PROJECT
Built a brand for a filmmaker accelerator program with USC, Cate Blanchett, and Netflix
Proof of Concept is an accelerator created to propel directors who bring forward the perspectives of women, trans, and non-binary communities.
PROJECT
Built a brand for a filmmaker accelerator program with USC, Cate Blanchett, and Netflix
Proof of Concept is an accelerator created to propel directors who bring forward the perspectives of women, trans, and non-binary communities.
PROJECT
Built a brand for a filmmaker accelerator program with USC, Cate Blanchett, and Netflix
Proof of Concept is an accelerator created to propel directors who bring forward the perspectives of women, trans, and non-binary communities.
TIMELINE
Dec 2023 - May 2025
ROLE
User Experience Designer
CLIENTS
Netflix, USC, and Dirty Films
LOCATION
Los Angeles and Cannes
WEBSITE
& BRAND
Project Overview
Proof of Concept is an accelerator created to propel directors who bring forward the perspectives of women, trans, and non-binary communities. Launched in collaboration with Netflix, USC’s Annenberg Inclusion Initiative, and Cate Blanchett’s Dirty Films, the initiative offers mentorship, funding, and global exposure to elevate the next generation of visionary filmmakers.
I was the sole web and brand designer for Proof of Concept. The digital platform evolved across four major launches:
INAUGURAL PROGRAM LAUNCH
SELECTION COMMITTEE REVEAL
RECIPIENT ANNOUNCEMENT
LOS ANGELES SHOWCASE
I was responsible for shaping the full digital experience of the accelerator—from initial launch through global recognition. Over the course of the project, I:
LED USER RESEARCH AND TESTING
Iterated across all launch phases and created responsive, accessible layouts for content
CREATED BRAND FROM SCRATCH
Designed a scalable brand and design system from scratch
INCREASED TEAM ACCESSIBILITY
Transitioned from a manually coded site to Framer to prep for international spotlight and travel
I was responsible for shaping the full digital experience of the accelerator—from initial launch through global recognition. Over the course of the project, I:
LED USER RESEARCH AND TESTING
Iterated across all launch phases and created responsive, accessible layouts for content
CREATED BRAND FROM SCRATCH
Designed a scalable brand and design system from scratch
INCREASED TEAM ACCESSIBILITY
Transitioned from a manually coded site to Framer to prep for international spotlight and travel
I was responsible for shaping the full digital experience of the accelerator—from initial launch through global recognition. Over the course of the project, I:
LED USER RESEARCH AND TESTING
Iterated across all launch phases and created responsive, accessible layouts for content
CREATED BRAND FROM SCRATCH
Designed a scalable brand and design system from scratch
INCREASED TEAM ACCESSIBILITY
Transitioned from a manually coded site to Framer to prep for international spotlight and travel
Inaugural Program Launch
For the inaugural program launch in December 2023, I designed a clear landing page to provide information to users in a digestible way. The website's main purpose was to gather applications from talented and experienced filmmakers. The website garnered over 1,200 applications and represented a diverse group of filmmakers.
Selection Committee Reveal
I updated the website with the selection committee to unveil in March 2024. The committee consists of ten members of the entertainment industry with decades of experience. I was in charge of gathering approved headshots and displaying them on the website. The selection committee included Cate Blanchett, Janicza Bravo, Jane Campion, Emma Corrin, Coco Francini, Greta Gerwig, Lily Gladstone, Eva Longoria, Dr. Stacy L. Smith, Lilly Wachowski, and Chloe Zhao.
Inaugural Program Launch
For the inaugural program launch in December 2023, I designed a clear landing page to provide information to users in a digestible way. The website's main purpose was to gather applications from talented and experienced filmmakers. The website garnered over 1,200 applications and represented a diverse group of filmmakers.
Selection Committee Reveal
I updated the website with the selection committee to unveil in March 2024. The committee consists of ten members of the entertainment industry with decades of experience. I was in charge of gathering approved headshots and displaying them on the website. The selection committee included Cate Blanchett, Janicza Bravo, Jane Campion, Emma Corrin, Coco Francini, Greta Gerwig, Lily Gladstone, Eva Longoria, Dr. Stacy L. Smith, Lilly Wachowski, and Chloe Zhao.
Inaugural Program Launch
For the inaugural program launch in December 2023, I designed a clear landing page to provide information to users in a digestible way. The website's main purpose was to gather applications from talented and experienced filmmakers. The website garnered over 1,200 applications and represented a diverse group of filmmakers.
Selection Committee Reveal
I updated the website with the selection committee to unveil in March 2024. The committee consists of ten members of the entertainment industry with decades of experience. I was in charge of gathering approved headshots and displaying them on the website. The selection committee included Cate Blanchett, Janicza Bravo, Jane Campion, Emma Corrin, Coco Francini, Greta Gerwig, Lily Gladstone, Eva Longoria, Dr. Stacy L. Smith, Lilly Wachowski, and Chloe Zhao.
Moving Proof of Concept to a More Accessible Platform Before International Travel
As Proof of Concept gained international attention, the need for a more flexible and collaborative platform became clear. In preparation for the Cannes Film Festival recipient launch, I led the complete redesign and rebuild of the website using Framer, a no-code platform that empowered our team to design faster.
This transition significantly improved our workflow. By moving away from static development cycles and into a dynamic, design-led editing environment, I was able to reduce content update time by 70%. With the site now editable directly by our cross-functional team, we could make real-time changes across pages without the need for developer intervention.
Previous hard-coded designs
New Framer designs
Moving Proof of Concept to a More Accessible Platform Before International Travel
As Proof of Concept gained international attention, the need for a more flexible and collaborative platform became clear. In preparation for the Cannes Film Festival recipient launch, I led the complete redesign and rebuild of the website using Framer, a no-code platform that empowered our team to design faster.
This transition significantly improved our workflow. By moving away from static development cycles and into a dynamic, design-led editing environment, I was able to reduce content update time by 70%. With the site now editable directly by our cross-functional team, we could make real-time changes across pages without the need for developer intervention.
Previous hard-coded designs
New Framer designs
Moving Proof of Concept to a More Accessible Platform Before International Travel
As Proof of Concept gained international attention, the need for a more flexible and collaborative platform became clear. In preparation for the Cannes Film Festival recipient launch, I led the complete redesign and rebuild of the website using Framer, a no-code platform that empowered our team to design faster.
This transition significantly improved our workflow. By moving away from static development cycles and into a dynamic, design-led editing environment, I was able to reduce content update time by 70%. With the site now editable directly by our cross-functional team, we could make real-time changes across pages without the need for developer intervention.
Previous hard-coded designs
New Framer designs
Creating the Brand
I created the Proof of Concept brand from scratch to lead cohesive design elements and branding across the leadership teams and recipient films.
Creating the Brand
I created the Proof of Concept brand from scratch to lead cohesive design elements and branding across the leadership teams and recipient films.
Creating the Brand
I created the Proof of Concept brand from scratch to lead cohesive design elements and branding across the leadership teams and recipient films.
My Decision Led to Easy Updates On the Go
The rebuild enabled seamless collaboration across time zones, which proved essential during the recipient announcement at the Cannes Film Festival. As the Proof of Concept leadership team took the stage at Kering's Women In Motion talk, I ensured the digital experience reflected the same level of polish by updating recipient profiles, assets, and press content live.
USC Team Travels to France
Last Minute Website Updates in France
Kering's Women In Motion talk
My Decision Led to Easy Updates On the Go
The rebuild enabled seamless collaboration across time zones, which proved essential during the recipient announcement at the Cannes Film Festival. As the Proof of Concept leadership team took the stage at Kering's Women In Motion talk, I ensured the digital experience reflected the same level of polish by updating recipient profiles, assets, and press content live.
USC Team Travels to France
Last Minute Website Updates in France
Kering's Women In Motion talk
My Decision Led to Easy Updates On the Go
The rebuild enabled seamless collaboration across time zones, which proved essential during the recipient announcement at the Cannes Film Festival. As the Proof of Concept leadership team took the stage at Kering's Women In Motion talk, I ensured the digital experience reflected the same level of polish by updating recipient profiles, assets, and press content live.
USC Team Travels to France
Last Minute Website Updates in France
Kering's Women In Motion talk
Recipient Announcement
The recipients were announced at the 2024 Cannes Film Festival during Kering's Women in Motion series, a global stage for gender equity in film. I led the visual and UX updates ahead of and during the Cannes reveal to ensure the site was up to date and digital presentation ran smoothly.
USC Team at Kering's Women in Motion Event in Cannes
Proof of Concept Team Before the Women in Motion Talk
Los Angeles Showcase
The Proof of Concept brand flourished at the Los Angeles Showcase and was printed on physical products, displays, and film end credits.
The Big Stage
Wristbands
Photo Backdrop
After-party Accessories
Los Angeles Showcase
The Proof of Concept brand flourished at the Los Angeles Showcase and was printed on physical products, displays, and film end credits.
The Big Stage
Wristbands
Photo Backdrop
After-party Accessories
Los Angeles Showcase
The Proof of Concept brand flourished at the Los Angeles Showcase and was printed on physical products, displays, and film end credits.
The Big Stage
Wristbands
Photo Backdrop
After-party Accessories
Impact
I gathered audience statistics from the Proof of Concept website and reported them to stakeholders.
40k
unique visitors
300k
user events
114k
page views
Impact
I gathered audience statistics from the Proof of Concept website and reported them to stakeholders.
40k
unique visitors
300k
user events
114k
page views
Impact
I gathered audience statistics from the Proof of Concept website and reported them to stakeholders.
40k
unique visitors
300k
user events
114k
page views