Creative Direction Brand Strategy Copywriting Content Social Experiential Design & Motion Direction Digital Marketing
I lead brand and creative strategy that turns vision into measurable impact.
With experience across entertainment, consumer, corporate and growth-stage brands, I align teams, sharpen positioning and build work that resonates culturally and performs commercially.
Select Work
A glimpse of recent projects.
Opry 100
It’s been 100 years and the Opry’s never had the same show twice. The Grand Ole Opry may be a country music legacy, but it was time to evolve the institution for the next generation. I led the brand transformations as the Creative Director and positioned the Opry to connect artists and fans to the music they love for another 100 years through brand identity, voice and messaging overhaul, and execution of new creative strategies.
Category 10
Luke Combs’ Category 10 hit Music City just like his music…with power. From the brand identity, tone, and brand delivery, I led the creative direction for Luke Combs’ new brand and venue. I also led and executed the experiential interior and exterior design for the 70,000-square-foot venue, even the blue neon sign out front.
Opry NextStage
Highlighting talent through storytelling, I initiated and led the revamp of content strategy, visual approach and program update for the Opry’s emerging artist program that has supported early careers of artists like Lainey Wilson, Parker McCollum, YOLA and Riley Green. Updates and implementation led to a huge rise in engagement and results (I’m talking 100%+++)!
Buffini Coaching Live
Creative direction for the company’s largest in-person and virtual event, bringing together strategy, storytelling and experience design at scale. The work focused on making a high-volume digital event feel personal, clear and energizing for attendees.
Some Brands I’ve worked With
Hi, I’m rebecca.
I grow and lead brands to be clear, human and emotionally intelligent. My strength is distilling complexity into smart narratives and beautiful systems from brand strategy and messaging to full-funnel campaigns and creative direction.
“Don’t wait for inspiration. It comes while one is working.”