Projects

Selected Case Studies: Brand & Systems Strategy

My approach to every project is rooted in qualitative research and operational efficiency. Whether I am overseeing a digital transformation for a national nonprofit or building a brand architecture for a SaaS startup, I focus on the intersection of community, culture, and technology.

These projects demonstrate how I bridge the gap between high-level strategic vision and meticulous execution—facilitating holistic brand identities that honor organizational culture while driving measurable impact.

If you’re working on a related initiative, I am available to consult, collaborate, or present these case studies in more detail. Connect with me on LinkedIn or fill out my contact form.

Jump to a section:

Digital Ecosystems: Blending In-Person Experience and Virtual Infrastructure

The Methodology: Human-Centered Systems Design

Brand Identity, Infrastructure & Narrative Case Studies

Digital Ecosystems: Blending In-Person Experience and Virtual Infrastructure

Rebranding, Website Reorganization, and Redesign

Financial Women's Association

Large-Scale Project Management

Notable Folklorists of Color

Collaborative Design, Testing, Development

What is Folklore?

Long-term Ethnographic Research

The Michiana Potters

End-to-End Design, Testing, Development

AFS Annual Meeting Hub

Testimonials: AFS Annual Meeting Hub, 2021-2023

"The application process went so smoothly this year. I didn't feel like I had to jump through so many hoops as I have in the past."

– AFS Annual Meeting submission system user

"I found searching the program online to be very easy this year. Well done!"

– AFS Annual Meeting in-person app user

"The Hub was very easy to use. Great resource! This meeting is a valuable global platform for folklorists. The accessibility and prompt communication worked well."

– AFS Annual Meeting virtual platform user

"Excellent! We got this! You all are the BEST IT support I've had in a very long time."

– AFS Annual Meeting virtual platform user

Streaming Platform Development

Hoosier Films

Testimonials: Hoosier Films Annual Festival, 2020-2023

"If it was this good as a virtual festival (because of Covid), then I can't wait to see what it would be like in-person. I felt so welcomed and appreciated as a filmmaker."

– virtual festival participant

"...brought together some amazing films and a great way to network with other filmmakers through a virtual experience that is new to many."

– virtual festival participant

"We had a great experience here. So impressed with the vision and energy of [the organizers] to support Hoosier film and grow this festival."

– in-person festival attendee

"We appreciated how this festival brings all walks of life together, sparks discussions, and has helped promote future collaboration with people I didn't know prior to attending. I'm thankful for the learning experience gained her, and their mission to showcase a variety of stories."

– in-person festival attendee

"Great communication and professionalism."

– participating filmmaker

The Methodology: Human-Centered Systems Design

The projects highlighted here reflect my approach to creative strategy, collaboration, and thoughtful execution across sectors. Each case study highlights not just outcomes, but the process behind them: how ideas were shaped, refined, and brought to life.

The key: Building resilient infrastructure. I believe that the most successful brand and technological transformations aren't just built on better code - they are built on a deep understanding of the people using them. My methodology bridges ethnographic research with strategic execution.

1. Discover, Empathize

Every project begins with a cultural audit. I draw on my background in ethnographic research to observe and listen, identifying the unwritten rules and informal structures that define how a group actually works. By empathizing with the user’s lived experience, I uncover the genuine needs behind the technical requirements.

2. Plan and Prioritize

In this phase, I translate observations into a strategic roadmap. I focus on "right-sizing" solutions - prioritizing the initiatives that will offer the greatest impact on organizational efficiency while respecting the team’s bandwidth and resources.

3. Design, Develop

This is where the virtual infrastructure takes shape. I lead the creation of integrated design solutions and digital ecosystems, ensuring that the brand narrative is woven into the functional architecture. My goal is to create systems that are both aesthetically cohesive and operationally robust.

4. Test and Observe

Implementation is a key ethnographic moment. I monitor how the community interacts with the new systems, observing the interplay of informal and institutional knowledge, noting where changes help and where friction remains.

5. Analyze and Adjust

I view systems as living structures. I analyze the data and feedback from the testing phase to make precise refinements. This stage ensures that the new infrastructure is sustainable and aligns with the organization's evolving goals.

True transformation is never "finished." Inspired by the malleability of clay, I emphasize an iterative mindset. This final phase focuses on continuous improvement and scaling - ensuring the system remains resilient, adapts to new challenges, and sustains long-term growth for the community.