Case Studies

Role: Senior Digital Designer & Concept Lead Timeline: July 2024 – October 2024 (3-4 months from concept to launch), utilized again for 2025 season Campaign Performance: +4% revenue YoY, +4.3% visits YoY Context: First pilot of collaborative campaign concepting at Total Wine & More The Setup Total Wine had always approached major seasonal campaigns the same way: draw names from a hat, let one designer own the entire concept, execute across all channels. For Halloween 2024

Role: Senior Producer & Communications Manager Timeline: Spring 2019 – June 2021 (launch to departure) Budget: ~$6,500 for initial 8 episodes, renewable contract Context: 120-year-old consumer advocacy nonprofit, first podcast attempt, executive director who idolized Terry Gross Link(s): Apple Podcast When Your Boss Says "Make Me Terry Gross" Sally Greenberg, NCL's Executive Director, had been casually floating the podcast idea for about a year—the kind of "wouldn't it

Role: Communications Manager & Designer Timeline: February 2020 – November 2020 Budget: $30K → $40K (33% scope expansion) Context: 120-year-old consumer advocacy nonprofit, 2-person communications team The Perfect Storm National Consumers League in early 2020: website from 2009, NationBuilder contract expiring with painful renewal costs, and Board members making pointed comments about "other nonprofits' nice websites." The redesign had been "someday" territory until three