PacificSource Health Plans
The brief was to redesign multiple existing websites and consolidate them into a single, engaging, and intuitive platform that better reflected the organization’s high standard of care. The project involved modernizing the brand, improving usability, and aligning the experience with current accessibility standards.
The new design approach focused on balancing healthcare and hospitality—creating a digital experience that feels elegant, warm, and timeless without appearing dated. Data and user insights were used to continually refine the experience, ensuring the platform evolves with the needs of patients and visitors.
Strayer University
To launch Strayer University’s new campaign and tagline, “Only the Driven,” we put graduates at the center of the story. Instead of scripted messaging, the campaign featured real alumni sharing their personal paths to success, helping Strayer stand apart in a competitive adult education landscape.
We highlighted five graduates from diverse backgrounds whose stories embodied grit, perseverance, and ambition. Their journeys became the foundation of a documentary-style film and portrait photography that felt aspirational yet authentic.
Raise Student Loans
I developed the full brand visual identity, including the logo, and translated it across the website and promotional banners. Collaborating closely with the client, I crafted a visually compelling experience that captured attention while driving sign-ups. Every element was designed to be eye-catching and cohesive, balancing aesthetic impact with clear, actionable messaging to engage the audience effectively.
New York Life
I led cross-functional teams of designers and production specialists, partnering with developers and vendors to deliver responsive websites, landing pages, mobile app experiences, email campaigns, social media, direct mail, and video content. I also established brand guidelines and design systems to maintain consistency and scalability across platforms.
By combining user-centered design with data-driven insights, the campaigns increased engagement, strengthened brand recognition, and improved marketing performance while creating scalable systems for long-term growth.
Weight Watchers
I specialized in responsive digital design and experience strategy focused on supporting members throughout their wellness journeys. The work spanned high-impact touchpoints including websites and landing pages, A/B testing, display and rich media banners, mobile app experiences, email, social, video, direct mail, and brand development.
Design decisions were guided by user experience and data, with continuous testing and optimization used to improve clarity, engagement, and conversion.
By aligning design, strategy, and performance insights, the work delivered measurable gains in engagement, conversion, and ROI, helping WeightWatchers create more relevant and effective experiences across channels.