Visual Direction & Campaign Design
Shaped how people explore and engage with Jacksonville through thoughtful, multi-channel experiences.
UX Approach: This work reflects a UX-driven approach to shaping how people discover and engage with a destination. I focused on improving how users interact with content across platforms, ensuring experiences felt connected, easy to navigate, and aligned with user intent.
ROLE & CONTRIBUTIONS
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Led creative and content direction across campaigns and digital initiatives
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Collaborated with internal teams and external partners
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Structured content and messaging to improve clarity and engagement
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Helped align experiences across platforms and channels
Users & Considerations
Designed for a range of audiences, including:
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Tourists exploring Jacksonville for the first time
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Local residents looking for events and activities
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Community partners and businesses
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Event attendees engaging across digital and physical channels
The goal was to make information easy to find, understand, and act on.
UX Decisions
(and approach)
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Organized content to better match user intent and improve discoverability
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Created more cohesive experiences across digital and campaign touchpoints
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Focused on clarity and simplicity in messaging to reduce friction
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Designed with the full user journey in mind, from discovery to engagement
Experience Challenges
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Difficulty in helping users discover relevant content quickly
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Maintaining consistency across campaigns and touchpoints
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Designing for different user intents (explore, plan, attend)
HIGHLIGHTS
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Improved consistency and clarity across user touchpoints
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Created more connected experiences across platforms
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Supported a 10% year-over-year increase in social engagement through refined creative direction and platform-specific storytelling
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Supported stronger engagement with city initiatives and events
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Strengthened partnerships with local businesses, creators, and agencies to support citywide campaigns
