Case Studies
Every project begins with a challenge, not just a design request.
From strategy to results.
CLIENT — Hope For Today Organization’s
Brand Strategy & Social Media Campaign
Overview
Hope for Today is a North San Diego County nonprofit supporting mothers and children in need. I partnered directly with the organization’s founder to develop a cohesive presence, strengthen its social media strategy, and create content that clearly communicated its mission.
The Challenge
The organization needed content that would build trust, increase community awareness, and better communicate its impact to potential donors, volunteers, and families.
Creative Direction
Using the existing lighthouse logo as inspiration, I developed a social system built around bold typography, warm gold accents, documentary-style photography, and human-centered storytelling.
Back-to-School Campaign
I transformed a traditional school-supply request into a swipeable, action-focused campaign designed to make giving feel simple and personal. Rather than overwhelming the audience with information upfront, the carousel moves from the need to what Hope for Today already had to specific ways the community could help.
I carried elements of the organization’s existing lighthouse identity into the campaign through directional graphics, while incorporating real photos of the donated backpacks to ground the campaign in the work already happening. The final message, “Give Hope Today”, connects the immediate call to action back ot the organization’s larger mission.
Role: Creative Direction | Social Media Strategy | Copywriting | Campagin Design
Project Status: Ongoing
Developed cohesive visual system for future campaigns.
Established a recognizable brand voice across social media.
Created reusable campaign templates for continued growth.
Supported community engagement through mission-foucsed storytelling.
New Song Carlsbad Brand & Community
Awareness Campaign
Objective: Develop a cohesive communications campaign to establish a recognizable identity for the New Song Carlsbad campus while reaching an unchurched local community.
Door Hanger / Flyer
Purpose: Introduce the six-week launch campaign to local neighborhoods and drive initial awareness.
Social Media Campaign
Advertisement
Purpose: Build long-term brand recognition and invite first-time visitors through emotionally driven messaging centered on community and belonging.
Strategy: Instead of treating each deliverable as an individual design, I developed a cohesive communications campaign. Initial launch materials focused on introducing the campus through direct mail and community outreach. As the campaign evolved through collaboration with campus leadership, messaging shifted toward long-term brand positioning centered on community, belonging, and the memorable land mark, “The Cross by I-5”
Social media promotional graphic (Animated Graphic)
Event campaign. Budget $0
(Short-form video)
Challenge
Increase engagement with the church's digital program and improve visitor awareness.
Initial concept
Created a button-drive poster emphasizing a call-to-action.
Revision
Shifted to a mobile-first design after feedback indicated attendees needed a clearer visual connection between the sign and digital experience.
Result
Produced a more intuitive communication piece that better represented the user journey.
Objective
Increase customer reviews for Play Kingdom
Strategy
Incentivize action ($5 off admission or free coffee)
Make participation frictionless with QR codes
Use a happy child image with an age range to reinforce a positive experience
Create an eye-catching counter sign/poster
Social Media Engagement
Concept Exploration
I explored multiple visual directions before selecting the final identity. Early concepts emphasized moment and abstract flames, while the final concept centered the fire as both the literal setting of Daniel 3 and the symbol of steadfast faith.
Church communications campaign
Community Outreach Events
