I help institutions find the clearest, most compelling version of their story, then carry it through every touchpoint, across every channel and format. Currently, I lead this work for Johnson & Wales University across their Providence and Charlotte campuses. When I joined JWU, the enrollment brand was fragmented, outdated, and inconsistent across campuses. Our strategy centered on rebuilding the core narrative from the ground up: adjusting institutional voice, modernizing visual language, and creating a simplified messaging framework that met audiences at specific pressure points throughout the admissions cycle. The results were concrete: a four-year high in submitted applications.

At Clark University, where I led enrollment communications before joining JWU, the challenge was a familiar one: an institution with genuine academic distinction and a brand that hadn't quite caught up to it. The work was partly about finding language worthy of what Clark actually was, and partly about building the kind of internal consistency that lets a brand accumulate meaning over time rather than reset with every new piece. Undergraduate applications grew 45% over my time there. Yield improved 30%.

That gap between what an institution offers and what a student believes it offers is where I've spent most of my career. Closing it requires clear writing and a deep understanding of how trust is built and lost.

Find more design samples here.

Find more design samples here.