The Ask & Solution:
Create a standout marketing toolkit and campaign direction for First Command, a financial planning organization serving active-duty U.S. military service members. The concept was built around what service members put "first" in their commitments—and how those values drive long-term financial success.

My Role & Result:
Took ownership of the art direction with a focus on evoking patriotism and trust. Created high-quality brand assets—including custom typography and detailed photo retouching—while collaborating closely with photographers and the art studio. Ensured the campaign concept and storytelling were brought to life cohesively across all channels. The project received public recognition in AdAge.

The stitched font style serves as a visual language that conveys integrity and patriotism. Its hyper-detailed design process—from photography to final execution—is illustrated in the images below.