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FOUNDER, EXEC. PRODUCER
CREATIVE DIRECTION
GENERATIVE AI
COPYWRITING & EDITING
GRAPHIC DESIGN
SOCIAL CONTENT
This summer, I took a deep dive into AI to explore the full range of what its tools can unlock for creatives, from image generation and animation to research and business consulting. I built the 5K Project from the ground up, working hand-in-hand with AI throughout the process. The most important learning wasn’t the power of the technology itself, but the power of the human guiding it. Every decision shapes the trajectory of a project, and I was intentional about using AI in ways that center creativity, integrity, and humanity.
This year, I came across a Penguin Books case study called The Unburnable Book. I was immediately struck by the power of a clear idea aimed at a real societal issue — and its ability to evoke genuine emotion, shift perspective, and leave a lasting impression. It wasn’t sales-driven; it communicated the brand’s ethos through action, artistry, and intention. That case study stayed with me. It inspired me to explore how placing small, deliberate bets on simple but powerful ideas could plant a seed, and whether that seed might grow into something larger.
1. THE BIG IDEA
2. PLANNING
I recruited designers, editors, and writers to build a new brand and to launch 5k Project's first experiment. Still, as with any startup, much of the work fell to me. I was deeply hands-on at every stage of the process, crafting my business plan even as I built a brand and produced a net new animated YouTube Series.
3. BRAND DEVELOPMENT
The design concept centered on dusk to dawn, holding both darkness and light. A balance of vibrant gradients and grounded neutrals emulated energetic movement in tandem with stability and focused calm. Midjourney was used primarily to help craft a distinct visual language for the world I imagined: a "viatopia" where the future of work is abundant, shared, innovative, and efficient. Curiosity, experimentation, and, above all, hope were the themes that guided every design choice.
Symbolism also played a key role: dandelions to represent the power of a seed, coins for small bets, and sprouts for growth. The world I built unfolded as a collage radiating from a single figure: one woman in a lab-style trench coat, envisioning a better way forward. The tone of voice and typography mirrored that multiplicity: part scientist, part artist, part rebel, part pioneer.
4. THE LAUNCH
In September, I decided to launch with a bang. First, a trailer designed to stop the scroll, driven by a strong soundtrack, striking AI-generated visuals, and memorable copy. Then, drawing on my background in social media, I built a full cross-platform ecosystem of statics, carousels, and short-form content to find fellow Hopemaxxers.
I also designed and launched a website as a central destination for all things 5K Project, planned a community outreach activation, posted flyers, and distributed merch and business cards. In parallel, I sent out a newsletter, launched a YouTube channel, and rolled out both paid and organic content to support the release of our first experiment, Donor Request LIVE.
“Beautiful,” “impressive,” and “inspiring” are just a few of the responses the 5K Project website has received. Here, I was able to fully flex the brand, communicating the story through a choose-your-own-adventure user experience. One seasonal section invites visitors to tell their own story through guided AI prompts, spanning from Halloween horror to holiday hope. With each scroll, visitors learn more about what’s being built, why it matters, and where they fit within the movement.
SHORT FORM VIDEO
I also told the story of 5K Project — its origin, purpose, and ambition — through a series of short-form videos, each one building on the last. Together, they compiled highlights that functioned as a comprehensive guide to the idea, while immersing followers in an AI-crafted world designed to set the foundation for all future IRL branding and activations.
What is
5K Project?
What We
Believe In
How We Take
Action
Experiment .01
Teaser
PRINT MATERIALS
For print design, I leveraged the asterisk as a signature logomark, playing with dimension, minimalist design, and punchy copy to extend the brand’s virtual identity into items you can hold, and messaging you can carry out into the world.
THE RESULT
My efforts resulted in more than 60,000 impressions. Hundreds reached through our community outreach day, and tens of thousands more across social platforms. Along the way, I formed a circle of believers to support the early stages of the startup: professionals from around the world and across industries, united by deep expertise and a shared desire to build a better future. The response has been an outpouring of positivity, support, and encouragement. This movement is just getting started, and I’m incredibly proud of what's been accomplished in such a condensed timeframe.
