Corsava started as a printed card game which helped students discover their deeper college preferences. In 2016, the Corsava Card game turned into an online platform enabling students to take ownership of their preferences and build their list of top colleges as they discover their best college fit.
ROLE
Senior Product Designer: Research, information architecture, user flows, moodboards, wireframes, and visual design.
Corsava started as a printed card game which helped students discover their deeper college preferences. After being adopted by other counselors, it was turned into an online platform in 2016. When I joined Corsava in May of 2019, they had recently developed the “Counselor Cafe” – a space for counselors to research colleges, connect and share their expertise. My first task was to implement visual design updates to simplify the existing design. In the months that followed, I led three design iterations of, what is now known as, Corsava For Counselors.
ROLE
Senior Product Designer: Research and testing, information architecture and navigation, user flows, wireframes, and mockups.
The sales team needed a touch point for mid-funnel clients. They wanted a place they could send decision influencers that would highlight the value and impact of working with Fierce. It was decided to address this by creating a microsite that would feature client success stories, data, and testimonials.
ROLE
I mood boarded, wireframed and designed high-fidelity mock-ups for the microsite.
VISION
Fierce is a conversation company so it was important that the design felt authentic and human — especially with the data heavy content. While still being cohesive, the microsite needed to feel separate from FierceInc.com. I leaned on the brand colors, slanted elements and stock photography styles that are highlighted there, but brought in more white space, structure and iconography. I moved the focus off of the product and instead, visually highlighted the client quotes and images. To bring in the friendly, approachable feeling, white space was used to break up the content and allow for more breathing room. The stats and icons were also given a more playful look.
PROCESS
Working with the Marketing team, we defined the scope and vision of the project. Having only been in the role for a few weeks, I started by diving deeper into Fierce’s brand book and the mood boards from the recent website redesign. From there I created mood boards and worked with the Content Marketing Specialist and Digital Marketing Director to define the content and architecture. After receiving their input, I created iterations of wireframes. Considering this was a MVP and we had a rapid timeline, I designed the wireframes to include features that would be simple to develop and a layout that would be flexible to build on. I then handed off those wireframes and high-fidelity mock-ups to a contracted development team.
RESULTS
We saw a 20% conversion rate following its launch.
Completed www.whyfierce.com in just under two months.
PROJECT TEAM
Michael Arcari, Director of Digital Marketing
Corissa Craddick, Content Marketing Specialist
“Fierce Insights into 6 Leading Problems and How to Solve for Then” was the second in a series of ebooks on ineffective communication in the workplace. The ebook was intended to help readers identify and solve their business problems, as well as be a resource for our Sales and Marketing teams.
ROLE
I designed the ebook and created a style for future publications.
VISION
As the second ebook, I drew inspiration from the first ebook, keeping some of the angled elements and type treatments. As Fierce’s mission is centered around authentic conversations, it was important to remember the human element. I curated photography that would give the publication a human face to contrast the data heavy content. I also designed consistent and complementary iconography to break up the material and build out the brand elements.
PROCESS
Considering this ebook as part of the whole content marketing strategy, I looked at the previously published ebook, white papers and case studies. I worked with the Marketing team to determine how the materials should interact with each other. I created sketches of each type of publication and from there, built out iterations of ebook layouts. Keeping in alignment with the first ebook in the series, I designed this ebook which created a template for future ebooks.
RESULTS
Created a cohesive line of publications
Developed a resource to support Sales and Marketing efforts
PROJECT TEAM
Michael Arcari, Director of Digital Marketing
Corissa Craddick, Content Marketing Specialist
There are three Girl Scout resident camps in western Washington, each with its own unique personality and loyal following. The logos that were being used were dated and inconsistent. None of them were designed to be usable across multiple mediums — other Girl Scouts of Western Washington departments wouldn’t use them. Camp staff wanted a series of cohesive logos created that could use be used across print materials and apparel.
ROLE
I conducted research, created mood boards, designed the Girl Scout Camp brand and assets, managed the roll-out, and developed brand guidelines and training materials
VISION
The camp colors and iconography, were inspired by the activities, landscapes, and feelings of each camp. Each camp lock-up needed to feel unique to the spirit of each camp but also compliment each other. Per Girl Scout brand guidelines, Girl Scout Green and the font Trefoil have to appear in all assets. I selected a vibrant teal, orange and, lime to compliment both the individual camp's personality and that brand guideline. The cursive font was selected to contrast the font Trefoil, as well as bring a bold and playful feel to the design. A series of illustrated patterns were also created to bring a handmade and youthful feel to the camp photography.
PROCESS
Working with Camp staff, we determined the most beloved elements of each camp. St. Albans is known for its viking boats, Robbinswold is known for its beach activities and River Ranch is known for its covered wagons. With these images in mind, I designed the color pallet, logos, icons, and illustrations that were included in the brand.
I worked with the Marketing team as we began rolling out and testing the new brand through our annual Summer Camp campaign. This included publication of the Summer Guide, digital and print collateral, and social media and advertising campaigns. I designed and created templates for all of these materials.
Following the development of the brand, I met with the Retail team to collaborate on translating these assets into merchandise. It was then I learned the limitations of merchandise mediums. The retail team needed multiple logos for use on merchandise ranging from screen printing to embroidery. To solve for this, I developed three alternate "short hand" logos and icons for each camp.
I also created brand guides and training materials.
RESULTS
Following the rollout of the new brand, camp attendance and retail sales increased.
Art Direction / Graphic Design
I conceptualized and created the design for Institute of Flights' "Out of This World" fundraiser. This included the event postcard, web graphics, and assets they could repurpose to create their own materials for the event.
Art Direction / Campaign Strategy / Writing / Video Production / Graphic Design
Girl Scouts of Western Washington was given a $100,000 donation to help girls participate in Girl Scouts. However, when the donor asked for a guarantee that the money wouldn’t be used to help transgender girls, the money was returned. In order to make that money back, we decided to launch an IndieGoGo campaign.
Under a tight deadline, I scripted and created the campaign video along with all of the branding and graphics that went with the campaign. On the morning of the launch, the campaign went viral appearing on The Today Show, Amy Phoehler's Smart Girls, Seattle Metropotlitan Magazine, The Washington Post, Huffington Post, BBC, CNN, Buzzfeed, and Upworthy.
The campaign trippled goal in one day.
Art Direction / Graphic Design
I conceptualized, branded and designed the event and marketing materials for the first annual Cookies & Cocktails event. This included invitations, signage, a social media campaign, and web assets. I also contributed to the overall interior design within the event space.
Art Direction / Graphic Design
In 2015, Girl Scouts of Western Washington launched an advertising campaign targeted at recruiting new volunteers. In this campaign, I was in charge of creating a design that would appeal to an external audience and work across a variety of mediums. This campaign included social media, web and bus advertisments.
Art Direction / Graphic Design
I conceptualized, branded, and designed all of the event and marketing materials for the Gold Award Gala which included Gold Award and Silver Award recipients from Washington, Idaho and Oregon. This included invitations, tickets, programs, thank you cards, and web assets.
Art Direction / Graphic Design
I conceptualized, branded, and designed all of the event and marketing materials for Girl Scouts of Western Washington's Glamp. This included invitations, programs, signage, and thank you cards - most of which needed to be printed in-house the day of the event.
