The Position
As Director of Social and Creative with Chapman Lacrosse, I am responsible for shaping the visual identity of the program, directing social strategy, and executing game day content across photo, video, and design.
After serving as a designer during the 2025 season, I stepped into the Director role looking to expand the program's reach with standout content. The 2026 campaign focused on expanding shareable content, with real-time highlight clips and win posts leading the charge. Additionally, new gear reveals became larger events, generating substantial interest in the team. The numbers backed up the strategy, with a 71% increase in shares per post, 44% more views per post, and a cumulative follower gain of 10% compared to the end of the previous season.
As Director of Social and Creative with Chapman Lacrosse, I am responsible for shaping the visual identity of the program, directing social strategy, and executing game day content across photo, video, and design.
After serving as a designer during the 2025 season, I stepped into the Director role looking to expand the program's reach with standout content. The 2026 campaign focused on expanding shareable content, with real-time highlight clips and win posts leading the charge. Additionally, new gear reveals became larger events, generating substantial interest in the team. The numbers backed up the strategy, with a 71% increase in shares per post, 44% more views per post, and a cumulative follower gain of 10% compared to the end of the previous season.
The Identity
I designed the 2026 look after the team's disappointing finish to 2025- missing conference playoffs for the first time in years. Out of that, I drew inspiration from the team as it refocused its identity. While 2025 had focused on clean offense and technical execution, 2026 had a different feel. Emphasis on grit and intensity gave the squad a blue collar energy while still maintaining the sharpness of the previous season. I wanted the team's visual style to mirror that transition, and thus BUILT BY HAND was crafted.
The Results
Aiming to increase engagement and reach, I focused on improving game coverage. Highlight clips published within minutes created significant volumes of posts with high shareability. Meanwhile, win posts uploaded immediately after the final whistle created a weekly community celebration with fans and players racing to comment and repost.
Social Design
Graphic samples taken from the 2026 season. I executed all design and photography shown here.
Photography
Selected photography from the 2026 season. I captured and edited all images displayed.
Videography
Short video reel used to promote the first round playoff matchup between Chapman and San Diego St. I shot and edited the entirety of the video.
Short video reel used to promote the first round playoff matchup between Chapman and San Diego St. I shot and edited the entirety of the video.
