Society of St. Vincent de Paul Los Angeles
Led a strategic and creative refresh that reconnected thrift retail with the nonprofit's broader social impact.
Role: Agency head of strategy
Led the strategic and creative refresh for the largest Catholic charity in Los Angeles, reconnecting the organization's well-known thrift store network with the broader social services it funds.
The project produced a modernized brand system, messaging framework, and visual toolkit designed to resonate with a younger and more secular audience while still respecting the institution's long history and donor base.
The resulting platform and campaign drove a 300% increase in subscription rate, along with fueling multiple new programs for neighborhood assistance, summercamp signups, and volunteer recruitment.
