Designed and developed a modern, conversion-focused website for Signature Strands Hair Studio to elevate brand credibility and streamline appointment booking. The project introduced clear calls-to-action, stylist-level booking pathways, and a cohesive visual identity for a new salon with limited existing assets.

Challenges

• All appointments were previously managed via phone, with no centralized digital booking experience
• Some stylists operated independently with their own booking links, requiring a flexible user flow
• Limited brand assets as a newly established salon
• Needed to balance multiple goals: bookings, stylist promotion, and booth rental awareness

Approach

• Vectorized existing logo assets and created a standardized color palette for consistency across digital platforms
• Structured messaging to highlight services, stylist offerings, and booth rental opportunities
• Developed client handoff documentation, including a style guide and CMS how-tos, to ensure long-term consistency and ease of management

Results

• Streamlined booking experience with clearer user pathways
• Stronger brand consistency across digital touchpoints
• Improved local discoverability through SEO-focused structure
  

Tools & Skills

Squarespace (Fluid Engine, CSS) • On-Page & Local SEO • UX Strategy • Brand Development • Client Handoff • Figma • Adobe Illustrator • Adobe InDesign • Documentation (Style Guide, CMS How-Tos)

View More: signaturestrandshair.com

Led a full rebrand and website redesign for Foxcroft Food & Wine, transforming its digital presence to reflect a restaurant-first identity. The project combined strategic repositioning with custom Shopify development, refined messaging, and cohesive creative direction while improving usability and clarity across all touchpoints.

Challenges

• As Foxcroft Wine Co., the brand lacked clarity due to its legacy positioning as a retail wine shop and the widespread use of “Wine Co.” among production and distribution brands
• Brand perception needed to shift to reflect a more hospitality-driven, restaurant-focused experience
• Existing messaging and design did not resonate with the target demographic

Approach

• Led migration from Wordpress and rebrand execution across website, copy, and digital platforms
• Designed and developed custom Shopify sections to support flexible content and storytelling
• Streamlined site architecture and content for clearer user journeys
• Established cohesive creative direction across all digital touchpoints, supported by UTM tracking for performance insights

Results

• Improved brand clarity and positioning
• Stronger alignment with target demographic
• Enhanced user experience and engagement
• 62% boost in search rankings and increase in visibility in SE rich results

Tools & Skills

Shopify (Liquid, HTML, CSS) • Project Management • Google Analytics • SQL • Hotjar (heatmaps & post-launch UX) • Adobe Illustrator • Website Migration • DNS Management

View More: foxcroftwine.com

Executed integrated marketing campaigns across print and digital channels, ensuring brand consistency, engagement tracking, and measurable results.

Print

• Developed magazine ads based on campaign concepts, translating messaging into visually compelling layouts
• Built layouts to spec with crop, bleed, and resolution for professional print
• Integrated QR codes to drive measurable traffic and track engagement
• Maintained consistency with broader campaign branding across publications
  

Digital

• Created social media graphics and email marketing assets aligned with campaign messaging
• Designed assets in Illustrator and Photoshop to reinforce brand identity
• Coordinated social campaigns for cohesive, multi-channel storytelling
  

Tools & Skills

Adobe Illustrator & Photoshop • Print Production and Press-ready Files • QR Code Integration & Tracking • Social Media & Email Creative Assets • Campaign-Based Design
• Brand Consistency

View Sample:
Instagram Post

Magazine Ad

Managed email marketing strategy, design, and analytics for The Bohemian Wine Bar, creating campaigns that drive engagement, promote wines to-go, and support event attendance. Leveraged automated workflows, custom dashboards, and creative design to reduce churn and strengthen customer relationships.

Challenges

• Needed to increase engagement and awareness of retail wines in a hospitality-first audience
• Required automation to nurture new subscribers and retain existing customers
• Tracked performance across campaigns without relying on external analytics tools

Email Marketing Strategy & Execution

• Developed and managed email campaigns for retail promotions, special events, and seasonal offers
• Created welcome automations and retention-focused sequences to reduce churn
• Built a custom Google Sheets dashboard to track performance metrics across campaigns
• Integrated creative assets with cohesive brand messaging for consistent customer experience
• Designed and wrote all emails in The Bohemian’s voice, ensuring every campaign reinforced brand personality

Results

• Improved engagement and visibility for wine club, wines-to-go and special events
• Reduced churn through automated and targeted communications
• Enabled data-driven decision making through centralized reporting

Tools & Skills

Mailchimp. • Google Sheets (custom dashboards, analytics) • Canva • Photoshop • Email Marketing Strategy & Automation • Campaign Management

Sample Work:
December Holiday Bundle

6 Year Anniversary Bash