https://www.jleecontentdesign.com/design-deliverables daily 0.75 2025-06-08 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080089305-EBUPB1ZYWIB2PXACMDAI/22_05+Sales+Giveaway+Service+Blueprint.png Other Design Deliverables Spring sales giveaway campaign service blueprint mapping out customer experience ownership across divisions and processes. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080089310-7ECL9SA3620RD760TBOO/DPlex+Sales+Campaign+LinkedIn+Carousel+copy.png Other Design Deliverables Example of ad creative assets and copy I made for the campaign. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080089313-S5EUJYU4I7BN593UK1XJ/Leisure+Marketing+Personas+slide+stack+copy.png Other Design Deliverables The 6 target audience personas we co-created for the leisure marketing campaign. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080089317-RONWAWTIX6PSII8FFEF8/20_08+Image+Submission+Workflow.png Other Design Deliverables - Make it stand out Flowchart illustrating the image submission automation terminating in follow-up steps for team members. Click to enlarge. https://www.jleecontentdesign.com/about daily 0.75 2025-06-08 https://www.jleecontentdesign.com/multimedia daily 0.75 2026-02-13 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091408-0BTM2DU2T8BC1BKPAHYZ/MOOG025_Moogfest+Kimbra_DiscoverDurham+%281%29.jpg Multimedia Work https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091412-NSI57IJXAJS0OA7D3F6O/220604+-+Ashley+Cody+Student+Loan+Free-41.jpg Multimedia Work https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091416-S6IGVI05IDWZHH3YHNPE/BEVR176_Cocoa+Cinnamon_DiscoverDurham+%281%29.jpg Multimedia Work https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091420-RNLMWCFQJELV2WBD55P1/TRUK001_Food+Truck+Rodeo_DiscoverDurham+%281%29.jpg Multimedia Work https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091425-CHGF9GH26GDJ0LHRHB6Y/CASD364_Lawrence+Barbecue+at+Boxyard+RTP_DiscoverDurham+%281%29.jpg Multimedia Work https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091429-BCV6F5R52MD94K0XT27R/DUKE019_Duke+Chapel_DiscoverDurham+%281%29.jpg Multimedia Work https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091432-ZL2ITA1YCL49704M1YT6/SALES_Visit+NC+365_DiscoverDurham2022_003+%281%29.jpg Multimedia Work https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091436-TZG0YABYYMAQLP6JKVH0/ICON057_Durham+Sign+at+ATC_DiscoverDurham+%281%29.jpg Multimedia Work https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091439-B8NO21Q5WXK4E5Y8HRY0/CASD128_M+Pocha_DiscoverDurham+%281%29.jpg Multimedia Work https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091443-APKMN2JMNT0WAI3UIPS8/SKYL028_Old+Bull+Building+ATC_DiscoverDurham+%281%29.jpg Multimedia Work https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/502c054b-dc7c-4aeb-afd8-192ef0a07c37/HHFF008__DiscoverDurham.jpg Multimedia Work https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/0d7cc394-5a10-47b9-a4e7-bcb2f7e050f9/MYLB050_Missy+Lane%27s+Block+Party_DiscoverDurham.jpg Multimedia Work https://www.jleecontentdesign.com/certifications/wcag-2-2-linkedin daily 0.75 2025-06-08 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080099652-RND6AUYEK2VAHL9M5QGI/1700957437430-0ee74aea-5b72-44bc-a63c-8981d0b2f1602+Guidelines+%281%29_1.jpg https://www.jleecontentdesign.com/duke-brand-guide daily 0.75 2025-06-04 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080100581-FD56V0LFZW19HJ2NAAW7/duke-brand-home-all-devices.png Duke Brand Guide https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080100585-9BEQA2XBCHRKR1LYTMF3/duke-brand-new-colors-comp.png Duke Brand Guide The old style guide — outdated, clutter, and not very mobile-friendly https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080100590-EFISOS4MXZJCHLP7N81Q/duke-brand-new-colors-comp.png Duke Brand Guide The new extended color palette on desktop and mobile https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080100598-WUL3HDB64TAYV5NTQYBH/brand-duke-edu-IA.png Duke Brand Guide A mid-way draft of the information architecture for the site. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080100601-SC100AJG7MA1T5VPZ693/duke-brand-typography-top-laptop.png Duke Brand Guide The final design of the Typography page https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080100605-CTLDEH97ZC3095RDIXI1/duke-brand-typography-compare-wide.png Duke Brand Guide The initial layout (left) vs. the updated, progressive disclosure layout (right) https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080100608-J3XBZKIBO812E9SRLO80/duke-brand-branding-laptop.png Duke Brand Guide The final design of the Branding page https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080100612-RQBNCN8WD1NRLS7DVMDC/logos.usage_2014.png Duke Brand Guide The old style guide sub-branding treatments. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080100615-U4PZNLM8G82PEKPYEZGX/duke-sub-branding-options.png Duke Brand Guide Examples of the new brand guide’s sub-branding. Still structured, but with more room for variation. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080100619-EK82QC96ZCQ1AM8237NK/duke-rebrand-chapel-site.png Duke Brand Guide The Duke Chapel website redesign incorporated the updated color palette and typography https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080100622-HMDN3QVMNR9GD5FWA7SN/duke-brand-rebrands.png Duke Brand Guide Duke units/programs that revised their sub-branding to comply with the updated guidelines https://www.jleecontentdesign.com/photo-metadata-schema daily 0.75 2025-06-04 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080103319-5LRSB2CWUGJBSBKIRMTV/Discover-Durham-Photoshelter-interface.png Photo Metadata Schema https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080103322-2KD3YZ90ACC2JOT71HM4/DAM+userflow1+-+browsing.png Photo Metadata Schema The initial user flow I drafted with the insights from the asset managers https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080103326-4FVIC6ACP9IX761A4H3I/DAM+userflow+-+all+flows.png Photo Metadata Schema Diagram of the 3 user flows. The spots highlighted in red are problematic steps and processes within each flow. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080103331-Z6KI9OBDAZ82D1RO5K1U/DAM+how+might+we+exercise.png Photo Metadata Schema Ideas from a brainstorming exercise on how to address user issues with the DAM. Ideas highlighted in blue were ones I pursued further. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080103336-N3SXJ17DQXYH34CA68PI/Discover+Durham+DAM+-+metadata+filter.png Photo Metadata Schema The custom metadata filters (left menu panel) allow users to narrow search results by the appropriate usage permissions. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080103339-XGWREF1XYD7K5LY2ZZF3/Discover+Durham+DAM+-+metadata+view.png Photo Metadata Schema The custom metadata also appears on the individual photo entries (right info panel, top), so browsing users can confirm if they can use individual photos without having to read and parse the IPTC keywords (right info panel, bottom). https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080103344-4JZ86WANIF5ZMPWPMFX1/DAM+mgrflow2+-+upload+additional.png Photo Metadata Schema The original asset manager workflow https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080103348-AN5N77IYS3OFRTQZ0K7G/Lightroom-metadata-panels.png Photo Metadata Schema The 3 metadata panel views (in order from left-to-right: default, IPTC, and quick describe) the asset managers toggle through when writing metadata. The regions highlighted in red are unused by the managers and are visual noise. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080103353-YY0DB0AW7P5MSDJC4R3H/DAM+mgrflow4+-+metadata+presets.png Photo Metadata Schema The metadata presets allowed users to automatically batch apply 9 kinds of metadata to imported photography. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080103357-WZ1EWZQKIUL93JW8JXXI/DAM+mgrflow5+-+upload+final.png Photo Metadata Schema The redesigned asset manager workflow condenses and automates much of the metadata work, which reduces the opportunities for error and editing fatigue. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080103361-2939A9L6YPRB724KMRR0/DD-Lightroom-custom-metadata-panel.png Photo Metadata Schema The new custom metadata panel I designed includes only the necessary subset of fields the asset managers need to edit and keeps extraneous fields out of their default view. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080103367-Q13QMZNSXNKK36LEU1UA/DAM+userflow+-+all+flows+final.png Photo Metadata Schema The final user flow after updating the metadata workflow and incorporating solutions to increase the usability of the DAM. https://www.jleecontentdesign.com/durham-delivers daily 0.75 2025-06-04 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105416-FOOWIXUBQT2JWONJIAUD/DDL-user-flows_upcoming.png Durham Delivers User flow for placing selecting a bulk delivery event via upcoming deliveries. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105422-OC3I1GAKULIISD6B1Y7G/DDL-user-flows_community.png Durham Delivers User flow for placing selecting a bulk delivery event via the users' community. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105451-O6Q32L9G0YBB8SIWZWAQ/DDL_information_hierarchy_1.PNG Durham Delivers Diagrams of the user decision-making process and corresponding information hierarchy I implemented. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105457-E7N0BAEAFM2YDVBKRWP4/DDL_information_hierarchy_2.PNG Durham Delivers Comparison of the beta version's information hierarchy vs. the revised information hierarchy for the redesigned event cards. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105409-OE4HC9YOCWN71VKXX192/DDL-user-flows_restaurants.png Durham Delivers User flow for placing selecting a bulk delivery event via users' restaurant of choice. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105352-89LKHLZVR0KXNNL5LC8X/DDL_before%2Bafter.jpg Durham Delivers https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105356-7WWIFKRDRIKS55N2DU7Q/DDL_before.jpg Durham Delivers The beta version of the Durham Delivers platform prior to redesign and launch. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105360-W6IHIO4L9YH7W3FLNTG8/DDL_design_process.PNG Durham Delivers - Make it stand out My double diamond design approach, annotated with the various design artifacts I created throughout the process. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105363-RUCXXQ8FDC9V6AWHMNM3/DDL_UX_Review_Concpetboard.png Durham Delivers Beta version of the platform annotated with research notes. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105367-5EZLG364DD3ZJQCX26ZJ/Durham+Delivers+UX+Archetypes.png Durham Delivers Our 6 behavioral archetypes. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105372-HRLK4K77IXD4YMN7W3UC/Durham+Delivers+User+Stories.png Durham Delivers A spreadsheet view of our user stories and feature queue. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105376-4PFEIZCVEVA9PWE9UOIV/PXL_20220409_235647868.jpg Durham Delivers Brainstorming through exhaustive sketching of different approaches. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105380-60SB63PK9T0AM0VCOGAQ/PXL_20220409_185947971.jpg Durham Delivers A spreadsheet view of our user stories and feature queue. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105384-RMKQMF3JLUKA7956SI3N/DDL_content_model_sq.png Durham Delivers Our 4 part content model. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105388-J7OQCEKQ8FWJPLK0PY54/DDL_information_architecture.PNG Durham Delivers An extended sitemap designed to follow our users’ intended journeys. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105393-7FZDH4UPEODRGMBX0M89/DDL_webflow_editor_CMS.png Durham Delivers Screenshots of building the functional prototype in Webflow. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105433-EY60E5IRX964Q21O9F7W/DDL_ordering_celebration.gif Durham Delivers - Make it stand out Examples of the celebratory animations. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105437-S0PJGCPEKOJKHLXRZ3S5/DDL_empty_state.png Durham Delivers - Make it stand out Example of an empty state on a Community listing page. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105469-JXAL5QFNLGYTC7A1I1DS/DDL_card_design_patterns.png Durham Delivers The full matrix of treatments designed for the delivery event card. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105473-2U700T7GFLEL8IKE84CC/DDL_accessible_colors.png Durham Delivers The accessible color combination guide developed for the style guide. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105478-VYW31CQXFEMSL26KAXPZ/DDL_style_guide.png Durham Delivers - Make it stand out The full style guide I compiled as a reference for the platform includes logos, typography, colors, and more. Click to enlarge. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105482-W8GZF804E8A8IUYUTTB2/DDL_flyer_samples.jpg Durham Delivers - Make it stand out Examples of fliers and print documents I designed to further support the program. Click to enlarge. https://www.jleecontentdesign.com/home-o daily 0.75 2025-06-06 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105339-NY93JQ1R80G7T6DP5IZR/DDL_UX_cover.jpg Home (archived) https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108398-UW9PFON4JX54Y7JANMTM/duke-brand-home-all-devices-16x9.png Home (archived) https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108394-EBK8QDM9FE2WHOXA4BVU/metadata-schema-cover.png Home (archived) https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589846853455-RXDWCTPVKAHJKI4LTGEL/20140301_Trade-151_0124-copy.jpg Home (archived) https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589846852937-89YBE3YXOTJFZ5X00LG6/20140228_Trade+151_0046.jpg Home (archived) https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589846852077-R8DLR086HTER261C26DW/Aro+Ha_0428.jpg Home (archived) https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108386-FB7FJFQOS1R9QD0EN4KT/2019-05-29_02292_FullRes_xl.jpg Home (archived) - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108394-EBK8QDM9FE2WHOXA4BVU/metadata-schema-cover.png https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091385-BSCHKV24SY8TKMWK2SAU/2022+Discover+Durham+Toursim+Impact+Report+design.jpg https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108390-H7T7ZUVCTUQYY3J9DFO7/DDL_UX_cover.jpg https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108398-UW9PFON4JX54Y7JANMTM/duke-brand-home-all-devices-16x9.png https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108401-S89NW3D2SMU8QRTTINR3/Other+Design+Assets.jpg https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108390-H7T7ZUVCTUQYY3J9DFO7/DDL_UX_cover.jpg Home (archived) - 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 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108398-UW9PFON4JX54Y7JANMTM/duke-brand-home-all-devices-16x9.png Home (archived) - 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 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108401-S89NW3D2SMU8QRTTINR3/Other+Design+Assets.jpg Home (archived) - Other Design Deliverables Snapshots of other design assets I have produced for teams, stakeholders, and clients UX research & design • service design • analytics & automation https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108390-H7T7ZUVCTUQYY3J9DFO7/DDL_UX_cover.jpg Home (archived) - 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 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108398-UW9PFON4JX54Y7JANMTM/duke-brand-home-all-devices-16x9.png Home (archived) - 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 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108401-S89NW3D2SMU8QRTTINR3/Other+Design+Assets.jpg Home (archived) - Other Design Deliverables Snapshots of other design assets I have produced for teams, stakeholders, and clients UX research & design • service design • analytics & automation https://www.jleecontentdesign.com/certifications/dei-workplace-usf daily 0.75 2025-06-08 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080109409-VTB98FJRG946PD6NLJ9N/muma-diversity-equity-inclusion-badge.png https://www.jleecontentdesign.com/certifications/design-thinking-ibm daily 0.75 2025-06-08 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080110309-7F0YBIVNASQAXWPQPPKU/Badges_v8-07_Practitioner.png https://www.jleecontentdesign.com/home daily 1.0 2026-02-13 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080105339-NY93JQ1R80G7T6DP5IZR/DDL_UX_cover.jpg Home https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108398-UW9PFON4JX54Y7JANMTM/duke-brand-home-all-devices-16x9.png Home https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108394-EBK8QDM9FE2WHOXA4BVU/metadata-schema-cover.png Home https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/ea44acc4-fc07-49a2-9d49-8b23563dc315/tools-1-visual-design.png Home https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/fc2b41d5-eb6a-4b92-99cd-08683eda7624/tools-2-web-analytics.png Home https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/db25869f-37cb-4545-87f2-fb2dc9534ed6/tools-3-multimedia.png Home https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/88829497-da0c-4bd8-a887-364ce3eb6346/DSC09642-81.jpg https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091385-BSCHKV24SY8TKMWK2SAU/2022+Discover+Durham+Toursim+Impact+Report+design.jpg Home - 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 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/f9319a90-606b-4614-b2dc-8b042f48b67d/Screenshot+2026-01-06+094506.png Home - 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 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/5dd5d3b9-20bf-4989-90c9-b6263f9c8c35/Duke+NCAA+bid+books+-+9741157_44+copy.jpg Home - 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 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108390-H7T7ZUVCTUQYY3J9DFO7/DDL_UX_cover.jpg Home - 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 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/77fb630a-9cbc-4e19-98c8-ddf314fb3a5e/Impact+of+Visitors+Whitepaper+72476737_AF+732+copy.jpg Home - 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 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/d9a41131-176d-4b97-b04f-ff18705573ff/TLN_patient+newsletter_13777899_2375+copy.jpg Home - 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 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/b665e40f-ec1e-4b95-bb75-ff541ce6b1bf/Screen+Shot+2025-06-05+at+6.21.24+PM.png Home - 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 https://www.jleecontentdesign.com/gallery daily 0.75 2025-06-08 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/b665e40f-ec1e-4b95-bb75-ff541ce6b1bf/Screen+Shot+2025-06-05+at+6.21.24+PM.png Design Gallery Program Design for Durham 150 Closing Ceremony https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091360-2PYYBD4N9YNS9LFVZDZ7/DDL_flyer_samples.jpg Design Gallery Sponsorship Flyer for Durham Delivers Program https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/d9a41131-176d-4b97-b04f-ff18705573ff/TLN_patient+newsletter_13777899_2375+copy.jpg Design Gallery Content Design for The Lactation Network's Patient E-Newsletter Campaign https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/19e4cd19-7225-43dd-a9b5-eea15d19b8f2/Duke+-+DukeWill+Microsite+copy.jpg Design Gallery Microsite Design for Duke University President Strategic Plan https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091391-PQQFIOVSY0DGAIKW4MEA/African+American+Heritage+Guide+design.jpg Design Gallery Print Publication Design for Durham African American Heritage Guide https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/5dd5d3b9-20bf-4989-90c9-b6263f9c8c35/Duke+NCAA+bid+books+-+9741157_44+copy.jpg Design Gallery Content and Publication Design for Durham Sports Commission and Duke Athletics Bid Books https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091385-BSCHKV24SY8TKMWK2SAU/2022+Discover+Durham+Toursim+Impact+Report+design.jpg Design Gallery Content & Publication Design for Discover Durham Tourism Impact Report https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/3a84b599-2bd9-4252-b53e-0b3eab00861a/grave-effects-great-migration_infographic.png Design Gallery Infographic Design for Duke Research https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091379-N1ACN557T9A5T50ULQ0E/2018+DCVB+Mural+Finder+design.jpg Design Gallery Print Publication Design for Mural Durham: Mural Finder https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108398-UW9PFON4JX54Y7JANMTM/duke-brand-home-all-devices-16x9.png Design Gallery Website Design and Content Development for Duke Brand Guide https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091372-WEZYDF1IYTCEZO4JUK66/Wallflower+Folio+brand-2.jpg Design Gallery Branding for Wallflower Folio https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/77fb630a-9cbc-4e19-98c8-ddf314fb3a5e/Impact+of+Visitors+Whitepaper+72476737_AF+732+copy.jpg Design Gallery Content and Publication Design for Impact of Visitors White Paper https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/360b46dc-37d0-49fb-8d29-bc30eae37119/project-vox+copy.jpg Design Gallery Illustrations for Project Vox https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091397-YB7FMV99MQ58ZH09AT27/Durham+Pictograms-01.jpg Design Gallery Durham Iconography https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080091366-3FFWBTZCRLHJGISKW7II/Prologue+Papers+and+Goods+branding-2.jpg Design Gallery Branding for Prologue Papers & Goods https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080108390-H7T7ZUVCTUQYY3J9DFO7/DDL_UX_cover.jpg Design Gallery Website Design and Development for Durham Delivers Program https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080089310-7ECL9SA3620RD760TBOO/DPlex+Sales+Campaign+LinkedIn+Carousel+copy.png Design Gallery Social Ad Creative for Discover Durham Sales Campaign https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/9a814b83-aee4-47aa-9336-84eb2c17f2c6/Duke+-+Reimagining+Medicine+copy.jpg Design Gallery Web Editorial Design for Duke Communications https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080089317-RONWAWTIX6PSII8FFEF8/20_08+Image+Submission+Workflow.png Design Gallery Workflow Automation Design for Discover Durham Image Submissions https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/78a06937-e513-450c-879c-9d43d8e0affa/duke_global_opportunities_graphic.jpg Design Gallery Infographic Design for Duke Communications https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1749080089305-EBUPB1ZYWIB2PXACMDAI/22_05+Sales+Giveaway+Service+Blueprint.png Design Gallery Service Blueprint Design for Discover Durham Sales Campaign https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/804cf255-89b6-4c06-992a-6993b7f697c1/commencement_academic_colors_guide.png Design Gallery Infographic Design for Duke Special Events https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/71e7645b-b5d4-43e3-9e00-7083d7199797/childrens-film-social-class-infographic-vertical-768x2304.png Design Gallery Infographic Design for Duke Research https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/1b3b3ef8-0a8b-4834-8aa8-cd7fe819e2b3/bullying_longterm_effects_infographic.jpg Design Gallery Infographic Design for Duke Medicine https://www.jleecontentdesign.com/certifications/career-essentials-gen-ai daily 0.75 2025-06-08 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/b40b52d4-887e-41ca-94c3-c2cb009d34ba/CertificateOfCompletion_Career+Essentials+in+Generative+AI+by+Microsoft+and+LinkedIn.png https://www.jleecontentdesign.com/certifications/wai01x-introduction-to-web-accessibility daily 0.75 2025-06-08 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/f950eaa4-93ef-4331-a462-3597f7f76c02/W3Cx+WAI0.png https://www.jleecontentdesign.com/certifications/wai01x-introduction-to-web-accessibility-1 daily 0.75 2025-06-08 https://images.squarespace-cdn.com/content/v1/6840d81655cf34617add83dd/694a5b35-6acb-42f8-ae1f-39ae924ac96e/dc23fb84-815e-4a68-af97-21fc461f59dd.png