Role
Org
Deliverables
Duration
Marketing Manager / Creative Strategist
SF New Deal / Vacant to Vibrant
Visual narrative strategy, art direction, UX storytelling, content structure, launch assets.
Oct 2024 - Jan 2025 |
Context & Challenge
The original website presented information but failed to move people emotionally.
It lacked narrative flow, visual coherence, and a sense of transformation, which is the heart of what Vacant to Vibrant stands for.
Key Issues
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Unclear user pathways / Visitors struggled to find information about current initiatives or how to get involved.
- Inefficient IT content structure including Case studies, data, and news were buried or inconsistent.
- Non-responsive design / The site didn’t perform well on mobile devices.
- Limited storytelling / The visual design didn’t reflect the vibrancy and community focus of the organization’s mission.
Objective
To create a visually-driven digital experience that communicates community transformation through storytelling, not just data. The new site needed to:
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Bring Vacant to Vibrant’s mission to life through visuals and narrative.
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Build emotional connection between visitors and local impact stories.
- Create a consistent brand language across all digital touchpoints.
- Inspire users to take tangible action: visit, volunteer, or donate.
Creative Direction
1. Story Discovery
I began by immersing myself in the organization’s story by interviewing community members, reviewing project archives, and collecting transformation images. The goal was to uncover the human stories behind the spaces, focusing on contrast and hope: vacant to vibrant not just as a slogan, but as a visual metaphor.
2. Narrative Design
I mapped a digital story arc across the website experience from information for small business owners, potential partners/sponsors, and potential property partners.
3. Visual Language Development
- Introduced dynamic before/after sliders and interactive maps to make transformation tangible.
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Directed a visual tone that balanced authenticity (documentary-style imagery) with optimism (bright typography, organic shapes).
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Introduce more simplicity to UX/UI to improve site speed and functionality.
4. Collaboration & Execution
Partnered with developers to integrate these narrative components seamlessly within a CMS (Squarespace). Collaborated with the communications team on content writing, ensuring voice and tone aligned with the visual storytelling framework.
5. Launch & Engagement
At launch, the site became the centerpiece of the “Expansion to Union Square 2025” campaign. Visual storytelling elements increased audience connection and participation.Impact Highlights:
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+70% increase in time spent on information pages
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3x more user submissions for applications
- Positive press coverage noting the site’s “emotionally compelling design”
Outcome
The redeveloped Vacant to Vibrant site turned a passive web presence into an interactive storytelling platform. Through strategic narrative design and authentic visual storytelling, the organization now communicates not just what it does, but why it matters. This inspired real engagement and community pride.2.0
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Story-driven content architecture
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Visual narrative and moodboard direction
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Art direction for photography and motion elements
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Design of modular storytelling components
- Launch campaign visuals and messaging alignment
Reflection
This project reinforced my belief that powerful visuals don’t just decorate stories, they are the story. By weaving emotional truth, visual rhythm, and narrative clarity, the new Vacant to Vibrant site helps people see transformation in action.For me, this project represents what I love most about creative storytelling: translating human impact into visual experiences that move people to care, connect, and contribute.
Feel free to check out the current verson of the Vacant to Vibrant website.