Hi, I’m Jonathan!
I'm a visual content design & analytics professional with experience in the higher education, economic development, healthcare services and tourism marketing industries. I work across diverse teams to enable sales, equip executive communications, present to boards & stakeholders, and lead marketing strategies. I draw on customer empathy and research methods to design content with data-driven insights. I believe the best research tells a story and the best design empowers and informs customers. I enjoy collaborating with teams to transform content into products that drive business growth.
Creative That Drives Results
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$12.4 million in economic impact generated
via advertising campaigns, digital content and secured championship event bids under my creative direction in FY25
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31,000+ photos added
in multi-year image library expansion plan with 90% licensed for media use & 30% captured by my in-house team
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Dozens of creatives empowered
through templates, libraries, resources and 1:1 coaching & mentorship
Content Design & Strategy
Tourism Impact Report Design
Discover Durham is the tourism marketing agency of Durham, North Carolina, and drives economic impact and cultural development in Durham by attracting visitors. As Discover Durham shifted strategy to become a destination marketing & management organization, our traditional annual report was no longer meeting our needs. I led a reconcepting and redesign of our annual report into a tourism impact report. This new format shared our latest tourism research, new destination developments, and our strategic milestones — all content crafted to engage our stakeholders while positioning our organization as thought leaders and changemakers in the community. This redesign was recognized with a MarCom platinum award.
Content strategy • publication design • data visualization & analytics
Crafting A Destination Brand Anthem
A key pillar of Durham, North Carolina’s destination brand is it “defies description.” To communicate what thousands of words can’t, I led the recreation of a brand anthem to embody the attitude of our brand while representing the diversity and vibrance of our destination. The special ingredient were all the multimedia assets used: these were all captured by the internal team & freelancers I oversaw or licensed from local creatives we work with to give the most authentic view of our community as possible. This brand anthem has already been used to introduce our destination to festival attendees, meeting & event organizers, and key partners interested in collaborating with Durham, NC.
Brand strategy • creative direction • videography & photography
Championship Events Bid Book Design
Since working in tourism marketing, I’ve had the opportunity to focus on sales enablement with multiple partners. In this project, I supported the Durham Sports Commission and Duke University Athletics in their pursuit of attracting 3 NCAA championship events to Durham. My industry-leading content design helped convert 2 of these bids into events that Durham would host in 2024 and 2025, thus driving $2.5 million in economic impact to Durham County.
Content design • publication design • co-branding
Durham Delivers UX Redesign
Durham Delivers was created in the early days of the COVID-19 lockdown to help Durham restaurants get their food to customers when their dining rooms were shuttered by local government mandates. By grouping online orders at one location and time while eliminating hefty service fees levied by popular delivery apps, Durham Delivers provided a financially viable bulk delivery model for independent restaurants and created new community-based delivery experiences for customers. I conducted a redesign of a bulk meal delivery platform that allowed it to scale and drove $200,000+ revenue to independent local restaurants impacted by COVID-19 indoor dining bans.
UX research & design • brand systems • web accessibility
Value of Visitation White Paper
As Discover Durham engaged in advocacy work to change the legislation governing our scope, we were confronted with friction and a lack of buy-in from key stakeholders who misunderstood our mission and value. To aid our executives in bridging this divide, I conceptualized, wrote, and designed a white paper to educate our stakeholders on the value of visitors to our community and to paint a picture of the economic impact they drive that benefits our community in multiple ways. This white paper yielded talking points for executive & advocacy communications, and much of the content has also been repurposed for presentations and keynotes.
Content strategy • research & analytics • publication design
Engaging Patients in their Inboxes
The Lactation Network is a growing healthcare startup that pairs patients (particularly parents of nursing infants) with international board certified lactation consultants. As they expanded their patient-focused operations, they set a strategy to engage more patients through email marketing. I designed a series of email newsletters to support this strategy, developing a on-brand yet tailored template for the newsletter. I then produced each design in Figma to empower collaboration and iterate on each installment as a team.
Content design • email marketing • Figma
Motion Graphics Content for Premier Events
Durham 150 — the yearlong commemoration of the founding of the city of Durham — culminated in a closing ceremony hosted at Durham Performing Arts Center. I produced the on-screen content complementing the live performers. I produced this content with a mixed approach of original photography, videography, and video editing & motion graphics created with Adobe Illustrator, Premiere Pro, and After Effects.
Event design • motion graphics • multi-screen content design
See more visual designs.
See my photography and videography.
Design Thinking Case Studies
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Durham Delivers UX Redesign
Redesign of a bulk meal delivery platform that drove $200,000+ revenue to independent local restaurants impacted by COVID-19 indoor dining bans.
UX research & design • brand systems • web accessibility
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Duke Brand Guide Overhaul
Building a new Duke brand guide for a diverse, decentralized user base in a mobile-first world
UX research • brand systems • web accessibility • front-end dev
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Photo Library Metadata Schema
Revamping Discover Durham’s photo metadata system and workflows for greater efficiency
UX research • user flows • documentation
My Tools & Tech Stack
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Content Design & Visual Design
Adobe Illustrator • Adobe InDesign • Adobe Photoshop • Microsoft PowerPoint (including MS Office themes) • Figma (including Figma Slides) • Google Slides • Canva
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Web, Marketing Tech, and Analytics
HTML/CSS • WordPress (including PHP theming) • OpenAI API • Leonardo.ai API • Zapier • Microsoft Excel • Looker Studio • Google Analytics 4 • Google Tag Manager
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Multimedia Production
DSLR photography & videography • Adobe Premiere Pro • Adobe After Effects • Adobe Lightroom Classic • Digital asset management (including Photoshelter and WebDAM)