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Selected
Work.

A curated look at marketing projects that reflect my approach — strategic thinking, visual clarity, and execution that serves the business.

Case Study 01
Annual Report
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Investor Communications

Annual Report Design & Production

Challenge

Translate complex corporate and fund performance data into a clear, repeatable quarterly report for a sophisticated investor audience.

Approach

Built a standardized quarterly reporting template that turns financial results, portfolio updates, and key milestones into a consistent, investor-ready format. Prioritized clarity, structure, and accessibility without losing credibility or depth.

Tools & Deliverables

Adobe InDesign Copywriting Data Visualization Brand Design Quarterly Template

Outcome

Strengthened credibility with existing investors through consistent, professional communications. This example is a short representative mockup of the format.

Volunteer Fundraising
♥
$100K Goal Exceeded
50% More Participants
Case Study 02 View PDF →
Digital Campaign

Volunteer Fundraising Campaign

Challenge

Increase fundraising revenue, volunteer participation, and overall awareness for a volunteer-led campaign.

Approach

Developed a multi-channel campaign strategy anchored in a clear narrative and cohesive visual identity. Aligned audience and goals upfront, then executed across digital, print, social, and in-person touchpoints to reinforce messaging and improve participation. Designed the campaign's Pelotonia cycling jersey shown on page 3 from concept to final product, creating a tangible extension of the brand experience.

Tools & Deliverables

Campaign Flipbook LinkedIn Content Event Marketing Print Collateral Jersey Design Adobe Illustrator

Outcome

$30K Increase in funds raised
50% Increase in participants
Case Study 03
Website wireframe mockup
Website hero section

Target Audience & Buyer Personas

Persona 1 — Fredrick

Institutional Allocator / IC Mindset

Primary Goal

Determine whether this firm deserves time, diligence, and a second meeting.

Scanning For

Decision quality, risk management, repeatable process, and signs of restraint.

Builds Trust

Clear decision frameworks, plain language about risk, ownership mindset, understatement.

Turns Him Off

Marketing language, outcome-based claims, consultant speak, values statements without operational tie-in.

Persona 2 — Robert

Sophisticated Retail / RIA-Advised Investor

Primary Goal

Feel confident that this firm is competent, disciplined, and worthy of trust.

Scanning For

Clarity of offering, steady tone, risk awareness, and language he can explain to others.

Builds Trust

Calm measured tone, long-term orientation, institutional validation, human but serious language.

Makes Him Uneasy

Aggressive language, excessive jargon, big claims without grounding, feeling sold to.

5-Second Skim Memory Test

What does Fredrick remember if interrupted?

01

You are an owner-operator, not an allocator or advisor. "They actually own and operate."

02

You care deeply about downside and discipline. "Conservative at entry. Downside, basis, durability."

03

You've built a system, not a story. "They've thought through how decisions get made."

04

You've operated at scale. "This isn't a first-time shop."

05

You pay attention to residents. "Close to demand and what's happening on the ground."

Brand Strategy

Website Landing Page Redesign

Challenge

The existing website was outdated, repetitive, and failed to clearly differentiate the firm. Leadership needed a refreshed, strategy-led landing page that better communicated the firm's approach and resonated with prospective investors.

Approach

Conducted buyer persona research to clarify audience needs and priorities, then developed the full content strategy and narrative structure. Wrote all copy and designed the page experience end-to-end. Built the site in Squarespace, using custom code via Cursor to achieve the intended layout and functionality. Converted the final product into a portfolio-ready wireframe using AI tools to preserve structure while protecting live content.

Tools & Deliverables

Squarespace Cursor Buyer Persona Research Content Strategy Copywriting UX Layout Design

Outcome

Project currently in progress. The redesign addresses long-standing gaps in differentiation and content quality — outcomes to be measured upon launch.

Case Study 04
Market Insights
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Investor Communications

Multifamily Real Estate Insight Piece

Challenge

Stakeholders lacked a consistent channel for market intelligence, limiting thought leadership and leaving investor questions unaddressed. The firm needed a recurring, professional content format to share insights and stay top of mind across email, web, and LinkedIn.

Approach

Designed recurring insight publications focused on the multifamily real estate market, designed for multi-channel distribution. Partnered on copy editing to ensure a clear message and tone that aligned with leadership's investor communication style.

Tools & Deliverables

Adobe InDesign Adobe Illustrator Layout Design Copy Editing Email Distribution LinkedIn Content

Outcome

Proactively addressed investor questions, and helped drive traffic to both the LinkedIn page and website. Established a repeatable format for ongoing stakeholder communications.

Case Study 05
After Action Review: Scores
Fund Score
Peer Average
Benchmark
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Investor Communications

After Action Review Report

Challenge

Investors needed clear visibility into where their fund scores stood and a concrete path to improving them. The information existed but lacked a structured, visual format that made it easy to understand and act on.

Approach

Developed the report template from scratch by first sitting down with the department lead to understand the scoring methodology and stakeholder needs. Content was provided in a Word document and translated into a clean, visual format — making complex GRESB data accessible, digestible, and actionable for an investor audience.

Tools & Deliverables

Adobe InDesign Adobe Illustrator Template Design Data Visualization Investor Communications

Outcome

Became a recurring deliverable within the investor communications cadence. Increased transparency into GRESB reporting and scoring — giving investors a clearer picture of fund performance and a defined roadmap for continued improvement.

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