Portfolio
NEWaukee Samples
Branding
Sensorial
Integrated Campaign
The Shift
Integrated Campaign
Northern Pike
Integrated Campaign
Co:Lab
Integrated Campaign
Catch the Hatch
Integrated Campaign
Red Bag Rewards
Integrated Campaign
Sendik's Social
Social Media Samples
Sendik's Express
Email Campaigns
Red Bag Weekly
Associate Newsletter
Water Council
Motion Graphics
Arts + Tech Night
Poster Design
DSP Course Guide
Booklet Design
Carousel
Motion Graphics
Mediascapes
Digital Prints
Sighing Waves
Installation
NEWaukee Program Branding
In my time at NEWaukee, I have designed logos, digital banners and print materials for dozens of initiatives following our brand guidelines.
NEWaukee’s brand aesthetic is flexible and able to be applied in many different ways. However, a few visual traits must remain consistent to keep NEWaukee as a recognizable brand, including: clean design, high contrast color schemes, lack of ornamentation, limited color palettes and limited fonts.
My design process starts by learning about the program design, followed by a period of research and sketching. These sketches are then turned into digital roughs, generally with limited color, for team review. This is typically followed by two to three rounds of refinement and revisions until a final design is agreed upon by the team.
Co:Lab | Integrated Campaign
Co:Lab is a deeply engaging and experiential opportunity for a select group of Milwaukeeans to apply their diverse skills, build new connections into the city and work together to produce a high-impact solution for a real community issue. The program is jointly led by NEWaukee, Startup Milwaukee and The Commons.
I was responsible for designing the program brand identity, writing copy and blogs, creating a website and application form, sending segmented newsletters, project managing video documentation of the program, and planning our social media content calendar.
At the end of the program, we were able to give away $6k in funding to our teams’ community solutions. The program received five earned media stories throughout 2019.
Northern Pike | Integrated Campaign
NEWaukee’s Northern Pike connects entrepreneurs, creatives and community leaders from across the midwest for an intimate retreat. Designed to inspire and empower, the retreat focuses on cultivating a sense of belonging through strong relationship building, inspiration breaks, outdoor recreational activities and personal reflection.
I was responsible for the promotional plan of the retreat including designing the program brand identity, writing copy, creating a landing page and application form, coordinating individual outreach and sending segmented newsletters, managing paid advertising and planning our social media content calendar.
We received over 60 applicants for our 2019 retreat, growing our applicant pool from the previous year by 100% through the strategic use of visual content and testimonials.
The Shift | Integrated Campaign
NEWaukee’s The Shift is a female-focused speaker series centered on defining and fueling women’s career trajectories. Responding to the Milwaukee Women inc Advancing Women Leadership report, we explore topics around achieving gender parity in the workplace.
I was responsible for ongoing promotion of the series including designing the program brand identity, writing copy, creating landing pages, sending newsletters, pitching stories to media, managing paid advertising and planning our social media content calendar.
The Shift averaged over 200 attendees per quarterly event. My promotional plan resulted in five earned media stories throughout 2019 and 10k+ landing page views.
Sensorial | Integrated Campaign
NEWaukee was hired by Marcus Hotels & Resorts to create a signature event for their newly opened Saint Kate –The Arts Hotel. We produced the city’s most exclusive Masquerade event, with a portion of proceeds benefiting the United Performing Arts Fund.
I was responsible for the promotional plan including designing the program brand identity, writing copy, creating a landing page, sending newsletters, pitching to media, managing paid advertising and planning our social media content calendar.
I worked with Marcus Hotels & Resorts and United Performing Arts Fund staff to ensure cross-promotion of the event. The event sold out with over 500 in attendance. My marketing and PR efforts generated two earned media stories and 5k+ landing page views.
Sendik's Catch the Hatch | Integrated Campaign
Sendik’s Catch the Hatch is an annual two-week event in August during which shoppers can reserve roasted or unroasted hatch chiles online from Sendik’s for pick up in store. Fresh hatch chiles are grown in the Mesilla Valley of New Mexico and are available for only a few short weeks each year.
For the digital marketing campaign, I was responsible for creating a landing page, email communications, social media ads and short videos. I worked with the Produce and Design teams to ensure content was accurate and cohesive across our marketing channels.
The goal of the campaign was to increase sales by driving traffic to Sendik's online ordering site. From 2016 to 2017, the site received a 61.5% increase in unique visits.
Red Bag Rewards | Integrated Campaign
Sendik’s launched its Red Bag Rewards loyalty program in October 2017. For this launch, I was responsible for creating a landing page, ongoing email communications, social media posts and internal marketing materials. I worked closely with the design team to ensure messaging was consistent across marketing channels.
The launch was successful in driving enrollment and generated a 131.4% increase in email leads.
Sendik's Express | Email Campaigns
Sendik’s Express is Sendik’s online ordering, curbside pick up service. I work closely with the Marketing and New Business teams to create targeted email campaigns for Sendik’s Express based on shopper behavior.
Above are a few samples of email campaigns, ranging from informational to promotional, that helped drive an increase in online sales from 2016 to 2017.
Sendik's Red Bag Weekly | Associate Newsletter
I write and design weekly internal newsletters, known as the Red Bag Weekly, for 1,900+ Sendik’s associates. I work closely with the Human Resources and Operations teams to communicate important information related to associate events, perks and news.
As part of this task, I redesigned the newsletter to be responsive for a better mobile viewing experience in 2016. I maintain a schedule for content and create internal marketing materials such as table tents, letter signs and break room TV slides. Additionally, I assist associates with logging into the Associate Portal and manage associate subscriber information.
Arts + Tech Night | Poster Design
As a member of the UWM Arts + Tech Night planning committee, I was in charge of designing all marketing and promotional materials for the biannual student exhibition. Participating students proposed and voted for the name URL | IRL. While designing, I looked at early bitmap typography and graphics for inspiration.
DSP Course Guide | Booklet Design
I was commissioned to create this curriculum booklet for the Digital Studio Practice major at UW-Milwaukee. Throughout the design process, I met with the department faculty repeatedly to ensure the booklet would meet their needs and align with the guidelines and goals of the university. I worked with both faculty and students to source and edit appropriate images and text. I wanted the design to reflect the innovation and divergent thinking that characterizes Digital Studio Practice students. The booklet is currently being sent out to prospective students and will be placed on the UWM Art and Design website to promote the major.
Carmen | Poster Design
For this project, I created a modernized concept poster for the theatrical production Carmen. Using personally captured photographic images, I created a well-executed, surreal, and dramatic composite based on my research of the story. Allegorical imagery, such as puppeteer hands, portray the themes of Carmen in an unexpected manner. The design has an edge that connects to a younger demographic.
Mediascapes | Digital Prints
Mediascapes is a series of macroscopic photographs of computer screens captured by an iPhone in panorama mode. Through intentional destruction, including stretching and enlarging, individual pixels blur into painterly strokes and fields of color emerge as abstract landscapes with features such as horizons, mountains, and clouds. It is important to remember that digital spaces exist as part of the natural, physical world. Mediascapes aims to collapse needless boundaries between digitality and materiality, instead seeking an alternative understanding of media as material agents in, of, and as our environments.
Sighing Waves | Installation
How does the weather change our feelings?
How do the winds shape our love?
How do the tides take our breath away?
This work pulls real-time wind and wave data from a weather station in Southeast Milwaukee to dynamically control pre-recorded video of my boyfriend and I breathing. Based on the direction of the winds and periods of the waves, we breathe in and out at varying intervals, hold our breaths, fall in and out of sync. Fans are placed around the space, calling attention to relational currents between what we feel and our feelings.
At stake in Sighing Waves is a finer attunement to our own bodies as we relate to external, material forces and a greater awareness of the power and spontaneity in nonhuman agents such as weather and waves.
Fields | Digital Prints
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I enjoy using my skills to execute both personal and client-based projects.
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Sendik's Social | Social Media Samples
I facilitate all aspects of social media management for Sendik’s Facebook, Twitter and Instagram accounts. This includes maintaining a monthly content calendar that aligns with the company’s social media strategy, writing posts in brand voice, developing engaging photo and video content, tracking performance, responding to guests and leveraging a monthly Facebook Advertising budget.
Since I began managing the Facebook account in November 2016, Sendik's following has increased by nearly 15% (or approximately 7,500 followers). Sendik's increased its social media advertising investment by over 400% from 2016 to 2017, resulting in a roughly 99.7% increase in overall engagement.