Brand & Content Development

From brand refreshes and message strategy to user-generated content and high-performing ad creative, I pair analytical thinking with creative direction. My work spans full-scale brand overhauls, internal design system builds, and managing agencies and freelancers to deliver consistent, scalable creative across all channels.

Highlights:

  • Led two full brand refreshes (Kids Dental Brands and Rainbow Child Care Center)

  • Scaled brand systems for 12 field teams and 200+ digital properties

  • Built asset libraries and templates that improved campaign speed and consistency

Kids Dental Brands
Rainbow Child Care

Kids Dental Brands

Overview

When I joined Kids Dental Brands, there was no unified brand identity across the 46 dental offices in 7 states. Many practices operated independently with inconsistent visuals, no standardized messaging, and missing digital assets. Over time, I led the creation of a full-scale brand system, managed a creative agency through a complete refresh, and built the processes to maintain brand consistency across 200+ digital properties.

    • Inconsistent branding across pediatric and orthodontic offices

    • Lack of standardized creative templates and asset storage

    • Field marketers struggling with outdated and fragmented materials

    • Digital creative that underperformed against conversion benchmarks

    • Rebuilt missing vector logos in Adobe Illustrator and organized them into a SharePoint asset library

    • Updated colors, imagery, and design elements during website migrations (28 sites)

    • Designed modular ad and social templates in Adobe Creative Suite and Canva for field marketers

    • Directed a creative agency through mood boards, brand guidelines, and mockups to execute a 2023 brand refresh

    • Oversaw agency-led redesign of pediatric and orthodontic websites using Figma wireframes implemented by the dev team

    • Developed scalable processes for field-level banners, brochures, decks, and digital campaigns

    • Transitioned creative leadership to an in-house designer after building the foundation

    • Company-wide creative library enabled 12 hyper-local marketing specialists to execute campaigns faster and with consistent quality

    • Scaled ad creative and templates helped drive a 298% increase in conversions (8,740 in 2022 to 34,815 in 2024) across omni-channel campaigns

    • Websites launched with new branding contributed to a 176.86% YoY increase in impressions and 15.22% YoY increase in clicks

    • Adobe Illustrator, Photoshop, Canva

    • SharePoint for asset libraries

    • Figma for website redesign

    • Agency and freelancer management

    • Brand guideline creation and scalable design templates

Rainbow Child Care Center

Overview

At Rainbow Child Care Center, I led the revitalization of a 20-year-old brand supporting 150+ childcare centers nationwide. I built a modern, parent-friendly brand identity that balanced emotional connection with a consistent corporate presence while equipping center directors with scalable marketing tools.

    • Aged brand visuals and messaging lacked emotional connection with parents

    • Fragmented design execution across 150+ localized microsites and centers

    • No centralized system for field marketers to customize or order materials

    • Need to modernize while preserving trusted brand heritage

    • Led creative agency through a full brand refresh and corporate website redesign

    • Developed emotional, photography-driven visuals and modern messaging

    • Served as lead corporate designer, later managing an in-house designer and communications specialist

    • Created 50+ marketing and sales assets, from brochures and infographics to curriculum guides

    • Built a custom digital storefront with a print vendor for directors to order branded materials

    • Standardized design and messaging for B2B and parent communications

    • Contributed to a 43% YoY increase in website traffic post-refresh

    • Improved partner and parent engagement by reimagining messaging and touchpoints

    • Print storefront system streamlined local campaigns and maintained brand consistency

    • Supported B2B outreach that secured corporate partnerships with GM, IBM, Whirlpool, and major hospital systems

    • Adobe Creative Suite (Illustrator, Photoshop, InDesign)

    • Vendor-managed print storefront

    • Corporate website redesign via WordPress

    • Messaging and brand value refinement

    • Centralized templates for 150+ field locations

Let’s Work Together

I collaborate with businesses that are ready to scale. Whether you’re building from the ground up or optimizing what’s already working, let’s talk about how I can help you grow.

Contact Me