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process

Simplify. Persuade. Delight.

process

I am passionate about authentic, purpose-driven brands, and work to discover simple solutions to complex challenges.

profile | portfolio

DESIGN THINKING
Emphatize
Define
Ideate
Prototype
Test

CREATIVITY

Building a narrative/ storytelling
Establishing creative direction
Visual design + photography
Corporate communications
Web design + digital marketing

LEADERSHIP

Project planning + strategy
Establishing timelines + milestones
Managing a design team
Articulating design decisions
Reporting to stakeholders

TOOLKIT

Paper + Sharpie
Sketch
Adobe CC (PS, AI, ID)
WordPress
Camera

SPECIFYING REQUIREMENTS + STREAMLINING DESIGN PROCESS

InDesign template creation (for all corporate communications)

Designed modular InDesign templates for corporate communications of a large architectural office, including templates for: development permit books, rezoning books, RFP responses, marketing packages and more, therefore enabling numerous staff to participate in the production process while elevating quality of brand, and keeping it consistent.

WIREFRAMING + CONCEPT DEVELOPMENT

 Newsletter Design (with A/B testing)

Performed market research, wireframed and conceptualized/designed responsive newsletter layouts for an interior design studio, aimed at commercial leasing agents, including alternative layouts for A/B testing.

DIGITAL DEVELOPMENT STRATEGY

 Project Roadmap (Website Redesign)

To communicate complex ideas to corporate stakeholders quickly and efficiently, I created a Project Roadmap with viable options, recommended plan of action, itemized budget and timeline.  This process helped the board of directors make an informed decision, and get their buy-in for an in-house solution.

BRAND STRATEGY

 Brand Positioning + Audit

Performed a full brand positioning assessment and audited current asset library, performing inventory and establishing an itemized to-do list of tasks the production team to follow.

BUSINESS DEVELOPMENT

 Landing Pages + Content Strategy

Performed market research, compiled data and identified key strategies and trends for 6 (B2B) industry-specific landing pages. Simultaneously, wireframed, designed and developed landing page templates with corresponding sections, establishing a clear content strategy.

CONTENT DEVELOPMENT & STRATEGY

 Wireframing

Created wireframes used early in the development process to establish the basic structure of pages before visual design and content is added, defining the information hierarchy of design. 

ART DIRECTION + MARKETING STRATEGY

 Social Media Strategy

Developed keyword/hashtag strategy and posting calendar for Instagram, calibrating an authentic and attractive visual direction that is representative of everyday office life: a combination of corporate, design, staff/studio and whimsical tendencies this architectural firm stands for.

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