A strategic approach to visual storytelling
A curated collection of work that bridges strategy and design, creating visual narratives that clarify ideas, elevate brands, and connect with audiences in meaningful ways.
CLEVELAND BROWNS YEARBOOK ADVERTISING
Executive Brand Positioning Case Study
Strategic Context
Selected as one of only two institutions featured in the 2024 Cleveland Browns Yearbook (50,000+ reach), this campaign required positioning Lake Erie College beyond brand presence, into a narrative of academic and athletic excellence.
Concept:
“YOU Are the MVP”
• Reframed messaging around the student as the central protagonist
• Directed photography and visual system aligned with Browns culture
• Designed high-impact layout for print engagement and clarity
Leadership & Execution
Led the campaign end-to-end in partnership with the College President and external media agency, overseeing concept development, creative direction, production, and vendor coordination under compressed timelines.
Impact
Strengthened institutional visibility and elevated brand perception within a competitive regional landscape, establishing a new benchmark for recruitment-focused marketing initiatives.
THE TOWER PROJECT
Environmental Brand Experience Case Study
Strategic Context
As part of the transformation of the historic Lake National Bank Building into student housing for Lake Erie College, this project required the development of a large-scale environmental design system that balanced modern student experience with the integrity of a historically significant structure.
Concept & Design Direction
• Developed a mid-century modern visual system aligned with the building’s architectural heritage
• Translated institutional identity into a physical, experiential environment
• Designed for spatial flow, warmth, and student-centered usability within a shared living space
Leadership & Execution
Led the project independently from concept through installation, partnering with the development partner, Renew Partners, and executive leadership, including the President and Cabinet. Directed cross-functional collaboration, research, concept development, and design proposals while securing approvals across institutional stakeholders and the City of Painesville Historic Committee.
Impact
Delivered a cohesive, large-scale environmental design that enhanced the daily living experience for 150+ student residents while preserving the character of a historic landmark—demonstrating how brand, space, and user experience align to create purposeful, engaging environments.
CHARTER EDUCATIONAL SERVICES.
Healthcare Marketing & Recruitment Strategy Case Study
Strategic Context
Charter Educational Services operates at the intersection of healthcare and education, supporting clinical professionals working within special education environments while partnering with school systems to deliver integrated services.
This role requires developing a unified marketing and communications approach that simultaneously supports healthcare recruitment efforts and positions the organization as a credible, strategic partner to school leadership. This work is represented through a structured proposal designed to clearly communicate service integration, recruitment strategy, and partnership value to school leadership.
Concept & Design Direction
Leadership & Execution
Lead marketing and communications initiatives across recruitment and business development efforts, working closely with executive leadership and cross-functional teams.
Develop a comprehensive proposal framework that translates complex service offerings into clear, visually structured communication for school decision-makers.
Impact
Support the successful onboarding of three new charter school partnerships through strategic marketing proposals while strengthening recruitment efforts for healthcare professionals.
Enhance organizational visibility and positioning within the education and healthcare space, reinforcing a more structured and scalable approach to growth.
LAKE ERIE COLLEGE (MARKETING & BRAND)
Institutional Brand & Marketing Strategy Case Study
Strategic Context
During a period of institutional transition, Lake Erie College required a more unified and strategic approach to marketing, communications, and brand alignment to support enrollment, visibility, and long-term positioning.
Concept & Design Direction
• Strengthened brand consistency across marketing, communications, and digital platforms
• Led the development of integrated campaigns supporting admissions, athletics, and institutional initiatives
• Created high-visibility design assets aligned with recruitment and brand positioning goals
• Refined messaging to better connect with prospective students and external audiences
• Developed a comprehensive suite of branding and marketing assets for the college’s equestrian program, including nationally recognized events such as the Prix de Villes, supporting recruitment, sponsorship, and event promotion
Leadership & Execution
Progressed from serving as the sole creative and web lead for the institution, supporting all departments and working closely with executive leadership, including the President, while reporting to the Vice President for Advancement, to Interim Director of Public Relations and Marketing.
Led integrated marketing and communications initiatives, advising leadership on brand strategy, media positioning, and institutional messaging. Directed cross-functional collaboration to ensure alignment between departmental initiatives and overall organizational priorities.
Impact
Delivered a more cohesive and strategically aligned brand presence across the institution, supporting recruitment and visibility efforts while improving operational efficiency, resulting in approximately $30,000 in marketing cost savings and $15,000 in annual workflow efficiencies. Expanded institutional reach through large-scale event marketing initiatives, including equestrian programming that attracted regional media coverage and strengthened external partnerships.
ETHICS VIDEO
Internal Communications & Training Media Case Study
Strategic Context
Organizations require clear, engaging internal communications to reinforce expectations, values, and compliance standards. This project focused on translating complex ethical guidelines into an accessible, visually engaging format that supports employee understanding and retention.
Concept & Design Direction
Leadership & Execution
Led the creative direction and production of the video, managing concept development, visual design, and execution from start to finish. Collaborated with stakeholders to ensure accuracy, clarity, and alignment with organizational expectations.
Impact
Delivered a clear and engaging internal communication tool that improved accessibility of complex information, supporting stronger understanding and alignment across teams.
ADOBE CAMPAIGN
Integrated Marketing Campaign Case Study
Strategic Context
This project required the development of a cohesive, multi-channel marketing campaign leveraging Adobe Creative tools to deliver consistent messaging while maintaining a strong and unified visual identity. The campaign required aligning research, messaging, and visual execution into a unified system that could scale across multiple audience touchpoints.
Concept & Design Direction
• Developed a unified campaign concept adaptable across digital and print platforms
• Created visually cohesive assets aligned with brand standards and campaign objectives
• Designed for clarity, consistency, and audience engagement across multiple channels
• Leveraged Adobe Creative Suite to produce scalable, high-precision assets across formats and channels
Leadership & Execution
Directed the campaign from concept through execution, producing a full suite of deliverables and ensuring consistency across all channels. Managed design, layout, and production to maintain alignment with strategic objectives.
Impact
Delivered a cohesive, integrated campaign that strengthened visual consistency and message clarity, demonstrating the ability to execute multi-channel marketing initiatives with precision and alignment. This approach extended into execution, where email and social media assets were developed to maintain consistency while adapting messaging across platforms.
WEBSITE PROJECT
Digital Experience & Personal Brand Case Study
Strategic Context
This project required the development of a cohesive, multi-channel marketing campaign leveraging Adobe Creative tools to deliver consistent messaging and a unified visual identity. The campaign aligned research, messaging, and visual execution into a scalable system designed to perform across multiple channels.
Unlike traditional client-based projects, this required full ownership across strategy, design, development, and content, with no external team or predefined framework guiding the process.
Challenge & Process
The development process was highly iterative, requiring continuous research, testing, and hands-on problem-solving.. A key challenge was translating a complex range of work—including marketing campaigns, environmental design, internal communications, and digital content, into a clear and cohesive user experience. Many design decisions required working within platform limitations, leading to custom workarounds and repeated refinement to achieve the intended experience.
Several obstacles emerged throughout the process:
• Balancing visual impact with usability, ensuring the design remained engaging without compromising clarity or navigation
• Structuring diverse project types into a unified system that felt intentional rather than fragmented
• Replicating advanced design interactions and layout behaviors within WordPress and Elementor, requiring hands-on troubleshooting and custom workarounds
• Managing inconsistencies in how visual assets rendered across devices and screen sizes
• Resolving technical limitations related to themes, plugins, and media handling, including issues with caching, file management, and layout responsiveness
To address these challenges, I conducted ongoing research into design systems, user experience patterns, and front-end behavior, while testing multiple layout structures, navigation approaches, and visual treatments. The process involved continuous refinement, rebuilding sections, adjusting hierarchy, and implementing solutions to improve both performance and usability.
Concept & Design Direction
• Developed a structured, one-page navigation system to create a seamless and intuitive browsing experience
• Established a clean, modern visual identity aligned with a professional, corporate aesthetic
• Designed a modular layout to support scalability and consistent presentation across projects
• Integrated motion, layering, and visual pacing to guide user engagement without overwhelming the experience
• Focused on clarity, hierarchy, and readability to ensure content remained accessible and purposeful
Leadership & Execution
Led the project independently from concept through launch, managing all aspects of strategy, design, development, and content creation. This included:
• Designing and building the site within WordPress using Elementor
• Troubleshooting technical challenges related to layout, responsiveness, and functionality
• Implementing custom solutions to achieve desired visual behaviors and interactions
• Managing all content development, including case studies, visuals, and messaging
• Continuously refining the experience based on testing and performance evaluation
Impact
The final result is a cohesive, high-performing digital portfolio that clearly communicates both my work and my approach to problem-solving, strategy, and design.
Beyond the final output, the project demonstrates:
• The ability to navigate complex technical and design challenges independently
• A disciplined, research-driven approach to user experience and visual communication
• The ability to translate abstract ideas into structured, functional design systems
• A strong commitment to iteration, refinement, and continuous improvement
PHOTOGRAPHY
Visual Storytelling, Brand Content & Narrative Development
Strategic Context
Photography serves as a critical component of visual communication, shaping how audiences interpret, connect with, and respond to a brand or message.
This body of work focuses on using photography as a strategic tool to support storytelling, marketing initiatives, and brand identity across a range of contexts, including Portrait & Identity centered narratives, environmental and documentary storytelling, and brand and commercial content.
Concept & Design Direction
• Developed imagery aligned with brand tone, audience, and communication goals
• Applied composition, lighting, and perspective to guide focus and emotional response
• Adapted visual style based on contexts, from documentary storytelling to structured brand content
• Maintained consistency across imagery to support broader visual systems and messaging
Portrait Photography
A portion of this work explores portraiture through a structured series examining how color influences perception and identity. Each composition uses tone, texture, and environment to shape emotional presence and visual narrative, transforming individual portraits into a cohesive visual system.
Execution & Range
This work spans multiple approaches to visual storytelling:
• Identity-Centered Imagery — capturing authentic expression and personality to support narrative-driven content
• Environmental & Documentary Photography — highlighting real-world environments and lived experiences to create deeper context and emotional connection
•Brand & Commercial Content — producing clean, intentional visuals designed for marketing, digital platforms, and brand applications
Leadership & Execution
Directed and executed photography from concept through final delivery, managing creative direction, subject interaction, and post-production. Balanced artistic intent with strategic purpose to ensure all imagery aligned with communication and marketing objectives.
Impact
The result is a versatile body of work that demonstrates the ability to translate ideas, environments, and human experiences into compelling visual narratives.
This work supports brand storytelling, enhances audience engagement, and reinforces the role of photography as an integrated component of strategic marketing and visual communication.
Creative Strategist and Visual Designer
