I made this: screens drawn in Illustrator, animated in After Effects, composited into one take.
Brand strategy thatships
Discovery → Strategy → Execution → Launch
Lezlie Garr / Equal parts strategic and creative, leading client work end-to-end.
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01
Selected work
Ten years of brand & creative
01 / 09
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AboutWho I amHow I workTrack record
Hi — I'm LezlieGarr
Brand strategist and builder known for turning ambiguous briefs into work that actually ships.
Brand strategy, creative systems, and execution. I don't just name the strategy, I ship it. Currently looking for a senior strategy seat at an agency that takes craft seriously.
Equal parts strategic and hands-on.
I've done brand building, rebrand, and turnaround work for businesses, nonprofits, and national member organizations. (I even did this section's motion graphic - from scratch.)
I also ran my own coaching consultancy for a decade: ~100 clients a year, a 15,000+ LinkedIn following, and a LinkedIn Learning course.
These days I work where brand strategy, systems thinking, and AI meet. I use AI to move fast through exploration and drafts, so more of my time goes to the calls that decide whether the work is any good. I'm looking for senior strategy work inside a shop that takes craft seriously.
Every project starts with listening.
I lean on interviews, then pair them with competitive research and brand audits to build the full picture.
From there I build positioning, messaging, and creative direction as one connected system — designing, writing, and shipping, with AI woven through to scale output without losing quality.
Launch isn't the finish line. I think through to adoption, so the work actually gets used, understood, and carried forward by the people who inherit it.
Outcomes I can point to.
Grew my solo consultancy's profit 35% over three years and earned national recognition for the content.
Built a content-and-brand role from scratch at a national member organization, then led the rebrand that followed.
Authored a strategy deck on the brand reputation risk of operational fragmentation and presented at the CAO and VP level.
Led a nonprofit's homepage overhaul end to end, from strategy to shipped pages.
The through line: I spot what's missing, build it, and ship it.
I made this: built in Illustrator, animated in After Effects, exported as Lottie.
AI-Native · Concept → Design → Build
Lezlie Garr Portfolio
The brief
A self-directed, open-ended personal brand portfolio. Strategy, design, copy, and code, developed end-to-end through a modern, AI-assisted workflow. Everything underneath is documented and systematized, so the whole site stays consistent, maintainable, and ready to grow.
Approach
01
Start with position
Everything starts from one line: brand strategy that ships, framed as Discovery → Strategy → Execution → Launch.
02
Commit to a system
A deep-indigo world with magenta and mint as accents, a confident grotesk against a serif counterpoint, consistent from hero to fine print.
03
Shape the experience
The whole portfolio sits on one page, with nowhere to navigate away to. It keeps the reading continuous, rather than scattered across separate pages.
04
Build it modern
Concept, art direction, design, copy, and code, all with AI as part of the production. It’s what kept a one-person build moving at this pace while keeping craft and quality.
The Strategy
Each step narrows the next: position decides the system, the system decides the experience. A portfolio claiming brand strategy that ships has to be evidence of it, not a description. So this one was run as a real engagement.
Decisions worth a closer look
01
Proof before paragraphs
The hero opens on the work itself in motion, showing proof ahead of any claims.
02
Craft in the details
The work turns on a slow rotating drum with a running 01–09 count; each case opens in place and sets the reader back exactly where they left off.
03
A single, unbroken thread
No menu, no sub-pages, no dead ends. The whole portfolio reads as one continuous scroll, so attention builds instead of resetting.
04
A bio that’s paced
The about section moves one idea at a time, so the bio unfolds at a readable pace instead of arriving all at once.
05
Designed to be handed off
Underneath, the case studies share one content model, so new work drops in without a redesign, built to be maintained and extended, not shipped once and left.
The Strategy
These all serve the same thing: keeping the read going. Proof comes before claims, the scroll never breaks, and reopening a case puts the reader back where they were. Nothing here is decorative; each detail removes an interruption.
See it in motion
01 / 03Motion heroThe opening frame: the work in motion, ahead of any claim. I built each screen in Illustrator, animated them in After Effects, and composited the whole thing into one take.
02 / 03Scroll-driven work drumNine projects on a slow rotating cylinder, with a running 01–09 count.
03 / 03In-place case pop-overEach case opens over the page, then closes back to the same spot.
The Strategy
The site is meant to be experienced in motion, so stills leave most of it out. These clips show the actual behavior: the opening hero, the rotating work drum, and a case opening and closing in place. Animated in-house, optimized to load light.
Outcome
A working sample, kept current.
It’s live and still changing; new work and refinements go in against the same system underneath, as they come. So it stays the most current sample in the set, rather than a snapshot frozen at launch.
Strategy, design, copy & code, by one person
Modern, AI-assisted workflow
Documented & systematized to grow
Brand Identity · Resume & Career Coaching
Resume Lezlie
The brief
Resume Lezlie was my own brand, created from a blank page and grown over 7 years. Building it meant going deep on every discipline at once: branding, color psychology, font pairing, graphic and web design, SEO, copywriting, and social media marketing.
I led the full brand identity lifecycle, then kept evolving it.
Approach
01
Build from the ground up
Name, logo, color, type, web content, and a social strategy: a complete identity created from scratch and documented as it grew.
02
Listen, then name the pain
Clients kept describing their “soul-sucking” jobs. I made that the through-line of the marketing (site, LinkedIn, blog, and visual content), and it resonated hard.
03
Evolve with the market
As palettes trended (navy/yellow → navy, seafoam & salmon → purple, turquoise & fuchsia), I moved the brand ahead of the curve, the same direction my portfolio carries today.
The Strategy
Building this brand meant doing every part myself: name, identity, site, copy, SEO, social. Nothing was handed off, so the strategy and the execution had to answer to each other. That is the habit the rest of my work runs on.
Brand identity
LogoThe Resume Lezlie script wordmark.
Brand evolutionFrom Professional Progressions to the refined Resume Lezlie mark.
Brand colorsA trend-ahead palette grounded in color psychology.
Brand fontsPlayfair Display, Raleway, and Great Vibes: warmth and authority.
The Strategy
This brand system was built on color psychology research, a read on the category, and what clients actually responded to; every evolution was a positioning decision, not a random refresh. Research and design both mine, across seven years.
Brand voice
Bold branding: “Soul-sucking”
I listened closely to what clients told me: the jobs they were stuck in, the careers they wanted, and how they felt about both. One phrase kept surfacing: their work was “soul-sucking.” I heard it often enough that I made it the through-line of the brand, woven across the site, LinkedIn, and the blog and visual content.
Homepage Copy
And it resonated with the audience in a big way:
The Strategy
The positioning came from listening. Clients kept using the same phrase, so the brand used it back. Naming the feeling people already had is what made a small brand recognizable in a crowded category.
Brand in use
The system, applied
Logo, color, and type carried across every touchpoint (website, social, and client deliverables), so the brand stayed consistent and recognizable wherever it showed up.
Website in Motion
Social Media
Career Tip Tuesdays
1st Tuesday: Pop-Up Class
2nd Tuesday: Behind Hiring
3rd Tuesday: Roast My Resume
4th Tuesday: Job Search Q&A
Video Assets
LinkedIn Live Overlay
Broadcast End Card
YouTube Cover
LinkedIn Banner - Evolution
Client deliverables
The Strategy
Consistency is what makes a small brand look established. The same logo, palette, and type across the site, social, and every client deliverable meant each touchpoint added to the last instead of starting over.
Individual Branding (Clients)
Senior Manager / Executive
Client needs & objectives
Targeting operations-leadership roles (SVP, VP, Director), the client had a track record of transforming struggling operations into thriving ones. Their strengths: leading turnarounds, structuring for high growth, and continuously improving processes, efficiency, and revenue.
Strategy & rationale
Their career ran through market shocks from 9/11 to the 2008 downturn, so the resume told the story of growth and success through each one. It foregrounded their signature value (taking a struggling asset and turning it into a performer) and their grasp of how the human-capital side can make or break operations. Every visual element carried one theme: consistent success in the face of struggle.
Page 1
Page 2
Program & Project Management
Client needs & objectives
Targeting healthcare roles in strategy, solution design, and implementation. Their strengths: financial and data analysis, business-case development, vendor negotiation, sharp presentation skills, and data-driven thinking that still works comfortably in the “gray,” taking limited information and building structure and a plan around it.
Strategy & rationale
An effective leader and coach for teams of every size, their rare value was being able to both strategize a plan and implement and improve it. They were coming off the most successful role of their career, so the resume gave that room to breathe. Rather than charting individual achievements, I threaded the story together with visuals throughout: vision and strategy, big impact through continuous improvement, and a multi-faceted approach spanning program direction, executive support, solution design, and integration strategy.
Page 1
Page 2
The Strategy
Client work ran the same process as the brand itself: understand the goal, find the through-line, design around it. A resume is brand identity for one person, with far less room to explain itself.
How every resume is built
01
Built for both readers
Written to succeed in online applicant tracking systems and with the human reader on the other side.
02
Visual storytelling
Graphics thread each client’s career story together rather than just decorating the page.
03
ATS-compatible graphics
Every visual is invisible to applicant tracking systems, so design never costs a client the screen.
04
Nothing hidden in pixels
All content inside a graphic is also written in the resume body, readable by machines and humans alike.
05
Color with intent
Palettes chosen from color psychology, client industry, client preferences, and resume best practices.
The Strategy
The constraints shaped the design here. Applicant tracking systems read text, not graphics, so nothing important lived only inside a visual. The look could never come at the cost of getting read.
Outcome
A brand that resonated and kept evolving.
The “soul-sucking job” positioning struck a nerve with the audience and drove real engagement, while the identity itself proved durable enough to evolve across 7 years without losing its center.
Built & evolved for 7 years
Resonant “soul-sucking” positioning
ATS- + human-optimized craft
Homepage Redesign · Brand Experience Refresh
Future is Now Coalition (FiNC)
The brief
The Future is Now Coalition had a massive mission and an outdated homepage buried under bloated copy. Historically, the org struggled to dole out its message in ways that didn’t visually or mentally overload visitors, and to reach modern, tech-savvy users without alienating less tech-savvy ones. As Senior Web Designer, I led the strategy and handled the full redesign: an interactive, highly usable landing page that delivers complex content in digestible pieces and keeps people engaged longer.
Approach
01
Discovery & research
Stakeholder interviews, a competitive analysis of peer organizations, and a read of existing user feedback to ground the redesign in real needs.
02
Strategy & definition
A UX-focused content strategy, a clear set of site requirements tied to user needs and business goals, and a map of the existing flows to expose every pain point.
03
Design & development
A new user flow and a fully responsive WordPress landing page in Elementor, built on the established brand style guide, with gradient-led coloring reinforcing the org’s nonpartisan positioning, SEO-minded copy edits, and original visual and motion content.
The Strategy
The brief looked like a redesign; the problem was comprehension. A coalition with a large, complex mission was losing people before the message landed. Stakeholder interviews, a competitive read, and existing user feedback set the direction before any design began.
Homepage
The old homepage carried a sprawling mission in dense, copy-heavy bands that overloaded visitors. The redesign meters that same complexity out in digestible, interactive pieces: modern, motion-driven sections that hold attention longer without leaving less tech-savvy users behind.
Before
old homepage (full page)
old homepage (continued)
After
redesigned homepage (full page)
redesigned homepage (continued)
redesigned homepage (continued)
Strategy
A UI and flow built so visitors could absorb a large, complex mission without feeling overwhelmed: modern, interactive elements meter the content out and keep people moving down the page.
Brand continuity
Built on the established brand style guide, putting previously unused brand assets to work and reinforcing the org’s nonpartisan positioning through gradient-led coloring.
The Strategy
The mission did not get smaller, it got metered. Same substance, released in pieces a visitor can absorb. The real constraint was audience range: interactive enough for tech-savvy users, still plain and navigable for everyone else.
Sections in action
01 / 06Above the foldHero video, gradient text, and engagement buttons.
02 / 06IntroScroll-triggered text reveal.
03 / 06The problemMotion animations and hover interactions.
04 / 06The solutionHover animations and scroll-triggered motion.
06 / 06ClosingSocial proof, actionable content, and CTAs.
The Strategy
Motion here is pacing, not polish. Each interaction earns the next scroll and gives dense content room to breathe. Built in WordPress and Elementor on the existing brand style guide, so every decision had to work inside real client constraints.
Inside the redesign
01
Hero video
An above-the-fold hero film created in collaboration with AI.
02
Smart top bar
Transparency increases as the user scrolls, keeping the hero immersive.
03
Always-on actions
Join & Donate buttons sit in the top bar for one-click access.
04
Compelling messaging
Headlines and copy driven by user research and SEO.
05
Interactive sticky section
Sticky-to-top scene with scrollable images, text, and a color-changing background.
Copy reveals on scroll inside a sticky-to-top container.
08
Flip-cards
Concepts presented in a user-friendly, easy-to-understand flip-card layout.
09
Stacking cards
Scroll-triggered stacks deliver dense, complex content without overwhelming the reader.
10
Interactive timeline
A scroll-triggered timeline in a sticky-to-top section for high user delight.
11
Social proof
Videos and appearances add conceptual depth and credibility.
12
Actionable content
A free, actionable resource paired with an invitation to join the movement.
13
Support options
A clear path to donate alongside the invitation to join.
The Strategy
Thirteen decisions, one job: keep a visitor moving so the mission lands in pieces. Individually small, but together they are what carries someone to the bottom of a very long page instead of out of the first section.
Outcome
A mission made legible, and a page that earns the scroll.
Almost immediately, the redesigned user flows and targeted content strategy lifted engagement from a wider audience segment and supported the organization’s growth, all while staying fully responsive across mobile.
↑ Click-through rate
↑ Engagement & time on page
↓ Bounce rate
Rebrand · Web Design · Audience Segmentation
RVer Job Exchange
The brief
Part 1: Reinvigorating a forgotten vertical
I pitched and won the role on reinvigorating the job exchange, so that was the priority, with a particular push into remote work. That meant making the brand visible again to its loyal audience and a brand new one.
Part 2: Identifying the need for a rebrand
The push into remote work exposed a ceiling the campaigns could not lift on their own. The parent brand was familiar and loved in the RVing world, so this brand was too. But it struggled to resonate with the corporate remote-work employers we needed to reach next.
That brand identity problem proved challenging enough that I proposed a rebrand: a new name designed to speak to RV industry employers and corporate employers at once, plus a digital experience rebuilt to serve each employer type separately.
Approach
01
Bring the vertical back to life
A multi-channel content series arguing the case for hiring working RVers, plus virtual career fairs and employer collateral built on real member data.
02
Identify and segment
A brand RVers loved read as unfamiliar to corporate hiring managers, and one page was courting three employer types at once. I split it into two tailored flows.
03
Propose a bridge brand
I developed a new name and identity, NomadWrx, designed to speak to RV industry and corporate employers at once.
04
Build and reprice per type
Targeted employer pages and separate, market-researched pricing for each employer type, addressing each audience’s pain points directly.
The Strategy
The growth target was remote work, and the gap was credibility: a brand RVers loved read as unfamiliar to corporate hiring managers. Identifying that gap set the direction, and the campaign work, the segmented pages, the bridge name, and the pricing all followed from it.
Campaign & Content
Series Marketing
Blog Part 1
Blog Part 2
Blog Part 3
Peek / Teaser Carousel
Peek / Teaser Carousel (Continued)
Banner/Cover Images
LinkedIn
Facebook
Events
Informational Assets
Homepage
Before
Served four very different audiences at once: candidates plus three employer types.
Messaging went broad, and the experience lost focus.
After
Refocused on candidates alone, with a “For Employers” entry top-right (on-trend at the time).
That button routed employers to a dedicated page (below).
The Strategy
Focus was the opportunity here. Giving candidates a homepage of their own, with one clear door marked For Employers, let each audience arrive somewhere built for them and made the employer path something I could design deliberately.
Employer page
Before
One page trying to serve three different customer types.
Unfocused again, so many employers left instead of engaging.
After
Split into two tailored flows, each with its own page.
A self-segmentation page sent each type to a more targeted page (below).
Added interactivity: a dark overlay on each half responded to cursor position.
The Strategy
Letting visitors sort themselves allowed one question up front to route each employer type to messaging and pricing researched for them, so the conversation starts out already relevant.
Rebrand: from → to
FromRVer Job Exchange
Stacked logo
Horizontal logo
ToNomadWrx
Stacked logo
Horizontal logo
The rebrand: NomadWrx
01
The problem
Beloved by RVers, the brand wasn’t landing with the corporate remote-work employers we needed next.
02
“Nomad” bridges both worlds
A term already known corporately (“digital nomad”) and native to the RVing world.
03
“Wrx,” not “Works”
Shortening Works to Wrx aligned the name with an available URL and popular naming trends of the time.
04
The hidden X
That X nods to the parent group, Xscapers, and its X-with-a-compass mark.
05
Received, then shelved
A company-wide restructuring and budget cuts paused the rebrand, but leadership received it well and took it seriously.
The Strategy
The name had to work in two vocabularies at once. “Nomad” was already native to the RV world and rising fast in corporate language as “digital nomad,” so one word could carry both audiences without either one having to translate.
Outcome
A forgotten vertical back in market, and two clear paths where there was one fuzzy one.
The campaign work put the brand back in front of both audiences: the candidates who already knew it, and the corporate employers who did not. The segmented employer experience then gave very different customers a path built for them, each with its own page and its own market-researched pricing. The NomadWrx rebrand was well received and seriously considered by leadership before a larger restructuring shelved it.
Brand back in front of both audiences
1 → 2 targeted employer flows
Rebrand championed to leadership
Strategy → Design → Build
Throughline
The brief
On paper this was course development. In practice it was reconciling the same content across three documents that had no idea the others existed.
The deeper read: this was a brand problem. This workflow was how the internal team collaborated with clients, turning brand promise into brand experience. This meant internal friction wasn’t staying internal; it was reaching clients and risking client relationships.
Throughline was designed so content is entered once and flows through the entire build. Nothing gets re-keyed, nothing drifts, and the throughline that names the project is the one clients actually feel.
Approach
01
Enter once, flow down
The whole platform rests on one move: content is entered a single time in the Syllabus, then propagates down through the Course Map into every module. One source of truth, nothing to re-key, nothing left to drift.
02
Replace process pain
The design swaps a painful workflow for an intuitive, user-friendly one and leaves the rest of the habit intact. Throughline was built for how clients already want to work.
03
Nudge, don’t gate
Accessibility and other compliance checks surface inline as the work happens and roll up to a leadership dashboard instead of blocking module build progress. How strict those checks run is a dial the org can tighten when it’s ready.
04
Restraint = Responsible Default
For a sector cautious with new tech and understandably wary of AI near key content, trust had to be designed for. The system is fully AI-independent by design, with optional AI-assisted features flagged for evaluation.
The Strategy
This approach is based on one foundational idea: if the workflow is where brand experience is delivered, the design has to protect that experience. So consistency, efficiency, momentum, and trust are all built in by design.
The design language
01
Three-tier text
Trust starts with legibility. Three kinds of text (chrome labels, inherited values, and direct input) each read differently, so a user knows at a glance what carried over and what they’re typing in fresh.
02
Source-labeled pills
Provenance is shown, not assumed. Every inherited value wears a pill naming where it came from (Syllabus or Course Map), so the data earns trust by saying where it’s from.
03
Role-gated, not role-hidden
Status controls disable by role instead of disappearing. Everyone sees the whole workflow; only the right person can advance it, which keeps the process legible to all sides, and one of those sides is the client.
04
A matrix that deep-links
The outcome-alignment grid is clickable: a cell jumps straight to the module it describes, with the relevant outcome highlighted. The analysis and the work sit one click apart, not two screens apart.
05
Comments, scoped
Feedback lands where it belongs. A comment attaches to the document it’s about, so a note on the Syllabus never clutters a module three steps downstream.
06
One export, whole course
A single chooser exports any one document, or packages the entire course (cover, syllabus, map, and every built module) as one file; existing Word documents import back in across all three document types. And the platform never pretends to be the system of record; SharePoint stays that, by design.
The Strategy
Transparent by design. Clients never have to guess where a value came from, who can move it forward, or where the related work lives. It’s all labeled and shown. On cautious work, that’s how trust gets built.
Inside the build
In focus
Build Reference, on demand (IA + design):Guidance meets the work. A per-course pop-out surfaces the school, discipline, and live accreditation mapping (CAPTE, ACOTE, CAA, ARC-PA) without leaving the page.
Outcome alignment matrix:Outcomes by module, with every cell a link to where it’s addressed: analysis you can act on, not just read. A rigor check flags any objective assessed below the level it was written to reach.
Accessibility, in the flow (interaction + systems design):“Needs alt text” and “Needs transcript” flags surface inline and roll up to a leadership dashboard, advisory, never a blocker. Fixing gaps as you build saves a separate remediation pass at the end.
Also inside
Three-tier text system: What “labeled by source” looks like in practice: chrome, inherited, and direct input, each styled to read at a glance.
Full-course export: Cover doc, syllabus, course map, and every built module, packaged as a single, clean handoff.
Version history, with restore: Every change is recoverable, the whole document or a single module, so experimenting never risks the work.
The Strategy
AI-assisted builds have a reputation for code sprawl. This one was held to a strict standard, same as Throughline’s own discipline: enter once and carry throughout. Keeping one idea coherent from strategy through design to implementation keeps the sprawl out.
Outcome
As of July 2026
It’s hosted and live, approved for further consideration by department leadership, and currently undergoing evaluation at the department level. The part I’m surest of is the reframe: internal execution is how clients experience the brand, and that’s worth designing for.
One source of truth, automatic downstream propagation
Live, hosted, and in consideration.
Strategy and design mine; built with AI
Brand Identity · AI
More Brand
Overview
Three brands taken from a first-ever logo through to the live pages that carry it, plus naming, original brand graphics, type systems, and SEO copy. Then hands-on brand and visual practice in AI on brand work: complete identities generated across unrelated industries, and imagining a whole new product line for an established brand, from creative direction through to market.
Section 01
Brand Identity Creation
Whole brands built from nothing: name, mark, personality, and the system that keeps them consistent everywhere they show up.
01 / 032024
GoodMaker Designs
Great Designs for Making Good in the World
A social-impact brand built from nothing, for graphic, motion, and web design in service of causes. The brief was that every element had to earn an emotional connection, not just stay consistent.
Video Demo
Project Overview
Brand
Graphic, motion, and web design for social impact
Challenge
Design and develop all aspects of a new brand, leveraging visual elements to elicit emotional connections.
Role
Led the full brand identity creation lifecycle.
Deliverables
Name & PositioningThe GoodMaker Designs name and the line it hangs on: great designs for making good in the world.
Visual SystemA horizontal logo lockup, a five-tone palette, and a three-face type set.
Original MascotBenji, designed and animated to carry warmth a wordmark cannot.
Content & StrategyWeb and social content, plus the strategy to keep the brand consistent across both.
02 / 032019
Loma Paloma RV Park
Quiet Desert Getaway with Adventure All Around!
A far-southwest-Texas RV park that had never had a logo or a website, losing ground as its industry moved online. Both were built here from nothing: a first-ever identity, then the full responsive site that carries it. The brief was to reach a younger audience without alienating the longtime, less tech-savvy regulars the park still ran on.
Homepage
Project Overview
Role
Branding and Web Design Generalist, sole owner of the identity and the build.
Discovery
Stakeholder interviews with the park owner, plus competitive analysis of comparable RV park sites.
Strategy
Audience personas, site requirements drawn from user needs and business goals, and a content strategy built on what makes the park worth the drive.
Build
A fully responsive WordPress site in Elementor, carrying a new identity and visual style guide, SEO-optimized copy, and original photography and video.
Technology
Canva · WordPress · Elementor
Deliverables
Logo & Style GuideThe park’s first-ever mark, delivered with a visual style guide so the owners could apply it consistently without a designer on hand.
Brand PaletteA three-color system in green, brown, and orange, all common nature, travel, and adventure colors. Carried through every page of the site.
Responsive WebsiteNumerous pages, user flows, and interactive sections, built to read as well on a phone in a truck cab as on a desktop.
Copy & SEOSEO-optimized web copy throughout, with the homepage headline taken straight from what guests were already saying in their reviews.
First-Ever Logo
Strategy
Paloma is Spanish for ‘dove’, so I chose that imagery to represent the business name. Based on their industry and audience, I went with a simple design that is easy to recognize and associate with the business.
Brand Continuity
The green and brown in the logo come from an existing banner that the owners were very proud of. I added orange to round out the palette and give it some brightness; orange is a color often associated with adventure and is widely used in the RV industry.
Technology
Canva
Logo
Homepage
Hover the image to reveal the annotations, then hover any number to read it.
1Custom LogoImmediately establishing the brand.2Hero ImageAerial view of the park and surrounding views.3Engaging CopyDirectly from user reviews.4MenuProviding users easy access to the most common next step questions.5Service OptionsWith interactive animations.6Pop-up VideoBuilding trust with more aerial and ground views of the park.7Perks & AmenitiesWith interactive animations.8Contact InfoPurposely without a contact form, at the client’s request.9Popular DestinationsBuilding interest for locations and activities in the area.10Membership DiscountsHighlighted on the homepage to draw in more customers.11Map of ConveniencesEmphasizing the ease of staying here, despite its remote location.
Full Page
1Custom LogoImmediately establishing the brand.
2Hero ImageAerial view of the park and surrounding views.
3Engaging CopyDirectly from user reviews.
4MenuProviding users easy access to the most common next step questions.
5Service OptionsWith interactive animations.
6Pop-up VideoBuilding trust with more aerial and ground views of the park.
7Perks & AmenitiesWith interactive animations.
8Contact InfoPurposely without a contact form, at the client’s request.
9Popular DestinationsBuilding interest for locations and activities in the area.
10Membership DiscountsHighlighted on the homepage to draw in more customers.
11Map of ConveniencesEmphasizing the ease of staying here, despite its remote location.
03 / 032017
Unknown Normal
Chasing Good Weather, Happiness, and Our Own Version of Normal
A full-time RV travel brand built from nothing to grow an online following: the logo that solidified it, then the whole site behind it, numerous pages with the user flows to connect them, interactive features, and one consistent identity across all of it. The owner’s own note stands, and it is the honest framing: this was a very early project, and it has not been updated to meet current trends.
Video Demo
Project Overview
Role
Branding and Web Design Generalist, sole owner of the identity and the build.
Scope
The entire website: a logo, numerous pages, user flows, interactive elements, and unified branding.
Goal
Build an online following by showing the excitement of full-time RV travel and giving others the resources to reach that lifestyle.
Technology
PowerPoint (the logo) · WordPress
Deliverables
Logo & IdentityThe mark that solidified the brand, and the palette the rest of the site was built around.
Full Site BuildNumerous pages and the user flows connecting them, designed and built end to end.
Interactive FeaturesA scroll-triggered travel-stats counter, an explorable map of everywhere the rig had been, and an auto-updating Instagram wall.
Unified BrandingOne voice and one visual system across the site, the blog, and the social accounts feeding it.
First-Ever Logo
Strategy
This brand was all about RV travel, so I tried to pack in as many different travel themes as possible: the RV, mountains, water, forest trees, and a desert cactus. (In hindsight, I realize this was a little excessive, but that’s how I learned and got better.)
Brand Continuity
The green and orange in the logo were chosen because both colors are often associated with outdoors and adventure, and are widely used in the RV industry.
Technology
PowerPoint, my first design platform.
Logo
Homepage
Hover the image to reveal the annotations, then hover any number to read it.
1Custom LogoImmediately establishing the brand.2Hero ImageCarousel of several exciting travel photos.3MenuProviding users easy access to resources, the blog, and more about the people behind the brand.4IntroductionsEngaging users with interesting personal stories that help them see themselves living the RV nomad lifestyle.5Motion / InteractiveA counter feature with a scroll trigger.6Interactive MapEncourages interaction and allows the user to explore the map.7Social ProofAn auto-updating Instagram photo wall that ignites excitement and encourages social follows.8FooterConvenient info on future travel plans, the blog, and a mailing list sign-up, all encouraging more engagement, interaction, and follows.
Full Page
1Custom LogoImmediately establishing the brand.
2Hero ImageCarousel of several exciting travel photos.
3MenuProviding users easy access to resources, the blog, and more about the people behind the brand.
4IntroductionsEngaging users with interesting personal stories that help them see themselves living the RV nomad lifestyle.
5Motion / InteractiveA counter feature with a scroll trigger.
6Interactive MapEncourages interaction and allows the user to explore the map.
7Social ProofAn auto-updating Instagram photo wall that ignites excitement and encourages social follows.
8FooterConvenient info on future travel plans, the blog, and a mailing list sign-up, all encouraging more engagement, interaction, and follows.
Section 02
AI in Brand & Visual
Using AI as a creative co-pilot to produce complete brand work fast, with the judgment to know which model to reach for, and when.
Part A
AI for Product Marketing
Brand identity generated, art-directed, and carried straight onto product: naming through to branded merchandise and the lifestyle imagery that sells it.
University · Realty · Restaurant2025
Three Brands, One Repeatable Pipeline
Three complete brand identities, each taken from a blank brief through to branded product: name, tagline, industry and target market, brand personality, primary colors, a logo concept, a product selection, and mockups showing that logo in place. A university, a realty firm, and a restaurant group, so the pipeline had to hold across three unrelated industries.
All three brands are invented and the data behind them is synthetic, so what the work demonstrates is the method: which model to reach for at which step, and how much of a brand system can be generated before a designer has to step in and make the call. Roughly 25 minutes per brand.
Project Overview
Project Scope
Three AI-generated brand identities: company name, tagline, industry and target market, brand personality, primary brand colors, logo concept, product selection, and branded product mockups showing logo placement, with a consistent brand aesthetic across each set.
Total Creation Time
1 hour 15 minutes
Tech
Claude, OpenAI (ChatGPT / GPT-4o), Google AI Studio (Gemini, NanoBanana); synthetic data
Project Concepts
End-to-End AI PipelineBrief to naming and tagline, audience and personality, logo placement, then product and lifestyle visuals, in roughly 25 minutes per brand.
Multi-Model OrchestrationClaude for planning, Claude / ChatGPT / Gemini for brand development, NanoBanana for product and lifestyle renders.
Premium-Quality OutputsPolished copy and crisp lifestyle imagery in a consistent brand style, ready to ship across channels.
Scalable ProcessA complete content suite for web, social, and sales that scales to batches and iterates fast inside clear creative guardrails.
01 / 03
Meridian Heights University
University Brand
Where Excellence Meets Innovation. A flagship university identity built around a mountain-and-sunrise seal, then carried onto the merchandise a campus actually hands out.
Brand Set
Project Overview
Industry
Higher education
Brand Tagline
Where Excellence Meets Innovation
Ideation Platform
Claude
Product Images
NanoBanana
Primary Target Markets
Undergrad and grad students, age 17-35
Alumni network and donors
Faculty and academic professionals
Corporate partners and research collaborators
Local community and civic organizations
Product Mockups
Drawstring BagOrientation-kit cinch bag, the seal and tagline at full size.
Insulated CoolerEvent and tailgate cooler, logo centred on the panel.
Travel TumblerEveryday carry, with the seal reduced to a badge.
02 / 03
Mauka & Makai Realty
Real Estate Brand
Your home between mountain and sea. A Maui realty identity where the mark carries the promise on its own: a roofline that resolves into a mountain, with a wave running underneath it.
Brand Set
Project Overview
Industry
Residential real estate, Maui
Brand Tagline
Your home between mountain & sea
Ideation Platform
ChatGPT
Product Images
GPT-4o
Lifestyle Images
NanoBanana
Primary Target Markets
Residential buyers and sellers across Maui, from Kihei and Wailea through Central and South Maui
Relocation clients and vacation-home buyers
Brand personality: warm and welcoming, island-savvy, trustworthy, modern-practical
Brand in Use
Product Mockups
Closing gifts and client-event pieces, the range a realty office gives away most.
Insulated Tumblers
Canvas Tote
Beach Blanket
Lifestyle Images
The same pieces placed in the homes the brand sells, so the merchandise reads as part of the offer rather than swag.
Closing Gift
On the Lanai
Beach Day
03 / 03
Gather & Feast Provisions
Restaurant Group
Crafting Culinary Experiences, Connecting Communities. An upscale-casual restaurant group whose mark, a sheaf of wheat held in an open hand, puts sourcing and hospitality in the same gesture.
Food enthusiasts aged 25 to 55 with disposable income, drawn to quality ingredients and a welcoming room
Young professionals, families, and couples, for everyday dining and for special occasions alike
Modern American, Mediterranean-inspired, and farm-to-table menus across the group
Brand in Use
Staff ApparelFront-of-house apparel, the mark scaled for embroidery.
Front of HouseThe same embroidery, facing the room.
Back of HouseAprons and polos on the prep line.
In the CommunityThe tote carrying the brand past the door.
Part B
AI for Brand Reinvention
Taking a century-old icon and generating a new sub-brand for it: a complete identity for an electric line, art-directed to sit beside the parent brand without borrowing its authority.
Harley-Davidson · eGlide2025
Crafting a New Brand Vision
Concept Ideation & Visualization
A speculative electric sub-brand for Harley-Davidson, generated end to end: mood board, storyboard, logo system, hero image, social campaign, concept art, and merchandise. The mark keeps the bar-and-shield silhouette and re-cuts the crossbar as a lightning bolt, so it reads electric without spending the equity that makes it worth stretching. An unaffiliated concept exercise, not client work for Harley-Davidson.
Working Worksheet
Project Overview
Provided Prompt
Rethink and refresh Harley-Davidson’s brand identity using AI as a collaborative tool in ideation for a new brand identity and in creating compelling visual elements that redefine the brand’s market presence. Finally, compile these visuals into a brand mood board.
Goal
Experiment with using AI as a creative co-pilot to produce brand visuals.
“Where the spirit of the road meets the pulse of the city.”
Tech
ChatGPT, DALL-E, MidJourney, Figma
Project Concepts
Equity-Preserving RedesignThe bar-and-shield silhouette is left intact and the crossbar is re-cut as a lightning bolt, so the mark reads electric before it reads new.
Prompt ChainingEvery scene was drawn as a sketch first, then fed back as the reference for a photoreal frame, so the composition was locked before any polish was spent on it.
One Written IdentityLogo, hero, social, concept art, and merch were all generated against the same pasted-in identity, personality, and photography style, which is what makes the set cohere.
Positioning FirstThe hero image was prompted directly from the positioning statement, so the campaign’s lead visual argues the strategy instead of decorating it.
01 / 03
Brand Direction
Mood Board
Story Board
02 / 03
Identity System
Logo OptionsOutlining upcoming concepts
LogoMain
LogoSimplified
Hero Image
03 / 03
Brand in Market
Social Campaign
Classic Soul. Electric Heart.
Spirit of the Road
Power Meets Purpose
Concept Art
Colorway Lineup
Product Hero
Old & New
Merchandise
Powder Blue
Sage
Marigold
Selected outcomes
Complete brand identities, logo to live site, built from nothing
Branding that turned a declining business around
Rapid brand design and asset mockups via AI
Web & UX Design · Builds · AI
More Web
Overview
Beyond the named projects, a hands-on web and UX practice. Three immersive landing pages, each made in a different builder picked up for that build: Webflow, Framer, Elementor. Then AI: working prototypes that go from concept to clickable demo in a few hours, and a complete four-phase UX process with AI in every phase.
Section 01
Immersive landing pages
Learning powerful builders fast, then pushing them to motion-rich, immersive results.
01 / 03
Webflow
Brand & Visual Design Portfolio
Video Demo (click to visit) ↗
Project Overview
Project Purpose
Design a lead-in or ‘preview’ for the Brand & Visual Design section of the portfolio.
Project Process
Heavily edited a pre-made Webflow template in order to quickly learn how the builder works and understand high-complexity functioning.
Project Resource
Pre-made template.
Project Timeline
1 week
Platform-Specific Skills
Basic FunctioningNavigator, components, variables, style selectors, etc.
TransitionsSmooth and seamless transitions, fluid motion, dynamic content changes.
Backend
Elementor Design Interface
Section 02
AI for Web & UX
AI used as a working design method: to extend brand systems into live digital experiences, and to run a full client brief end to end, with bias auditing and ethics built into every phase.
Part A
AI-Built Prototypes
Brand work extended into living digital experiences: research to working prototype, in hours.
01 / 02
Metro City Symphony: Discovery Experience
Proof of Concept · Brand Extension
A digital discovery app that extends the orchestra’s brand work, giving Gen-Z audiences a lower-stress access point to explore symphony events on their terms.
Extends the brandTeal-to-green gradient, city-skyline mark, photo-led mood cards.
Gen-Z type & motionFraunces and Manrope, subtle press and enter animations, accessibility-aware.
Reduces choice overloadMood plus era resolves to a curated lineup with tweakable chips.
Reusable patternDiscovery → Filters → Lineup, ready to drop into other arts organizations.
Prototype Screens
Home
Users can pick a mood and a musical era, and get suggestions from there.
Pick a Mood
Mood Selected
Musical Era
Select to Filter
Pre-Planned Experiences
Every concert, framed as a whole experience. Pairings for where to eat beforehand, what to hear, and where to land after.
Romantic
Epic & Cinematic
Gamer Themed
Classic & Classy
02 / 02
Impact Visualization Hub
Proof of Concept · Brand Extension
A digital experience that extends a social impact finance brand’s work, turning abstract finance into tangible, interactive human stories.
Video Demo
Project Overview
AI Tools
Lovable, Claude, ChatGPT, Gemini & NanoBanana; synthetic data
Concept → Demo
~3.5 hours
Platform
Desktop
Extends the existing brand: moves the client’s story into an engaging digital experience
Humanizes outcomes: turns loan data into jobs, housing, and small-business stories
A reusable Map → Detail → Story framework that applies to other clients
~3.5 hours to prototype, fast concept-to-demo for pitches and stakeholders
Prototype Screens
Interactive impact mapThe landing view: every funded project sits as a point on a live map.
Marker in focusHovering a marker names the project before anyone commits to a click.
Impact detailA side panel carries the numbers, the sector, and the story behind them.
Full storyThe story page: backstory, social outcome, and the jobs behind the loan.
Impact storiesThe companion view: each funded project as a story card, tagged by year, sector, and place.
Part B
AI-Integrated UX Workflow
AI carried through a complete product design process, phase by phase, from brand identity to launch.
Discovery → Strategy → Execution → Launch
FitFuel App Brand Identity
FitFuel is a personalized fitness and nutrition app, built from a design brief set by a professional development course in AI-assisted product design. Discovery established the brand identity and the personas, Strategy sized the market and read the competition, Execution built and tested the prototype, and Launch planned the rollout.
The brief and the phase structure came with the course; the work inside them is mine. All of the user data is synthetic, so what the project demonstrates is the method: where AI genuinely accelerates product design, and where a designer still has to make the call.
A full design brief for a fitness app, supplied by the course.
Provided Prompt
Create an AI-enhanced prototype of the FitFuel app, develop AI-driven content, and conduct usability testing with AI-assisted analysis to improve the design.
Tech
Uizard, Galileo, ChatGPT, Perplexity, Claude, Canva; Fully synthetic user data
Project Concepts
Wireframes & PrototypesCreating low-fidelity & high-fidelity wireframes and prototypes.
AI-Driven MicrocopyCollaborating with AI to develop microcopy that aligns with FitFuel’s brand voice.
AI Integration WorkflowsDesigning AI integration workflows for personalized content within the app.
Usability Testing & AnalysisSimulating usability testing, analyzing results, and iterating on the design based on testing insights.
A full design brief for a fitness app, supplied by the course.
Provided Prompt
Create an AI-enhanced prototype of the FitFuel app, develop AI-driven content, and conduct usability testing with AI-assisted analysis to improve the design.
Tech
Uizard, Galileo, ChatGPT, Perplexity, Claude, Canva; Fully synthetic user data
Project Concepts
Wireframes & PrototypesCreating low-fidelity & high-fidelity wireframes and prototypes.
AI-Driven MicrocopyCollaborating with AI to develop microcopy that aligns with FitFuel’s brand voice.
AI Integration WorkflowsDesigning AI integration workflows for personalized content within the app.
Usability Testing & AnalysisSimulating usability testing, analyzing results, and iterating on the design based on testing insights.
A full UX lifecycle run with AI, bias audit included
Motion Design · Video · Presentation · Illustration · Social · Writing
More Multimedia
Overview
The craft work that gives a brand a personality of its own, across six areas: motion design, video, the decks that carried the argument, illustration and applied graphic systems, social, and the writing under all of it.
Section 01
Motion Design
Motion built for the web: scroll-driven experiences, vector animation, and animated explainers.
Motion Graphics
Professional development, self-directed — motion skills built on personal brand and portfolio work rather than a client brief. Drawn in Illustrator, Procreate, and Photoshop, animated in After Effects, and exported as Lottie for the web. Most of it holds to one brand system: a single palette, line weight, and illustration style.
Hover to ActivateTap to Activate
GoodMaker mascot
Motorhome on the move
Solo rocket
404 astronaut
Career timeline
Content
Writing and copywriting
Social media
Web Motion
Immersive, motion-led web across Claude Suite, Webflow, Framer, and WordPress/Elementor: scroll-triggered reveals, parallax, and seamless transitions. Each preview site was built in a different builder.
Video I scripted, produced, hosted, and edited — persona-targeted ads, explainers, a weekly live series, and an interview campaign owned end to end.
Animated Videos
Ads written for five customer personas we built from our actual customers — a different story for each. Created using PowToon, with additional experience in Vyond.
Talking-Head Explainers
Straight-to-camera explainers, shot and cut with Canva, Loom, and iMovie.
Career Tip Tuesdays
A weekly LinkedIn Live series I ideated, produced, and hosted — four rotating formats, one per Tuesday of the month, with invited guest co-hosts. One example of each below.
Ask Working RVers
As Creative Director of the RVer Job Exchange, owned an interview campaign end to end (ideation, sourcing, filming, editing, and distribution) to overcome employer objections about hiring remote workers. Alongside the person-by-person interviews, I cut question-by-question videos — the same question answered by everyone — which reached the target audience faster.
Section 03
Presentation Design
Executive-facing decks built to win the room, and they have.
Coming soon
Section 04
Visual & Graphic
Original illustration and applied graphic systems, the hands-on craft beneath the brand.
Coming soon
Section 05
Social Media
Content built to be seen, a views-over-followers strategy that earned the industry’s recognition.
Coming soon
Section 06
Writing & Copywriting
Copy built on research and tuned for both the reader and the algorithm.
Coming soon
Research · Interviewing · Insight Synthesis
Discovery & Synthesis
The discipline
Every strong piece of brand and creative strategy starts the same way: someone has to pull the real story out of the people who hold it: the executive who can’t see their own value, the founder buried in their own mission, the expert who assumes everyone already knows what they know. That extraction is its own discipline.
Across 700+ interviews, I built a repeatable way to discover each client’s story, recognize the patterns in what they say, and turn those insights into branding and creative content that connects with target audiences.
The method
A repeatable interview-to-insight method, structured enough to scale, flexible enough to stay human.
01
Structured guiding questions
A consistent question framework gives every interview the same backbone, so I capture what I need and the output stays comparable across hundreds of subjects.
02
Room to tell the story
Inside that structure, I leave space for each person to go where the energy is. The unexpected tangent is usually where the real positioning hides.
03
Distill to targeted content
I synthesize each conversation down to the few things that matter, then translate them into branding and marketing content aimed squarely at the intended audience.
700+subject-matter experts interviewed
98%client success rate
3-stagerepeatable interview method
Section 02
Discovery Interviews
The same method, applied across very different subjects, from one-on-one client work to on-camera interview series built to shift how an audience thinks.
In practice
Senior Operations Executive
Targeting SVP / VP / Director of Operations
A leader whose career ran straight through every modern downturn, from 9/11 to the 2008 crash. The discovery interview surfaced a through-line they couldn’t quite name on their own: they take struggling assets and turn them into performing parts of the business, and they understand that the human-capital piece can make or break an operation. Synthesis meant committing to that single theme, consistent success in the face of struggle, and distilling everything else down until it carried the whole story.
Healthcare Program & Project Management
Targeting strategy & solution-design roles
A data-driven thinker just as comfortable in the “gray,” taking limited information and putting structure and a plan around it. The interview pulled out the signal that mattered more than any single accomplishment: a repeatable arc where they set vision and strategy, drive continuous improvement, then actually implement, across program direction, executive support, solution design, and integration. Synthesis was threading those moves into one continuous story instead of a list of wins, so the pattern did the talking.
On-camera interview series
Behind Hiring
Live series · Restream + LinkedIn Live · Canva
A live, on-camera interview series I produced and hosted, bringing on a different hiring insider each month to show how job search, recruiting, and hiring really work. Live and unscripted is the harder version of the craft: asking the questions that get a guest talking candidly in the moment, then steering toward the takeaways the audience came for.
Nii-Ato Bentsi-Enchill, Career Coach
Greg Leos, Sr. VP & Hiring Mgr
Amy Garr, VP of HR
Carrie Burd, HR & DEI Leader
Madison Butler, HR Change-Maker
Ricklyn Woods, 4x Certified HR Pro
Teegan Bartos, Former Recruiter
Chelsea Jay, Career Coach
Jasmine Escalera, Career Coach
Shauna Cole, Diversity Job Board Founder
Ask Working RVers
Video series · iPhone + iMovie · YouTube
A video interview series built to dismantle one specific objection: that you can’t rely on people who work from the road. I owned it end to end, from question design and sourcing through interviewing, filming, and the edit. The synthesis was the unlock, recutting the footage so a single question is answered by everyone in turn, which made the case land with the target audience far faster than any one full interview could.
