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Beverly’s massage practice has been a fixture of London’s Covent Garden Market since 1996, but her website did not show it. A four-page template with stock photography and broken images gave no sense of the clinic, and almost no way for a new client to find it on Google.

I rebuilt the site from scratch: seventeen hand-coded pages designed around the clinic’s hand-painted murals, so the site finally looks like the room a client walks into. The design work was the visible half. The larger change was structural.

Google ranks pages, not websites. The old site squeezed every treatment onto one crowded Services page, so it competed for every search at once and won none of them. Each of the eleven treatments now has its own keyword-targeted page, from deep tissue and chair massage to pregnancy massage and concussion recovery. Headlines and browser titles are written the way people actually search, naming London and Ontario where the old site never did.

Every page carries structured data, the machine-readable facts search engines use for the map pack and rich results, including business details, opening hours, service markup and fourteen FAQ answers eligible to appear directly in Google’s results. The pages are hand-coded with no builder bloat, so they load fast and stay accessible.

I work with Sterling Marking Products on an ongoing contract, combining marketing strategy, design judgment and front-end development. Sterling needed more than individual marketing deliverables. The larger opportunity was to connect marketing, design, technology and production so the team could create stronger customer-facing materials while reducing repetitive internal work.

My work includes marketing collateral and promotional content for Staples Professional, including printed materials and videos that explain products, services and ordering options clearly. I also create 3D product renders and mockups that help customers visualize customized items before production. Current projects include portal improvements, template-generation tools, customizable product designers and an enhanced 3D proofing experience.

Alongside this creative work, I am developing practical applications for Sterling’s marketing and design teams. These include a design template generator that turns customer artwork into editable starting points, a locked template builder for organizations with strict brand standards, and tools that simplify the creation of customer-ready proofs and mockups. The goal is to reduce setup time, minimize avoidable errors and make sophisticated customization easier to manage.

This work reflects a hybrid approach combining marketing strategy, design judgment, workflow analysis and front-end development. By bridging the needs of their Marketing and IT teams, each project is scoped, designed and tested with both the employee and customer experience in mind. The result is an evolving system of creative assets and digital tools built to save time, support brand consistency and strengthen Sterling’s overall digital experience.

The Canadian Chiropractic Association needed a modern, convenient way for its network to order branded print, signage and customized office products. Contracted through Sterling Marking Products, in partnership with Staples Professional, I helped create a refreshed online ordering portal tailored to the association’s needs.

The project involved more than updating the appearance of an existing storefront. The experience needed to make a broad catalogue of customizable products feel organized, approachable and easy to navigate. I focused on creating a clearer customer journey so users could move from identifying a need to selecting and ordering the appropriate product with less friction.

The portal brings together custom print materials, signage and other branded workplace products within one centralized platform. This supports greater consistency across the association while giving individual users the flexibility to order materials relevant to their location or role. The design also needed to balance the identities of the Canadian Chiropractic Association, Staples Professional and Sterling Marking Products without making the experience feel visually crowded or disconnected.

My contribution combined user-experience planning, visual design, portal modernization and promotional support. I considered how products should be grouped, how information should be prioritized and how the interface could build confidence throughout a custom-order process. The resulting direction provides the association with a more polished and practical purchasing environment while helping Sterling and Staples Professional deliver a stronger, more cohesive service experience.

Made for Milo is my own company. I built it from scratch and grew it to over 25,000 sales worldwide, work that earned a 2026 Global Recognition Award for Artistic Accomplishment. The product and the service were strong, but the digital experience was not communicating that value clearly enough, so I rebranded it end to end: strengthening the visual identity, simplifying the ordering process and creating a more reassuring experience for customers purchasing custom pet portraits.

The redesign began by rethinking the customer journey from the first website visit through photo submission, product selection, artwork approval and final delivery. Because custom artwork can feel unfamiliar to first-time buyers, the site needed to answer common questions early, explain each step clearly and reduce uncertainty without overwhelming the customer. Product information, ordering instructions and proofing expectations were reorganized to make the process feel more intuitive.

The refreshed brand presentation also brought greater consistency to the company’s imagery, messaging and emotional tone. The goal was to create a polished ecommerce experience that still felt personal, warm and connected to the stories behind each portrait.

Beyond the website, I supported audience growth through influencer collaborations, social media strategy and Google Ads. These channels extended the rebrand beyond the website itself, creating a more unified presence across paid, organic and partnership-based marketing. The result was a stronger digital foundation that made the brand easier to understand, the service easier to purchase and the overall customer experience more cohesive from discovery through delivery.

Bring It is an all-girls conference created to help young women build confidence, recognize their potential and feel supported by their community. I contributed during the organization’s early development, helping shape both the event concept and the way it would be presented publicly.

A central part of the project was creating a brand that felt energetic, empowering and relevant to a younger audience. The visual identity needed to be bold enough to capture attention while still feeling inclusive and credible to parents, educators, community partners and potential sponsors. I developed the branding and translated it into a social media presence that could introduce the conference, communicate its purpose and build momentum around the event.

The social content was designed to do more than announce dates and logistics. It established a recognizable voice for Bring It, reinforced themes of confidence and personal growth, and created a space where the event’s mission could be communicated consistently. The branding provided a flexible foundation for promotional graphics, event information, speaker or activity features and community outreach.

I also supported the broader organization and inception of the conference, contributing creative and communications thinking as the idea moved toward a public-facing event. This project brought together brand strategy, youth-focused messaging, event promotion and social media design. The result was a confident, cohesive identity that helped transform an early-stage community initiative into an event young women could feel was genuinely created for them.

Red Rhino is a marketing agency with its own reputation, client work and creative point of view to communicate. My role was to manage the agency’s social media presence and help ensure that its public-facing content reflected the quality, personality and professionalism clients could expect from the team.

Managing social media for another marketing company requires a particularly thoughtful approach. The content is not only promotional; it also serves as evidence of the agency’s strategic judgment, creativity and attention to detail. I worked to maintain a consistent presentation across posts, balancing brand visibility with useful, engaging and visually polished content.

My responsibilities included planning content themes, developing or coordinating post concepts, writing social copy and maintaining visual consistency. I considered how each piece of content contributed to the larger perception of the brand rather than treating posts as isolated updates. This helped create a more deliberate feed and a clearer connection between the agency’s personality, expertise and services.

The work also required flexibility. Agency social media may need to showcase completed projects, celebrate client successes, share company updates or communicate marketing insight, all while preserving one recognizable voice. I helped organize these different content needs into a cohesive presence.

This project strengthened Red Rhino’s ability to use its social channels as a living portfolio and brand touchpoint. It also demonstrated my ability to step into an established creative business, understand its tone and manage communications in a way that supported both credibility and connection.

When the YMCA prepared to establish a new presence in London’s historic Normal School in Wortley Village, the transition required careful communication. The project involved more than announcing a new location. It needed to build awareness, address public questions and position the move as a positive new chapter for both the organization and the surrounding community.

I helped develop a comprehensive communications plan grounded in media monitoring, audience research and competitor analysis. The research examined how the acquisition was being discussed, including the tone and key messages appearing in local coverage and public comments. It identified strong existing brand recognition and community presence, while also noting concerns related to funding, renovation costs and the repurposing of a heritage building.

From that research, we developed internal and external communication strategies. Internal recommendations included staff and volunteer emails, newsletter content and posters. Community-facing tactics included a public preview day, event outreach, brochures, a naming contest, weekly social media updates, local posters and press engagement. The plan also proposed the hashtag #WortleyY to encourage participation and visual storytelling.

The messaging emphasized the YMCA’s charitable role, childcare and language-learning services, commitment to community input and respect for the Normal School’s heritage. Measurement methods were built into the plan through email response tracking, newsletter distribution, social engagement, brochure counts and media monitoring. The result was a practical launch framework designed to create understanding, participation and local trust.

Oxford County Animal Rescue is a volunteer-run charitable organization whose work depends on people being willing and able to contribute their time. The organization was experiencing low volunteer engagement and needed clearer insight into what encouraged participation, what created hesitation and how future opportunities could be structured more effectively.

I helped conduct a research and analysis project centred on OCAR’s volunteer community. We developed a nine-question SurveyMonkey survey and distributed it through the organization’s volunteer Facebook group. Thirty responses were collected from a group of 65 members, providing qualitative and quantitative information about volunteer motivations, availability and preferred forms of involvement.

The findings showed that volunteers cared deeply about animal welfare, but practical barriers often limited participation. Respondents were more likely to engage when opportunities were flexible, less labour-intensive and available through a central location. Scheduling, work, family responsibilities and existing pets were recurring considerations.

Based on the research, we developed recommendations that OCAR could translate into volunteer communications and planning. These included promoting a central location, establishing a predictable schedule for routine opportunities, highlighting lower-commitment ways to help, maintaining a strong social media presence, targeting promising volunteer demographics and exploring school affiliations.

The project turned a broad engagement problem into a set of specific, evidence-informed actions. It demonstrates my approach to communications strategy: listen to the audience, identify patterns, acknowledge research limitations and build practical recommendations around the real circumstances affecting participation.

Light the Night brings communities together to raise funds and awareness in support of people affected by blood cancers. My involvement combined event fundraising with on-site communications, allowing me to contribute both to the lead-up initiatives and to the main Light the Night event itself.

One of the most memorable projects was a Casino Royale-inspired charity fundraiser. We created an entertainment-focused event by renting casino-style games and using raffle tickets as play currency rather than real-money gambling. Guests purchased ticket packages, used them to participate in the games and received opportunities to enter prize raffles. This structure made the fundraising experience interactive and social while keeping the charitable purpose visible throughout the evening.

The event required coordination across several areas, including concept development, guest communications, game logistics, ticketing, prize collection, raffle organization and the overall flow of the experience. The goal was to create an event people genuinely wanted to attend while giving them multiple, approachable ways to contribute.

I also worked at the official Light the Night event as part of the communications effort. This involved supporting the participant experience, sharing information and contributing to the sense of connection and purpose that defines the event.

Together, these experiences strengthened my skills in charitable communications, experiential fundraising and community engagement. They also reinforced an important principle in nonprofit marketing: successful fundraising is not only about asking for donations. It is about creating an experience that helps people understand the cause, feel part of something meaningful and enjoy participating.