UX Research, Website redesign, Campaign design, Graphic Designer - digital and print graphics, Brand Strategist
ROLE
DURATION
February 2025 – present
LOCATION
SPNA, New York
TEAM
Marketing Team, Swarovski’s Consumer Goods Business Division
Brand strategy, graphic design, and website redesign
● SPNA Website Refresh & Brand System: Community Engagement Through Design Strategy
● Theme selection for the creative inspired by creatives used worldwide
● Moodboard creation
● Product photoshoot
● Staying adept with brand guidelines
Work Responsibilities
Online marketing collaterals
Social media posts
Print-ready for posters + Digital files for web and social media
Web Design
Wordpress Squarespace
Homepage Redesign
Web & Social Graphics
Key Deliverables
Native New York - All age groups
Audience
SPNA, a community-focused nonprofit, needed a complete digital transformation:
Legacy infrastructure: WordPress site with outdated UX and unclear information architecture
Fragmented audience: Reaching diverse community members ages 18–85+
Disconnected messaging: Brand presence scattered across web, social, email, and print
Challenge
Disconnected messaging: Brand presence scattered across web, social, email, and print
Event coordination bottleneck: Manual processes for concurrent seasonal and fundraising events
Limited growth: Underutilized digital channels for fundraising and community engagement
SPNA Website
Research & Strategy
What I Did:
UX Audit — Analyzed 50+ pages of WordPress site, mapped user journeys for event discovery, membership signup, donation flow
Stakeholder Interviews — Spoke with SPNA board, event attendees, NYC government partners about communication needs
Competitor/Peer Analysis — Studied 8 similar NYC community organisations' digital strategies
Brand Audit — Catalogued all existing visual materials (old logos, past event posters, social media) to identify inconsistencies
Friendly and uplifting
sense of purpose
educational aspect
Key Insight: Community members ranged from young families to seniors (65+). The website needed to feel "fresh and modern" while remaining accessible to older residents unfamiliar with digital interfaces. Design needed to communicate mission, urgency, and community belonging simultaneously.
SPNA’s mission
Strategy & Approach
1. Brand Audit & Audience Mapping
Key Findings
Research conducted:
Stakeholder interviews with board, staff, and community members
Competitive analysis of comparable NYC nonprofits and cultural organizations
Audience segmentation across age groups (18–30, 30–55, 55–85+)
User journey mapping for key conversion paths (event registration, donations, volunteer signup)
Older audience members (55+) navigated by phone; younger audiences (18–35) expected mobile-first experience
Event information scattered across multiple pages — no clear call-to-action
Brand voice inconsistent across channels; no established visual hierarchy
Fundraising materials lacked emotional resonance and clear impact messaging
Web & Social Graphics
For event page, newsletter, & social media (Instagram & Facebook posts)
Earth Day
Designing for Sustainability and Community Impact
Client: Stuyvesant Park Neighborhood Association (SPNA)
Role: Lead Designer – Branding, Print & Digital Graphics
Deliverables: Poster Design, Social Media Assets, Event Branding
Key Insights
Visuals
feel fresh and green
Typography
must be legible in outdoor environments and across platforms.
Audience
Audience ranged from young families to seniors in the neighborhood.
Design considerations
Take a minute to write an introduction that is short, sweet, and to the point. If you sell something, use this space to describe it in detail and tell us why we should make a purchase. Tap into your creativity. You’ve got this.
Visual Direction & Moodboarding
I developed a visual moodboard inspired by:
Natural textures (leaves, soil, recycled paper)
Earth-toned color palettes with vibrant green accents
Modern, clean typography with humanist sans-serifs
Illustrative and minimal iconography representing sustainability and nature
-
Two sizes: 28”x36” and 25”x37”
Featured organic shapes, leaf motifs, and clear hierarchy of information
Balanced serif and sans-serif typography for elegance and clarity
-
Designed for Instagram & Facebook
Adapted layout for mobile viewing with concise text and visual rhythm
Included call-to-action for RSVP, share, and donate
-
Emphasized key event info and visual consistency
Used color and shape from poster designs for branding cohesion
Typography & Color
Fonts Chosen:
Headlines: A refined serif for elegance and tradition
Body & Digital: A clean sans-serif for accessibility and readability
Color Palette:
Fresh Greens (symbolizing growth and renewal)
Earth Browns (grounded and organic)
Accent Cream/White (to keep it light, open, and modern)
Earth Day
The Stuyvesant Park Neighborhood Association (SPNA) is committed to fostering environmental awareness and community engagement through public education events for Earth Day 2025. Our goal is to inspire sustainable practices by hosting interactive workshops, expert talks, and hands-on activities focused on environmental protection and climate resilience.
By working with Assembly Member Harvey Epstein’s office and bringing together residents, local schools, and environmental organizations, SPNA aims to cultivate a deeper appreciation for our shared green spaces and empower individuals to take actionable steps toward a healthier, more sustainable neighborhood.
SPNA is hosting an Earth Day event in collaboration with Assembly Member Harvey Epstein's office on Saturday, April 26, from 12:00 p.m. to 2:00 p.m., working with GrowNYC on composting education and giving away 50 compost bins and other activities in Stuyvesant Square Park.
Deliverables
Multiple Events on Saturday, April 26, 2025
Web & Social Graphics | for event page, email newsletter, and social media (Instagram and Facebook posts)
Printed Poster (2 sizes) | 28”x36” for park poster board + 25”x37” for park poster stands + local businesses
Event Name: Earth Day 2025
Date: Saturday, April 26, 2025
Time: 12:00 p.m. to 2:00 p.m.
Location: Stuyvesant Square Park
Webpage/Link to RSVP and donate: TK
Draft Copy
Save the Date! The Stuyvesant Park Neighborhood Association (SPNA) is excited to celebrate Earth Day 2025 with a series of engaging community activities. While details are still being planned, you can expect a day filled with educational workshops, hands-on eco-friendly projects, and opportunities to connect with neighbors who share a passion for sustainability. Stay tuned for more updates, and mark your calendar to join us in making a positive impact on our park and planet!
Graphic Design Goals
Theme: “Earth Day”
Green, Fresh, Modern, and Inviting: Speak to the positive aspects of environmentalism and ecology
Classic, Elegant, yet Contemporary: A balance between sophistication and approachability.
Clear and Engaging Typography: Easily readable for all age groups.
Web & Social Graphics
For event page, newsletter, & social media (Instagram & Facebook posts)
Call for Entries
Take a minute to write an introduction that is short, sweet, and to the point. If you sell something, use this space to describe it in detail and tell us why we should make a purchase. Tap into your creativity. You’ve got this.
Call for Entries with barcodes
Take a minute to write an introduction that is short, sweet, and to the point. If you sell something, use this space to describe it in detail and tell us why we should make a purchase. Tap into your creativity. You’ve got this.
Seed Bomb Workshop
(Newsletter, Poster, Social Media and Web graphics)
Summer in the Sqaure
Take a minute to write an introduction that is short, sweet, and to the point. If you sell something, use this space to describe it in detail and tell us why we should make a purchase. Tap into your creativity. You’ve got this.
Take a minute to write an introduction that is short, sweet, and to the point.
Online Marketing collaterals
Social Media Creatives, Brand collaborations Swarovski x ELLE, Animated gifs, E-vites)
SPNA Website & Brand Refresh
Modernized visual identity, website redesign, and social‑media strategy to elevate engagement and community impact.
As Brand Strategist & Designer at SPNA, I led a full digital transformation—redesigning the WordPress/Squarespace site, unifying visual identity, and producing campaign graphics across web and print to boost community connection.
Introduce your brand
Redesigned SPNA website in WordPress (plus site migrations to Squarespace), refactored structure, optimized UX for event calendars, membership, and resources.
Brand refresh: Developed cohesive identity system—color palette, typography, iconography—consistently applied across newsletters, social posts, flyer templates.
Campaign design: Produced visuals for key events (SPNA Gala 2025, Earth Day, Summer in the Square), including web banners, motion graphics, printed materials.
Challenge →
Aging website, inconsistent brand visuals, low event awareness
Approach →
Extensive UX audit + site wireframes
Revamped WordPress homepage + mobile templates
• Created centralized brand guidelines and asset library •
Result
↑18% in site visits and page views• ↑22% social media reach• Event RSVPs increased by 30% YoY
Before & After homepage screenshots
Social graphics carousel (Gala, Earth Day, Summer campaign)
Brand elements snapshot: color palette, font lineup, icon samples
Social graphics carousel (Gala, Earth Day, Summer campaign)
Brand elements snapshot: color palette, font lineup, icon samples
Impact
Impact: +18% website traffic | +22% social reach | +30% event RSVP growth YoY | $63K raised | $30K in government grants secured
What I learnt at SPNA?
Unified visual identity and strategic UX not only enhance brand trust—they tangibly increase engagement. Cross‑platform consistency turns first-time visitors into active participants.