Farm and Dairy Newspaper
ROLE: SENIOR GRAPHIC DESIGNER
EDITORIAL DESIGN
CREATIVE DIRECTION
DIGITAL PRODUCT DESIGN
LIFECYCLE MARKETING
A centennial print publication faced the dual challenge of preserving its deep-rooted legacy while rapidly evolving to survive a volatile digital landscape. The brand needed to modernize its traditional print layouts to attract new advertisers, while simultaneously building a sophisticated digital infrastructure to retain an aging audience and capture new, younger readers and B2B markets.
The Strategy & Art Direction
Over an 11-year tenure, I directed the comprehensive visual and strategic evolution of the brand, transforming it from a traditional newspaper into a modern, multi-platform media asset.
Editorial Evolution: Spearheaded the creative direction for featured articles and special sections, modernizing typography, grids, and photographic styling into high-end, award-winning editorial layouts.
Digital Product & UX Strategy: Appointed to lead the brand's digital audience retention initiative. I optimized data infrastructure and redesigned digital touchpoints to create a frictionless user experience across web and mobile.
Lifecycle Marketing Architecture: Designed and implemented behavioral email automation journeys, sharpening the brand's voice and messaging to build deeper audience loyalty.
The Results
My cross-departmental leadership successfully bridged the gap between print prestige and digital profitability.
+10% Growth: Accelerated business-to-business (B2B) sales through targeted, high-utility marketing design.
+25% Efficiency: Boosted digital bill processing adoption by redesigning and optimizing user checkout flows.
+15% Engagement: Increased overall editorial email open rates through behavioral segmentation and sharp visual hierarchy.
Award-Winning Impact: Secured industry recognition for editorial design excellence while future-proofing a 100-year-old brand.
