ALDO
MOLLINEDO

The Creme School

Creating a premium early learning brand from the ground up, designed to feel immersive, imaginative, elevated, and unmistakably different.

The Creme School brand is built around a bold promise, “A wow-worthy world of learning.” We developed a new brand guide that describes an experience that is immersive, purposeful, and elegant, where curiosity, movement, discovery, and the physical environment are all part of the story.

The role is bringing the pieces together—partnering across marketing leadership, operations, design and construction, communications, creative team, architects, and external partners to translate the brand story across digital, print, photography, and the school environment itself.

That same brand story also had to become a complete digital customer experience. Bringing the Creme School website to life meant partnering across UX, marketing, content, copy, creative, development, and other cross-functional teams to translate a newly created premium brand into an experience families could understand and navigate online.

The Skyrise School

Creating a new early learning brand designed to expand access, welcome more families, and bring an inclusive, modern learning experience to more communities.

The Skyrise School was created from the ground up around a clear purpose: making early education more accessible to families and communities. The brand was designed to feel welcoming, inclusive, modern, and full of possibility, with an experience built around the communities it serves.

We developed a new brand guide and broader brand system that translated that purpose across digital, print, photography, signage, and the physical school environment, giving The Skyrise School a clear and consistent expression wherever families encountered it.

The role is bringing the pieces together—partnering across marketing leadership, operations, design and construction, communications, creative team, architects, and external partners to translate the brand story across digital, print, photography, and the school environment itself.

The website became another major expression of the new brand. Building it from the ground up required partnership across UX, marketing, content, copy, creative, development, and other cross-functional teams to turn the Skyrise story into a clear, welcoming digital experience for families.

Marketing KinderCare’s Public Debut

Leading the marketing expression of a confidential, high-stakes public-market milestone—from internal planning to a highly visible public debut.

Going public was one of the largest, fastest-moving, and most cross-functional projects I worked on at KinderCare Learning Companies. For much of the process, the work was highly confidential, with a small circle coordinating an extraordinary number of moving pieces under tight timelines.

I led the marketing effort with my team for how the event would be visualized and experienced—partnering across executive leadership, internal teams, and external partners while working directly with the CEO and other senior leaders. The work spanned everything from posters and event materials to large-scale banners and highly visible public-facing executions, including Times Square.

KinderCare Headquarters Brand Experience

Bringing the company’s story into the workplace through a new physical brand experience.

The project brings KinderCare’s story into the workplace through the space itself, the stories it tells, and the details employees and visitors experience every day. It sits at the intersection of brand, physical environment, employee and visitor experience, and implementation.

My role was bringing the pieces together across a highly cross-functional effort. Partnering with marketing leadership, operations, design and construction, communications, the creative team, architects, and external partners, I helped connect the people, decisions, resources, and execution required to bring the experience to life.

Walmart Annual Enrollment at Scale

Leading a large, multi-channel benefits communication effort for one of the world’s largest workforces.

At Liquid Agency, Walmart was my primary client, and Annual Enrollment was one of the most complex recurring programs I helped lead. The work stretched across nearly a year and required translating a large amount of benefits information into clear, coordinated communication for associates across multiple channels.

As Associate Creative Director, my role went beyond the finished creative. I led designers and production resources, partnered with client and internal teams, helped manage priorities and reviews, and kept a broad mix of digital, mobile, email, print, illustration, iconography, multilingual materials, and long-form communications aligned through delivery.

Creating and Evolving Brand Guides

Building detailed brand guides across five brands, connecting brand strategy with the direction teams and partners need to execute consistently.

Across Champions, the Creme School, The Skyrise School, KinderCare Learning Companies, and KinderCare Learning Centers, my team led the creation of new brand guides and the ongoing evolution of existing ones. These guides go far beyond visual identity. They cover typography, photography, illustration, iconography, digital, print, marketing, and signage—and extend into environmental details and the physical brand experience.

Developing that level of detail required close partnership across marketing, operations, design and construction, and other teams. Their needs shaped the guides, so they became practical tools for the people responsible for bringing each brand to life.

My role was bringing those inputs together and turning them into clear, usable direction, helping each guide serve as a comprehensive reference for consistently executing a distinct brand experience.

Back to School Campaigns

Bringing one of the biggest recurring marketing moments to life across four distinct consumer brands.

Back to School is a major recurring marketing moment across KinderCare Learning Centers, Champions, the Creme School, and The Skyrise School. Each campaign needed to respond to the same seasonal opportunity while still feeling unmistakably connected to the brand it represented.

Leading the work meant coordinating cross-functional teams, resources, and execution across digital, print, email, websites and landing pages, signage, and local marketing—turning one seasonal moment into four distinct, coordinated brand activations.