Project Overview

Timeframe:

Graphic Design Intern → Freelance Digital Designer
Aug 2025 – Apr 2026

The Challenge:

The Welcome Standard needed a website redesign and marketing strategy to build awareness, engage its growing audience, and create lasting momentum across digital and community touchpoints.

The Goal:

Create a cohesive brand experience to help Tampa Bay newcomers feel informed, connected, and supported while growing brand awareness and community relationships.

Tools:

- Adobe Creative Cloud (Illustrator, Indesign, Photoshop, Lightroom)
- Figma
- Canva

My Role:

Owned the design and execution of key brand initiatives across digital, social, and community channels, including:
- Website redesign + Squarespace implementation
- Social media campaign development
- Content strategy + content creation
- Community event planning + promotion
- Photography + visual asset creation
- Information + resource design

Building the Digital Experience: Website Redesign

The original website lacked clarity and structure, making it difficult for users to understand the organization's services and mission.

I redesigned and implemented a new website in Figma and Squarespace, creating a more intuitive and cohesive digital experience. This include having a interest form, ability to schedule a call, and integrating the blog, The Welcome Report.

Content & Campaign Design

To support brand growth and engagement, I developed content pillars focused on relocation, local insights, and community.

Examples include:

#WelcomeWins: After the Offer

A storytelling series highlighting candidate success stories and life after relocation.

Instagram post introducing Volta, a dog who moved to Tampa Bay.

#WhyTampaBay: Relatable Lifestyle Content

A series of reels and graphics celebrating Tampa Bay's culture, community, and everyday experiences through relatable storytelling.

#LocalLove: Community Spotlights

A recurring social series highlighting local businesses, events, and organizations throughout the Tampa Bay community.

Community Engagement

South Gandy Beach Cleanup

To support The Welcome Standard's rebrand, I proposed and helped execute a community beach cleanup in partnership with Keep Pinellas Beautiful. The event attracted 80+ attendees, removed over 100 pounds of trash, and generated branded content across social media through event photography and promotional assets.

Designing the Relocation Experience

To reduce uncertainty during relocation, I transformed complex information into clear, easy-to-follow resources. This guide simplifies the driver's license transfer process for newcomers.

Impact & Outcomes

Through a combination of digital, social, and community initiatives, The Welcome Standard:

- Instagram audience grew 67% from 135 to 226 followers
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- Average post engagement increased nearly 300%
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- Generated 431 website impressions within 24 hours of launch
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- Hosted a community cleanup with 80+ attendees and 100+ pounds of trash collected

Key Takeaways

This project reinforced my passion for creating experiences that connect digital, physical, and community touchpoints. By contributing to everything from website design and content strategy to community initiatives and customer resources, I gained valuable experience shaping how a brand is experienced beyond the screen.

The Welcome Standard