BRANDING
Building an online home for a wellness instructor
Kerry Abram (Certified Ayurvedic Instructor)
The Need: A clear, credible website to present the classes offered, promote events, and book consultations, without relying on social media catered towards older audiences.
What I did:
– Shape the messaging around vitality and longevity
– Planned the site structure and a single call to action (a free 15-minute consultation)
– Worked closely with the client to define the brand vision and recommended content design improvements
– Advised as a content and website consultant, focused on user experience and inteerface
The Result: The site is live and promotes their upcoming projects and acts as a source for newcomers to read or engage with the brand
SPEC CAMPAIGNS
1: FORCE - Designed for essential workers in NYC
2: VOTIN24 - Designed to improve young voter engagement
SPEC CAMPAIGN PROJECTS
1- FORCE.
A brand, platform, and fundraising plan
ROLE: LEAD RESEARCHER & GRAPHIC DESIGNER
During the pandemic, essential workers across NYC's retail, healthcare, trades, and childcare sectors had nowhere to turn for community, peer support, or policy updates built specifically for them.
THE CHALLENGE
Designing a product, launch and fundraising strategy for a highly diverse audience, documented and undocumented workers, across every background.
THE APPROACH
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As part of a team, I led industry research to identify key gaps in essential worker support.
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I designed a Figma prototype to visualize the FORCE platform, including community features, a news and policy feed, and daily motivational content.
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For strategy, I developed a brand and fundraising plan to bring FORCE to life centered on a Dollar-for-Dollar Match Challenge – partnering with NYC-based companies with CSR commitments to match employee donations.
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The goal was to raise $150,000 to fund development and maintenance, with success measured by cost per dollar raised, number of employee donors, and total funds raised.
BUILT ON LOVABLE
FEATURES
DESIGNED ON FIGMA
COMMUNITY HUB
A dedicated space for essential workers to connect, share, build support
BRAND/FUNDRAISING STRATEGY
A Dollar-for-Dollar Match Challenge to secure sustainable funding through CSR
NEWS + POLICY FEED
Curated relevant news, updates, & policy changes
INCLUSIVE PRODUCT DESIGN
For a diverse workforce, prioritizing accessibility for all essential workers
THE OUTCOME
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Delivered a full brand identity, a UX prototype, and a comprehensive marketing and fundraising strategy.
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Demonstrated how a mission-driven product could be built, funded, and launched to serve one of New York City's most underrepresented communities.
THE TAKEAWAY
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Pushed me beyond content strategy into the full product ecosystem – UX, brand identity, fundraising, community building
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Anchored the brief to real social issues made the decisions feel consequential, reinforcing that the best work starts by noticing the gaps
SPEC CAMPAIGN PROJECTS
2- Votin24
A brand, platform, and fundraising plan
ROLE: LEAD RESEARCHER
Voter turnout among young people consistently lag behind older age groups, even during high-stakes election cycles often because early voting information rarely reaches them in a format or platform they actually engage with.
THE CHALLENGE
Design a campaign to raise awareness of early voting and encourage greater youth participation.
THE APPROACH
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Young people often see politics as distant and irrelevant, making early civic engagement difficult to sustain.
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A campaign that gave 16-17-year-olds a compelling reason to pre-register to vote.
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Success depended on making voter registration feel culturally relevant, personally valuable, and easy to act on.
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The strategy focused on Florida and North Carolina, battleground states, where early registration laws created an opportunity to increase youth participation and long-term electoral impact.
THE GOAL
Make pre-registration feel less like a civic duty and more like an opportunity too good to miss.
MY CAMPAIGN ROLE
AUDIENCE RESEARCH
Researched youth voting behavior, pre-registration trends, and the cultural touch points most relevant to Gen Z audiences.
CREATIVE CONCEPT
Developed a platform-native campaign built around bold visual storytelling that felt authentic rather than resembling traditional political advertising.
STRATEGIC INSIGHTS
Used audience insights to shape campaign messaging and develop a social-first strategy tailored to platform behaviors and audience expectations.
CAMPAIGN DESIGN
Created an incentive-driven concept combining a membership box, brand partnerships, and an exclusive festival experience to make voter pre-registration more engaging and rewarding.
THE OUTCOME
Delivered a complete mock campaign package, a strategic deck, project proposal and research, social content samples, and visual mockups, shaped by research I led as part of a collaborative team
THE TAKEAWAY
VOTIN24 reinforced that the most effective way to reach a disengaged audience isn't to meet them where you think they should be, it's to show up where they already are, speaking a language they already understand.