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Case Study: Spec Ad

 

Timeline
March 2024

Deliverable

  • 1 polished design asset created in Adobe Illustrator


Goal

Redefine fictional Cash Clothes's brand strategy and translate it into a creative asset for brand awareness.

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Cash Clothes.jpg

THE CHALLENGE:
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For fictional brand Cash Clothes, their story was not being told effectively. They relied on long amounts of text for their design ads & a color palette that did not reflect their trustful, helpful brand identity.

MY APPROACH:

For Cash Clothes, I first started by asking the question: what do they stand for? How are they different from other retailers that pay for your unwanted clothes?

I landed on a redefined story about founders Kathleen & Lynne -- & uncovered their deeply human central message: cherishing lives along the way.

What I did:

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  • Redefined brand strategy and translated it into compelling creative 

  • Utilized Adobe Illustrator to execute the vision

The Impact?

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  • Repositioned the brand as a community-driven leader to unlock deeper customer loyalty​

Case Study: Safety Training Redesign

 



Timeline
May—August '24

Deliverable

  • 1 full safety training video course redesign (LMS, YouTube)​


Goal

Make required safety training more accessible, engaging, and effective for new employees

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THE CHALLENGE:
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The Kent County Road Commission’s onboarding process relied on two static, hour-long videos to deliver vital safety information. The problem? New hires weren’t engaging. The format was too long, too dry, and too passive. Important safety protocols were at risk of being overlooked.

They didn’t need more information. They needed a better internal communication strategy.

MY APPROACH:

Human-Centered Learning Strategy.

What I did:

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  • Content structure + scripting

  • ​Structured, scripted, and edited 7 concise training videos (1–6 min) in Premiere Pro

  • Ensured clarity, retention, and practical focus (traffic flagging, signage, closures)

  • Added b-roll and text overlays

  • Quality assurance: collaborated w/ stakeholders

  • Delivered as YouTube playlist

The Impact?

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  • Transformed 2+ hours of training into just 15 minutes of modular video content

  • Cut training time by 88%, reducing burnout and time-off-road

  • Delivered high-value results on a tight agency gov budget, saving time and money

  • Made critical safety information more accessible and usable

Let’s redefine your story and move your message forward.
 

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