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Case Study | Strategy

Ad Relevance

Case Study | Performance

Better Testing

Case Study | Internal...

Feedback App

Case Study | Process...

Design Process

Case Study | Team + Business

Dept. Scaling

Web| Video | Branding | Social

Design Work

Designed Within Established Brands

Working across diverse brand standards as both a designer and creative lead strengthened my focus on typography, layout precision, visual hierarchy, and building cohesive systems that guide strong creative execution across teams.

B2C

B2B

Case Study | Strategy

Strengthening Ad Relevance Through Consistent Cross-Channel Messaging

Campaign performance was constrained by inconsistent, generic messaging across paid social ads and landing pages.

This case study outlines how a segmented messaging strategy aligned audience intent with creative and landing page experiences across Meta, LinkedIn, and Google to improve relevance, engagement, and conversion performance.

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Before (the Problem)

Generic, one-size-fits-all messaging.
Misalignment between ads and landing pages.
Low relevance, high bounce rates, high CPC, etc.

After

Segmented, intent-driven messaging.
Unified ad-to-landing page experience.
Improved metrics all-around.

Case Study | Performance

A Smarter Testing System for Conversion Optimization

Replaced guesswork with a structured testing system that improved landing page performance across clients.

This case study explores how a standardized landing page testing framework was developed and applied across multiple client campaigns.

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Before (the Problem)

No testing framework
Opinion-based decisions
Inconsistent performance

After

Standardized testing system
Hypothesis-driven decisions
Improved cross-client performance

Case Study | Internal Systems + Innovation

Building an AI-Powered Creative Feedback App

Built a system that made creative feedback faster, clearer, and more actionable with AI provided insights.

This case study explores the development of an AI-powered tool designed to streamline and centralize the creative feedback process across teams and clients.

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Before (the Problem)

Feedback scattered across multiple tools and formats.
Creative direction often unclear or inconsistently applied.
Revision cycles slowed by back-and-forth interpretation.

After

Centralized workflow for reviewing all creative assets.
More structured and consistent feedback across teams and clients.
Faster iteration cycles with clearer direction and context.

Case Study | Process + Organization

Standardizing and scaling creative production for paid social.

Social ad production was slowed by inconsistent requests, unclear specs, and fragmented communication across teams.

This case study explores about leading the development of a standardized system for social ad production through collaborating with strategists, designers and account managers.

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Before (the Problem)

Unclear creative requests
Slow production cycles
Fragmented communication

After

Standardized request system
~40% faster production
Streamlined workflow in Figma

Case Study | Team + Business

Scaling to 3× Profit

Scaled the CRO and Creative Department and systems to drive 3× profitability over 5 years.

Established the processes, team structure, and performance frameworks needed to support sustainable, efficient growth.

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Before

One designer
Limited output
No defined systems

After

Full design team
Scalable workflows
Substantial multi-year profitability growth

Web| Video | Branding | Social

Graphic Design Work

A curated selection of design work showcasing real projects across digital, brand, and marketing applications.

UI/UX design for web and mobile interfaces, brand identity systems, marketing and campaign visuals, social content design, and print-ready layouts. Work spans digital product experiences and visual communication assets built for clarity, consistency, and impact.

See My Design Work