The projects that have stuck with me

Goodwill Central Texas

The Goodwill Excel Center & Goodwill Career & Technical Academy

One of the most rewarding aspects of my role was collaborating with The Goodwill Excel Center and the Goodwill Career & Technical Academy (GCTA). Education has always been a personal passion, and being able to contribute to the journey of adults earning their high school diplomas and career certifications was an exceptionally fulfilling part of my job.

The most significant lesson I gleaned from this experience was the recognition that not everyone's first language is English. This realization deeply influenced my approach to design. I became more attuned to the diverse backgrounds and needs of our learners, which prompted me to adopt a more inclusive and user-centric design philosophy. I prioritized clear, concise, and universally understandable design elements, ensuring that our educational materials and resources catered to individuals with varying levels of English proficiency. This shift in design mindset not only improved the accessibility of our materials but also fostered a more inclusive and effective learning environment for all.

Halloween 2019

In 2019, Halloween marked the most successful retail season in the company's history. Our 'Conjure Up Your Costume' campaign brought a complete refresh to our approach, setting it apart from previous years. We made a deliberate effort to emphasize choices by highlighting the options to either craft a costume from scratch or purchase a new one, accommodating customers with diverse budgets and preferences. This strategy not only boosted our sales but also showcased our commitment to meeting the unique needs and desires of our customer base, making it a standout retail season.

The team: Valerie Croes, VP Market & Communications, Devin Crase, Videographer, Melanie Grizzel, Photography and Lena Lane, Costumes.

Stores

I played a pivotal role in the expansion of the Goodwill Central Texas (GCT) brand. In total, 12 new stores were opened, and I had the direct responsibility for the planning, production, and successful installation of branding elements in 7 of these stores. This not only contributed to the consistent representation of the GCT brand but also facilitated a welcoming and visually appealing environment for our customers. My biggest lesson learned throughout this experience was the importance of 'Measure Thrice, Install Once' to prevent costly mistakes. This mantra underscored the significance of thorough planning, precision, and meticulous attention to detail, which were instrumental in ensuring the success of our branding initiatives and avoiding expensive errors.

Dell Technologies

Brand

While at Dell, I recognized the paramount importance of attention to detail, as my work had a far-reaching impact. Serving as the Art Director, my successful design concepts were passed on to production teams. To ensure consistency and quality, I leveraged my communication skills to provide comprehensive style guides and starter assets for these teams.

The results of these collaborative efforts extended to high-profile presentations by the Senior Vice President of Global Brands, various publications, and international summits led by Michael Dell and the Dell Women’s Entrepreneur Network. My work not only upheld the brand's image but also played a pivotal role in supporting the organization's global recognition and engagement.