Work samples
Here are a few of my projects from the past 8+ years. The majority of my client work is strategic and confidential, so please reach out if you are interested in a particular project or if you would like to see more from the design process.
Bringing CZI’s Render brand to life
Client
The Chan Zuckerberg Initiative
My Contribution
Brand strategy, user research and testing, verbal and messaging guidelines, content design, copywriting for website, strategic naming (naming the Render brand and several products)
Render, CZI’s edtech innovation studio, brings together educators, partners, and developers to co-build better classroom tools.
In preparation of launching Render, it was crucial to establish a brand that could embody the promise of co-building and one that would resonate with educators. From July-December 2023, I helped develop the brand by conducting user research and synthesis, crafting the brand strategy, leading a strategic naming sprint, and creating messaging and verbal guidelines.
From January-July 2024, I helped bring the new Render brand to life through a new website. I worked on content architecture and copywriting for the site, collaborating closely with a team of Visual and UX designers. (To learn more about our design process, check out this blog post.)
Developing a responsive, accessible mobile site for Toyota
Client
Toyota
My Contribution
Copywriting, creative concepting, user and landscape research, UX/UI writing, content architecture
Awards
Cannes Gold Lion
Clio Award
Launching just before the 2018 Olympics in South Korea, Toyota's ‘Start Your Impossible’ campaign announced the auto giant's evolution from a car company to a "mobility company” committed to empowering everyone—whether or not they have roads, legs, or the ability to see—with the technology to move freely. This was also an opportunity to celebrate Olympians and Paralympians who inspire the world to move.
As the Associate Creative Director / Copywriter for Toyota’s Global Olympics mobile-first website, I worked closely with Visual and UX designers to develop the messaging architecture, editorial copy and site design in conjunction with the overall campaign.
Because ‘Start Your Impossible’ focused on promoting ‘Greater Mobility For All’, we designed the website to optimize for accessibility. For months, we researched how to create an enriching web experience for people with a wide range of disabilities and consulted with the National Center for Accessible Media. After dozens of iterations, we built a fully responsive website with a multitude of unique features that would shift to meet a user’s preferences.
Rebranding a century-old institution at Cornell
The Cornell Lab of Ornithology has been dedicated to advancing the understanding and protection of birds and biodiversity for over 100 years. They approached IDEO to help them create a unified, cohesive brand for their multitude of offerings.
I led our team of visual designers and UX researchers though user research and synthesis, created user personas, developed the brand foundation (defining personality, tone and voice, and messaging guidelines), helped clarify the brand architecture, and wrote a script (and did the voiceover!) for a video that now plays in the Lab’s visitor center.
Client
Cornell Lab of Ornithology
My Contribution
Brand design & strategy, brand architecture, user research, persona development, verbal and messaging guidelines, video script
