Stories, Well Told.

Complex content shaped into clear, engaging publications that invite people to keep reading.

My background in publication design spans research-driven proposals, heirloom family histories, trade magazines, books, calendars,
and educational materials. Whether I’m organizing dense information or shaping a deeply personal story, I build visual systems
that help readers find their way through the content—and enjoy the journey.

REPORTS & PROPOSALS

FAMILY
HISTORIES

BOOKS &
EDITORIALS

This page is coming soon!

For Back to Class, I was given the collection logo, color palette, patterns, and product artwork created by the product designer, and it was my job to figure out how all of that translated into packaging. Working within Crate Paper’s established aesthetic and our existing package formats, I developed the packaging look and feel, created a style guide, and carried the system across 12 individual SKUs plus 12 open-stock papers.

This was one of those projects where I had a lot of fun with the little details. I chose typography that referenced elementary-school handwriting practice, incorporated a ruler motif into the packaging, and even replaced a standard divider rule in the technical copy with tiny ruler markings. For the felt pennant packaging, I added a subtle felt texture to the printed artwork so the package echoed the material of the product inside.

Pathways to Stability

Crate Paper Packaging Collection

Family History Books

A little retro cheer for every kind of maker.

The 2024 Holiday Gift Guide was a seasonal campaign created to help American Crafts customers discover thoughtful gifts for the creative people on their lists. Starting with a series of product categories provided by the VP of Marketing, I developed the campaign’s visual direction and carried it across email, social, web, and animated content.

The Direction.

Retro charm, wrapped up neatly.

I created a cheerful, retro-inspired visual direction using clean flat illustrations, playful color, and simple category cues.
The nostalgic style gave the campaign its own seasonal personality while remaining compatible with the larger
American Crafts brand.

Rather than treating the guide as a single piece, I designed a flexible system that could expand across channels and accommodate different products, formats, and messages.

The Experience.

Designed to keep things merry... and manageable.

Clear category divisions and straightforward visual hierarchy made the content easy to browse, while animated GIFs added moments of movement and surprise. The system was adapted across email, social, and web so customers encountered a consistent experience wherever they entered the campaign.

The finished guide brought a large assortment of products together into one cohesive, cheerful campaign—making holiday inspiration feel organized, approachable, and fun. The web banner and category navigation pictured below, tied everything together for American Craft shoppers.

Editorials

A colorful introduction with plenty of personality.

This campaign introduced content creator Jordyn Kelly of TikTok fame and her new sticker collection to the American Crafts audience. While the physical products and sticker artwork styles were already established, I developed the campaign style, email experience, social creative, and supporting copy that brought the collaboration to life.

The Challenge.

Introducing both the collection
and its creator.

The launch needed to do more than present a new group of products. It also needed to introduce Jordyn’s personality, creative point of view, and relationship with her audience to customers who might be discovering her for the first time.

The campaign had to feel connected to American Crafts while still giving Jordyn’s voice and colorful aesthetic room to lead.

The Launch.

Bringing a creator’s voice into every touchpoint.

The first emails design introduced Jordyn and the collection, while the follow-up shifted into a more personal creator-to-customer voice. Framed as “a note from your girl Jordyn” and signed “XO, Jordyn,” it helped the campaign feel conversational and connected to the community she had already built.

Coordinated email and web creative extended the same colors, framing devices, and playful energy across the launch, creating a cohesive introduction that highlighted both the products and the person behind them.

The Direction.

Bright, playful and unmistakably Jordyn.

I built the campaign around a colorful, ethereal direction with playful kawaii-inspired details and Polaroid-style frames.
The visual treatment balanced product imagery with personal moments, allowing the collection to feel like an extension of Jordyn rather than a standard product release.