Hi, I'm Landin!
I’m a multi-faceted communications professional, passionate about improving access to information.
I craft clear messages and pleasurable brand experiences.
I pull from my cumulative skills to strategize creative solutions that deliver what consumers need in a consistently branded way.
Check out my creative solutions.
Website Redesign
Problem
As web content was added and rearranged over the years, critically useful information became too difficult for users to find.
Solution
I conducted a content audit of every topic on the site. By facilitating a card sorting exercise with a focus group, I rearranged the content into meaningful categories. I used the new categories to draft a sitemap and reviewed it with stakeholders to refine the information architecture. Finally, I built a WordPress site with the new menu structure.
Outcome
Following the redesign, users were able to access key information within 2 clicks of the homepage. I used consistent layouts for similar content types, making the navigation easier for users to learn, and simplifying their journeys through the site.
Impact Report
Problem
The annual report was bogged down by aspirational minutia so specific to subgroups of the organization, that the significance of the data was lost on the reader.
Solution
I led my team through a persona-building exercise, examining the characteristics of our stakeholders to determine what was meaningful to readers. We took a storytelling strategy, identifying only the most impactful data points and put them into context for readers. Finally, I redesigned the report in a magazine layout.
Outcome
The annual report had been a dauntingly dense, yet easily forgettable document. By specifying who our readers were, I helped my team reframe the data in an understandable and impactful way. The reimagined report became a keystone brag piece and recruitment tool.
Intranet
Problem
The organization had been creating 1-off marketing collateral for many years. The written tone and visual style of each piece were unique and unrecognizable as having come from the same organization.
Solution
I inventoried all existing marketing collateral and mapped when and where consumers received each piece from our organization. By collaborating across departments, I designed new materials that were visually consistent with what consumers had already received.
Outcome
Consistent language and design across collateral created a seamless experience and greater brand recognition.
Merchandise
Problem
The organization had been creating 1-off marketing collateral for many years. The written tone and visual style of each piece were unique and unrecognizable as having come from the same organization.
Solution
I inventoried all existing marketing collateral and mapped when and where consumers received each piece from our organization. By collaborating across departments, I designed new materials that were visually consistent with what consumers had already received.
Outcome
Consistent language and design across collateral created a seamless experience and greater brand recognition.
My experiences
I’ve progressed through generalized and specialized roles, working independently and on teams.
Aside from my titles, I’ve contributed to projects in a variety of roles, including:
- Art Director
- Assessment Coordinator
- Editor
- Project Manager
- Researcher
- Nov 2022 – Present
Assistant Director of Communications
Acting as project manager, leading staff through transitioning multi-channel communications into a new CRM, intranet, and website strategy.
- Nov 2018 – Oct 2022
Digital Experience Manager
Redesigned websites to improve user experience and SEO. Guided colleagues in website management and accessibility best practices.
- Jan 2015 – Oct 2018
Communications Coordinator
Designed and executed multi-channel communication strategies which included targeted emails, physical mailings, social media content, and environmental displays.
- Dec 2011 – Dec 2014
Graphic Designer
Developed original artwork and layouts for print and digital formats.