design
My first exposure to design was in college. My college had a monthlong winter term, and as a pre-med student, I initially planned to use it to build my extracurriculars. But a digital graphic design course caught my eye, and from there, I was hooked. In my free time, I started designing invitations and graphics for friends and family. In my first internship, I fell in love with photography and began looking more closely at light, lines, and colors. And then, as I started my career, I saw just how intertwined writing, design, and marketing were — and I have since made it my professional mission to bring them together to build brands with impact.
Scroll on or use the links to see some of the projects that I’ve helped bring to life.
Carrot brand refresh • Carrot member stories • One Medical brand update
Carrot brand refresh
As Carrot grew as a company, it became clear the brand needed to grow, as well. We quickly identified a handful of opportunities, including moving from playful illustrations to more striking, real-person photography and updating our color palette from pastels to bolder colors to stand out among our competitors. We rallied around the brand line “Pursue Your Possible.” We worked with an existing agency partner to develop the new branding and update all prospect and customer-facing media at the beginning of 2023. I served as creative director and primary copywriter.
Riley Steinmetz, VP • Caroline Cahill Canty, Director of Design • Justin Snow, Video Editor
Victoria Probert, Writer • Rosie O’Regan, Art Director
Carrot member stories
As the second part of the brand refresh, we sought to put Carrot members and their stories at the core of our storytelling. As part of this, we conducted several photo and video shoots with actual Carrot members. In my role, I led the creative strategy and campaign development, interviewed and directed members on-site at shoots, and served as final reviewer on edits.
Sherri Chambers, Chief Brand Officer • Riley Steinmetz, VP • Caroline Cahill Canty, Director of Design • Justin Snow, Video Editor
Victoria Probert, Writer • Rosie O’Regan, Art Director • Kenneth Fowler, Designer • Von Productions, Production Company
One Medical brand update
At One Medical, I played a major role in two visual brand updates. As a challenger brand in healthcare, One Medical built its reputation around thinking differently about the primary care experience, a key part of which was having pleasant, design-forward offices. However, the visual branding was stagnant, leaving a disconnect between the elevated office experience and the website. In my role, I led content strategy for the updated website, as well as supporting on visual brand decisionmaking.
Scott Kabat and Doug Sweeny, Chief Marketing Officers
Mark Gopez, Director of Growth • Riley Steinmetz, Sr. Communications Manager • Wordland, Agency
