The storefront of an upscale furniture boutique was rather unassuming, with tinted windows obscuring the beautifully curated wares inside. For the first holiday season of the store's opening, we drew attention to the store by decorating the many windows with festive, hand-drawn typography beckoning customers in. It worked, with the biggest increase of foot-traffic in the store's first year, coupled with a successful holiday sale....
A local property management company, Pinnacle Lodging had an established brand but was looking to increase its market presence. I performed a brand study on the business to allow our internal teams to better understand the challenges and opportunities presented by the target demographics and competitive landscape. I dove deep into these aspects to identify and document who we are as a company, as well as to standardize the visual elements that defined the brand....
ClearChoice is a dental lab with locations across the country, dealing in a highly technical and fast-paced industry. As practitioners work alongside sales representatives, seeing dozens of patients per day, it was imperative to the company leadership to create a tool that team leaders could use to motivate and educate their employees during daily stand-ups and throughout the day. After working with ClearChoice leadership to learn about overall goals and metrics, I created a mood board of ideas as a starting point. Then, I conducted a UX Studio to bring stakeholders...
Just a fun little illustration I created for my personal holiday card. As you might ascertain, this was the year we moved to the mountains and adopted two spunky kittens....
Around the time that everyone became confined to their homes for an indefinite period of time, Collective Design Group was just rolling out remodels as a part of their full-service offering. Rather than staying quiet amid the uncertainty, we chose to lean in to the positives that come with new beginnings, and encouraged people to look at their spaces in a whole new light. As Director of Marketing, I led design, strategy and content for this integrated campaign that got prospective clients dreaming about improving the spaces that had suddenly become...
A staggered brochure I created for Portico by Exclusive Resorts, a private villa rental club. Our goal was to present the product in a way that got people to start dreaming about vacations and picturing themselves in these awe-inspiring destinations and homes. The layout -- with airy white space and delicate text -- complimented the strong photography. The unique presentation with the staggered page sizes and tabs gave people a quick glimpse into the offerings of this high-end club....
One of my favorite hobbies is to go analog and bust out my pens and pencils for some hand-lettering and custom type creation. This one made it out of my sketchbook and into a digital version, but I've got pages and pages filled with other various quotes, random thoughts, and doodles. Feel free to take a peek on my Insta....
With a growing e-mail list, made up of broker referrals, current and former clients, and sign-ups from interested website users, we recognized as a marketing team the need to keep our leads engaged with weekly email content. Through A/B testing and thorough metric analysis, our team has determined the best mix of messaging, frequency and visuals to sustain consistently high open rates (average 29.34%) and increasing click-through rates (average 2.56%). As a business promoting a mix of interior design, furnishings and architecture, the challenge to keep content relevant for a...
As a new business entering a competitive market, Collective Design + Furnishings sought to distinguish itself among local interior design firms. Gaining brand recognition locally was a big initiative, around which we built this integrated campaign. A direct mail gatefold brochure was sent to homeowners within our target demographic, coupled with a personal letter from our VP. Print ads in local publications and social media promotions echoed the style, imagery and content of the mailer to further reinforce brand messaging....
