Creative
SocialScout
Launching a Trust-First Brand for Digital Safety
SocialScout was launched as a new product under IDT911 to help parents protect their children from online threats, including cyberbullying, identity exposure, and unsafe digital behavior. The challenge was to introduce a completely new platform into a highly sensitive space — one that required immediate trust, clarity, and emotional reassurance.
My role was to lead the brand creation and creative direction from the ground up, including logo design, visual identity, animated video art direction, and website design — establishing SocialScout as a credible, approachable, and protective presence for families.
The Challenge
Online safety products often skew either overly technical or fear-driven. SocialScout needed to strike a careful balance: communicate the seriousness of digital threats while empowering parents with confidence, not anxiety. As a new product launch, the brand also had to clearly explain what SocialScout does — quickly, visually, and in plain language.
Outcome
The SocialScout launch gave IDT911 a modern, parent-focused brand that can stand on its own in a crowded digital safety market. Through thoughtful identity design, empathetic storytelling, and clear digital experiences, the work helped position SocialScout as a trusted ally for families navigating the challenges of raising children online.
3:1
ROAS
Launched internally utilizing B2C email marketing and target ads. Also, partnered with B2B partners as a add-on product for their customers.
$20M
First Year Sales
The first year of the platform's launch achieved over $20M in monthly activations through B2B and B2C channels.
50%
YoY Retention
After the first year of services SocialScout achieved a 50% 12-month retention rate for customers who purchased at launch.
1. Discovery
Worked closely with IDT911 stakeholders to understand the platform’s capabilities, parental concerns, and regulatory sensitivities. Researched the online safety and parental control landscape to identify visual and messaging gaps around trust, tone, and usability.
2. Define
Worked closely with IDT911 stakeholders to understand the platform’s capabilities, parental concerns, and regulatory sensitivities. Researched the online safety and parental control landscape to identify visual and messaging gaps around trust, tone, and usability.
3. Design
Created the SocialScout logo and visual identity system, including color palette, typography, and iconography. Led art direction for animated video content to explain complex safety concepts through simple, reassuring storytelling. Designed the website to prioritize clarity, accessibility, and trust signals.
4. Launch & Optimize
Rolled out the brand across digital touch points, including the product website, marketing materials, and animated explainer content. Adjusted layouts and content flow to improve comprehension and reduce friction for first-time visitors.
Where Creative Vision Meets Strategic Growth
I believe great marketing design isn’t just about how it looks — it’s about how it works. Every decision I make is backed by purpose, driven by audience insight, and aligned with brand and business strategy. From campaign creative to UX to performance branding, I focus on building experiences that convert, connect, and scale.
My philosophy is shaped by real-world results, continuous learning, and a deep respect for storytelling as a strategic business tool.
Strategic Brand Leadership
Audience-Driven Growth
Creative Performance Execution
Cross-Functional Alignment
Silver Addy Award
Catch Larry Campaign
CUNA Diamond Award
DFCU Website Redesign
CUNA Diamond Award
Shine On Campaign
Diverse Magazine Award
UOPX "I am a Phoenix"