Digital Storytelling & Brand Strategy
Case Study I: Kathleen Fong Group
Brand Strategy & Social Storytelling for Purpose-Driven Real Estate
The Challenge: Kathleen Fong Group needed a brand identity that reflected their unique positioning: blending high-end real estate expertise with an intentional, lived-in aesthetic that honors both design excellence and authentic community connection.
My Approach: I led a complete brand evolution, developing a visual identity system that centers storytelling over salesmanship. Through a carefully curated color palette, editorial typography, and lifestyle-focused imagery, I created a brand language that positions homes not as commodities, but as spaces where life unfolds.
As Director of Social Media, I spearheaded a Reels and Stories campaign that reveals the personalities behind the properties, showcasing the design consultancy and community care that sets this team apart. Every piece of content, from Instagram to monthly newsletters, operates as part of an integrated narrative strategy designed to build trust and deepen relationships.
The Impact: A brand that demonstrates how real estate marketing can be both aspirational and authentic. The work proved that strategic storytelling drives connection, not just conversions.
Case Study II: Georgetown's Residential Living Team
Human-Centered Brand Design for Student Experience
The Challenge: Georgetown University’s Department of Residential Living needed a distinct sub-brand identity that felt modern and student-centered while remaining cohesive with the university’s established visual system. They also needed a digital presence that prioritized accessibility and clarity over institutional complexity.
My Approach: I developed a brand framework grounded in user research, conducting 1:1 UX interviews with students to understand how they actually navigate housing decisions. The resulting identity system leverages Georgetown’s approved sans-serif typography and warm tertiary color palettes, paired with geometric shapes that feel contemporary and approachable. I then led a comprehensive website redesign that consolidated 115 pages into 30 strategically organized pages, using warm-toned language, lifestyle imagery, and accessibility best practices to transform the digital experience from gatekeeping to welcoming. This wasn’t about making things look better—it was about removing barriers and centering student needs.
The Impact: A brand and digital presence that supports $8.2M in annual Conference Services operations alone while proving that institutional design can be both rigorous and human-centered: achieving 100% occupancy and measurably improving how students experience university housing for the Capitol Campus’ summer intern housing when it launched in 2023.
Interested in seeing a visual design sample? View the Intern Housing FlipBook Here
Case Study III: The Propolis Podcast
Research-Driven Brand Identity for Purpose-Led Creative Community
The Challenge: How do you create a podcast brand that inspires creative professionals to center ethical practice and environmental responsibility… all while standing out in an oversaturated market of professional development content?
My Approach: As both strategist and lead creator, I led Propolis from concept through launch as my graduate thesis project, grounding every decision in rigorous user research. Through surveys, empathy interviews, focus groups, and split-tested mood boards, I developed a brand identity that balances professional credibility with warmth and authenticity. The color palette—inspired by earth and water—acts in harmony with the natural world, while lowercase serif typography creates understated elegance. Every element, from the visual system to the audio chaptering strategy, was designed to create an immersive, commercial-free listening experience that feels less like professional development and more like meaningful conversation between friends who care deeply about building a better world.
The Impact: A brand that demonstrates how design research and strategic storytelling can transform abstract values (sustainability, ethical practice, creative integrity) into tangible experiences that build community and inspire action—proving that purpose-driven content can be both rigorous and deeply human.
