CASE STUDIES

CASE STUDIES

CASE STUDIES

CASE STUDIES

SENIOR MARKETING DESIGNER @ APRIL

2 Campaigns, 1 Throughline

2 Campaigns, 1 Throughline

2 Campaigns, 1 Throughline

2 Campaigns, 1 Throughline

Translating complex B2B2C products into clear marketing that drives action

CONTEXT

CONTEXT

CONTEXT

DAILYPAY Website

DAILYPAY Website

COMPANY

  • Embedded fintech product

AUDIENCE

  • B2B: Employers (McDonald’s, Target, +)

  • B2C: Hourly employees

GOAL

  • Conversion

  • Activation

PROBLEM

  • CPA $1000+

  • No system/structure for creative

  • Messaging unclear

PAID SOCIAL A/B TESTING

PAID SOCIAL A/B TESTING

PAID SOCIAL A/B TESTING

EXECUTION

  • Ran structured A/B tests

  • Tested headlines, copy, CTAs, visuals

  • Used performance data to guide iterations

IMPACT

  • Clearer creative direction

  • Stronger campaign performance

  • Better understanding of what converted

SYSTEMIZED WHAT WORKED

SYSTEMIZED WHAT WORKED

SYSTEMIZED WHAT WORKED

EXECUTION

  • Logged winning headlines, copy, CTAs in Excel

  • Built Figma templates with guardrails

  • Locked key elements for non-designers

  • Helped teams move faster without bottlenecking creative

IMPACT

  • Improve creative performance by 150%+

  • Faster production across departments

  • More consistent creative output

CHANNEL TURNAROUND

CHANNEL TURNAROUND

CHANNEL TURNAROUND

EXECUTION

  • Took over failing channel

  • Reworked messaging

  • Guided CTA with steps

  • Applied proven learnings from paid

IMPACT

  • CPA dropped from $1000+ to <$28

  • Channel saved + scaled

  • Became high-performing acquisition driver

OLD VERSION

OLD VERSION

b2B2C MESSAGING SUMMARY

b2B2C MESSAGING SUMMARY

b2B2C MESSAGING SUMMARY

B2B (EMPLOYERS)

  • Trust (Feels credible & low-risk)

  • ROI (Shows measurable business value)

B2C (Employees)

  • Clarity (Easy to understand instantly)

  • Urgency (Solves their immediate pain point)

CONTEXT

CONTEXT

CONTEXT

IRCODE Website

IRCODE Website

COMPANY

  • Patented interactive tech

AUDIENCE

  • B2B: partners (NBC, LPGA - broadcasters, advertisers)

  • B2C: viewers / users interacting

GOAL

  • Drive adoption of new tech

  • Build trust and category understanding

  • Translate the updated brand across every touchpoint

PROBLEM

  • New tech

  • Hard to explain

  • Branding needed to match pivot

  • Needed trust + clarity fast

BRAND REFRESH

BRAND REFRESH

BRAND REFRESH

EXECUTION

  • Led subtle brand refresh

  • Updated color palette

  • Applied across all verticals

  • Created stronger consistency fast

IMPACT

  • Branding more aligned for new industries

  • Faster rollout across channels

  • More cohesive brand presence

SXSW EVENT BOOTH [ B2B ]

SXSW EVENT BOOTH [ B2B ]

SXSW EVENT BOOTH [ B2B ]

EXECUTION

  • 40’ wall graphics

  • Selfie station

  • Scannable interior

  • Thought leadership space

IMPACT

  • Elevated event presence

  • Stronger partner-facing narrative

  • Positioned IRCODE as an industry leader

NBC/PEACOCK APP [ B2B2C ]

NBC/PEACOCK APP [ B2B2C ]

NBC/PEACOCK APP [ B2B2C ]

EXECUTION

  • White-label app animations

  • On-screen CTAs to educate

  • App / mobile screens

  • Real-time interaction flow

IMPACT

  • Helped explain the product instantly

  • Reduced friction in the user journey

  • Connected broadcast moments to mobile action

b2B2C MESSAGING SUMMARY

b2B2C MESSAGING SUMMARY

b2B2C MESSAGING SUMMARY

B2B (PARTNERS)

  • Credibility (Builds trust in a new category)

  • Monetization (Shows measurable partner value)

B2C (VIEWERS)

  • Clarity (Easy to understand instantly)

  • Engagement (Turns viewing into action)

APRIL + MARCELO

APRIL + MARCELO

APRIL + MARCELO

DESIGN EXPERIENCE

  • Brand systems - identity, guidelines, scaling across teams

  • Marketing & growth - paid, email, landing pages, performance creative

  • Product / UX - app flows, onboarding, user clarity

  • Web - design + entire websites

  • Sales & GTM - decks, one-pagers, outbound systems

  • Content & social - storytelling, campaign systems, iteration

  • Experiential - events, booths, environmental design (SXSW)

  • Print production - direct mail, large format, packaging

  • Motion & video - After Effects, storytelling

  • AI workflows - ideation, variation, speeding up production

I CAN

  • Translate complex products into clear marketing

  • Design for B2B buyers and end users

  • Build systems that scale

  • Own execution end to end

VIDEO

  • Created a concept video for the end user experience

  • Used existing assets and reimagined them with modern motion

  • Learned new tools to push the execution further

  • Added a logo animation and sonic logo for stronger brand recognition

EXPERIENTIAL + ENVIRONMENTAL DESIGN

Designed and directed large-scale event environments, including IRCODE’s 40’ SXSW booth and the MIP London showcase, transforming spaces into immersive brand experiences.

Let'S WORK

Let'S WORK

TOGETHER

TOGETHER

CONTACT NOW

BASED OUT OF NYC: OPEN TO REMOTE + HYBRID ROLES.

BASED OUT OF NEW YORK CITY, OPEN TO REMOTE + HYBRID ROLES.

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