From Brief to Launch,
Every Time
How I led UX strategy and end-to-end design across simultaneous client initiatives — and drove a platform migration that cut production time in half across 60+ projects.
Digital Experiences for High-Stakes Events
Westfall Gold is an event strategy and production agency serving a diverse roster of clients — nonprofits running fundraising galas, universities hosting major donor events, faith-based organizations seeking transformational giving. My role as Digital Designer put me at the center of every client's digital touchpoint.
What made this role unusual was its scope. I wasn't just designing — I was managing technical infrastructure, navigating multi-stakeholder review cycles, and consistently delivering polished work across 5–8 simultaneous projects.
Projects managed simultaneously at peak
Registration rate on CCV campaign (46 of 46 registrants)
Projects run through the Framer workflow I advocated for and implemented
End-to-End Ownership
Every project followed a rhythm I became deeply fluent in — from receiving a brief to flipping the switch on a live domain.
Brief Intake
Received creative brief, assets, and copy from the PM. For landing pages, this often included printed collateral — invitations and hold-the-date cards — that I translated into digital-first experiences while honoring the brand.
First Draft (6–8 hrs)
Built initial landing pages quickly and to a high standard. Tight turnaround was the norm — I developed a workflow that moved from zero to reviewable draft within a single working day.
Internal Review Cycle
Work passed through Art Director, Creative PM, and Creative Director. I managed all feedback, edits, and proofreading rounds.
Client Review & Edits
The most time-intensive phase. Client feedback often required significant revisions, and I learned to build that buffer into every project timeline.
Technical Launch
Handled domain purchases, redirections, and assignments — maintaining detailed records to ensure nothing slipped at launch.
When Design Thinking Became Business Thinking
The most impactful work I did at Westfall Gold wasn't a single deliverable — it was identifying a systemic problem, building the business case, and driving a company-wide solution. This is the project I'm most proud of.
Our CMS — Aventri/Stova — was a technical bottleneck. Every project required raw HTML/CSS workarounds just to meet design standards. I was spending an entire workday on first drafts that should have taken half that time — and so was every project that came after mine.
I didn't wait to be asked to fix it. I partnered with my Digital Design Manager to research alternatives, built a formal comparison and research brief, and presented the case upward — from my manager to the VP of Creative to the CEO. The result: a company-wide migration to Framer.
First-draft production time dropped from a full workday to 4–6 hours. That improvement compounded across 60+ projects and benefited every designer on the team. A single strategic intervention changed how the entire team worked.
- Heavy technical constraints
- Required manual HTML/CSS workarounds
- Slower iteration cycles
- Design quality ceiling
- Modern, design-forward platform
- First drafts: full day → 4–6 hours
- Faster iteration cycles
- Higher design fidelity
- Team-wide workflow improvement across 60+ projects
CCV: A 100% Conversion Rate
Among the projects I worked on, the CCV landing page stands out as a clear example of UX-driven results. By applying conversion-focused UX principles to the registration flow, all 46 targeted registrants completed registration — a perfect conversion rate.
The Come and See Vision Summit event app is another piece I'm proud of. Client satisfaction surveys consistently showed attendees found the app intuitive and easy to use — which, for a high-pressure live event, is exactly the outcome that matters.
What I Worked With
Getting a strategic decision approved across two levels of leadership
The current CMS (Aventri/Stova) was creating compounding friction across every client campaign — inconsistent design output, slow iteration cycles, and a platform that required workarounds to meet basic brand standards. I identified the pattern across multiple projects and built a case for migrating to Framer.
- Presented to Digital Design Manager
- Escalated to VP of Creative
- Approved by CEO
- Proposal moved through three levels of leadership over approximately two months
- Migration approved and implemented org-wide
- All client-facing digital work now produced in Framer
- First-draft time dropped from a full day to 4–6 hours
- Improvement compounded across 60+ projects
Working within Aventri/Stova across 5–8 simultaneous campaigns, three friction patterns emerged consistently: brand customization required manual workarounds adding 2–3 hours per cycle; template constraints meant design decisions were being made by the platform, not us; and iteration speed was bottlenecked by the CMS export process, making late-stage client feedback costly to address.
The right design move wasn't to get better at the workarounds — it was to change the tool.
What This Role Taught Me
The best design decisions aren't always visible in the final product. Sometimes they live in the conversation you started, the case you built, and the process you changed for everyone who came after you.— Reflection on the Westfall Gold experience
Westfall Gold is where I learned that strategy and execution aren't separate disciplines. The CMS migration didn't happen because someone handed me a brief — it happened because I identified where the team was losing time, built the evidence, and took it to the people with the power to change it.
Selected Deliverables
A selection of landing pages, event apps, and digital experiences delivered across simultaneous client engagements at Westfall Gold — each translated from a printed brief into a live digital product.
