Stephanie Dela Rocha
Creative Director · Felton, CA20 years · 26 locations · 25+ national brands · one creative department overseen by me.
In more than 100 years, Beck's had never had a codified brand system. I built the first—heritage and family marks, logo rules, color, typography, and standards supporting work across 26 locations and six states.
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Three consecutive years as the creative partner for a regional festival—evolving the identity annually across print, digital, ticketing, sponsor placements, social, signage, and the companion Oyster Fest campaign.
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Private-label insole brand developed from naming and identity through a two-SKU Non-ESD and ESD packaging system, benefit architecture, and production-ready artwork.
View Case Study →The next seasonal catalog is in development—combining editorial storytelling, brand partnerships, product merchandising, and a measurable digital launch.
Case Study Coming Soon →
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.