from cult heroes to fantasy world domination!

Over the course of seven years at Critical Role, I helped shape and scale the visual identity of one of the most influential entertainment brands in tabletop gaming and digital media. During a period of explosive growth, I led and contributed to creative initiatives spanning merchandise, publishing, live events, integrated campaigns, streaming, licensing, animation, and consumer products while helping establish scalable brand systems across a rapidly expanding ecosystem.

What began as a livestreamed tabletop roleplaying game evolved into a multi-platform entertainment company with millions of fans worldwide, hundreds of millions of YouTube views, record-breaking crowdfunding campaigns, globally recognized consumer products, sold-out live tours, animated television series, publishing initiatives, and a dedicated streaming platform.

Brand Expansion & Integrated Creative

- Helped evolve Critical Role from a niche livestream series into a globally recognized entertainment and consumer products brand

- Developed scalable visual systems spanning merchandise, publishing, digital campaigns, live events, and streaming platforms

Consumer Products & Merchandise

- Led creative direction and development across extensive consumer product lines including apparel, collectibles, tabletop products, accessories, and lifestyle merchandise

- Helped establish a distinct visual approach to fandom apparel that elevated merchandise beyond traditional fanwear into fashion-forward lifestyle products

- Oversaw creative consistency across high-volume product launches and collaborative brand initiatives

kickstarter & animation

- Contributed creative leadership to the record-breaking Kickstarter campaign for The Legend of Vox Machina, which raised over $11.3 million from 88,000+ backers and helped launch one of the most successful crowdfunded entertainment projects of its kind

- Supported brand expansion into animation through visual development, marketing assets, and integrated promotional creative

Live Experiences & Events

- Directed and supported creative for live tours, convention activations, large-scale live productions, and audience experiences

- Contributed to major live events including sold-out theater shows and performances at venues such as Radio City Music Hall

- Developed event branding, merchandise, promotional campaigns, and audience-facing visuals across experiential touchpoints

Publishing, Licensing & Platform Growth

- Supported expansion into publishing, tabletop gaming, and licensed products through cohesive brand direction and creative oversight

- Collaborated with external partners and licensees to maintain brand integrity across product categories and collaborative initiatives

- Contributed to the launch and visual evolution of Beacon, Critical Role’s dedicated streaming platform

Leadership & Collaboration

- Helped build and scale internal creative workflows during a period of rapid organizational growth

- Mentored designers, freelancers, and creative collaborators while fostering cross-functional creative partnerships across departments

- Balanced hands-on design execution with strategic creative leadership across multiple simultaneous initiatives

Critical Role’s growth represented a unique intersection of storytelling, fandom, consumer products, and community-driven brand building. My role within that evolution focused on helping create cohesive, emotionally resonant experiences that could scale across platforms while maintaining the personality and authenticity that made the brand meaningful to its audience.

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