IMPERIAL
Imperial is more than a distributor; it has become a premier online retailer of billiard equipment, with an expanding line of proprietary pool tables. Since 2017, I have led the brand’s creative direction, shaping its visual language across campaigns, digital platforms, print collateral, and web experiences that support both B2B dealer relationships and direct-to-consumer growth.
As the product portfolio expanded, differentiation became the key creative challenge. Through strategic visual storytelling, I directed aspirational imagery and executed content that elevates each product’s identity while creating a cohesive brand presence that resonates with consumers.
A key part of Imperial’s evolution has been the development and ongoing direction of the B2C website. I oversee the site’s creative strategy through product storytelling, campaign launches, and merchandising initiatives that translate the brand’s offerings into compelling digital experiences. Working at the intersection of marketing, e-commerce, and product development, I ensure the website is not only a sales platform but also the brand’s primary storytelling channel.
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Ball Packaging
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Accessory Packaging
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Brochure
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Trade Show Signage
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Booth Design
Print Ad
Before expanding into direct-to-consumer channels, I executed a series of placements in Billiards Digest, creating distinctive, concept-driven campaigns for new table launches that helped Imperial tables stand out in a highly niche market.
Product Videos
As Imperial expanded its direct-to-consumer strategy, I evolved these high-concept product launches into video ads. Writing and editing the same distinctive storytelling into engaging content for the web, social media, and e-commerce marketing.
Social Media
I led the creation and execution of social media graphics and content, which significantly increased Imperial’s content output. The 2025 holiday campaign strategy in particular increased social media production, which drove a 23% growth in Facebook views and 8x audience engagement.
Curated Lifestyle Images
I established the visual standards that now define Imperial’s aspirational product imagery, directing photoshoots, guiding 3D render development, and utilizing advanced Photoshop compositing to create polished lifestyle scenes that elevate product storytelling and strengthen brand perception.
Many of these projects were brought to life with the support of designers Yomira Rodrigues, Dat Mai, and Kreyton Polka under my direction as Creative Lead.