Graphic Design

Overview

For nearly three years, I was the primary graphic designer at Treatment Advocacy Center, a national nonprofit working to remove barriers to treatment for severe mental illness. I led the organization through a full rebrand, which gave me room to test different visual styles and techniques and see which ones connected with our audience. I tracked social media performance throughout, and the data showed a clear pattern. Early in the rebrand I leaned on illustrated characters and symbolic graphics. Those were eventually outperformed by a more realistic style: photographic images recolored to our brand palette and built up with layered compositing and texture. To keep messaging readable, I set body text on a solid, textured warm-purple panel anchored to the top or bottom of the frame, so the text stayed clearly separate from the image. That approach became the foundation of our visual identity. I also designed every image for our Google Ads campaigns. That work went beyond visual design: I tailored each asset to ad placement requirements and performance data, and I refined the graphics based on what drove engagement. All of my design work was done in Adobe Photoshop and Affinity.

Scope of work