Over 40% of athletes are women.

Yet they receive less than 10% of media coverage.

Taking advantage of the NIL law for NCAA athletes, everything started on TikTok with 5 leading NCAA female college players.

This insight fueled the “See Her Greatness” campaign for Buick that highlighted iconic moments in women’s sports that go overlooked, and raising awareness around inequity in women’s sports coverage.

To further amplify the conversation, we forged a collaboration with TOGETHXR, the female-led media company
built to showcase women and girls as game changers.

TOGETHXR — founded by renowned Olympians Alex Morgan, Sue Bird, Simone Manuel, and Chloe Kim — created inclusive content aimed at increasing representation and hosted live “mentor huddles” for viewers to witness authentic discussions between well-known female athletes at major NCAA athletic events.

And… the NCAA women’s game Iowa vs. Louisville had more viewers on ESPN than any other Men’s NBA game.

Almost 3 years in the making, the complete overhaul and redesign of the Buick brand is live.

My team built a comprehensive and contemporary visual identity system with new logos, typography, photography and colors that showcases Buick’s commitment to design, innovation, elegance, and performance.