Navigation Redesign

Opportunity

Many users only engaged with the Gallery side of our product, overlooking revenue-generating features like Invoicing. In the previous navigation, Studio and its related tools were hidden behind a dropdown, making them less discoverable.

Solution

I explored multiple variations and ultimately designed a collapsible navigation that surfaces core offerings more clearly while keeping the interface simple and uncluttered.

Impact

The redesign made underused features easier to find, leading to stronger engagement across the platform. Even users (who were typically resistant to change) responded positively:

“I love the menu on the left side of the site. The way everything is combined is exactly what I was hoping for!”

Competitive Audit

Opportunity

Foreground decided to sell one of its previously acquired brands – Cole's Classroom. The brand and website had been neglected for years and needed significant updates to be sellable.

Solution

I researched and developed an in-depth 73-page Brand & Website Audit with competitor analysis and recommendations for updating and refining the website to better present its value.

Impact

Coles Classroom was redesigned following my recommendations, and, in less than 30 days, found an eager buyer.

Feature Illustrations

Opportunity

After high numbers of freemium user signups, many ShootProof users didn't engage with enough features to upgrade to a paid plan.

Solution

To encourage users to take a fresh look at some of our new and most loved features, I developed a collection of illustrations highlighting people using specific features and their key benefits. My illustrations were rolled out on social, email campaigns, and the website.

Impact

18% engagement rate (goal was 10%)

Positioning, Brand & Packaging Design

Opportunity

Preferred Popcorn — the largest farmer-run popcorn company in the world, selling to over 70 countries — decided to launch their first ever line of retail products, Happy Place Snacks.

Solution

I partnered with the team early in development and recommended we position the Happy Place Snacks brand to connect with local pockets of fans all over the US by leaning into the local sources behind their flavors. I then designed the visual identity and packaging for their first four products.

Impact

Within a week of presenting concepts to retailers, Preferred Popcorn had confirmed meetings with 37 interested retailers

LinkedIn Engagement

Opportunity

Our LinkedIn presence wasn't cohesive in strategy or design and had little engagement.

Solution

I worked with our copywriter to refine concepts for posts, then designed carousel layouts, themed series, and graphics targeted to our merchant audience. I also developed a dozen company and employee LinkedIn banners to widen our impact through employee profiles.

Impact

103% increase in followers
1,655% increase in average clicks

Children's Book Series

Opportunity

It was a dream of mine to write and bring to life a rhyming children's book. After I relocated to Chicago, I created the Little Chicago Explorer series, celebrating a child’s curiosity and the unique people and places that make Chicago special.

Solution

The stories seek to help kids build bridges of empathy so they may find inspiration in the unique people they come across every day.

Impact

Selected as a Kickstarter "Project We Love"
First 2 books of the series published in 2025
Now sold by retailers across Chicagoland