LED screen created an immersive backdrop for our speakers and their presentations to engage the audience.
Massive LED screen created an immersive backdrop for our speakers and their presentations to engage the audience.
Massive LED screen created an immersive backdrop for our speakers and their presentations to engage the audience.
Massive LED screen created an immersive backdrop for our speakers and their presentations to engage the audience.
The grand reveal included included two massive curtain drops to unveil Xos' two newest electric vehicles.
The grand reveal included included two massive curtain drops to unveil Xos' two newest electric vehicles.
Guests were able to approach the vehicles and get inside where the dashboard was playing an interactive video.
Lounge areas included intimate conversational seating and Xos branding throughout.
Lounge areas included intimate conversational seating and Xos branding throughout.
Interactive and immersive activities such as virtual and augmented reality were enjoyed by guests.
Xos branding was clear throughout the entirety of the event, including on directional and informational signage.
One activity included a live screen printing activation where guests could choose their color T-Shirt and their screen printing design.
One activity included a live screen printing activation where guests could choose their color T-Shirt and their screen printing design.
One activity included a live screen printing activation where guests could choose their color T-Shirt and their screen printing design.
Software demo station was set up for guests to interact with newly reveals fleet management software.
Motion graphics
Event Marketing & Design
