Brand & Creative Design That Drives Results
A 50% lift in ad conversion. 171% growth in email leads. A brand transformed from clinical to luxury.
As the Brand Manager at Donaldson, I wear many creative hats — sometimes all at once. I helped redefine their brand, transforming it from dated and clinical to sophisticated and luxurious. I meticulously crafted their brand guide from scratch - and provided a foundation that will last.
Beyond visuals — I streamlined internal organization, crafted extensive print collateral, and contributed to digital advertising campaigns. In 2024, I also took the helm as lead website designer, overseeing the transformation of their online presence.
Want to see how I made it all happen? Read more below.
Turning performance data into email campaigns that convert
At Donaldson, I own email strategy end to end. I studied year-over-year performance data, identified the seasonal patterns in when our audience was most likely to book, and built a campaign strategy timed to that behavior — the right message, to the right people, at the moment they were ready to act. The result: 171% year-over-year growth in email-generated leads.
Strong strategy only works if it can ship. So I also rebuilt the production process behind it — streamlining workflows, organizing assets, and implementing design systems that took our turnaround from four weeks to five days. The payoff is a cohesive brand presence and high-performing campaigns that resonate with our audience, without the last-minute chaos.
The Website: Rebuilt From the Ground-Up
I played a key role in finalizing the branding color palette and curating a cohesive photo library - seamlessly blending stock and in-house photography for a refined, luxury aesthetic. Once developers finished with the template, I trained our team and freelancers while ensuring every page met our brand standards. I personally designed and managed all high-impact pages, shaping the site’s overall user experience.
Today, I continue to take the lead website design efforts, maintaining a polished, high-end digital presence that elevates the brand.
Natural, Timeless, & Classic Imagery
Imagery is one of the most powerful yet often overlooked elements of branding. At Donaldson, I curated an extensive image library that seamlessly blends in-house photography with carefully selected stock images, ensuring a consistent, high-end aesthetic across all brand materials.
I am extremely selective about what makes it into our repository, prioritizing natural-looking images that feel authentic - never plastic, overly posed, or heavily retouched. This meticulous approach ensures that every touchpoint, from digital to print, reflects the refined experience that defines Donaldson.
Animated Digital Ads that Perform
With Adobe Premiere Pro, Adobe Express, and Jitter, I craft animated digital ads that grab attention and enhance brand storytelling. By incorporating movement and strategic design, these ads cut through the noise and create a more immersive experience. Since introducing animated ads at Donaldson, the cost-per-click has dropped significantly - showcasing the power of well-executed motion in digital marketing.
Static Ads that
Drive Results
I consistently design minimal & beautiful digital ads for Meta and Google, ensuring they capture attention while maintaining a refined aesthetic. By focusing on clean layouts, strategic typography, and compelling visuals, I create ads that not only look stunning but also convert.
Since taking over the visual design of Donaldson's digital advertising, I’ve helped increase conversions by 50%, proving that great design isn’t just about aesthetics - it’s about impact.
Cohesive Social Media Design that Elevates
I create social media designs that bring consistency and sophistication to brand pages, ensuring a seamless and engaging experience across platforms. Every post and template is crafted with strategy and visual harmony, reinforcing brand identity while maximizing impact.
From bold, eye-catching graphics to elegant, understated layouts, my designs unify the brand’s presence and enhance audience engagement.
Creative Direction that Brings Campaigns to Life
From concept to execution, I craft compelling campaigns that tell a story and make an impact. With experience in conceptualizing ideas, creating storyboards, and directing both photo and video shoots, I ensure every visual aligns with the brand’s voice and goals.
Whether leading a campaign’s creative vision or planning a high-end production, I bring strategy, storytelling, and artistry together to captivate audiences and drive results.
From sporting arenas to the pages of local Columbus magazines, I design timeless, sophisticated, and high-impact print ads that command attention. Every layout is crafted with precision and strategy, ensuring a seamless blend of elegance and brand consistency.
Whether it’s a bold, full-page spread or a high-visibility placement in a stadium, my goal is always the same: to captivate the audience, elevate the brand, and drive results.
Printed Ads that
Captivate (& Convert!)
