Before the rebuild, Apply My Exchange didn’t fully reflect how modern, mission-driven and people-centered The Exchange is. The site was created with the best intentions, but over time content became uneven across pages, imagery was reused out of necessity and much of the HR-provided copy — while accurate — wasn’t optimized for digital use.
Without an established hierarchy for headings, subheadings and paragraph structure, it was difficult for users to quickly scan pages and find the information most relevant to them.
I led the content strategy, structure and experience design for the rebuilt site. My goal was to create clarity, consistency and a guided narrative that felt modern, welcoming and aligned with The Exchange’s mission.
I created master content documents that defined:
This gave us a shared blueprint across more than 20 pages.
Shows how I translated complex benefit structures into scannable, user-friendly content with consistent hierarchy and visual support.
Demonstrates sensitive, mission-aware communication that speaks directly to impacted communities.
Highlights how I shaped voice, values and emotional storytelling into a cohesive, accessible user experience.
The new Apply My Exchange feels cohesive, structured and intentional. Every page speaks in the same voice, follows the same hierarchy and provides enough context for job seekers to understand The Exchange's mission, culture and benefits within seconds.
There’s a clear, supported path into BrassRing, imagery feels human and purposeful and the entire experience is easier to scan, navigate and trust.
It’s a strong example of how I work: I create clarity out of complexity, collaborate deeply across teams and think about content, structure and design as one unified communication system.
Exchange Post had strong stories, but the site didn’t have a unified visual or structural system. Headlines varied in length, imagery was inconsistent in size and quality, excerpts weren’t optimized for scannability and SEO and category usage lacked clear patterns. Without shared rules, the overall experience felt uneven and it was harder for readers to instantly understand hierarchy or locate what mattered.
My goal was to create structure that supports storytelling without getting in the way of it.
I focused on creating a clean, minimal design system and set of publishing rules that would make the entire site more consistent, scannable and search-friendly. This included establishing headline and excerpt character limits, defining image size requirements, introducing consistent category pills and selecting Mulish as the primary font — which leadership later approved and rolled out network-wide.
This project was about creating sustainable, repeatable patterns the team could rely on:
Introduced Mulish as the core typeface for clarity and modernity
Standardized headline and excerpt lengths
Tightened hierarchy for H1, H2 and supporting text
Set consistent dimensions, crop rules and focal point guidelines
Created reliable approaches for leadership portraits, feature images and Call Out photography
Introduced category pills for immediate visual sorting
Cleaned up category usage to reduce overlap and improve navigation
Gave feature stories, leadership communications and supporting articles distinct visual identities
Created a calmer, minimal layout style to highlight the content itself
Strengthened mobile rhythm and readability
Everything was designed to simplify publishing, improve SEO and make the experience more intuitive for readers.
The updated Exchange Post feels cleaner, more structured and more intentional. Readers can immediately understand hierarchy, stories feel visually connected and the site has the kind of polish and clarity expected of a major organizational platform.
Most importantly, the team now has guardrails that support SEO, consistency and long-term maintainability.
CocoAndré is a nationally recognized, Latina-owned chocolatier with a strong social presence and loyal community. But their website didn’t reflect that same energy. They were still on Squarespace with limited structure, inconsistent product formatting and more than 250 items that needed to be migrated, cleaned up and presented in a way that matched the quality of their work.
Their brand voice wasn’t coming through, the user experience was cluttered and important offerings like classes and seasonal items didn’t have space to shine.
I handled the full transition to WordPress — product migration, content strategy, UX design, visual direction and copywriting. This was the most copywriting I’ve ever done for a single site. I built an entirely new narrative system that captured their personality: handmade, local, joyful and deeply rooted in culture.
Beyond the writing, I selected and edited imagery, created custom product and banner mockups and developed a visual language that feels colorful and crafted without being overwhelming.
I wrote foundational copy across the entire site — from homepage hero messaging to collection descriptions to their chocolate-making class pages. I created a consistent structure for headings and supporting text and crafted descriptions that highlight flavor notes, cultural storytelling and ingredients in a clean, readable format.
The goal was to give them a voice that was warm and accessible while still professional and SEO-friendly.
I built a brighter, more expressive layout to celebrate their creativity. That included:
Everything was designed to showcase what makes them special.
We achieved a 100 SEO score — a huge jump from their previous site. This came from a combination of structured copy, metadata, alt text systems, optimized images and careful template design.
Their new site finally performs as beautifully as their brand.
CocoAndré deserved a digital presence that matched the care and artistry they put into their craft. Their socials were already strong, but now their website tells the same story — with clarity, personality and a welcoming user experience.
The new site feels handcrafted, modern and vibrant. Customers can actually find things, the brand voice is consistent, product pages feel designed instead of improvised and the entire experience supports both online sales and their continued media recognition.