Overview
At Wilson Connectivity—the parent company of weBoost and WilsonPro—I helped elevate the creative standard across our consumer and B2B brands, guiding design, packaging, and content initiatives that brought greater cohesion and storytelling clarity to a complex product ecosystem.
Working at the intersection of strategy, design, and production, I led creative efforts that modernized the brand’s visual expression while improving how teams collaborated internally.
The opportunity
When I joined Wilson Connectivity, I was brought on as a Graphic Designer focused on marketing and product collateral for our two brands, weBoost and WilsonPro. Over time, I grew into a leadership role by pairing strong design execution with a strategic understanding of how creative could better support business goals.
As the company evolved, I helped build Wilson’s first in-house creative agency–style team, managing two designers, a copywriter, and two video specialists, while scaling our output through freelance partnerships. This experience taught me that my greatest strength (and joy) comes from leading people: building trust, creating clarity, and helping each team member bring their best work forward.
Highlights during my time as creative lead included a comprehensive packaging redesign that aligned with the brand refresh and strengthened shelf presence. As part of this effort, we developed proprietary product and lifestyle photography used throughout the packaging system—imagery that would later be leveraged across digital and retail assets to bring greater consistency to the brand. We also made a significant investment in video production, creating high-quality content that redefined how Wilson communicated its story and products across multiple channels.
Below are highlights from the projects that best represent our team’s creative evolution at Wilson Connectivity—starting with the weBoost packaging redesign, followed by a look at some of the video campaigns that helped expand the brand’s reach and storytelling maturity.
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weBoost Packaging Redesign
As part of a broader brand refresh, we reimagined the weBoost packaging system to better reflect product value and connect with both retail and online audiences. The redesign focused on clarity, shelf impact, and visual cohesion—introducing a clean hierarchy, updated photography, clearer explanation, and a flexible layout system adaptable across SKUs.
The photography developed for this packaging became key visual assets, later extending into advertising and digital channels to create a consistent look and feel across the brand ecosystem.
Our best-selling solution for RV. Awkward box size also needs to be accounted for and provides an alternative stacking method for retail shelves.
Home Studio is our entry-level solution. Imagery was carefully chosen to showcase a smaller apartment to leverage expectations on product capacity.
Smaller box means less real state. Additionally, we were very intentional in content as we needed to accommodate for French translation for our Canadian market.
This residential product includes professional installation. We made a point to emphasize what it consists of, so customers who pick up the box at a retail location can quickly understand what it entails.
This product needs DIY installation, so extra attention was paid on box components for an easy install. Side of the box showcases the rest of the home product lineup in case there’s a case for upselling a stronger solution.
Imagery was carefully selected so customers would understand it comes with included installation.
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Video Campaigns
To elevate the storytelling and emotional connection of the brand, we made a strategic investment in video production. Balancing scrappy, fast-turn projects with high-caliber, cinematic content when the moment called for it, our team produced a substantial volume of short-form videos that brought warmth and credibility to a traditionally technical category.
I directed the concepting and production for multiple spots, collaborating closely with our internal video team and freelance partners to deliver content that balanced technical clarity with real human value. These videos became a central pillar of our marketing mix, used across digital, retail, and paid campaigns.
Amazon OTT Ads: Vehicle & Residential
As market leaders, our biggest challenge was awareness: Many consumers simply didn’t know signal boosters existed. To close that gap, we produced concise, storytelling videos for both our vehicle and residential product lines. Each spot distilled the value proposition in under 30 seconds, driving awareness and search activity across Amazon and social channels. The Amazon Home & Residential awareness videos achieved a record 3.96% click-through rate, becoming one of our top-performing assets and strengthening our top-of-funnel acquisition strategy.
weBoost for Business | “Shouldn’t Technology Just Work?”
This video anchored our weBoost for Business campaign, designed to reach small and midsize companies struggling with unreliable connectivity. Built around the insight that technology should simply work—without frustration or complexity—the spot captured everyday moments of disruption to highlight the real value of strong signal.
I directed the creative development and production, shaping the narrative and tone to balance empathy with clarity. The result was a 1:30 hero video supported by shorter paid and organic cuts (including the :30-second version shown here) each tailored for different placements and audiences.
Subaru Motorsports USA Partnership
We partnered with Subaru’s Rally Team to outfit their vehicles with weBoost products, telling an authentic story about performance, reliability, and connection. I directed our crew on location in Vermont and Washington, capturing interviews and footage that became a hero story for our brand. We produced multiple versions for use across the website, vehicle PDPs, and Amazon OTT—where it became one of our top-performing videos.
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This body of work represents a pivotal chapter in my creative career, where I grew from designer to creative leader and built a team that elevated the storytelling and craft of two legacy brands. Our packaging and video efforts not only modernized Wilson’s visual identity but also strengthened collaboration, set new quality benchmarks, and proved the value of in-house creative investment. It’s where I learned that strong systems and human stories can transform how a brand shows up in the world.
