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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.
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.
