Stephanie Dela Rocha
Creative Director · Felton, CA20 years · 26 locations · 15+ national brands · one creative department: me.
Full visual identity built from the ground up — logo, color system, type, signage, and brand standards across 26 locations.
View Case Study →Official creative partner, Santa Cruz County — 3 consecutive years. Identity, signage, print, and event marketing collateral.
View Case Study →Full-funnel co-op launch: landing page, Klaviyo email, Meta paid social, and PDP suite across 7 colorways. Launching July 1, 2026.
View Case Study →Multi-channel campaign: Meta geo-targeting, SMS/email sequences, landing page, "Free Hoka for Life" giveaway mechanic.
View Case Study →26-page editorial catalog: cover redesign, 15 collections, end-to-end InDesign production, PDF/X-4 preflight, and FlipHTML5 digital edition.
View Case Study →
Beck's first digital catalog — a 30-page, multi-brand shopping experience supported by $30K in co-op funding and built to drive measurable in-store and online sales.
View Case Study →Grew online revenue 10× over 4 years — full WooCommerce buildout, product photography direction, SEO, and digital channel strategy.
View Case Study →Researched, specced, and deployed a looping digital signage system across all 26 retail locations — BrightSign, offline-capable, centrally managed.
View Case Study →Multi-season co-op creative across email, Meta, in-store, and print — balancing Hoka brand standards with Beck's retail voice.
View Case Study →Grand reopening campaign (April 2026) — local market targeting, landing page, Meta ads, SMS blast, and in-store event design.
View Case Study →The version of this story that lives on LinkedIn is accurate but incomplete. Yes, I'm Creative Director at Beck's Shoes. Yes, we have 26 locations. What that actually means is: I am the creative department. Strategy, design, production, co-op, broadcast, digital, print, merchandise, storefront — all of it, across three business divisions, with a team I built and trained.
B.A. in Design, UC Davis. Digital Marketing Bootcamp, UC Berkeley 2022. Adobe Expert. Early AI workflow adopter. I live in Felton with my family and I'm the official creative partner for the Santa Cruz County Hop & Barley Festival.
I'm currently exploring Creative Director opportunities in the Santa Cruz–San Jose corridor. If you're hiring, collaborating, or just want to connect — I'd love to hear from you.