Overview
When I joined MLB in 2018, there was no clear visual identity for social content—design lacked consistency, and there was no strategic approach to how creative could drive engagement. I led the development of a comprehensive style guide that ensured a unified look and feel across all channels in both English and Spanish. By establishing a year-round visual strategy—spanning regular season, offseason, and marquee events—I helped drive a 35% YoY growth in social engagement through impactful design, compelling messaging, and digestible infographics.

One of my key contributions was introducing "Hype Graphics"—real-time, high-energy visuals that captured special in-game moments, driving fan excitement and shareability. This approach transformed how we reacted to key plays, leading to increased engagement, higher retention, and greater amplification across social platforms.

Strategy
The goal was to begin developing regular season creative immediately after the World Series, allowing the team time to explore ideas, experiment with typography and textures, and refine the overall creative direction. We collaborated with both social teams, analyzing past performance through analytics to assess which templates needed to evolve and which should remain but adapt to the new visual approach. After gathering initial concepts and mockups from the team, we held review sessions to determine which ideas warranted further exploration and which should be refined or eliminated.

Execution
Once we established a creative direction that the MLB social team aligned with, we consulted the Las Mayores team to ensure consistency across both English and Spanish-language content. With alignment in place, we moved into execution—developing over 500 templates for the regular season. My team produced an average of 1,000 to 3,000 pieces of creative content per month, strategically tailored for both English and Spanish-language channels to maximize engagement and cultural relevance. To streamline workflow, we divided the team: half focused on regular season creative, while the other half worked on international series and marquee events like the All-Star Game, Post Season, and Culture forward content. These high-profile events, though shorter in duration, required distinct creative, with around 15-20 bespoke designs tailored for maximum impact.