During my time as the Graphic Designer at Birmingham Boulders, I was trusted with the opportunity to define and develop the brand’s visual standards and public voice. I was tasked with the goal of letting all 1.2 million Birmingham residents know how a simple climbing session at Birmingham Boulders can change their life and invite them to be a part of our welcoming climbing community. I designed graphics and promoted the most successful campaigns in all 10 years of the company’s history. I maintained the existing Instagram following and increased the Instagram following organically by over 15%. I experimented with new avenues of content to optimize the reach of our posts to our target market. I formed and maintained relationships with climbing and outdoor brands, organizations, and local Birmingham businesses for collaborative marketing. I was responsible for redesigning the company website by redesigning the visual style of the site, constructing a minimalistic site flow, and organizing the hierarchy of important information to optimize user experience. 

My short-term contract graphic design position with the UAB Heersink School of Medicine Dean’s Office was fully remote, and I maintained a strong collaborative environment in a virtual setting. I was given brand guidelines and the assignment to create digital and print graphics for the Excellence in Action campaign at the Huntsville campus. I communicated closely with the head of marketing to develop wordmarks, color palettes, and the visual style for the campaign.

In addition to my professional graphic design experience, I enjoy building and cultivating branding, media, packaging, and merchandise designs for freelance clients across a variety of companies and markets. Recent freelance design projects have included complex design projects for the Southeastern Climbers Coalition, Sherwood Designs, REI Birmingham, Birmingham Boulders, High Point Climbing and Fitness, and Bake and Skate.

SKILLS

• Advanced knowledge of design principles such as color theory, composition, layouts, typeface selection, and user interface optimization.
• Fluent knowledge of the Adobe Creative Suite, including in Illustrator, Photoshop, Indesign, Lightroom, and After Effects
• Experience designing in Figma

• Skilled collaborator and team-oriented, maintaining a high level of communication
• Flexible and adaptable to feedback
• Efficient in a remote environment
• Hard work ethic, efficient and focused

EXPERIENCE

GRAPHIC DESIGNER – UNIVERSITY OF ALABAMA AT BIRMINGHAM
APRIL, 2022 – AUGUST 2022 (contract)
Designed all collateral for digital and print campaigns, social media, and advertisements across multiple campuses at Heersink School of Medicine.
Maintained visual design standards of the brand to create design assets that require an in-depth understanding of layouts, color theory, typeface selection, and composition.
Worked remotely while maintaining a high level of communication and collaboration with the marketing team at the UAB Dean’s Office.
Excelled in the ability to translate creative direction and feedback into quality design to meet visual goals.

FREELANCE GRAPHIC DESIGNER
MARCH, 2021 – CURRENT
Projects include logo and branding packages, high-page print document layouts, label and packaging designs, and merchandise designs. Excels in design projects that require a high level of illustration.
Develops brand guidelines if none exist, and follows brand guidelines if they already exist.
Maintains a high level of communication with each client, and keeps clients informed of design progress.

MARKETING COORDINATOR – BIRMINGHAM BOULDERS
NOVEMBER, 2020 – APRIL, 2022

Graphic Design
Formulated and designed digital and print marketing campaigns from scratch, including social media posts, GIFs, fliers, posters, ads, email content and layouts, website landing pages, and related merchandise.
Developed visual style standards for each campaign and incorporated existing brand guidelines.
Integrated design elements into photos and multimedia content.
Reported and collaborated with a small team, but was largely responsible for the quality of final designs.
Web Design and UX/UI
Redesigned the company website to modernize visuals, simplify flow, and improve user interaction.
Social Media
Diversified social media content by introducing reels, story highlights, Instagram guides, GIFs, and boosted posts to the brand’s feed to maximize reach.
Created a social media strategy and posting schedule.
Formed relationships with climbing brands, organizations, and local Birmingham businesses for collaborative marketing.
Represented Birmingham Boulders in a professional manner when responding to emails and messages.
Photography
Crafted eye-catching imagery to tell the story of the hand-built gym and local community.
Edited high volumes of images efficiently in order to meet same-day deadlines.
Retouched and arranged collections of images using Adobe Photoshop.
Videography
Developed concepts, directed, shot, and edited short films for Instagram use.
Integrate animated and still graphic design assets into films.