From Copywriter to Creative Driector at BackPack UMN (formerly CLAgency), a student-run agency at the University of Minnesota’s College of Liberal Arts, I led creative strategy and guided a team of designers, writers, and account managers in producing client work across digital and print platforms. I developed brand messaging, campaign concepts, and copy that aligned with client goals while mentoring student talent and fostering collaboration. The role sharpened my ability to balance big-picture vision with hands-on execution — all in a fast-paced, real-world agency environment.
copywriting
brand + logo evolution
real clients, real dollars, real impact
And even as students, we served real clients. We brought together the Twin Cities' biggest marketing and advertising agencies for a "The Battle" — a battle-of-the-bands industry competition, all proceeds of which were donated to a new scholarship fund to support students from diverse backgrounds who pursue a career in advertising/PR at the University of Minnesota.
An early client, services included brand identity, media creation, and event photography and videography. The event raised over $25k in scholarship funds.