Brand Refresh & Modernization

Children’s Specialized Hospital Foundation

Led a comprehensive brand modernization to reposition a growing healthcare foundation ahead of a $45 million capital campaign. Aligned creative vision with board-level stakeholders, strengthened donor confidence, and elevated the Foundation’s market presence to match the scale and sophistication of its mission.

Role: Creative Director, Brand Strategy, Messaging, Creative Leadership

Scope: Brand identity refresh; messaging, tone, and voice; style guides; multi-channel campaign development

Industry: Healthcare, Nonprofit

Results:

• $45 million campaign goal achieved within three-year timeframe, meeting 100% of target

• Increased donor retention by 25% in first year post-rebrand

• Grew Instagram following by 20% and achieved 18% average engagement rate.

• Recruited and activated 15+ brand ambassadors, generating $100,000 in peer-to-peer fundraising in year one

• Secured Board of Trustees unanimous approval for brand refresh across two presentation rounds

THE CHALLENGE

As Children’s Specialized Hospital Foundation grew in size and influence, its brand no longer reflected the depth of its mission, the breadth of its work, or the sophistication of its supporters. While long-time donors remained deeply connected, the brand presented as dated and smaller than the organization had become, limiting its ability to attract new donors, partners, and leadership-level supporters.

In 2020, as the Foundation prepared to launch its largest capital campaign to date with a $45 million goal, it became clear the brand needed to evolve. I was brought on board to modernize the Foundation’s presence in a way that would signal credibility, momentum, and institutional strength to first-time audiences, without alienating the trust and loyalty of long-standing supporters.

STRATEGIC APPROACH

Discovery & Brand Audit

I conducted a comprehensive brand audit examining all donor touchpoints, competitive positioning, and internal stakeholder perceptions. My team interviewed 15+ stakeholders, including board members, C-suite leadership, development staff, and long-time donors to understand brand equity and growth barriers. We analyzed the competitive landscape across regional healthcare foundations and national organizations to identify opportunities for differentiation.

Critical insight identified: The Foundation’s visual identity and messaging signaled a smaller, more local organization than it was, creating a perception gap that undermined confidence among major gift prospects.

Brand Strategy Development

I developed a strategic positioning framework that elevated the Foundation’s presence to match the institutional scale and sophistication of its $45 million campaign goal. This included creating a messaging architecture that transitioned from effort-focused storytelling to impact-driven narratives, establishing a brand voice evolution. I led the development of a visual identity system that balanced modernization with equity preservation, updating typography, color applications, and photography style while maintaining recognizable brand marks.

Stakeholder Engagement & Governance

Accountable to a governing board with 30+ members, it was important to translate creative decisions into business outcomes through the lens of campaign readiness and donor confidence. I presented the brand strategy to the board in a phased approval process, conducted internal brand training for staff members, and created comprehensive brand guidelines.

Campaign Integration

To debut the refreshed brand across digital, print, PR, social media and influencer partnerships, I developed an omnichannel campaign strategy that reinforced the perception shift. I established measurement framework that tracked brand health indicators (donor confidence, institutional perception, competitive positioning) alongside campaign performance metrics.

Key Strategic Decision

Rather than a dramatic rebrand that might alienate existing supporters, I recommended evolutionary modernization, preserving brand equity while systematically elevating every touchpoint. This approach allowed the Foundation to signal institutional growth without triggering donor concerns about changing who they are.

LEADERSHIP & SCOPE

Project Duration: 9 months

Team led: 8

Stakeholder management: Presented to 30+ member Board of Trustees, C-Suite Executive Team, and 30+ Staff Members & Consultants across three presentation rounds.

Cross-functional collaboration: Partnered with Development, Hospital Communications & Marketing, Medical Staff Leadership, and Development Consulting Firm to ensure brand alignment across all touchpoints.

Reframing Brand Perception

United States Hunter Jumper Association Foundation

Led a full rebrand to shift public perception of an elite sport nonprofit, reframing the organization around access, opportunity, and impact. Built a brand system and storytelling framework that corrected misconceptions, strengthened trust, and positioned the USHJA Foundation as a steward of growth and inclusion.

Role: Creative Director, Brand Strategy, Visual Identity, Creative Leadership

Scope: Full rebrand; visual identity system; market research; messaging alignment; brand guidelines, digital and print applications

Industry: Sports, Equestrian, Nonprofit

Results:

• Shifted brand perception scores 40 points in post-launch member survey measuring understanding of the mission

• Increased first-time donor conversion by 28% in 12 months post-rebrand

• Reactivated 35% of lapsed donors, representing $50,000+ in recovered revenue

• Diversified donor demographics, increasing representation from mid-level members by 22%

• Established storytelling framework that has been applied to all communications, maintaining a consistent brand narrative

THE CHALLENGE

Equestrian sport is widely perceived as exclusive and expensive, and that perception directly shaped how the USHJA Foundation was viewed by the broader public. Despite its mission to support education, access, and opportunity within the hunter/jumper community, the Foundation was often misunderstood and seen as an organization funding opportunities for an already privileged audience.

This skepticism made it difficult to communicate the Foundation’s true purpose: expanding access to the sport, supporting riders and professionals regardless of income, and investing in programs that grow and diversify the equestrian community. The existing brand did little to counter these assumptions, relying on visual and verbal cues that unintentionally reinforced exclusivity rather than inclusion.

The Foundation needed a rebrand that would clearly articulate its mission, shift public perception, and build trust while honoring the traditions and values of the USHJA and its parent organization, US Equestrian.

STRATEGIC APPROACH

Research & Audience Analysis

Conducted qualitative research with 25+ stakeholders, including Board members, grant recipients, active donors, and lapsed supporters, to understand perception challenges. Surveyed current and prospective members to quantify the perception gap between the Foundation’s actual mission (access and opportunity) and public understanding (supporting an elite sport). Analyzed competitive positioning within equestrian nonprofits and broader sports foundations to identify differentiation opportunities.

Performed market analysis of messaging used by comparable organizations working to democratize traditionally exclusive activities (sailing, skiing, etc.) to identify successful reframing strategies.

Identified core insight: The Foundation’s existing brand inadvertently reinforced exclusivity through visual cues and messaging hierarchy that prioritized tradition over impact.

Brand Positioning Strategy

Developed a positioning framework that repositioned the Foundation from “preserving equestrian tradition” to “expanding access and opportunity within the sport.” Created a messaging hierarchy that led with impact stories rather than institutional credibility, making the human outcomes of the funding immediately visible.

Established a visual system that balanced respect for equestrian heritage (maintaining credibility with existing community) with contemporary, inclusive design (appealing to diverse prospective supporters). Designed narrative framework that reframed “elite sport” associations by consistently showing how Foundation funding removes barriers for riders and professionals regardless of income.

Storytelling Framework Development

Built a sustainable storytelling model that followed grant recipients longitudinally, showing progress over time, rather than one-time funding announcements. This content strategy showed transformational impact, instead of transactional. Developed story selection criteria prioritizing diverse backgrounds, unexpected pathways into the sport, and measurable progress enabled by Foundation support.

Stakeholder Navigation

Managed complex stakeholder environment requiring buy-in from USHJA leadership, US Equestrian parent organization, and Foundation Board while appealing to a skeptical external audience. Presented a brand strategy as addressing a business problem (skepticism limiting fundraising growth) rather than a creative preference, and built support through clear ROI framing. Created a transition plan that introduced new positioning gradually through storytelling while maintaining relationships with the existing donor base. Developed internal guidelines for addressing misconceptions about the Foundation’s function and impact, equipping staff with messaging frameworks for common objections.

Implementation & Measurement

Established brand health tracking to measure shifts in public perception, donor understanding of mission, and engagement from previously underrepresented audiences. Created brand guidelines for consistent positioning and trained staff and Board members across all communications.

Key Strategic Decision

Rather than distancing the Foundation from equestrian sport’s elite associations, I recommended acknowledging and directly addressing them. This authentic approach built credibility with skeptical audiences, kept active donors engaged, and helped the Foundation maintain respect within the equestrian community.

LEADERSHIP & SCOPE

• Project Duration: 12 months

• Research Scope: Conducted & Analyzed 1,000+ Surveys and 25+ Interviews

• Stakeholder Management: Navigated approval processes across Foundation Board, USHJA leadership & parent organization, US Equestrian

• Team Collaboration: Worked with internal Foundation team and external stakeholders across multiple key moments in development process.

Enhancing Customer Experience in a New Retail Space

Happy Dave’s Convenience Store, Florida

Developed a retail POP and signage system for a new convenience story brand launching its flagship location in a highly competitive corridor. Translated brand personality into a complex physical environment while creating a scalable, customer-centered experience that differentiated the brand from established competitors.

Role: Creative Director, Retail Brand Strategy, Consumer Insights, Creative Leadership

Scope: Retail POP design system; in-store signage; promotional messaging; brand expression across physical environments

Industry: Retail, Convenience, Food & Beverage

Results:

• Achieved customer satisfaction rating of 4.7/5 for in-store experience

• Scalable POP system deployed across subsequent locations with minimal adaptation

• Established differentiated market position within 90 days, positioning Happy Dave’s as premium alternative to Wawa and Circle K

• Strong initial customer response with foot traffic meeting operational targets within first month.

THE CHALLENGE

Happy Dave’s launched as a brand-new convenience store concept, opening its first (and flagship) location in Florida. The 8,700 sq ft space featured a highly designed interior with layered materials, digital displays, and mixed media elements, creating a visually rich environment that required careful restraint and intentional hierarchy.

As a new entrant in a highly competitive category, Happy Dave’s was located directly between two well-established convenience store brands, Wawa and Circle K. The challenge was not only to stand out, but to signal a different value proposition from day one: higher quality, a better customer experience, and a more elevated take on convenience.

The retail signage and POP system needed to reinforce the brand’s personality, clearly highlight key offerings, and guide customers through the space without competing with the interior design or overwhelming the customer experience. The goal was to create a cohesive, welcoming environment that felt intentional, differentiated, and scalable from the start.

STRATEGIC APPROACH

Competitive Analysis & Market Positioning

Conducted on-site competitive analysis of Wawa and Circle K locations flanking the new Happy Dave’s site, documenting in-store experience, signage hierarchy, promotional strategies, and customer flow patterns. Analyzed category offerings most highly promoted as well as signage design and placement to identify opportunities for differentiation through environmental branding and signage strategy.

Identified Strategic Opportunity: Established competitors rely on traditional convenience store offerings in food service. Happy Dave’s could differentiate and elevate above neighboring competitors by highlighting their more diverse menu, unique coffee experience, car wash, and quality-focused brand expression throughout the store.

Defined Positioning Objective: Signal premium convenience experience through signage that enhances architectural investment, signals value to consumers, and differentiates the in-store vibe.

Environmental Branding Strategy

Developed signage hierarchy that prioritized navigation and brand storytelling over promotional density, creating a more elevated retail atmosphere. Created a visual system that integrated with the store’s complex interior design (layered materials, digital displays, mixed media). Established scale and placement strategy, ensuring critical wayfinding and category signage had visibility without creating visual noise.

Designed a messaging framework that emphasized quality differentiators (fresh fod, premium offerings, elevated experience) rather than price-focused promotions typical of the convenience category.

Operational Brand System Design

Built a flexible POP system capable of supporting promotional messages while maintaining consistent brand expression and environmental restraint. The modular signage templates allow any designer to step in and update content within brand guidelines. The system was designed with scalability in mind, ensuring that future locations could deploy 90% of the signage assets with minimal adaptation.

Customer Experience Mapping

Mapped the primary customer journey through the 8,700 sq ft space, identifying critical decision points requiring wayfinding or category signage. Prioritized signage placement based on customer flow patterns and high-consideration purchase moments. Designed messaging to address customer questions at the point of need, rather than requiring staff intervention. Created a visual rhythm that balanced brand immersion with functional clarity.

Key Strategic Decision

Given the highly designed interior environment, I recommended a restrained signage approach that provided functional support and strategic brand reinforcement. The signage reinforces the key differentiators that make Happy Dave’s the preferred choice over the neighboring competitors.

LEADERSHIP & SCOPE

• Project Duration: 6 months

• Scope: POP system for 8,700 sq ft flagship location with complex interior environment

• Collaboration: Partnered with store operations, marketing leadership, and production vendors to ensure signage complemented interior and established the Happy Dave’s brand standards.

Integrated Campaign & Brand Storytelling

Kids Can Because You Care Campaign

Created an integrated campaign to translate complex pediatric rehabilitation outcomes into clear, emotionally intelligent stories that drive donor intent. Unified messaging across channels, strengthened donor understanding of impact, and drove measurable engagement and conversion.

Role: Creative Director, Campaign Strategy, Messaging, Creative Leadership

Scope: Campaign concept and messaging; visual system; multi-channel creative; storytelling framework; market research and audience analysis; competitor analysis; digital and print execution

Industry: Healthcare, Nonprofit

Results:

• 240% increase in website traffic, year-over-year, with 22% of visitors converting to email subscribers (vs 8% pre-campaign)

• Email open rates increased from 11% to 23% with click rates doubling from 2.1% to 4.4%

• Donation conversion rate improved by 38% among first-time website visitors

• Social media engagement increased by 40%, with video content achieving 3.4 million impressions

THE CHALLENGE

Children’s Specialized Hospital Foundation needed a unifying campaign that could emotionally engage a broad donor audience while clearly articulating the real impact of philanthropy. While the Foundation supports children with complex medical needs, the nuances of pediatric rehabilitation were often difficult for donors to fully understand, making it challenging to communicate how fundraising dollars translate into meaningful, long-term outcomes for children and families.

The challenge was to bridge this understanding gap. The campaign needed to simplify a complex mission without diminishing its depth, reinforce trust with long-time supporters, and resonate with new audiences encountering the organization for the first time. It also needed to inspire action across multiple channels while maintaining a tone that was hopeful, respectful, and emotionally intelligent.

STRATEGIC APPROACH:

Audience Research & Insight Development

Conducted audience analysis across existing donor segments (major gifts, annual fund, lapsed/lapsing, first-time donors) and prospective audiences to understand levels of interpretation of our mission and impact. Performed competitive analysis of peer healthcare foundations to identify common messaging patterns and differentiation opportunities. Facilitated focus groups with current donors to understand what motivated continued giving and what created confusion about their impact. Surveyed lapsed donors to identify barriers to reengagement and communication gaps.

Identified core insight: Donors understood that children needed help, but struggled to visualize what specialized rehabilitation is and how it creates long-term, life-changing outcomes.

Campaign Concept Development

Developed a campaign framework that flipped the narrative from “children need care” (problem-focused) to “kids can [achieve specific outcomes] because you care” (solution-focused and donor-centric). Created a messaging architecture showing progression from clinical intervention to functional achievement to life participation, making abstract rehabilitation concepts tangible.

Designed a storytelling system that personalized impact by following individual children’s journeys, showing specific capabilities unlocked by donor support. Established an emotional tone that balanced home and celebration with respect for medical complexity, privacy, and family challenges.

Multi-Channel Integration Strategy

Built a flexible campaign system capable of scaling across digital (email, social, web), print (direct mail, newsletters, ads), in-person events, and merchandise. Created a modular messaging framework that allowed the campaign to adapt to different donor segments while maintaining a consistent narrative.

The visual system used authentic patient photography and design that respected each child’s pride while maintaining emotional resonance with donors. Established a content production workflow allowing the creative team and development team to continuously generate new patient stories within the campaign framework.

Measurement & Optimization

Defined campaign success metrics across awareness (website traffic), engagement (social & email metrics), and conversion (donation rates & average gift size). Established A/B testing protocols for email subject lines, CTAs, and story framing to optimize performance throughout the campaign. Created feedback loops between campaign performance data and content strategy, using engagement KPIs to refine the storytelling approach. Developed a donor survey measuring comprehension of impact pre- and post-campaign exposure.

Stakeholder Alignment

Navigated a complex stakeholder environment requiring medical accuracy, HIPAA compliance, family consent, and board and leadership approval. Created a streamlined approval workflow that maintained quality and compliance without slowing content production. Trained the internal team on the campaign messaging framework to ensure consistent application across all communications.

Key Strategic Decisions

Rather than creating separate campaigns for different fundraising initiatives, I recommended one unifying campaign that could flex across all Foundation needs: annual giving, peer-to-peer fundraising, and events. This approach built cumulative brand equity and donor comprehension over time rather than fragmenting the Foundation’s voice across multiple competing narratives.

LEADERSHIP & SCOPE

• Project Duration: 4 months

• Team Led: 12

• Campaign Scope: Multi-channel integrated campaign spanning email, social media, print, website content, event materials and merchandise

• Stakeholder Coordination: Collaborated with clinical staff, legal/compliance, patient families, development team, and executive leadership/board of trustees