A 387% Online Sales Lift at Cabela's
387% Online Sales Lift
12.5% Seasonal Increase
62% Click Lift
A UX-led brand and product redesign drove a 387% online sales lift and a 12.5% seasonal increase across the Cabela’s e-commerce experience. Mobile-first navigation, redesigned product pages, and a story-led homepage that paired conversion with brand voice.
Highlights
- Creative Direction
- UX Design
- E-commerce
- Brand
Cabela's Bass Master Classic Campaign
5x Online Sales Lift
12% Regional Brand Awareness Lift
An integrated campaign across art direction, photography, web design, and front-end build to drive online and in-store sales at one of fishing’s biggest stages. The visuals connected the gear, the athletes, and the audience that lives outside.
Highlights
- Creative Direction
- Photo Direction
- Campaign
- Web Design
Building Retail Creative with 60+ Outdoor Brand Partners
60+ Outdoor Brand Partners
31% Faster Production
Partnered with brand teams from The North Face, Sitka, Columbia, Goal Zero, Under Armour, and Carhartt to build retail creative that worked for both Cabela’s e-commerce and the brands behind it. Brand systems, asset coordination, and creative across high-traffic pages.
Highlights
- Creative Direction
- Brand Systems
- Cross-Brand Partnership
- UX Design
Cabela's Holiday Shopping Redesign
Redesigned Cabela’s holiday landing experience to lift engagement and conversion during the highest-traffic weeks of the year. A balance of merchandising clarity, brand voice, and seasonal storytelling.
Highlights
- UX Design
- Conversion
- Seasonal Campaign
$10K in 3 Days for Goal Zero
A Walking Dead themed content campaign that opened a new market segment for Goal Zero, generated $10K in sales in 3 days, and earned organic pickup from Mashable, Guy Kawasaki, and College Humor.
Highlights
- Content Marketing
- Social Media Marketing
- Influencer Outreach
Brand Identity for a Nonprofit in Liberia
Six months building brand guidelines, a redesigned website, social content, and field photography captured on-site in Liberia for a nonprofit empowering Liberian children through education. The kind of project that proves the work travels.
Highlights
- Brand Identity
- Field Photography
- Web Design
Tall Mama Brand Identity
Built a brand identity for a maternity wear startup designed for tall women, delivering logo, style guide, and brand presentation in a two-week sprint. From client kickoff through final assets.
Highlights
- Creative Direction
- Brand Identity System
Building Creative Engines
A case study showing how I act take on the Creative Director role and guide student projects into impactful, real-world creative solutions. We will look at the senior capstone class for the visual emphasis and some of their projects. You will also my process and how I’ve helped hundreds of students succeed after college.
Highlights
- Creative Direction
- Leadership
- Project Management
- Graphic Design
- Advertising
- Branding
Clients & Partners
