My Major Contributions

• Led a brand refresh, updating colors, fonts, and design elements for a cohesive visual identity.

• Produced a YouTube commercial advertisement, including scriptwriting, storyboarding, directing, filming, and editing.

• Redesigned the Commonwealth Community Trust website to enhance user experience and accessibility.

• Produced and edited educational videos about CCT to inform and engage the community.

• Revamped social media strategy, refreshing pages and optimizing content for greater impact.

• Redesigned all print and physical outreach materials for conferences and presentations attended by CCT.

• Designed all digital materials for the CCT website, social media, and advertisements.

I conceptualized and pitched the commercial from the ground up, writing the script, creating the storyboard, directing each scene, filming, and editing the final piece.

This project was executed entirely in-house with no budget, using only existing tools and equipment. All on-screen talent and voice work featured coworkers, their family members, and actual clients, adding authenticity while maximizing available resources.

The script was intentionally written with YouTube’s five-second skip-ad format in mind, prioritizing an immediate hook to capture viewer attention within the opening moments. The commercial was edited and enhanced using Adobe Premiere Pro to ensure a polished, professional, and engaging final result.

The ad achieved a 92.6% average viewer retention rate, with viewers watching an average of 28 out of 30 seconds, demonstrating strong engagement and effective storytelling.

The Process

I led the comprehensive redesign of Commonwealth Community Trust (CCT’s) 30+ page website, overseeing its migration from WordPress to a new platform. This project involved not only refreshing existing content but also strategically designing new pages to improve navigation, accessibility, and user engagement.

From a UX perspective, I enhanced the website’s structure to ensure intuitive navigation, streamlined content organization, and clear calls to action, making it easier for users to find the information they need. Additionally, I optimized page layouts to improve readability and accessibility, ensuring compliance with best practices for inclusive design.

From a UI perspective, I modernized the website’s visual design by implementing a clean, cohesive aesthetic that aligns with CCT’s branding. I refined typography, color schemes, and visual hierarchy to create a professional and engaging user interface. The redesign also prioritized mobile responsiveness, ensuring a seamless experience across all devices.

Through these improvements, the new website effectively meets the needs of its audience while enhancing usability and engagement.

I conceptualized, directed, filmed, and edited a series of educational videos for CCT’s YouTube channel and website. I developed most of the topics, ensuring they addressed common client questions and provided valuable insights.

• Produced eleven high-quality educational videos covering topics such as "Why Choose CCT?" and "Which Trust is Right for You?"

• Used Adobe Premiere Pro to edit and enhance video content, ensuring a professional and engaging presentation.

• Created a valuable resource for the New Client Services team, who now utilize these videos to educate and inform potential clients efficiently.

• Increased CCT’s online presence and engagement by providing accessible, informative video content that complements other marketing and outreach efforts.