HLW Web Relaunch
Managed end-to-end web relaunch for HLW; leading agency scope, creative alignment, content strategy, and cross-functional coordination across studios and offices. The goal was to transform an inflexible, outdated site into a dynamic portfolio that made HLW's breadth of work easy to navigate and showcased our expertise by both service and sector. The project delivered a redesigned UX and information architecture that elevated brand storytelling, improved SEO, and strengthened the firm's ability to acquire and impress high-profile B2B clients including Google.
End of Year “Wrapped” reel
Led the creative development of BEYOND Sustainability's annual 'Wrapped' reel, translating 2023 milestones and impact metrics into a visually compelling LinkedIn content asset. Managed the full production lifecycle from concept, copy, and creative to deliver a brand storytelling piece that deepened audience engagement and reinforced the studio's identity within HLW's specialty brand portfolio.
Brand Video Campaign
Concepted, copywritten, and produced a brand reintroduction video campaign for HLW specialty studio brandx, coordinating across PR agency and internal teams to align and launch across website and social media. The campaign reestablished the studio's voice and showcased its expertise in inclusive, location-specific signage and wayfinding systems to a targeted B2B audience.
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Brand Awareness Campaign
Designed and executed a multi-creative LinkedIn paid campaign to drive brand awareness for HLW's Southeast Florida market expansion by managing creative strategy, audience targeting across 33,500+ B2B companies, and budget pacing. The campaign delivered 193K targeted impressions at $16 CPM, reached 64,814 unique decision-makers (589% audience penetration), and drove a 727% increase in Florida office web page sessions during the flight period.
Cultural Awareness Campaign
Developed and executed HLW's Black History Month social campaign, coordinating across internal teams to gather firsthand perspectives from architects, designers, and managers on the cultural figures and works that inspire them. Produced a multi-platform carousel for LinkedIn and Instagram, writing copy that connected personal voices to a broader celebration of Black achievement and activated audience participation through a book giveaway that extended the campaign's reach and impact.
*Led firm-wide social media strategy for HLW and four specialty studios. Grew HLW's LinkedIn following organically from ~13,000 to 25,100 between 2022 and 2026;
nearly doubling the audience in four years through a consistent multi-brand content strategy spanning HLW and four specialty studios.
HLW Specialty Studio Web Relaunches
Led the brand strategy, content development, and stakeholder alignment for the simultaneous relaunch of four specialty studio websites: Ark (Workplace Strategy Consulting), BEYOND (Sustainability Consulting), brandx (Signage & Graphics), and Spark Studio (Lighting Design), ensuring each site reflected a distinct brand voice while maintaining cohesion within HLW's broader portfolio. Coordinated across internal teams and studio leadership to align identiy and positioning, messaging architecture, visual identity, channel and content strategy from concept through launch.
Content Collection Alignment Process & Tool
Designed and implemented a firm-wide content collaboration framework to streamline social media operations across HLW's global offices and four specialty studios; building a centralized intake, approval process, and master content calendar to align PR, marketing, and studio teams on a unified content pipeline from ideation to deployment.
Legacy Video
Concepted and produced a brand legacy intro clip in honor of HLW's 140-year history, leveraging Runway AI to transform archival still imagery into dynamic video content and an AI text-to-speech tool for narration, accelerating production timelines and expanding creative possibilities without additional resources.