
Analyzer. Problem solver. Designer.
Design is more than making something look pretty–it takes skill to decipher what a client needs and create a plan with pieces that are attractive, functional, and profitable.
case studies
SASS Rebranding
Complete rebrand of the organization, including a new logo, updated seal, refreshed brand identity, and support for implementation.
Welcome home! Guide
Create a resource booklet to guide new dog owners in becoming confident and responsible pet parents.
Bucky Goes to Work
Produce a short video that highlights the company’s fun and approachable personality to engage customers.
SASS REBRANDING
the scope
THE CLIENT
SASS, Society for the Advancement of Scandinavian Study, an academic association of scholars interested in the history, culture and languages of the Nordic region.
THE Audience
Scholars, educators, students, and community members with interests in the history, languages, literature, and cultures of the Nordic region.
THE OBJECTIVE
Rebrand the organization, including a new logo, new seal, brand identity, and implementation assistance.
THE DELIVERABLES
Logo, identity system, newsletter template, website, seal, and graphic standards/usage instructions for all parts
ROLE & RESPONSIBILITIES
Creative Director & Sole Designer
the process
THE CHALLENGE
Approvals for each major step in the process required a consensus from the organization’s officers or full board. The full board consists of 14 academic professionals in various locations around the globe. This diversity in time zones and varying levels of internet access presented challenges for collaboration.
Additionally, the organization had initiated the branding process a few years earlier with disappointing results and was wary of the process.
The Extras
Recognizing that academics appreciate thoughtful, in-depth explanations, I chose to present the rationale and design process behind the logo and seal in the form of a written essay.
Design Rationale: Interpreting the Logo and Seal
The Tools
Adobe Creative Suite (InDesign, Illustrator, Photoshop), WordPress, Google Workspace, Teams, Zoom
WELCOME HOME! Guide
the scope
THE CLIENT
Fromm Family Foods, a fifth-generation, family-owned pet food company based in Wisconsin, USA.
The Objective & Deliverable
Create a print-ready and digital resource booklet, designed to cost around $1 per unit, that equips new dog owners with clear, engaging guidance to become confident and responsible pet parents.
ROLE & RESPONSIBILITIES
Project Lead, Art Director, Creative Director, Designer, and Editor
the process
THE CHALLENGE
Gather all content and images while incorporating input from Upper Management, Sales, and other internal stakeholders with competing responsibilities; coordinate with external vendors for cover design and production.
The Tools
Adobe Creative Suite (InDesign, Illustrator, Photoshop, Acrobat PRO), Trello, Teams
Bucky Goes to Work
the scope
THE CLIENT
Fromm Family Foods, a fifth-generation, family-owned pet food company based in Wisconsin, USA.
The Objective & Deliverable
Produce a short, engaging video to test production time and gauge customer response to fun, bite-sized content.
ROLE & RESPONSIBILITIES
Project Lead, Art Director, Creative Director, Designer, Editor, and Videographer
the process
THE CHALLENGE
Film a video using minimal equipment, featuring a dog more interested in snacks and napping than following directions.
The Tools
Adobe Creative Suite (AfterEffects, Photoshop), Facebook
Additional Pieces
Identity
Uptown Crossing Neighborhood Association
Collateral
Publications
Fromm Family Foods Product Catalog
Fromm Family Foods Product Catalog
Fromm Family Foods Product Catalog
Canandaigua NY Community Guide
Finger Lakes Gateway Connections
Illustration
Photography
Websites
About Me
Analyzer. Problem solver. Designer.
I am a Milwaukee-based creative problem solver. I ask questions, research, evaluate, and then design. Design is more than making something look pretty – it takes skill to decipher what a client needs and create a plan with pieces that are attractive, functional, and profitable.
I am also an interpreter. Not counting the vestiges of high school French, Spanish, and Latin, I am fluent in Production Staff, Salesperson, IT Personnel, and Eccentric Client. Being able to communicate effectively with a wide variety of stakeholders allows me to collaborate at all levels, ensuring a successful finished product that arrives on time and on budget. I also operate under the philosophy that the client (internal or external) is always right – the second time. I will share my opinions and expertise, along with the reasoning behind them. However, if the client is still set on the original idea, well, desire has a stubborn way of digging in—there’s no budging it.
I’m a sponge – give me a minute and I’ll soak up everything you’re willing to share. I might not know much about your field YET, but the questions are already lining up. If you’re excited to talk, I’m all in to listen. That’s one of the great things about design: it’s a front-row seat to the worlds of others. Every project is a chance to learn deeply, think differently, and connect across disciplines.
Efficiency makes me happy. There will inevitably be revisions or fires that need attention, so it’s best to conserve time and resources wherever possible. With less than 20 minutes of research, I streamlined the most time-consuming part of a previous job into a quick task that it should have been all along. By researching software capabilities and adjusting procedures, I saved at least 250 hours per year per designer. In an office with only two designers, 500 extra hours go a long way.
I am internally motivated. I design because I like it. It’s fun. Even if I had a different day job, I would still design after dinner while watching reruns of “Murder, She Wrote.” I find a challenge and satisfaction in every project.
Finally (and possibly most importantly), I wipe up jelly I spill on the counter, pick up trash when walking the dog, and give the time, or directions when asked (if I have them). I have an affinity for cats (dogs too). I am learning to embrace the Oxford comma. Sean Connery is my favorite James Bond. I am kind of okay at drywalling. Pepsi is NOT an acceptable substitute for Coke.
Expertise
DESIGN & CREATIVE
Art Direction
Branding & Identity
Creative Direction
Graphic Design
Project Management
TECHNICAL
Adobe Creative Suite
Microsoft Office Suite
CMS (WordPress, Wix)
HTML & CSS
Web Collaboration (MS Teams, Trello)
Eblasts/Mass Emailing
INTERPERSONAL
Written & Verbal Communication
Active listening
Team Collaboration
Adaptability & Patience
Empathy
Dependability
Open-mindedness
Giving & Receiving Constructive Feedback
LANGUAGES
English: Native/Fluent
French: Conversational
Spanish: Basic
Connect
Feel free to reach out via email, phone, or LinkedIn.
I look forward to hearing from you!