Brand Programs & Campaigns

Ales for ALS and Tri-State Trek

Overview

These projects represent long-running fundraising brand programs developed to support ALS research through community-driven events and partnerships. Rather than one-time campaigns, both brands required scalable systems that could evolve year over year while maintaining clarity, emotional resonance, and usability for growing audiences.

I led brand evolution, website redesigns, and supporting visual systems to ensure each program clearly communicated its mission, impact, and value to participants, partners, and supporters.

Ales for ALS

Ales for ALS is a fundraising program where craft beer sales benefit ALS research. As the program expanded nationally, its existing website and brand no longer reflected the scale, momentum, or personal story behind the initiative.

The Challenge

An outdated website that did not support a growing audience
A need to align with a newly updated logo
Increasing content complexity as the program expanded
Maintaining a modern, authentic tone while highlighting personal impact

My Role

I was tasked with evolving the Ales for ALS brand and digital presence while maintaining continuity for returning supporters and attracting new participants.

Solution

Led two major website redesigns, three years apart, to support program growth and evolving user needs
Designed and presented dozens of responsive webpage mockups to the Development Team
Created, organized, and maintained 50+ visual assets across web and marketing materials
Updated supporting branded materials to align with the refreshed identity
Ensured the brand felt modern, approachable, and rooted in the personal story behind the program

Video I edited to introduce the program.

Results

✓ Improved clarity and usability of the website experience

✓ Increased attention and awareness for the program

✓ Helped contribute to ~30% growth of the program in 2022

✓ Strengthened the emotional connection between supporters, partners, and the mission

The refreshed brand better reflected the impact of a rapidly growing program making a tangible difference in ALS research.

Tri-State Trek

Tri-State Trek is a multi-day cycling event that brings together hundreds of participants each year and has raised over $10 million for ALS research. Despite its success, the existing brand and website did not convey the scale, excitement, or impact of the event.

The Challenge

A brand and website that understated the significance of the event
Complex information needs for participants, registrants, and supporters
A growing audience that required clearer pathways to registration and fundraising
The need to balance playfulness, strength, and mission-driven storytelling

My Role

I led brand refinement and digital experience efforts in close collaboration with events, marketing, copywriting, and development teams.

Solution

Led the Events Team and copywriters through structured assignments to emphasize mission, impact, and experience
Streamlined the existing visual identity system into a more playful yet strong brand expression
Designed two major website redesigns, four years apart, first to modernize the site and later to refine usability
Designed and presented 50+ webpage mockups to developers
Created, organized, and maintained 100+ visual assets, including iconography and imagery
Collaborated with developers to implement, test, and refine the site
Art directed event photographers