I worked with Overstory to help develop the Brand Guide for SXSW 2026. This project involved art strategy and technical support with vectorization of raster art, CC library development, art color management, and more.

For the SXSW 2025 season, I worked with the Experience Design team to create brand-specific assets, large-scale signage, print/digital ads, flyers, season lanyards and badges, and more. What started as a production art role morphed into a more creatively-driven role during my time at SXSW.

Throughout my history as a freelance designer and illustrator, I’ve taken on projects that are all over the map (literally and figuratively). I love working in different styles and supporting specific client needs. Check out my work to get a better idea of projects I’ve worked on.

As a co-owner of a bar and venue, I learned how to run every aspect of a hospitality-focused small business. From actually working the floor and interfacing with customers, to booking entertainment, hiring and managing staff, running an effective inventory system, and managing the design and social presence of the business, I was involved in every level of business from day one. There's nothing quite like the learning curve of owning a small business, and I wouldn't trade my experience for the world.

Lockhart Arts & Craft was a special kind of place where our motto was "You belong here". Part bar, part venue, and part community connection space, we strived to tickle your sense of nostalgia, no matter where you're from.

As the Platform Guidance Owner, I designed, created, and managed the Platform Guidance system, a network of in-app, dynamic documentation with a focus on data-driven decision-making.

Using the Platform Guidance feature, I helped inform, educate, and involve platform users through offerings such as new feature highlights, in-depth process walkthroughs, and event notifications.

We wanted our users to become platform experts, and with a platform that was constantly evolving, that meant teaching our users how to accomplish what they needed, without always having to talk to their Success Manager or break their workflow to read a long-form article. Guides placed within the platform helped our practitioners learn while doing, which made them more efficient and confident platform users and advocates.

Being able to update in-platform messages without platform builds allowed me to take a more proactive and strategic approach to helping our customers. Instead of having to wait for visual clarification to be prioritized, we were able to collect data around workflow and usage and use that data to pinpoint areas where customers were falling off the ideal-state path.

At the end of the day, it’s all about the data and how we use it to affect change within our customers’ workflows and behaviors. Doing strategic analysis of usage in our platform, along with other external variables, allowed me to work with product teams to inform future product decisions, Engineering teams to help them understand how people are using features they’ve built, and Success teams to show them where their clients may need a little help.

**Roles performed: Product Manager, Developer, Business Analyst, Relationship Manager, Project Manager, and everything in between.

Expanding on previous work with the creation and maintenance of communities, this role allowed me to take a more holistic view of client experience and operations. Through internal analysis paired with specific strategic initiatives and visual design, I was able to help a client see what was happening in their communities and how to deliver on their goals.

Projects spanned a wide range: Specific reporting & analysis of activity and adoption through brand communities, strategic recommendations and initiatives directed at specific clients to improve various aspects of their communities, the creation of 1-pagers & infographics/mockups/badging and gamification design, among other things.

I hoped to grow my interests and skills in visual design, documentation, and workflow through the creation of product training and marketing materials. These materials were able to help both our internal team and our clients understand big-picture concepts through easy-to-understand and easy-to-follow collateral around product offering and process.