Digital Campaigns & Email
Integrated social, email, and web campaigns supported by analytics and reporting.
Additional Email & Promo Highlights
Creative Direction & UX Strategy
Transforming outdated, template-driven pages into modern, audience-focused experiences with clearer navigation, stronger messaging, and more intuitive user journeys.
All Things Girl Scouts - Homepage Redesign
Project Summary
The previous All Things Girl Scouts website relied heavily on default template structures, lacked a clear visual hierarchy, and overwhelmed visitors with competing content blocks. The experience felt generic and unbranded, offering no clear pathways to key Girl Scout information.
Strategic Approach
-
Replaced outdated, text-heavy sections with clean, modular layouts
-
Strengthened hierarchy to guide users through collections
-
Modernized the visual system with updated typed and spacing
-
Improved scan-ability and page structure
-
Clarified user pathways to key information
Objective
Improve UX/UI, remove clutter, and modernize the homepage so it feels intentional, on-brand, and easy to navigate.
Role
Creative Director, UX Strategist & Web Designer
Before: Cluttered, template-driven layout with unclear priorities and competing sections.
After: Clean, structured homepage with clear hierarchy, modern layout, and stronger first impression.
Above-the-Fold Improvements
-
Simplified hero layout to emphasize messaging and a primary CTA
-
Reduced visual noise and removed unnecessary template blocks
-
Improved spacing and structure so users can quickly understand the page
-
Elevated overall look and feel to feel more intentional and professional
Creative Direction Decisions
-
Reorganized the homepage into intuitive content zones
-
Removed clutter and eliminated non-essential elements
-
Established a consistent visual rhythm for easier scanning
-
Refined typography and spacing to move beyond a "basic template" look
Impact (Qualitative)
The redesign creates a far stronger first impression, reduces cognitive load, and makes it easier for visitors to understand what All Things Girl Scouts offers and where to go next.
Baterbys Art Gallery - Website Redesign
Project Summary
Baterbys’ old website presented dense blocks of text, inconsistent layout patterns, and a dated visual style that made it hard for users to understand the gallery’s offerings. The user experience lacked a smooth flow, causing friction for visitors searching for artwork or event information.
Strategic Approach
-
Replaced outdated, text-heavy sections with clean, modular layouts
-
Strengthened hierarchy to guide users through collections
-
Modernized the visual system with updated typed and spacing
-
Improved scan-ability and page structure
-
Clarified user pathways to key information
Objective
Improve UX/UI, modernize the experience, and create clarity for art browsing.
Role
Creative Director, UX Strategist & Web Designer
Before: Dense layout with unfocused content and unclear visual hierarchy.
After: Modern, streamlined interface with improved clarity, flow, and browsing ease.
Above-the-Fold Improvements
-
Clearer messaging + immediate understanding of offerings
-
Structured hero space with direct navigation cues
-
Cleaner header + modern typography
-
Improved breathing room to reduce visual fatigue
Creative Direction Decisions
-
Simplified layout structure for effortless browsing
-
Prioritized visual storytelling for artwork presentation
-
Elevated typography and spacing for a contemporary feel
-
Introduced intuitive content blocks for better flow
Impact (Qualitative)
The redesign transformed the site from cluttered and outdated to clean, modern, and intuitive—enhancing user confidence and encouraging deeper engagement with the gallery’s content.
Girl Scouts of Citrus Website
Migration & Redesign
Project Summary
As part of a national Girl Scout website overhaul, I migrated the entire Girl Scouts of Citrus website into the new platform—becoming the first in my cohort of councils to complete the migration. Beyond duplicating content, I used the opportunity to enhance layout structure, CTA clarity, and navigation logic across key pages.
The result is a modern, segmented, brand-aligned site that offers clearer pathways for Girl Scouts, volunteers, families, and donors.
Strategic Approach
-
Led full migration into a new national platform
-
Rebuilt pages using the new UX architecture
-
Introduced segmented CTAs (Join / Volunteer / Donate) for audience clarity
-
Improved message hierarchy and scannability
-
Modernized visuals within platform constraints
-
Ensured consistency with national Girl Scout brand standards
Objective
Migrate the council website to the new national layout while improving UX structure and page hierarchy.
Role
Creative Director, UX Strategist & Web Designer
Before: Outdated layout with unclear audience pathways and dense content.
After: Modern, segmented homepage with clearer CTAs, brand alignment, and improved user flow.
Above-the-Fold Improvements
-
Hero message repositioned for clarity
-
Clear audience pathways: Join, Volunteer, Donate
-
Harmonized color palette with national brand
-
Improved spacing + modular layout
Creative Direction Decisions
-
Translated old content into a structured, modern layout
-
Used migration as an opportunity to improve UX, not just transfer content
-
Built page templates that scale across council programs
-
Prioritized segmented navigation for diverse audiences
Impact (Qualitative)
This migration positioned Girl Scouts of Citrus as a leader in the transition to the new national platform and resulted in a cleaner, more accessible, and more intuitive web experience for all audiences.