WHY

Ready for more strategic visual planning

More challenging design problems
Greater ownership + leadership
Already moving beyond execution
Want to move visuals upstream
Natural next step in my growth
Example: We Are — greater ownership after April retired; publication as whole system, not individual spreads

Look beyond individual deliverable → entire communication

Design supports storytelling, not simply appearance
Think about audience + brand + longevity
Example: We Are
- Broke publication into recurring/changing components
- Improved flow + visual system
- Folios / typography / consistency
- DevComm + University brand alignment
Example: Penn State Forever
- Campaign through 2030+
- Formal donor → student → bus → BJC
- Needed flexible system, not just attractive mark

Review active projects multiple times/week
Follow up on “steady-boil” work
Keep schedule organized → room for HOT projects
Confirm assets/information first when possible
Know what can move vs. what cannot
Example: Penn State Health appeal
- Already compressed timeline
- Kaitlin + me
- Couldn't wait for final copy/photos
- Built structure first → assets arrived → insert/adjust → GO
Point: Know the ideal process and when to adapt it

Adaptive leadership
Approachable / positive / calm
Read person + situation
Meet people where they are
Encourage questions
Leadership ≠ direct reports
Example: Rebecca / Launchpad
- Didn't assume skill level
- Informal conversation first
- Learned what she knew
- Adapted training → neither overwhelming nor dismissive
Example: CAN
- Production problem → client panic
- No defensiveness/blame
- Worked with printer + mediated
- Used expertise to lead everyone toward solution

Penn State Forever
Successful outcome; imperfect process
First major campaign identity for 3-person collaboration
Strong opinions / lots of exploration
In hindsight → needed clearer framework earlier
How evaluate concepts? How narrow? When move forward?
Lesson: Good collaboration doesn't automatically happen → sometimes needs structure

Advocate for what I believe is best
Explain concerns respectfully
Once decision made → commit to success
Example: Mont Alto training
- Asked to teach non-designer design/Adobe in 3 hours
- Unrealistic expectation for both people
- Design ≠ knowing Adobe buttons
- Focused limited time on most useful skills
- Employee left knowing more
Point: Can disagree with approach and still commit fully once decision is made

Bring disciplines together earlier
Writers + design + social + data + PM
Equal strategic partners
Example: President's Report
- Writers → narrative
- Social → reels/posts
- Design → visual thread
- Web/email/social data → what works?
- Feed results into NEXT communication
“We're all little gears moving the project in front of our donors.”
🔥 “Sometimes designers come to the table during the main course when we should be there for the appetizer.”
MOVE VISUALS UPSTREAM