I've built marketing and communications programs, brands, and campaigns across a variety of business types and topic areas. My personal passions are mental health, art, and nature.
Adoption | Associations | B2B | B2C | Child Development | Child and Family Services | Dental | Domestic Violence | Finance | Fitness | Headache | Health Care | Human Services | Medical | Mental Health | Migraine | Military | Nature | Nonprofits | Science | Senior Living | Sexual Assault | Suicide Prevention | Veterans
Adoption | Associations | B2B | B2C | Child Development | Child and Family Services | Dental | Domestic Violence | Finance | Fitness | Headache | Health Care | Human Services | Medical | Mental Health | Migraine | Military | Nature | Nonprofits | Science | Senior Living | Sexual Assault | Suicide Prevention | Veterans
Client Examples
What started with a brand audit for Hope For The Warriors turned into my stepping into the Head of Strategic Communications role for four months in 2024 and leading a rebranding effort. HOPE is a national nonprofit that uplifts veterans, service members, and their families as they navigate the complexities of military life. With this brand update, our aim was to set HOPE apart from the many VSOs out there and strengthen their branding ahead of an anniversary year.
We engaged a committee of veterans and stakeholders during the process. Their feedback was crucial and directly led to the final brand identity. The new logo places more emphasis on the word "HOPE" (with the intent that the word can stand alone to represent the brand in some instances). The star continues to receive special prominence, as it symbolizes service, honor, and freedom. Two bars were added; stripes and bars are used in the military as a sign of rank. The color palette continues to emphasize blues and reds for patriotism and sacrifice--but we've added a gold to separate HOPE from its competitors. Gold represents excellence and quality and is present in each military branch's seal.
We engaged a committee of veterans and stakeholders during the process. Their feedback was crucial and directly led to the final brand identity. The new logo places more emphasis on the word "HOPE" (with the intent that the word can stand alone to represent the brand in some instances). The star continues to receive special prominence, as it symbolizes service, honor, and freedom. Two bars were added; stripes and bars are used in the military as a sign of rank. The color palette continues to emphasize blues and reds for patriotism and sacrifice--but we've added a gold to separate HOPE from its competitors. Gold represents excellence and quality and is present in each military branch's seal.
In 2021, The Cradle (one of the four oldest adoption agencies in the United States) recruited me to rebuild their marketing department. In addition to hiring a team and rebuilding the organization's marketing systems, channels, and capabilities, I oversaw a paid media strategy that took the nursery from empty to at-capacity in just over a year.
We then turned our attention to the brand and website. Our goal was to convey the complex emotions that are inherent in the adoption process (instead of just listing services). We expanded the color palette and brought color back to images, representative of modern family life. Website copy and imagery was overhauled to speak directly and empathetically to the expectant mother seeking help.
In 2023, I led the nonprofit's Centennial campaign alongside the CEO, putting emphasis on telling The Cradle's incredible history and the stories of some of the thousands of families they helped create.
We then turned our attention to the brand and website. Our goal was to convey the complex emotions that are inherent in the adoption process (instead of just listing services). We expanded the color palette and brought color back to images, representative of modern family life. Website copy and imagery was overhauled to speak directly and empathetically to the expectant mother seeking help.
In 2023, I led the nonprofit's Centennial campaign alongside the CEO, putting emphasis on telling The Cradle's incredible history and the stories of some of the thousands of families they helped create.
In 2024, I conducted a brand audit for HPS that resulted in a full rebrand and creation of a new website. HPS is a consulting firm that works alongside nonprofit organizations to help strengthen their fundraising abilities, staff, and leadership. Their team is known for their class, wit, experience, and ability to build relationships. They’re the kind of people who will slay a presentation on board giving and then take you out for a cocktail afterwards.
For colors, we shifted away from the heavy use of blue (which was also being used heavily by competitors) and toward classy-feeling colors such as eggplant, evergreen, and Tiffany blue. The earthy green, tan, and eggplant also convey a sense of relaxation, introspection, and growth. Fonts Syncopate and Allura straddle the line between classic and modern. Design and imagery reflect a sense that the HPS team has it covered and clients can relax. The new tagline is easy to remember and gives a sense of what the agency does, for those who don't know the history of the acronym.
For colors, we shifted away from the heavy use of blue (which was also being used heavily by competitors) and toward classy-feeling colors such as eggplant, evergreen, and Tiffany blue. The earthy green, tan, and eggplant also convey a sense of relaxation, introspection, and growth. Fonts Syncopate and Allura straddle the line between classic and modern. Design and imagery reflect a sense that the HPS team has it covered and clients can relax. The new tagline is easy to remember and gives a sense of what the agency does, for those who don't know the history of the acronym.
Testimonials
"Within a short period, Jackie not only grasped the organizational vision and challenges, but she aligned with our culture and brought strategic vision into action."
Emma Walsh, CIO, Hope For The Warriors
"I highly recommend Jackie for her exceptional leadership and strategic vision in spearheading our organization's rebranding. She executed the changes swiftly and with great attention to detail. The new logos and website were seamlessly crafted, and the integration was smooth and well-planned."
So Youn Cooper, Stop Soldier Suicide
" I had the pleasure of working with Jackie this year on marketing for our school. She created a positive and collaborative atmosphere, engaging the entire staff in the process. Her thoughtful approach helped us view our school in a new and exciting way, bringing out our strengths and highlighting what makes our community special."
Laura Boggs, St. Andrews Lutheran School
Emma Walsh, CIO, Hope For The Warriors
"I highly recommend Jackie for her exceptional leadership and strategic vision in spearheading our organization's rebranding. She executed the changes swiftly and with great attention to detail. The new logos and website were seamlessly crafted, and the integration was smooth and well-planned."
So Youn Cooper, Stop Soldier Suicide
" I had the pleasure of working with Jackie this year on marketing for our school. She created a positive and collaborative atmosphere, engaging the entire staff in the process. Her thoughtful approach helped us view our school in a new and exciting way, bringing out our strengths and highlighting what makes our community special."
Laura Boggs, St. Andrews Lutheran School