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Amplify Music Festival
Amplify Music Festival — Identity & Branding • Environmental Design • Advertising
Role: Creative Director (Lenz Marketing)
Client: Amplify Music Festival
Amplify is a non-profit organization that harnesses the power of music and community to raise funds for local causes in the metro Atlanta area. Its flagship event, a three-day music festival, takes place across multiple venues in Decatur, GA—including an open-air stage on the city’s square—and has grown into a beloved tradition for both residents and visitors.
To capture the spirit of the event and its mission, we developed a dynamic identity system, poster art, website, digital and traditional advertising, and environmental graphics. The brand identity was designed to reflect both the meaning behind the organization’s name—amplifying the impact of local nonprofits—and the energy of the live music performances themselves. Each year, the festival’s visual language evolves, with new poster art that not only celebrates the featured musical talent but also serves as the foundation for the broader advertising campaign, website design, and on-site graphics.
Environmental design played a crucial role in creating a cohesive experience for attendees. Signage, stage banners, and venue graphics were designed to reinforce the brand identity, guide festival-goers between locations, and bring a sense of vibrancy to the entire event footprint.
The results speak for themselves: attendance, performance slots, and participating venues have grown year over year. Since its inception in 2011, Amplify has raised more than $575,000 for community-based nonprofits, directly benefiting organizations that make a tangible difference in the lives of local residents.
American Oncology Network
American Oncology Network — Responsive Web Redesign for Dual Audiences
Role: Director of UX/UI (Lenz Marketing)
Client: American Oncology Network (AON)
Platform: Responsive Web
Scope: Dual-audience experience design, UX strategy, and brand alignment
Strategic Challenge
American Oncology Network (AON) is a nationwide alliance of physicians and healthcare leaders committed to supporting community oncology practices. With over 100 physicians across 17 states, their website needed to serve two very different primary audiences:
Oncologists seeking information on joining the network and accessing professional resources.
Patients seeking care, information, and support.
The existing site treated these audiences in a one-size-fits-all manner, leading to confusion, longer navigation times, and diluted brand impact. The challenge was to create a clear, differentiated journey for each audience while maintaining brand cohesion.
My Role & Leadership
Directed discovery workshops to map audience needs, goals, and pain points.
Led UX strategy to create separate user journeys tailored to oncologists and patients.
Oversaw responsive UI design that balanced empathy for patients with credibility for medical professionals.
Partnered with content and development teams to ensure accessibility, clarity, and brand alignment across all devices.
Key Initiatives & Outcomes
1. Dual-Audience Experience Strategy
Created separate navigation pathways and content hierarchies for oncologists and patients.
Designed audience-specific landing pages that surfaced the most relevant resources first.
Impact:
Reduced time-to-content for each audience segment.
Increased clarity and engagement by ensuring each group felt the site was built for their needs.
2. Responsive UI Redesign
Delivered a fully responsive site optimized for desktop, tablet, and mobile.
Refreshed the visual design to elevate brand credibility and reflect the care and professionalism of AON’s mission.
Impact:
Improved ease of navigation and information access across all devices.
Created a cohesive look and feel that carried through to AON’s other marketing channels.
3. Measurable Business Growth
Since launch, AON expanded into two new markets.
Became the fastest-growing oncology network in the country, with the site serving as a key recruitment and patient engagement tool.
Conclusion
By differentiating user journeys for oncologists and patients, the new AON website delivered clarity, speed, and trust for two distinct audiences. The responsive redesign not only elevated the brand experience but also supported AON’s rapid growth and national expansion.
FedEx | ShopRunner
ShopRunner (FedEx) — Scaling a Unified Design System Across B2C & B2B Platforms
Role: Director of UX/UI (Bottle Rocket)
Client: FedEx – ShopRunner
Platforms: Desktop, Mobile Web, iOS, Android, Merchant Dashboard (B2B)
Scope: Cross-platform product expansion, design system creation, and governance
Strategic Challenge
ShopRunner — an Amazon Prime–style membership program acquired by FedEx in 2020 — offers free two-day shipping, free returns, and member-only discounts through its network of retail partners.
The company had an existing desktop and mobile web presence but wanted to:
Expand into native iOS and Android apps for consumers.
Develop a merchant-facing dashboard (B2B) for managing sales, returns, and customer engagement.
To maintain brand and experience consistency across multiple teams and platforms, we needed a scalable design system that could align diverse product groups while supporting rapid development.
My Role & Leadership
Partnered with product leads across consumer and merchant experiences to identify shared needs and technical constraints.
Directed the creation of “Bolt”, a cross-platform design system that provided both a visual identity framework and reusable coded components.
Established governance processes to manage component creation, version control, and cross-team adoption.
Led design-development alignment by ensuring a 1:1 relationship between the Figma design library and Storybook code library.
Key Initiatives & Outcomes
1. Bolt Design System Development
Created a comprehensive Figma library covering typography, color, iconography, spacing, and responsive component patterns.
Partnered with development to build a matching Storybook code library, ensuring visual and functional parity across all products.
Standardized UI patterns to streamline workflows and reduce redundant design effort.
Impact:
Enabled product teams to design and build faster, with fewer inconsistencies.
Reduced QA feedback cycles by ensuring components were vetted in both design and code before release.
2. Cross-Team Alignment & Governance
Brought together B2C and B2B product teams in recurring governance meetings to review, approve, and prioritize new components.
Created shared documentation and usage guidelines to support onboarding and future expansion.
Impact:
Improved transparency between product teams, eliminating duplicate work.
Increased cross-platform consistency, strengthening the ShopRunner brand experience.
3. Product Launches Powered by Bolt
Launched updated desktop and mobile web experiences with modernized UI.
Released new iOS and Android apps for consumers.
Developed a merchant dashboard (B2B) with consistent UI patterns, improving usability for partners.
Impact:
Delivered a cohesive visual and interaction language across all platforms.
Improved efficiency for both design and development teams, enabling faster feature rollouts.
Conclusion
The Bolt Design System unified ShopRunner’s growing ecosystem under a single source of truth for both design and code. By embedding governance, fostering cross-team collaboration, and ensuring parity between Figma and Storybook, we created a scalable foundation for future product growth — while delivering a consistent, high-quality experience to both consumers and merchants.
Coca-Cola
Coca-Cola — Promotional • Advertising • POS
Role: Art Director (Momentum Worldwide)
Client: Coca-Cola
For more than 130 years, Coca-Cola has been a symbol of refreshment and connection around the world. In my role as Art Director, I collaborated with Coca-Cola’s marketing team to develop packaging, advertising, promotions, and point-of-sale materials for both national and regional markets. A significant portion of this work was dedicated to motorsports, where Coca-Cola’s sponsorships spanned Formula 1, NHRA, and NASCAR. These projects required creating visually dynamic designs that resonated with racing fans, aligned with brand guidelines, and worked across multiple formats and channels.
Beyond motorsports, I also contributed to Coca-Cola’s collegiate football sponsorship initiatives, creating campaign visuals that connected the brand to the excitement of game day. I partnered closely with photographers to capture compelling imagery, and worked with print production vendors to ensure final deliverables met the highest quality standards. From high-energy event collateral to in-store displays, my work helped Coca-Cola maintain its iconic presence while engaging diverse audiences in targeted markets.
Georgia Urology
HIFU Campaign
Website • Advertising • Out of Home
Georgia Urology is the largest and oldest urology practice in the Metro Atlanta market. They employ 50 Urologists with 30 offices all across Georgia. They address the urologic needs of men, women, and children.
We developed a campaign for their yearly marketing and advertising needs. They approached us to develop a strategy around a specialty program they offer that focuses on a procedure specific to prostate cancer(High-intensity focused ultrasound - HIFU). This was a minimally invasive procedure that was targeted to audiences who could pay out of pocket and needed minimal downtime.
Since this was going to be running in the Atlanta market, downtown, and near the airport, we focused on pilots - who were determined to be prime candidates for the procedure. The campaign utilized print advertising, outdoor, and radio which all pushed to a microsite that focused on patient conversion. The campaign ran for 3 months and increased conversions by 60%. Designed while working at Lenz Marketing.
Atlanta Allergy & Asthma
Identity & Branding
Atlanta Allergy & Asthma is the largest allergy group in Atlanta, with 17 locations. For more than 45 years, they have been the experts in the diagnosis and treatment of allergies, asthma, food allergies, sinusitis, and immunologic diseases. They are the official provider of the pollen count to The Weather Channel.
The client was interested in updating their identity and branding. They felt it did not represent their expertise in their field and did not look polished. They did however like the color palette and wanted to maintain that in the new brand.
We developed a new brand and identity that was more reflective of their level of experience and expertise. The alliteration in their name lent itself to the creation of a mark that is suggestive of a strand of DNA. This symbol for the building block of life and all matter worked well to represent the field they work in. We also developed a brand guide to help their marketing team implement the new brand as it was rolled out into the market. Designed while working at Lenz Marketing.
PlumbWorks Academy
Identity & Branding • Animation & Video Planning, Capture, & Editing • Web Design
PlumbWorks Academy is a plumbing education initiative launched by the PlumbWorks brand. PlumbWorks is a plumbing company serving the Metro Atlanta area. They primarily service residential plumbing needs.
The goal of the PlumbWorks Academy was two-fold. Empower homeowners to tackle simple plumbing jobs themselves, and recruit new plumbers to start a career in plumbing. They had identified many simple plumbing tasks that they received a high volume of calls for but were not profitable for the company. They also had noticed a trend of lack of new recruits in the plumbing field.
Our solution was to create an education initiative sponsored by the company. We developed an identity system and branding for the academy based on Plumbworks’ corporate brand. Created a series of educational videos positioning their plumbing staff as the plumbing experts. As well as executed a social and content campaign. All of these efforts pushed to a microsite that acted as a funnel to empower homeowners, generate sales, and recruit plumbers.
We partnered with kaleidary.com for the introduction animation and provided creative direction to a video vendor to produce the how-to videos for the series. A microsite was designed to host the content, act as a conversion tool, and was also used as a recruitment tool. Designed while working at Lenz Marketing.
Powerade
Vehicle Design • Experiential Branding
Powerade was the official sponsor of the NHRA Drag Racing Series. As a member of the Powerade Team we created an experiental marketing experience that followed the NHRA Drag racing series from event to event. The design of this truck was used as a backdrop during the events and the truck was used to haul around the on site activation.
PT Solutions
Branding • Responsive Web Design • Advertising
PT Solutions is a physical therapy organization with locations across the country that focuses on athletes and sports based treatments. They are on a fast growth trajectory and their website was not serving their needs. By employing UX/UI best practices we redesigned the site to focus on ease of use for the client and the way they engaged with the site. We also designed print ads as part of a larger marketing strategy to build brand awareness and roll out a Concussion Center. Designed while working at Lenz Marketing.
