CLA
The California Lawyers Association is a member-driven organization serving more than 45,000 California lawyers. As Marketing Team Lead, I led a creative team responsible for developing thousands of marketing assets annually, supporting 60+ events and 20+ legal specialties across email, web, social media, and print.
The California Lawyers Association is a member-driven organization serving more than 45,000 California lawyers. As Marketing Team Lead, I led a creative team responsible for developing thousands of marketing assets annually, supporting 60+ events and 20+ legal specialties across email, web, social media, and print.
LONG BEACH EVENT
I advocated for introducing professional event photography to elevate the California Lawyers Association’s conference marketing. When the organization was initially hesitant to invest in a photographer, I took initiative by capturing the event myself with professional equipment. The final images exceeded expectations and established a new visual standard for promoting future conferences.
I advocated for introducing professional event photography to elevate the California Lawyers Association’s conference marketing. When the organization was initially hesitant to invest in a photographer, I took initiative by capturing the event myself with professional equipment. The final images exceeded expectations and established a new visual standard for promoting future conferences.
PHOTOGRAPHY
Below: A series of original city shots I captured for future campaigns, providing the company with a broader visual library and reducing reliance on stock photography.
Below: A series of original city shots I captured for future campaigns, providing the company with a broader visual library and reducing reliance on stock photography.
VIDEOS FOR SOCIAL MEDIA
Below: A promotional video I created with a minimal budget, leveraging Canva, stock footage of Long Beach, and event audio provided by the event manager, along with a selection of attendee photos from the previous year.
Below: A promotional video I created with a minimal budget, leveraging Canva, stock footage of Long Beach, and event audio provided by the event manager, along with a selection of attendee photos from the previous year.
MILAN TRIP VIDEO
Below: A promotional video for an event in Milan, Italy created on a 24-hour timeline utilizing stock assets.
Below: A promotional video for an event in Milan, Italy created on a 24-hour timeline utilizing stock assets.
CONFERENCE EVENT VIDEOS
Below: More promotional videos created for CLA events in Northern California.
Below: More promotional videos created for CLA events in Northern California.
WEBSITE UPDATES
I partnered with the web developer to oversee a redesign of the website homepage, transforming a text-heavy experience into a more engaging, human-centered brand experience.
On the left is the website before the redesign, and on the right is the site after the redesign.
I partnered with the web developer to oversee a redesign of the website homepage, transforming a text-heavy experience into a more engaging, human-centered brand experience.
On the left is the website before the redesign, and on the right is the site after the redesign.
We brought member photography to the forefront to create a stronger emotional connection, replaced the previous grid of smaller links with a prominent content carousel, and refreshed the messaging with a more approachable, conversational tone. The result was a cleaner, more visually engaging homepage that better connected visitors with the people and stories behind the brand.
LINKEDIN UPDATES
Although the branding created for CLA by an external agency before I joined was beautiful, I felt it could feel more authentic and personal by featuring real members rather than relying on stock photography. I advocated for using authentic member images to create a stronger connection with the audience and make the brand feel more approachable and relatable.
On the left is the original LinkedIn page; on the right is the updated version.
