Over eight months, I helped evolve The Welcome Standard across digital, social, print, and community touchpoints—creating a cohesive brand experience designed to help newcomers feel informed, connected, and supported.
The Welcome Standard helps professionals relocating to the Tampa Bay area for the next step in their careers navigate a major life transition. From finding the right community for each client to settling into a new rhythm, The Welcome Standard helps make every relocation and every new hire feel at home from day one.
As the organization grew beyond its previous identity, Recruitfully, its digital presence and marketing needed to better communicate this experience and the value it brings to relocating professionals.
With the brand expanding beyond relocation services, social became an opportunity to make The Welcome Standard feel like a go-to source for life in Tampa Bay. I developed content around relocation stories, local insights, community recommendations, and everyday experiences—using the existing visual identity as a flexible system across static graphics, carousels, Reels, and seasonal content.
The content I created centered around three main ideas: #WelcomeWins, #WhyTampaBay, and #LocalLove.
The Welcome Standard's work often involved helping people navigate unfamiliar places, processes, and communities. I translated that information into approachable, easy-to-use print and digital resources while maintaining consistency with the existing brand identity.
From relocation guides and infographics to curated itineraries and event materials, each piece was designed to make useful information feel more engaging and accessible.
To bring The Welcome Standard's community-focused mission to life, I helped develop and document a beach cleanup activation with local partners. I created supporting promotional and print materials, carried the visual identity into the physical event, and captured photography that could be used across the brand's digital channels.
Across digital content, community initiatives, and ongoing brand touchpoints, the work helped expand The Welcome Standard's presence and create more opportunities for people to connect with the brand and the Tampa Bay community.
Instagram growth
Beach cleanup attendees
Trash collected during our cleanup
This project taught me to think about a brand as an experience rather than a collection of individual assets. Working within an established identity, I learned how to create consistency across very different touchpoints from websites and social content to print materials, physical experiences, and photography.
More than anything, the project reinforced my interest in the space where brand, digital, content, and real-world experiences intersect.