Design & brand strategy
User experience design
Brand messaging
Recent Projects
HLC Distribution
PROJECT OVERVIEW
HLC Distributing (formerly Heritage Logistics Company) is the offshoot of a second-generation family-owned business, Heritage Foods. They were looking to create a distinct Brand from Heritage with a more modern look-and-feel. Focusing purely on refrigerated and freezer storage, logistics, and delivery, HLC is designed to be flexible. Their exceptional customer service and solution-oriented outlook set them apart from the competition and make them the perfect fit for growing food brands.
PROJECT GOALS
Establish the Brand (logo, identity system, brand guidelines) /Design and create the new company one-page splash website.
MY ROLE
Messaging strategy and writing, user experience design and Squarespace development.
Horst & Graben Wealth Management
PROJECT OVERVIEW
Jamieson Grabenhorst is a Wealth Manager in Portland, Oregon starting his firm. Building from his success as the Managing Partner and Part-Owner of CGC Financial Services, he was looking towards the future to build a thoughtful, modern solution to wealth management services for his clients.
GOALS
Create a name for the company / Establish the Brand (logo, identity system, brand guidelines) / Design and create the website.
MY ROLE
Company naming, messaging strategy and writing, user experience design and Squarespace development.
Watson Foundation
PROJECT OVERVIEW
The Watson Foundation partners with 40 colleges across the country to nominate and select 40-50 fellowship recipients for a year of independent travel and research. The process begins on each campus with an appointed campus representative who oversee a selection process that culminates in the nomination of 4 candidates. The Foundation sought to create a new platform to redesign the entire process of selecting fellows and maintaining lifelong relationships with alumni.
GOALS
Introduce Salesforce for fellowships applications platform, the alumni platform, and current fellow management.
MY ROLE
Lead the discovery phase and conduct a foundation-wide internal audit and process review, oversee all vendors to design and develop the platform.
Oxley & Associates
PROJECT OVERVIEW
Oxley and Associates is a government affairs firm located in Portland, Oregon. Their small-but-mighty team serves a range of industries in Oregon, Washington, California, Idaho, and Alaska. Over 26 years, they have grown from a one-person shop to a mid-sized team serving top-tier Fortune 500 companies with one of the most impactful presences in the Oregon Capital Building.
GOALS
Freshen the brand elements to reflect the company’s growth/Build a new website to showcase the full team, capabilities, and quality of Oxley and Associates’ work.
MY ROLE
User experience design and Squarespace development.
AllGo
PROJECT OVERVIEW
From September 2017 - May 2018, I served as a founding member of a startup called AllGo. AllGo is a review platform designed for the plus-size consumer to provide information to reduce stress and anxiety when going out to new places. My responsibilities centered around brand identity, user research and experience, and the design of the minimally viable product (MVP).
GOALS
Create a brand identity/Conduct user research/Design and prototype the minimally viable product.
MY ROLE
Brand identity guidelines, consumer and market research, user experience, MVP design.
Portland State University, The School of Business
PROJECT OVERVIEW
The School of Business at PSU was seeking a cohesive identity and brand platform as it celebrates the grand opening of the new Karl Miller Center in the heart of downtown Portland. They sought to learn from trends in enrollment and retention to strengthen their community and expand their reach and reputation. Throughout 6 months, we conducted a comprehensive brand audit and study involving all of the school’s primary stakeholders.
GOALS
Findings report/ A new visual identity and brand guidelines/ Messaging platform and content plan.
KEY STAKEHOLDERS
The School of Business Leadership, Faculty, Undergraduates, Graduates, Alumni, Administration, Business Advisory Council, University Communications
MY ROLE
Conducted campus-wide research, brand strategy, messaging, and marketing strategy. (Agency: HUB Collective)
LINKED WORK SAMPLES
1. Project plan
2. Brand Survey for undergraduate students using Google Forms
3. Interview deck with questions used in a series of kickoff sessions with internal stakeholders.
4. Final research report presented to faculty and recap of brand explorations from break-out workshops and the proposed solution
5. Marketing and content plan
Green River, Utah and The Swell Utah
PROJECT OVERVIEW
Green River is a rural town just off the beaten path, at the edge of the Southwest frontier land. Gritty but well-lived, the uncrowded oasis is rich in history. I worked to define a new brand and marketing strategy for the town of Green River, with the goal of promoting the town as a tourism destination. Emory County Utah, in conjunction with Green River's wanted to develop a family of regional brands to increase recognition for its most important geographic wonder: The San Rafael Swell.
GOALS
Create a family of tourism brand identity for both regions.
KEY STAKEHOLDERS
Emory County Bureau of Tourism
MY ROLE
Market Research, brand workshops, site evaluations, user personas, messaging strategy and writing. (Agency: HUB Collective)
LINKED WORK SAMPLES
1. Brand, identity and marketing strategy overview for Green River
Made to Hire
PROJECT OVERVIEW
Started in 2017, Made To Hire is a new career coaching company that teaches how to market themselves for the career they want. The program teaches personal branding, skills, and tools for career growth. Founder Merryn Roberts-Huntley was seeking to launch her new brand to appeal to high achieving recent college graduates already in the job market but seeking to maximize their career trajectory.
GOALS
Establish the Brand (logo, identity system, brand guidelines) /Design and create the new company website.
MY ROLE
Messaging strategy and writing, user experience design and Squarespace development.
Additional Recent Completed Projects:
The Tacoma Film Festival - Brand and Identity
Lewis and Clark Law School, Admissions - Messaging Strategy
Lewis and Clark College, Marketing and Communications - Brand and Identity
Portland Bureau of Transportation, Fixing our Streets Campaign - Messaging Strategy
Portland Fire and Rescue, 3-year strategic plan - Messaging
Linfield College, Office of Admissions - Account Management and Content Strategy
Harvard T.H. Chan School of Public Health, Field Practice - Content Strategy
Sodexo, Academic Conference Services - Project Management