JELD-WEN Building Products Branding

The MiraTEC and Extira (JELD-WEN Building Products) brand update positioned the brands for success in a highly competitive market. Using a data-driven approach informed by in-house and 3rd-party field survey data, content points and visuals were developed that answered key consumer concerns.

The program was extensive and rolled out as materials were renewed for cost efficiency. Key touch-points included:

  • Brand standards
  • Unified product website (formerly multiple sites)
  • Updated print literature set

Roles and responsibilities:
Survey development, execution and data analysis; Creative direction; art direction; design development and execution

Product Manufacturing Overview

The product manufacturing video was developed in order to address the differences between the proprietary TEC process and other visually similar products. The film provides a tour of the Towanda, PA manufacturing facility as well as an introduction to product features and benefits.

Roles and responsibilities:
Creative direction, script writing, director of cinematography

Service Finance Field Sales Kit

Service Finance is a B2B finance organization that requested consultation for a new field sales kit. The kit was designed as a leave-behind folder of concise materials that clearly outlined the benefits an in-house financing solution could offer businesses. A folder was chosen in order to allow flexible usage that could be customized when needed with rate sheets and new program offerings.

The basic kit included:

  • Custom branded presentation folder
  • Program overview brochure
  • Mobile app promotion sell sheet

In addition to the print kit, a digital kit for electronic distribution was also created.

Roles and responsibilities:
Creative direction, package design, copy writing, creative development and execution

TOUCH Inc. Website

TOUCH Inc completed a brand transition that offered the Evansville community a friendly, soothing tone and clarified the organization’s mission. As part of the brand face-lift, a new website was developed that focused on providing donors a convenient on-line donation option and link to upcoming events.

Roles and responsibilities:
Creative Director; content development, copy writing, design development and execution

CircleBack Lending Website


As part of an emerging start-up, I was responsible for coordinating the design of a revamped website that conveyed the new brand and increased conversion. Additionally, I coordinated with the front-end development team to ensure that the design was implemented as intended.

Roles and responsibilities:
Concept development; copy writing; art direction; design development and execution management

Brand Transition

CobrandIn order to facilitate the Springleaf Financial and OneMain Financial merger, a plan for integration was developed including the cobrand lockup (above), a concise user guide for users to aid in explaining the interim brand, and an online portal to facilitate the distribution of new OneMain branded assets.

The primary goal of all materials was to incorporate clear guidance on everyday design issues. Decisions regarding standards were made thoughtfully, considering both brand goals and the practicality for end users.

Roles and responsibilities:
Concept development; art direction; design development and execution




Share Your Story

StoryThe team was presented the challenge of delivering a plan to rapidly solicit customer testimonials about their experience with Springleaf in preparation for a planned brand campaign. The proposed plan of action included a low-effort deployment of a targeted email offering a user-directed donation as an incentive for responding. A long-term plan for utilizing the responses via social media and corporate website was presented as an add-on to the original brief.

Roles and responsibilities:
Concept development; art direction

Go Paperless!


The Go Paperless! campaign was developed to support the business desire to build increased enrollment in paperless billing statements. The campaign was proposed and launched with a multi-channel approach educating customers about the benefits and ease-of-use of paperless billing. Messaging was added to monthly printed billing statements, direct mail touted the option of paperless as a customer benefit and a popup window advertising the program was placed in the online account management portal. Key employee groups were also educated on the program with provided support materials.

Roles and responsibilities:
Concept development; art direction; design development and execution


Home Page is the company’s primary digital acquisition tool. The site has evolved from a simple informational page to a fully functional eCommerce platform. The visuals on the site serve to reinforce the open and accessible brand image through clean navigation and warm image choices.

Supporting Pages

Roles and responsibilities:
Concept development; art direction; design development and execution

New Customer Welcome


Welcome direct mail materials (printed and email versions) were developed to thank new customers for choosing Springleaf – recognizing that they have options in the marketplace – and to remind them of the benefits of being a Springleaf customer.

Roles and responsibilities:
Concept development; art direction; copywriting; design development and execution; html/css programming

Grow Your Green


The Grow Your Green Sweepstakes materials were developed to gain market visibility though online and direct mail promotion. Additionally, branches nationwide were provided with in-branch display materials to support the promotion. The promotional package design included:

  • Direct mail insert
  • Customer billing statement insert
  • Poster
  • Counter cards
  • Registration backboard and registration slips
  • Online sweepstakes take-home reminder
  • Sweepstakes entry front end design

Roles and responsibilities:
Concept development; art direction; design development and execution