Beyoncé Integrated Campaign

Project Type: Visual Design, Integrated Marketing

On an early December afternoon, I was sitting in my office going through my normal work day when I received a conference call with my boss, the digital marketing manager, and the general marketing manager who handled Beyoncé-related requests. I was asked to pack up my things and go to Beyoncé’s company, Parkwood, because they needed a designer desperately to release on time (which was in the next few weeks). I wasn’t allowed to tell anyone where I was going, including anyone on my team.

It was very exciting and felt like a spy mission.

At first, the Parkwood team was hesitant to trust a person from the record label because they had bad experiences in the past. Still, after the project was completed, I received a credit on her site for helping with the design and strengthening the relationship between the label and Parkwood. It was a hustle to get everything done — most nights, I stayed until at least 1:00 am, and on release night, I stayed until 4:00 am — but it was such a thrilling and fun experience I will never forget.