ADDITIONAL WORK
Kursiv Organics
Print Materials Design
Aiding female CBD wellness product entrepreneurs in bringing their brand vision to life—one logo, label, or postcard at a time.
Creative Brief
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Kursiv Organics, a woman-owned CBD business, sought product labels with an upscale feel—similar to that of sleek beauty product packaging—for their new CBD tinctures to be sold online and in select boutiques in Minnesota
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Initial labels needed to include product details, company ethos, and industry-mandated specifications while steering clear of any cannabis-related imagery
How I Helped
I first refined the company's initial draft of its logo to incorporate bolder lines and a saturated color to be more impactful for the website, printed collateral, and product packaging. My product label design’s focal point is the modern and minimal logo, and it emphasizes the company's unique selling propositions and provides easy-to-read information about the product. As the company’s product line expanded, I produced complementary labels for additional formulas in bold, contemporary tones, as well as brand standards and a style guide. I design supplemental promotional pieces as needed to provide a consistent brand experience.
Results
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Kursiv Organics saw massive 2020 growth, with Q3 website visits up 145% month over month.
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The product’s clean design creates a streamlined shopping experience that has enabled an 18.5% conversion rate from organic traffic.
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The photogenic product line inspires frequent user-generated content, which continues to enhance the brand’s social channels.
Kaposia Body Works
Site Rebuild
Delivered crucial updates to get a bodywork practitioner’s upgraded digital brand presence back online.
Creative Brief
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When all content was lost in an unfortunate database mishap, the owner of Kaposia Body Works, a massage therapy and bodywork practice in Minnesota, needed her Wordpress website to be completely rebuilt
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Website and print collateral was to retain the original aesthetic while being refreshed, enhanced, and updated with new location information
How I Helped
I reinstalled the Wordpress theme and plugins then reconstructed the site using archived imagery for reference. I workshopped with the business owner to become familiar with industry-specific verbiage as well as the desired voice and tone. I replaced and enhanced the content as needed, particularly on the Services page where I developed and implemented a Frequently Asked Questions section to provide a deeper understanding of the Structural Integration process.
Results
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In the first month of being live, site traffic saw 173% YoY growth across all channels.
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During the first half of 2020, sessions were up 76% and bounce rate was down 21% YoY.
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Expanded FAQ information on the Services page led to an 86% increase in average time on page and a 6% lower bounce rate.
Uprising Foods
User Quiz Copywriting
Enlivened an emerging bread company’s online sales tool with the right blend of fun, informative, on-brand copywriting.
Creative Brief
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Cincinnati-based Uprising Foods, producer of a low-carb superfood bread, wanted to provide an online tool to engage with a segment of its audience known as the “Keto Switcher” to gain leads, build loyalty, and provide helpful buying information.
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A UX Designer colleague of mine led the initiative to build a Typeform quiz/calculator tool to determine a user’s bread consumption level then show them how much and how frequently to order Uprising bread; I was invited to produce the copywriting portion.
How I Helped
I utilized information from stakeholder interviews, user interviews, and company communications to craft engaging yet informative quiz questions intended to gather business-related data points and provide a fun and educational user experience in line with Uprising’s fresh, personable branding. I assisted with extensive internal testing of the tool’s calculations, revised question wording after user testing was conducted, and provided copy for the intro page and email announcing the quiz’s launch, plus a post-quiz thank you email.
Results
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Thanks to a 25% completion rate, the company was able to gather useful information about its users.
Decks Direct
Category Page Redesign
Rejuvenated a deck product retailer's landing pages to assist both unfamiliar shoppers and internal salespeople.
Creative Brief
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Decks Direct, a Minnesota-based online retailer of premium deck building products, wanted to update its website to stay current with design trends, improve conversion rate, and provide customers with helpful information
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User research I carried out as the in-house UX Designer revealed that category pages were a prime opportunity for developing and implementing a new look
How I Helped
I conducted in-person usability testing and interviews to determine pain points with the current site layout and functionality. A common theme emerged: people just weren’t sure about terminology and where to start when looking at a product category. I designed a category header to emphasize a strong hero image with concise, complementary text. The header included spots for explanatory videos and quick links to resources such as image galleries, installation documentation, and a quote request.
Results
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Removing outdated help blocks and redundant wording provided a more straightforward look
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Because the site is also an internal sales tool, sales reps are also utilize the information to quickly clarify sticking points for customers
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The design allows for several resources to be displayed, but the option to only display one, such as a help link, results in pleasing white space and a strong emphasis on the chosen CTA
Decks Direct
Brand Differentiation
Clarified and reinforced the competitive advantages of an online deck supply retailer for internal and external audiences.
Creative Brief
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Decks Direct, a Minnesota-based online retailer of premium deck building products, sought to update and emphasize the brand’s Unique Selling Points
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Previous messaging was diluted and not understood widely in the company, therefore it was also not clicking for customers. As the in-house content creator, I undertook this project to clarify how Decks Direct stood out from competitors
How I Helped
I led several ideation sessions and conducted individual interviews with employees to gather insight, and combined findings with key information from company leadership. I redesigned the page layout to include iconography and fresh verbiage. The project also included collaboration with the company videographer to convey the ideas in short-form video.
Results
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Content was well-received by company leadership
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Final three USPs and what they mean for customers were emphasized throughout the website, in customer communications, and in company culture.
