Portfolio
Crafting THE STORY. BUILDING A BRAND.
My work lives at the intersection of strategy and storytelling. In my role with the American Hereford Association, I guide the development of content that brings the breed’s story to life, contribute to the creation of publications and visual assets that elevate the brand, manage national advertising efforts and help shape the experiences that define our major events. Every project is an opportunity to blend creativity with purpose to communicate the values and progress of the Hereford breed in meaningful ways.
What you will find below is a curated selection of projects I have led, contributed to or played a strategic role in. This work reflects my approach to communication, design direction and the power of a well-told story.
OUR BRAND. OUR STORY.
The American Hereford Association has undergone a significant brand evolution, creating an identity that is clearer, stronger and closely aligned with the direction of the breed. I have played a key role in leading this work, collaborating with our team to develop updated brand guidelines and a unified breed message that elevates how we communicate. Today, every piece of media from the Association, regardless of platform, reflects this cohesive identity and message with a deliberate focus on serving the commercial cattle industry. Our refreshed brand now anchors all marketing, digital content, print materials and event environments, ensuring consistency, purpose and professionalism wherever the Hereford story is shared.
Marketing Assets
Develop and oversee marketing assets that communicate a cohesive breed message and maintain a consistent, elevated visual identity across all platforms.
Website Design
Led the charge in the redesign of the Association’s website, ensuring the brand’s voice, message and industry focus are reflected throughout the user experience.
Breed Publications
Collaborate closely with our publication team to maintain a unified look, tone and message across all print pieces and editorial content.
CAPTURING CONTENT
I coordinate and assist our team to execute content-gathering initiatives that provide the Association with a library of versatile, high-quality assets used across marketing, digital media and print publications. Each trip is intentionally planned to capture the stories, visuals and voices that best represent the Hereford breed and support our broader communication objectives. This work allows us to craft an authentic and compelling image of the breed, ensuring our marketing efforts are aligned with the Association’s strategic goals.
DIGITAL PRESENCE
I lead the strategy for digital content development that strengthens the Association’s presence across social platforms and audio channels. While collaborating closely with our team to produce creative assets, I guide the messaging, direction and execution of social media content and oversee our paid advertising efforts. From shaping day-to-day social media messaging to producing content for the 1881 Podcast, my work focuses on creating timely, engaging and brand-aligned pieces that connect with breeders, commercial cattlemen and industry partners. This integrated approach allows us to amplify the Hereford story, expand our reach and deliver consistent value to our audience.
Social Media
The Association has seen significant growth across our social platforms, generating more than 6 million views through strategic content development and targeted advertising efforts in the last fiscal year.
Podcast
The 1881 Podcast has continued to expand its reach, with nearly 50,000 downloads across 39 episodes and a consistently growing audience.