Branding & Digital Assets
Scope of Work
Role: Designer, Photography Director, Illustrator
Responsibilities: Led the creative direction for a series of branding and digital assets, overseeing projects from concept to implementation. Developed logos with a strategic approach to brand identity, designed and built engaging email campaigns, and created digital illustrations.
Objectives
Create cohesive and impactful visual identities by leading the development of branding and digital assets while ensuring brand consistency across all platforms. In addition to overseeing design strategy, I provide guidance and support to freelance clients, including small business owners, to help establish and strengthen their brand presence.
Logo Designs
From concept to execution, each logo is designed for versatility and brand alignment. Thoughtfully crafted and refined, these logos maintain impact across print, digital, and environmental applications, ensuring consistency and recognition.
FSC Digital Swag
The FSC digital backgrounds were designed for multiple applications, including desktop and mobile wallpapers, as well as virtual meeting backgrounds. A new design was implemented each year, providing variety for each graduating class, allowing students to showcase their institutional pride. Created in Photoshop, these designs incorporate various techniques to achieve a dynamic appearance.
LIU Emails
At LIU, one of my key responsibilities was implementing email communications for prospective students, current students, and alumni. I developed, designed, and coded responsive emails to ensure seamless usability on both desktop and mobile devices. Additionally, I managed listservs, scheduled campaigns, and monitored analytics—adjusting strategies to optimize engagement and enhance the University’s outreach efforts.
Outcomes & Key Takeaways
Impact:
This collection includes logos, digital illustrations, and email designs—each created to connect with the right audience. A refreshed email approach led to higher engagement, especially among prospective students. Every design is thoughtful, functional, and well-received.
What I learned:
The logo design process varies greatly from client to client. Understanding their needs, end goals, and how they plan to use their brand shapes the questions I ask and the way I approach each design. Clear communication is key to creating something that truly fits. Likewise, working with email analytics taught me how to adapt messaging to ensure users get the information they need in the most effective way possible.