PORTFOLIO
Ararat
Founded in 1918, Homenetmen is an international Armenian non-profit youth organization with over 25,000 members on five continents. Homenetmen Glendale Ararat was established in 1978, experiencing tremendous growth during the 1980s as a home away from home for Armenian-Iranian immigrants. Today, Ararat is the largest Homenetmen chapter in the United States, with nearly 2,300 members.
The table settings of our donor dinner at Alice Waters's Westwood restaurant, LULU, featured custom tennis balls I designed and manufactured.
Karen Khachanov and the legendary Andre Agassi.
A member of our committee spontaneously auctioned signed tennis balls, raising over $5000 in minutes.
The ball kids posing for a pre-match photo. Their t-shirts and caps featured a custom graphic I designed for the event.
Our exhibition match venue, the UCLA Tennis Center.
Karen Khachanov and our emcee, Silva Harapetian.
Andrey Rublev and our emcee, Silva Harapetian.
14K gold pendants I designed and manufactured in collaboration with the family-owned V&P Jewelry.
Karen and Andrey admiring their pendants.
In January 2023, I joined the board of Ararat’s Programs Division as a volunteer marketing and event planning consultant. As the organization faced the concern of member retention, I developed and implemented a comprehensive community-building strategy around alumni recruitment. Exercising my design eye, I created a brand kit consistent with the tastes of our target demographic and a corresponding content strategy. I briefed executives weekly, tracking KPIs and later synthesizing data into an understandable presentation at our year-end meeting.
Earlier this year, I was recruited onto the planning committee of Ararat’s 4000+ attendee charity tennis match featuring world-famous tennis player Karen Khachanov to provide innovative merchandising and ticketing solutions. I collaborated with PR executives to modernize campaign materials and create a new logo featured on all branded materials, including TV adverts, a billboard, and promotional merchandise. Additionally, I designed and manufactured custom tennis balls featuring the event logo for Karen Khachanov and the legendary Andre Agassi to sign as parting gifts for VIP donors.
The Writing Tutor
In February 2020, I founded The Writing Tutor—a boutique writing, editing, and consulting agency.
Shortly after starting the company and recognizing its earning potential, I kicked off SEO marketing campaigns and community outreach initiatives. By outsourcing a marketing team in Armenia, I leveraged my website and social media partnerships to accelerate growth and pivot from tutoring high school and college students to B2B operations. These operations include email campaigns, newsletters, SEO marketing campaigns, social media management, ghostwriting, and scientific telecommunications.
In my present role, I oversee all operational and administrative tasks in addition to managing multiple, complex work streams with competing deadlines across the film, healthcare, and aerospace industries for clients in the United States, France, Armenia, and the United Arab Emirates.
The gallery wall featured the event artwork, two panels of The Writing Tutor wallpaper, and artwork from Azad Archives' contributing writers and photographers.
Flowers wrapped in branded paper.
Guests mingling before the reading.
The former Miaseen Inc. studios, a gathering space and our venue. Miaseen is best known for producing The Armenian Dating Show.
I hand lettered and illustrated our event artwork on ProCreate.
Azad Archives' Araxie Cass reading a translated Armenian poem for our guests.
A close up of my hand-illustrated branded wallpaper.
Two guests stoping for a photo on their way out.
Athena's Garden arranged bouquets for our guest on site. The florals were carefully selected to mirror the event's color palette.
Abril Books' miniature bookshop. Guests purchase copies of the event's featured poetry collection.
Sara Coffee Co. serves Armenian "soorj" and their speciality cold brew.
Flowers wrapped in branded paper.
A close up of my hand-illustrated branded wallpaper.
In 2022, I collaborated with the online publication Azad Archives to host a poetry reading, prioritizing the communal aspect of the event over traditional corporate event norms. We brought together four local businesses: Miaseen Inc., family-owned Sara Coffee, florist Athena’s Garden, and renowned Armenian bookstore Abril Books. What could have been an evening hosted in someone’s home, transformed into an immersive brand experience where attendees arrived to hear poems and left with new friends.
Additionally, The Writing Tutor frequently sponsors local nonprofits. Past sponsorships include the AABA Pro-Am Basketball League and Homenetmen Glendale Ararat.