Selected work.
Three engagements, three different problems — one brand system, a conversion-focused digital rebuild, and a set of guidelines that stopped a brand from drifting.
The Challenge
National Ramp sells accessibility ramp systems into three very different buyers — homeowners, commercial contractors, and the VA — across eight distinct product lines. The visual identity had drifted, each line looked like a different company, and buyers had no simple way to tell the systems apart.
What I Did
Led brand strategy and art direction end to end — research and positioning through final asset delivery, working across an internal team and outside designers and photographers.
- Research & positioning — audited the category, defined three buyer segments, built a messaging framework that held across all of them
- Identity system — directed a modern identity flexible enough to cover eight sub-brands without fragmenting the parent brand
- Brand book — oversaw the 2021 Brand Book: logo system, palette, typography, voice, imagery standards, application rules
- Photography — on site directing shoots at multiple locations; guided designers on materials and look
- Product copy — authored feature and benefit descriptions for all eight product systems
- Collateral — directed the Ramp Selection Guides (2018–2021), commercial access system, and VA identity guidelines
Outcome
A single brand system that eight product lines, three buyer segments, and every channel — web, print, trade, and sales — could run on. The guidelines became the reference internal teams and outside vendors worked from for years afterward.
The Challenge
Across a portfolio of brands — National Ramp residential and commercial, Bulbrite, BEAM Interactive, and the My Big Dream nonprofit — the sites were pulling traffic but not converting it. Hero messaging was vague, calls to action competed with each other, and imagery didn't match what each audience came to solve.
What I Did
Directed the digital asset and page-level creative work, and rewrote the messaging that sat on top of it.
- Audit — reviewed page flow and conversion barriers, mapped where messaging diverged from buyer intent
- Hero & CTA strategy — rebuilt hero sections around one dominant action, with phone capture persistent in the header
- Imagery direction — directed photography and asset selection so each page showed the outcome the visitor wanted, in context
- Message hierarchy — restructured headline and subhead copy to lead with each segment's first objection: cost, speed, or safety
- Asset system — built reusable graphic, icon, and imagery components so new pages could ship without redesign
Outcome
Clearer conversion paths and a consistent asset system across five properties, with a single obvious next step on every landing page.
The Challenge
Bulbrite had strong recognition in decorative and specialty lighting but no formal identity standards. The logo, palette, and photography style drifted between catalogs, packaging, trade materials, and the site — every new piece restarted the same design argument.
What I Did
Art directed the identity system and produced the guidelines document that governs it.
- Audit — collected existing brand usage across print, packaging, and digital, and catalogued where it broke down
- Identity system — directed logo treatment, color specifications, typography hierarchy, clear-space rules
- Imagery standards — defined the warm, product-forward photography style that distinguishes the brand in a commodity category
- Guidelines document — produced Brand Identity Guidelines: Standards, Uses + Applications with worked examples
- Applied collateral — art directed the decorative picture catalog and campaign pages built on the new standards
Outcome
One reference document that internal teams and outside vendors both work from — consistent brand application across channels and materially fewer design revisions per project.