Passion Projects

Here’s where curiosity meets craft.

This collection highlights some of the freelance projects I’ve taken on over the years (everything from brand identity and web design to communication strategy and digital storytelling). These projects let me flex both the creative and technical sides of my brain, often sparked by a challenge or a great conversation.

When there’s extra space (or sunshine), you might also find a few snapshots from my other creative outlets- photography, pottery, or the occasional underwater adventure.

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A Golden Opportunity

The Golden Collective

Branding · Web Design · E-Commerce · Business Strategy

When a long-time friend from Colorado set out to grow her coaching business, she brought me in to help build something truly aligned with her vision. As one of the three business pillars and the creative lead, I led a complete rebrand of the company. This included a full branding deck, custom website design, e-commerce integration, and a members-only content area with tiered access.

The website included a fully editable CMS with custom templates to support future content development, as well as integrated booking and payment functionality for multiple product types. I handled everything from design to development, including custom code, to bring the site to life on a tight three-month timeline. The Golden Collective launched in November 2019.

This project sparked my deeper dive into front-end development. I learned CSS and JavaScript in anticipation of building my first app. It also inspired me to continue providing ongoing consulting support in branding, growth strategy, and user experience.

The platform now allows practitioners to seamlessly sell services through a commission-based marketplace—eliminating the need for expensive third-party tools. I also integrated Google Analytics, Search Console, and Tag Manager to help track performance, optimize visibility, and set informed growth goals across devices, browsers, and search engines.

The Art of Science Communication

NOAA’s Atlantic Oceanographic and Meteorological Laboratory (AOML)

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Digital Strategy · Science Communication · UX Design · Photography

What began as a graduate internship in May 2018 turned into a long-term collaboration with NOAA’s Atlantic Oceanographic and Meteorological Laboratory (AOML), where I now serve full-time in a digital strategy and communications role.

Initially brought on to support social media and outreach during my master’s program at the University of Miami’s Rosenstiel School of Marine and Atmospheric Science, I quickly expanded my role by applying marketing and user experience principles to help modernize the lab’s digital presence.

I developed a comprehensive communications strategy with a focus on translating complex science into accessible, engaging content for the public. Central to this effort was a full redesign of the lab’s website—built with a mobile-first, analytics-informed approach that aligned with both NOAA branding and the needs of a research-driven organization. The result was a more cohesive, user-friendly platform that maximizes scientists’ time and improves public access to NOAA’s vital work.

The site launched at www.aoml.noaa.gov, and I’ve continued to lead projects that support the lab’s mission- bridging the gaps between science, design, and storytelling to communicate impact at scale.

From the Ground Up

LMK Pipe Renewal

Brand Identity · Web Design · Visual Strategy

When LMK Pipe Renewal, a longstanding construction company in South Florida, came under new management in December 2013, I was brought in to create a brand identity that matched their reputation for quality and innovation in sustainable pipe renewal.

With no existing logo, website, or marketing materials, I had the opportunity to shape the company’s entire visual presence from the ground up. The brand needed to work across field operations and public spaces (on vehicles, uniforms, at tradeshows, and more). My goal was to establish a cohesive identity that conveyed professionalism, trust, and technical expertise.

The logo concept was inspired by the internal view of a pipe—a nod to the company’s work—paired with muted blue tones to reflect strength and reliability. I chose clean, modern typography and minimal design elements to keep the look grounded and timeless. With the brand in place, I designed everything from trailer graphics and uniforms to business stationery and a mobile-first website that highlights their services and provides simple, effective ways for potential clients to connect.

Explore the full brand system to the left, or visit the live site: LMK Pipe Renewal.

Homegrown Healing

Indian Creek Hemp

Branding · Packaging Design · E-Commerce · Creative Direction

Following my work with In Grown Farms, I was invited to take the creative lead on a new hemp farming venture just outside of Chicago. The project included full brand development, product packaging, marketing strategy, and the launch of a fully functional e-commerce website for hemp-derived CBD products.

Building on my previous experience in the regulated cannabis space, I set out to create something grounded and authentic. My approach was intentionally “close to home,” using the landscape, personality, and daily life of the farm and its workers as the foundation of the brand. The result: Indian Creek Hemp.

From the branding deck and packaging mockups to the e-commerce site launched in summer 2020, every element was designed to reflect the integrity of the product and the people behind it.

Practically Spiritual Coaching

Oman Wellness

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Brand Identity · E-Commerce · Booking & Event Integration

Nicole Oman, founder of Oman Wellness in Boulder, Colorado, approached me in 2016 to create a professional brand identity and digital presence that could grow alongside her thriving wellness practice. Her business needed a polished logo, a cohesive brand, and a fully functional website that could manage bookings, payments, and event hosting for seminars across the U.S.

In addition to supporting Nicole’s one-on-one work, the site needed to accommodate a growing team of practitioners, each with their own booking needs. I developed an e-commerce solution that streamlined everything- from physical product sales to session scheduling- into one seamless, user-friendly platform.

The brand identity reflects Nicole’s grounded, intuitive philosophy, with design choices that feel both clean and calming. I also created a companion logo for her hosted online collective to ensure visual continuity across all offerings.

You can preview the brand system to the left. The site is currently under construction. Visit the holding page here.

A Pioneer Industry

In Grown Farms, LLC

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Brand Strategy · Regulatory-Compliant Marketing · Foundational Messaging

When medical marijuana became legal in Illinois in 2015, the state issued a limited number of cultivation and dispensary permits, along with strict regulations prohibiting any form of public marketing. I was brought on as a consultant to help build a brand identity for one of these early licensed companies, In Grown Farms, LLC.

The challenge: create a compelling, trustworthy brand without traditional advertising. That meant no product promotions, no claims about medical benefits, and no media placements, only a website and word of mouth.

I authored the company’s founding principles, then partnered with Redwood Consulting to develop a full brand identity and compliant digital presence. Together, we created a website that clearly conveyed the company’s mission, values, and approach while adhering to the letter of the law.

Thanks to its strategic positioning, innovative R&D, and a growing reputation for quality, In Grown Farms became a trusted producer in the Illinois market. By 2019, the company had attracted investor interest and entered a new phase of high-level growth.

See the current In Grown Farms website here.

Big Plans, Little City

Little City Contracting

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Brand Identity · Web Design · Tech Setup

In my small hometown, a new construction company was launching with big plans and a clear vision—they wanted to reflect the character of a local, downtown business with a modern, approachable edge. I came on board to help bring that vision to life.

I created a clean, distinctive brand identity, including a new logo, business cards, company T-shirts, and truck door graphics to help them stand out around town. I also built a simple, effective website and set up hosting and business email management to get their digital operations off the ground. Check out the logo and branding materials created for this project.

Acroname Recognition

Acroname

Digital Marketing · UX Audit · Google Ads Optimization

During a summer contract with Acroname, a robotics and automation company based in Boulder, Colorado, I was initially brought on to improve the performance of their Google Ads campaigns. But the role quickly expanded into a broader digital strategy project.

Before my official start date, I delivered an initial assessment with recommendations for improving both their ad performance and website user flow. This included a UX audit with annotated mockups and actionable suggestions to optimize navigation and conversion paths. I also revamped their Google Ads account—managing hundreds of pay-per-click keywords, refining targeting, and testing ad copy to increase relevance and engagement.

By the end of the project, the company had achieved its highest website traffic in over a year, and its Google Ads were performing more efficiently with stronger, more targeted results. View the initial assessment.

Marketing Foundations

LMK Technologies

Marketing Leadership · Content Strategy · Creative Direction

I began at LMK Technologies as a receptionist at age 20. in 2005, when the company needed help with a few marketing flyers after their former designer retired, I stepped in. What started as a small favor turned into a six-year transformation. By the end, I was leading a fully developed marketing department. I was managing five in-house designers, several outside agencies, and a $250K annual budget.

This early chapter was foundational to my career. I taught myself photography, video editing, graphic design, web development, event planning, and technical writing. I authored the company’s first marketing plan, complete with channel strategy, product-focused SWOT analyses, campaign planning, and a full calendar of tradeshows and editorial outreach.

My work contributed directly to the company’s rapid growth (doubling revenue from $10 million to $20 million over six years). As the company’s visibility grew, I also became a technical voice for the brand: authoring white papers, presenting at industry events across the Midwest, and even delivering a live-translated talk at the No-Dig International Conference in São Paulo, Brazil.

In 2012, after years of hands-on learning and leadership, I made a bold pivot- I left the role I built to pursue higher education full-time. I documented systems, created a marketing manual, and prepared my team to continue the work. I went on to earn a Master's degree in a STEM field and never stopped building from the foundation LMK helped shape.