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.
Local Infusion brand build • Carrot brand refresh • Carrot member stories • One Medical brand update
Local Infusion brand build
Local Infusion is a quickly growing specialty infusion company. As it expanded, it needed to establish a brand foundation and begin telling the story of how their unique, human-centered clinics impact peoples’ lives. As the marketing lead, I first focused on the foundational elements (framework, style guide), then identified opportunities to tell the story through video content (service line content highlighting specific conditions impacting Local Infusion patients, audience-specific overviews). Video content was distributed on social media, CTV, and at events. Among the most impactful campaigns was one focused on pediatric offerings, showcasing how Local Infusion goes above and beyond to serve their youngest patients.
I served as creative director, primary copywriter, and production lead.
Riley Steinmetz, VP of Marketing • Justin Snow, Video Editor
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
