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Design is clarity.
Whether it’s a visual, a system, or a message,
I make things that make sense.
Nationwide Advertising Services, a high-volume agency with offices on both U.S. coasts, was facing systemic issues in its creative services department: subpar design, repeated errors, missed deadlines, and low team morale. I was brought in as a consultant to conduct a comprehensive operational transformation—spanning staffing, training, workflows, performance metrics, and organizational culture.
Creative Ops Consultant, Workflow Architect, Training Program Developer, Change Management Lead
The agency’s creative team was overwhelmed and underperforming. Quality was inconsistent, deadlines were slipping, and the environment fostered stagnation rather than growth. They lacked structured workflows, had no performance metrics, and their production staff had widely varying skills with no formalized training path or quality standards.
I led a one-year transformation effort. First, I conducted a full feasibility study and skill assessment across all roles. Then, I restructured their workflows using custom logic diagrams (see examples), designed a tiered skill level system tied to real production needs, and implemented comprehensive training and OJT programs. I also introduced performance tracking, revamped their QA and review systems, reduced redundant positions, and worked with leadership to shift the culture to one focused on continuous improvement and measurable outcomes.
The result was a more efficient, motivated, and skilled creative department. We improved turnaround times, reduced staffing costs, and saved the company nearly $1M annually. Staff advancement was now merit-based, tied to tangible skill growth, and employee satisfaction dramatically improved. By project completion, deadlines were being met consistently, creative quality was up, and NAS had transformed into a performance-driven, learning organization.
